Co c integratedmediamarketing

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Co c integratedmediamarketing

  1. 1. Integrated Digital Marketing May 19, 2014  College of Charleston Center for Continuing & Professional Education Presented by: Stacy Bruder Interactive Ad Director, The Post and Courier
  2. 2. Topics To Cover • Introduction • Get to Know You • State of the Industry • Projected Digital Growth • Consumers Changing Behavior • What’s Happening Locally • Post and Courier Evolution + Audience • Group Exercise: Launching New Website • Suggestions • Q+A
  3. 3. Great to Meet You! • Re.Vu – Free! • Tell Your Story • Stand Out From Applicants • Video Resume • My Adventure to Here!
  4. 4. State of the Industry
  5. 5. Media Plans Follow Eyeballs  2013 US adults spent an average of 5:09 a day digital  20% increase compared to year prior  Mobile lead with 67% increase of time spend
  6. 6. Media Plans Follow Eyeballs
  7. 7. State of the Industry “Clearly, marketers believe that the online sector deserves a significant portion of their marketing budgets. This is especially true for mobile which scored a 123% growth rate in a 3-year period and reached $7.1 billion in spending for 2013.” Kathy Crossett, Research Director, Media Sales Today
  8. 8. Mobile Growth • President Jimmy Carter and Rosalynn Carter dancing at the Inaugural Ball. January 20, 1977.
  9. 9. Mobile Growth
  10. 10. Mobile Growth
  11. 11. Strongest Growth in Digital AdAge’s 2014 B2B Outlook Research for Marketing Priorities and Plans confirms that all marketing plans related to digital will be up in 2014 with a strong focus on video.
  12. 12. The Value of Video  Increased Response Rate  Higher Time on Site  More Sharing via Social/Email  Improved Conversion  Higher Engagement  Higher Click Through Rate  SEO Benefits  Sales Increase
  13. 13. Why Change?
  14. 14. Consumers Are Empowered
  15. 15. Research + Purchase Online
  16. 16. Marketing to Millennials
  17. 17. Advertisers Need Help May Topic: Marketing Across Multiple Generations Jennifer Sutton, Strategist, Integrator, Dot-Connector and Chief Illuminator at Bright + Co.
  18. 18. Local Innovation  GigaFi – most technologically advance community in the region  100x faster than todays high-speed network  Speed and capacity demands come from consumers and businesses  Increase usage online, download videos, photographs, TV shows, games and other data
  19. 19. Local Innovation
  20. 20. Charleston Market Projections  Borrell Compass Reports methodology uses multiple sources including both client spending expenditures and media company receipts.  Dun & Bradstreet, Interactive Advertising Bureau, AdRelevance, IRS, Newspaper Association of America, Direct Marketing Association, and IAB.  Estimates are allocated using the weighted values of retail sales, households, internet usage, median income, population and median age.  Localized Nielsen, Claritas, 4,300 local media companies  30 secondary sources  Woods & Poole forecasts for market economic growth  Bureau of Labor Statistics  Used by more than 1,000 media companies.
  21. 21. Charleston Market Projections 9% 3% 14% 266% 5% 120% 16% -24% -15% -10% 21% 3%  Overall market ad spend projected increase 70% over 5 years.  Online & newspapers combine to dominate expenditures
  22. 22. Post and Courier Digital Team • Digital Editors • Photographers • Videographers • Social Media Director • All Reports Are Digital • Interactive Ad Management • Interactive Account Executives • Advertising Operations • Data Analyst • Developers • Graphic Artists • Database Management • Marketing
