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Content Remarketing in 4 Easy Steps


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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Taking Retargeting To The Next Level. PRESENTATION: Content Remarketing In 4 Easy Steps - Given by Mei Yee, @meichows9 - Time Inc, Associate Director, Paid Media. #SMX #12B

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Content Remarketing in 4 Easy Steps

  1. 1. #SMX #12B @MeiYee Content Remarketing in 4 Easy Steps
  2. 2. #SMX #12B @MeiYee How we use remarketing  Building audiences  Prioritizing goals  Serve relevant offers  Cross-selling Agenda: The Four Steps
  3. 3. #SMX #12B @MeiYee Remarketing, at it’s core, is to bring users who have shown interest in your product back to your product. From there other things that you can do are –  Offer testing  Cross selling  Upselling  CRM How We Remarket
  4. 4. #SMX #12B @MeiYee  As a media company, Time Inc is able to leverage the content that we publish to understand our consumers.  Through analytics, we know what type of content users like, and from there build audience segments.  These audience segments allow us continue to push content that resonates with our consumers and allow us to build specific offers. Remarketing at a Media Company
  5. 5. #SMX #12B @MeiYee In order to remarket to consumers based on content, content needs to be seen. Step 1: Build Your Audience Homepage Tout Social Networks Organic Search Results
  6. 6. #SMX #12B @MeiYee Sample tactics to drive users to content -  Leverage owned sites  Websites, homepage touts, cross brand promotions  Owned social pages  Twitter, Facebook, Tumblr, Instagram, Pinterest  Promoted social tactics  Promoted Tweets, Sponsored posts, sponsored pins  Cost efficient native ads  Taboola, Outbrain, StumbleUpon, PubExchange  Affiliates, bloggers & influencers Maximize Content Viewability
  7. 7. #SMX #12B @MeiYee In the event of multiple teams wanting to leverage the same audience, prioritization is key. Step 2: Prioritize Multiple Goals Subscription Sales KPI: Orders Audience Development KPI: Unique Visitors Retail/ Newsstand KPI: Newsstand Sale
  8. 8. #SMX #12B @MeiYee Make sure offers are relevant to the consumer’s interests. Serve the user a product that they’ve previously browsed for. But factor in seasonality. ex) Users browsing for sunscreen in August may not be interested anymore in September Step 3: Serve a Relevant Offer 18% Increase in conversion rates over control offer
  9. 9. #SMX #12B @MeiYee Leverage topical events or dates with targeted offers. Being Opportunistic with Timely Offers Understand your audience and what your audience is interested in beyond typical holidays. Typical holidays are more competitive, investigate opportunities around hashtag holidays. ex) #420, #airmaxday, #nationalsiblingday 4/20
  10. 10. #SMX #12B @MeiYee Give consumers what really matters to them. Leverage Major Milestones Reach users at their pivotal points in their lives and express to them the value of your product Graduation  Real Life Guides Marriage  Moving, organization & storage tips Parents  Tips, guidance, and information Parents & Parenting Content
  11. 11. #SMX #12B @MeiYee Provide added incentive to buy. Increase value: 4 free issues to 8  Free shipping offers  % discount offers  Newsletter sign ups  Exclusive content offers Bonus Offers
  12. 12. #SMX #12B @MeiYee Price Testing Test short-term offers Test different pricing offers.  Short term subscriptions  Bulk purchase discounts  BOGOs  Bundles
  13. 13. #SMX #12B @MeiYee Leverage similar audiences to cross promote portfolio products. Step 4: Cross-sell I like Fashion I like Entertainment I like Sports
  14. 14. #SMX #12B @MeiYee  Create events where you can sell everything together as bundles.  Promote multiple products within the same ad to expand reach. Or Sell Everything Together Leverage higher volume titles to support smaller titles
  15. 15. #SMX #12B @MeiYee THANK YOU!