Who are you targeting with your product or content? Where is your audience online? How do you attract and engage them? And, perhaps most importantly, how can you monetize them? Annelise will explore today’s audience habits, explain the power of the niche, and provide tips and tools on how to define, find, engage and mobilize your own audience.
3. Canadian Digital Audience Snapshot
• 83% of population is online
• 41+ online hours per month (2nd highest worldwide) &
most monthly pages and visits per visitor.
• 25 hours of online video viewed per month (also 2nd)
• Social networks continue to grow, Facebook leads, but
Pinterest, Tumblr & Instagram growth exploded last year
• 724 billion digital display ad impressions in 2012
• Ecommerce totaled $22.3 billion dollars in Canada
Comscore – Canada Digital Future in Focus 2013
16. http://www.audiencetargeting.com/
IDENTIFYING Your Digital Audience
Eco-Aware Individuals: “acutely interested in learning
more about top environmental issues...Not only do they read
articles related to clean energy, but they read about hybrid
vehicles. These people tend to be athletic and well-traveled,
seeking goods and services related to environmentally
sensitive outdoor sports and adventure travel.”
17. FINDING Your Digital Audience
Tracking Down the Segments
• Search engines
• Niche online communities
• Groups within social media
• Competitive/complimentary websites
20. BUILDING Your Digital Audience
Attracting New Online Customers
• Advertising
• Participating authentically in niche
communities
• Being internet search friendly (esp. in using
the language of your target niches)
25. TOP 10 Digital Audience Do’s & Don’ts
1. DON’T make digital just a garnish.
2. DO be aware of the SoLoMo context.
3. DO use the power of segmentation & niche marketing.
4. DON’T be afraid to give up control.
5. DO provide original, personalized, quality content.
6. DO optimize for all relevant platforms and devices.
7. DO be a brand that is authentic, human & “flawsome.”
8. DO be seamlessly everywhere your audience is.
9. DO tweak messaging to fit each audience segment.
10. DON’T just observe – listen, learn, respond and evolve.
26. You can find me at:
Annelise Larson
annelise@veria.ca
@veriatweet
www.veria.ca
Editor's Notes
More than 41 hours per month (2nd highest worldwide) and ranking 1st in terms of monthly pages and visits per visitor.
Canadians rank 2nd worldwide in terms of monthly hours (25) of online video viewed and videos (291) per viewer.
724 billion digital display ad impressions in 2012, up 17% year over year of . Social Media, Entertainment and Portal sites continue to account for the largest share of impressions.
The rapid adoption of internet-enabled devices is contributing to a more fragmented digital media landscape. Smartphone subscribers grew by 17 percent in 2012, with Google Android accounting for 40 percent of the market.
Social Media players are increasing their visitor base and engagement, while Facebook continues to lead the Social Networking category.
Major industry verticals are witnessing interesting trends amid media fragmentation. E-Commerce totaled $22.3 billion dollars in Canada in 2012, up 10 percent versus year ago.