  23. 23. Post and Courier Digital Audience Sources: Print – December 2013 Charleston Market Study, SSRS & AAM Audit Report March 31, 2013. Social: *Combined P&C audience includes reporters and other P&C products Omniture thru March 2014, Online – The Media Audit Jan. - 2013 Market Study & Omniture/Google Analytics March 2014 Mobile – Thru March 2014 Print • Largest daily newspaper in the state • Circulation: 2.1 Million papers each month • Daily Readership: 194,000 • Sunday Readership: 219,000 • Weekly Readership: 281,063 • Post and Courier 7-day print/ 7-day online combined reach: 338,392 readers/viewers • Weekly Reach Print+TMC+Web: 379,612 Social • Social Media Audience: over 185,660 followers* Online • Postandcourier.com: #1 news and information site in the Charleston, SC MSA • 50,000 unique visitors in a single day • 1,536,326 monthly unique visitors • 7,762,812 monthly page views Mobile • Postandcourier.com mobile site and app pageviews 1.5 million Opt-in Email Database • More than 46,000 subscribers
  24. 24. Post and Courier Digital Audience  Source: Omniture/Google Analytics March 2013 & 2014 Mar. 2014 Mar. 2013 Growth % Online Uniques 1,536,326 939,341 596,985 39% Online Pageviews 7,762,812 6,764,130 998,682 13% Twitter Followers 103,130 75,027 28,103 27% Facebook 82,530 41,247 41,283 50% Opt-in Database 46,044 33,766 12,278 27%
  25. 25. Post and Courier Digital Audience Gender Age HH Income  18-34 Index is 106  35-44 is 116  Median Age: 43 Market Median Age: 44 P&C Newspaper Median Age: 53 Base: Charleston Adults 18+ who visited postandcourier.com in the past 30 days Source: 2013-2014 Charleston Market Study, SSRS Research. Index is based on 100. Anything above 100 is above market average.  $75k+ Index is 130  Average HHI $75,234 Market Average: $67,967 P&C Newspaper Average: $69,505  Female Index is 122 Market: 51% Female 49% Male P&C Newspaper Female 58% Male 42%
  26. 26. Post and Courier Digital Audience Trusted Local Brand • 200+ Years • Community Involvement • Locally Owned In Depth Content • 70+ Journalists, Video/Photographers, • News, Features (Food, Arts, Business), Entertainment, Charleston Events, Obituaries, Jobs, Real Estate, Automotive, Classified Integrated Solutions • Print, Online, Email, Text, Social, Mobile, Events, Inserts • SEO, SEM, Website Design, Mobile Website, App Development, Social Media Management • Extended Audience Options: SEM (Google), YouTube, targeted emails, behavioral/contextual/retargeting, extended mobile. • Campaign Optimization Qualified Audience - Paid • Value the Product Enough to Pay • In-home, On-device, Opt-in • Out-of-Market Reach
  27. 27.  Responsive Design  More Ad Units  Prominent Ad Placement  Improved Navigation  Integrated Ad Units within Content  Exclusive Sponsorships  Marketing Blitz  Meter Free for 30 Days New Site! Ad Unit Ad Unit Promo Ad UnitSponsorship Ad Unit Ad Unit
  28. 28. Group Exercise:  What are your goals?  Is it branding, awareness, image, direct response?  How would you define your target audience?  What is the message you’d like to send?  How will you measure the success of the campaign?  What is the timing? Duration?  Budget?  Creative?  Who is your competition? How are you different?  What have you done in the past and how has it worked for you? Create a Marketing Plan to Launch the New Post and Courier Responsive Design Website.
  29. 29. Recommendations + Next Steps  LinkedIn Groups – local and national  Twitter  Facebook  Alumni Groups  Digital Corridor  AMA Charleston Chapter  Charleston Metro Chamber of Commerce  TEDx Charleston  DIG South  Charleston Regional Development Alliance  Center for Women  Non-Profits  Industry Specific Groups or Submarkets
  30. 30. Questions and Contact Info Stacy A. Bruder Interactive Advertising Director The Post and Courier Cell: 843-200-9585 Desk: 843-937-5520 sbruder@postandcourier.com LinkedIn Facebook Twitter Instagram

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