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Online Audience Development

Circulation Management Webinar with David Grossman at

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Online Audience Development

  1. 1. Online Audience Development David Chivers Director of Online Marketing Dow Jones David Grossman Director of Business Development Mansueto Digital Moderated by: Bill Mickey Managing Editor Circulation Management Magazine Speakers:
  2. 2. Add Retargeting to Your Toolkit Learn how to boost conversions and lower acquisition costs David Chivers Director of Online Marketing Dow Jones
  3. 3. What is Retargeting? Retargeting enables marketers to target visitors who have performed a single activity (or a specific sequence of activities) on the marketer’s Web site or with that marketer’s creative. Source: eMarketer’s “Behavioral Targeting: Marketing Trends” How Does Retargeting Work? Retargeting works by anonymously observing consumers' behaviors while they are visiting your website or view your ads. Once cookied, you can serve up targeted messaging.
  4. 4. Types of Retargeting <ul><li>Website (or Onsite) Retargeting </li></ul><ul><ul><li>delivering messages after targets leave your site </li></ul></ul><ul><ul><li>targeting against click-stream, search path, registration </li></ul></ul><ul><li>Ad Exposure Retargeting </li></ul><ul><ul><li>delivering messages after targets have seen your ads </li></ul></ul><ul><li>Search Retargeting </li></ul><ul><ul><li>delivering messages after targets click on paid search </li></ul></ul>
  5. 5. Retargeting in Action <ul><ul><li>Resulted in 39% reduction in costs-per-order (CPOs), Increased conversion by 17% </li></ul></ul>Goal: Drive profitable incremental orders through online media Strategy: Track users of free content and “remarket” to them <ul><ul><li>Step 1: Tag Visitors to Free Content </li></ul></ul><ul><ul><li>Step 2: “Remarket” offer on other sites </li></ul></ul>
  6. 6. Get Started <ul><li>Partner with ad network or your current ad serving provider </li></ul><ul><li>Embed code in </li></ul><ul><ul><li>site pages </li></ul></ul><ul><ul><li>display media creative </li></ul></ul><ul><ul><li>search campaign landing pages </li></ul></ul><ul><li>Define success metrics </li></ul>
  7. 7. <ul><li>Onsite Retargeting </li></ul><ul><li>Added network tags to these preview pages </li></ul><ul><li>Allowed networks to see who visited and didn’t order </li></ul><ul><li> acquisition ads served to this audience </li></ul>
  8. 8. Remember, It’s Still Direct Response <ul><li>Fundamentals still apply: </li></ul><ul><ul><li>Offer, offer, offer </li></ul></ul><ul><ul><li>Know your target </li></ul></ul><ul><ul><li>Test your creative, your ad size, your placement </li></ul></ul><ul><ul><li>Optimizing based on the results </li></ul></ul>
  9. 9. Thank you CDS Global http:// As a technology-driven company, CDS Global has ongoing commitment to the digital future and continues to make strides in online audience development through our suite of e-business solutions. With our online marketing and Web store capabilities, connect with your online audience with ease and flexibility. CDS Global is a leading provider of outsourced solutions including Consumer and Business-to-Business Subscription Fulfillment, Product Fulfillment, Payment Processing Services and Digital Media Solutions. Our customers represent the world's leading publishers, direct marketing firms, financial institutions and corporate billers.
  10. 10. Thank you iProduction iProduction’s Internet Publishing System translates everything that works in traditional print publishing— editorial management , audience development , and monetization of assets —into an effective Internet publishing platform.  Best of all, this flexible, integrated software-as-a-service solution lets you take advantage of the expanded capabilities of Internet publishing without adding to your in-house IT burden. [email_address]
  11. 11. Content Distribution Strategies for Audience Development David Grossman Director of Business Development Mansueto Digital
  12. 12. Typical traffic referral sources for publishing web sites
  13. 13. Types of content distribution partnerships <ul><ul><li>Content is republished on licensee site in exchange for links back to publisher site </li></ul></ul><ul><ul><li>Links are exchanged between web sites (XML) </li></ul></ul><ul><ul><li>Content is traded between web sites </li></ul></ul><ul><ul><li>Some combination of the above … </li></ul></ul>
  14. 14. <ul><li>MSN homepage reaches 97 million unique visitors/month. </li></ul>
  15. 16. Benefits of content distribution <ul><li>Publisher receives referral traffic from destination web site </li></ul><ul><li>Links back to web site build search engine ranking of publisher web site </li></ul>
  16. 17. Drawbacks of content distribution <ul><li>Dilution! </li></ul><ul><li>Users from partner sites dilute your demographic – publisher trades quality for reach. </li></ul>Cannibalization! Users are reading your content on somebody else’s web site! Partners can possibly sell advertising targeted around your brand and content!
  17. 18. Don’t be afraid to share content! <ul><li>The web is a network </li></ul><ul><li>The web is built on “coopetition” </li></ul>
  18. 19. Finding distribution partners <ul><li>Find sites that are established and cover your space </li></ul><ul><li>Start with the biggest sites first … Comscore top 100 </li></ul><ul><li>Portals are content aggregators – they have traffic – they need content </li></ul><ul><li>Don’t ignore smaller sites with concentrated audiences </li></ul>
  19. 20. Engage potential partners <ul><li>Find contacts and set up meetings with partners – sometimes point of contact is editorial, sometimes it’s biz dev… </li></ul><ul><li>Target the site sections or channels that are most relevant to your brand – big sites and portals have dedicated staff </li></ul><ul><li>Negotiate links back – portals have standard terms – don’t accept fewer, ask for more! </li></ul><ul><li>Execute Content Licensing Agreement – be able to terminate without cause </li></ul>
  20. 21. The pitch <ul><li>Similar to a freelancer pitching a magazine editor </li></ul><ul><li>Find out what content the partner wants before you dedicate resources to creating content </li></ul><ul><li>Pitch a regular series – many people pitch one-off stories </li></ul><ul><li>Try for automated feeds – less work, guaranteed placement </li></ul>
  21. 22. Optimizing partnerships <ul><li>Use web analytics to track referrals </li></ul><ul><li>Stay in touch with your contacts, find out what they like/don’t like/want more of </li></ul><ul><li>If you are not seeing value, and partner is, don't be afraid to ask for better link placement, more links, etc. </li></ul><ul><li>Expand into new categories... look for more partner sites... offer more content </li></ul>
  22. 23. Q&A Thank you to our sponsors CDS Global & iProduction Go to to view all archived and upcoming webinars. Have a question? Submit in lower left box now!