Raul Chamber Presentation 2 18 2010

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Raul Chamber Presentation 2 18 2010

  1. 1. Strategies for an on-demand world Presented by: Raul Vielma, Director of Digital/Hispanic Solutions Evolution of media choices Media growth in the past 10 years Adoption of technology in the U.S. Local advertisers leveraging digital Demographic profile of online users 7 ways to leverage digital right now 1
  2. 2. Increase in media choices continues to evolve In the beginning there was only Now there are almost too many to count one vehicle to reach consumers 2
  3. 3. Last 10 years of media growth in the U.S. US 2000 2005 2010 Internet Hosts No measure 115 million 383 million (sites) Broadcast 1,500 1 500 1,500 1 500 2,218 2 218 Television FM Radio Stations 5,000 8,950 8,961 AM Radio 5,000 4,854 4,789 Stations 3 Source: Central Intelligence Agency, World FactBook 2000,2005,2010
  4. 4. U.S. household technology adoption During 2008; Nearly 10 million households added an HDTV set to their homes. More than 8 million purchased broadband. Slightly more than 3 million installed a DVR. Home networks forecast shows an aggregate growth rate of 13% over the next 4 years. 4 Source: *Forrester State of Technology, 2009
  5. 5. “Media choices are evolving; the adoption of new tech is on the rise and staying ahead is a marketing challenge.” challenge 5
  6. 6. Clients taking advantage of digital advertising solutions 6
  7. 7. Local advertisers leveraging digital 7
  8. 8. Demographic profile of online users & th “ D hi fil f li the “new primetime” i ti ” 8
  9. 9. Who’s online? M th 7 outt off 10 adults iin our market are online More than d lt k t li 82% of online adults are between 18 and 44 2 out of 3 are college educated Nearly half (48%) have household incomes of $75,000 or more 68% are employed 9 Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,508,700 Source: 2009 Scarborough Report, Release 2
  10. 10. Reaching consumers when exposure to other types of media are the lowest 14,000 13 000 13,000 12,000 11,000 10,000 9,000 8,000 7,000 6,000 6 000 5,000 4,000 3,000 2,000 1,000 0 2 AM 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM 8 AM 9 AM 0 AM 1 AM 2 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 0 PM 1 PM 12 10 11 1 2 3 4 5 6 7 8 9 12 1 2 3 4 5 6 7 8 9 10 11 PalmBeachPost.com audience peaks between 8 a.m. and 5 p.m., enabling you to reach the at-work audience. 10 Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January 1-14 2010
  11. 11. Online Spending Forecast for West Palm Beach-Ft. Pierce, FL DMA Local Interactive Ad Spending Projections (in millions) DMA Online Di l O li Display E-mail E il Search & Di t S h Directory Streaming Audio/Video St i A di /Vid Total T t l 2009 $35.36 $7.63 $32.89 $8.35 $84.23 2010 $32.38 $32 38 $10.07 $10 07 $35.62 $35 62 $10.05 $10 05 $88.13 $88 13 In 2010, $88.1 million projected to be spent on online advertising in our market. 11 All projections in $ Millions, Full-year estimates as of Q2 2009 Source: 2009 BORRELL ASSOCIATES INC.
  12. 12. “In this market, 7 out of 10 adults are online.” 12
  13. 13. 7 ways to leverage digital 1. Monitor your site traffic 2. 2 Maximize the Googles of the world 3. Take advantage of the new shopping paradigm 4. Improved targeting opportunities 5. View your website as a business p y partner 6. Use free tools 7. Learn about Social media 13
  14. 14. Monitor your site traffic Understand how you measure up, monitor the traffic your site is generating Page Views: The number of times a web page is requested from a server. Unique Visitors: The number of users who have accessed a website with a given period of time. Using sites like compete.com, you Google Analytics features: can see how your site is doing Advertising ROI compared to your competition. Visualize Data Customize reporting Multimedia Tracking 14
  15. 15. Maximize the Googles of the world! More than 213 million searches done per day, 86% of those searches are local. SEM or Paid Listings SEO or Organic O i Listings First step is to search for your business by name, products and services and see where you show up! Claim Cl i your b ibusiness on organic b i i business di directories. i 15 Source: Neilsen NetRatings Nov 2007 & Small Business Resources 2008
  16. 16. The New Shopping Paradigm 89% of people regularly/occasionally research online before buying offline* y g yet only… 7% of retail sales occur online 16 Source: *Forrester State of Retailing Online 2007
  17. 17. Improved targeting opportunities and benefits Who they are (Demographic) What they do (Behavioral) Answering the who, what, where and how What content they consumer Where they are (Geographic) How they accessing the web (Mobile) Guaranteed delivery Brings users within ONE click to you Answering the WHY Flexible and dynamic Measurable Trackable T k bl 17
  18. 18. Look at your website as your business partner What is the purpose of your site? To generate leads Encourage prospects Facilitate business transactions Build your brand How is it representing your company’s brand? How does your site display on a mobile enabled device? Differentiate your site through: y g Newsletters Referral Programs Account Personalization Online only specials VIP offers Web enabled brochure 18
  19. 19. Maximize free tools Free blogs See how you compare Free web analytics Free websites/blogs 19
  20. 20. Understand social media Social media is an umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, videos and audio. 3 out of 4 Americans use social technology. Time spent on social networks is growing 3xs the overall internet rate, accounting for ≈10% of all internet time time. 20
  21. 21. Three categories of social media Share Network Publish 21
  22. 22. “Find the presentation at http://bit.ly/aE6kaT ” 22
  23. 23. Digital Assessment – the first step to leveraging digital PalmBeachPost.com’s online consultants will analyze y y your website and offer recommendations to best serve your customer based on the goals and challenges you identify. The Digital Assessment will identify ways to: g y y 1. Improve current navigation, information, tools, etc. 2. Optimize SEO/SEM campaigns 3. Enhance lead generation/e-commerce 4. Use analytics and tracking sources to improve ROI of marketing dollars y g p g Email rvielma@pbpost.com to sign up or go to pbpost.com/rsvp 23
  24. 24. Questions? rvielma@pbpost.com or twitter.com/rvielma 24

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