Belfast Telegraph Digital Clinic Tues 24th Sept 2013
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Transcript of Belfast Telegraph Digital Clinic Tues 24th Sept 2013
WELCOME
Today’s Agenda
• An Overview of Why Digital Marketing is Important for your Business
• Understand How Each Type of Digital Marketing is a Piece of a Marketing Puzzle
• Answers to Any Questions You Have About How This Marketing Works
• Leave Today With Tangible Next Steps for Growing Your Business
Belfast Telegraph
SocialMedia
Streaming Video
Audience Targeted Display
Search: SEM & SEO
Mobile
Awareness
Favorability
Consideration
Shopping
Purchase
Intent to Purchase
1) Local.com Banners
2) Facebook Promo
3) Mobile Banners
4) Pre-Roll
5) Behavioral Targeting
6) Search
This model can be applied to a thorough clients needs assessment to create a custom digital marketing campaign.
Consumer Purchasing Funnel Digital Product Pyramid Client Proposal
Building successful marketing solutions
DISPLAYTYPES OF DIGITAL MARKETING
Premium Display Advertising
Amplify your message with premium ad units:
• Standard – Leaderboard, MPU, Sky• Billboard / Bellybuster• Expandable/Pushdown• Rich Media Floating• Rich Media Takeover• Video• Wallpaper• Peel Back Ads
(please see packs for examples)
Bel Tel
Amazon
Ebay
MSN
Network Digital Display• Access the largest
marketplace of premium ad inventory and leverage premium data targeting to minimize wasted views.
• Access to more than 10 - 15 Billion impression each day from more than 800 publishers.
• Targeting– Demographic– Behavioural – Geographic– Frequency Capping– Retargeting
Targeting Solutions
• Focused on eliminating ad waste by serving to a targeted audience
Content Targeting
Targeting groups of content allows you to narrow the audience you are looking for based upon the content they are digesting.
Fashion
Education
Family
Finance
Politics
Shopping
Science
Gadgets
Motors
Weather
Dating
Holidays
Jobs
Music
Pets
Home Improvement
Sports
Business
Health
Moms
Travel
Cultural
Property
Games
Behavioural Targeting
Targeting a users based upon their behavior and interest online.
Shoppers
Family Oriented
Food Craver
Sports Fans
Entertainment Craver
Gamers
Business Savvy
Makes and Models of Cars
Travel Destinations
Healthcare Needs
Educational Seeker
Property Buyers
Job Seekers
Fashion Passionate
Re-engage with customers who started a shopping cart, but didn’t finish
Target customers based on products they searched for
Re-engage with customers interested in high-margin products
Increase retention by targeting
“Shop-A-Likes”
Retarget Users Based on Site Engagement
MOBILETYPES OF DIGITAL MARKETING
Mobile Advertising
What 3 things do people never leave the house without?
1. Keys 2. Wallet 3. Mobile Phone
70% of smartphone users say “I won’t leave home without it.”
Second and Third Screen Viewing
• 40% of people use a second screen while watching TV daily
Premium App Advertising
App Downloads• Propertynews: 78,346• Nijobfinder: 23,563• Nicarfinder: 24,771• Belfast Telegraph: 18,448 iphone, 19,457 ipad
Advertising availablewithin all Apps
• Fantastic click through rates at average of 0.20%• All apps are also available for exclusive sponsorship
Mobile / In-App Advertising• Geo Aware Technology • Interstitials
• Expandable Banners • Video
Mobile / In-App Capabilities• Click to call • Click to email
• Click to map • Click to Video
Country City Post Codes
Place your message on news & interest mobile sites, giving you the ability to target users:
Geo-Target
Content-Target
Device-Target
News Sports Business Finance Gaming Food Entertainment Travel
iPhone Android Blackberry Windows Mobile
Network Mobile
Case Study: Toland House
• Excellent performance:
CTR%
Blended property apps and extended networkTotal: 2.13%
SOCIAL MEDIATYPES OF DIGITAL MARKETING
Social Media History
600 million users log into Facebook each day
- The Social Skinny 2012
Social Media Value
Mobile – A Key to Facebook Success!
• 600 Million active Facebook users on Mobile
• 60%+ of all users access Facebook only on their mobile device
• 33 minutes: average time smartphone owners spend on Facebook every day via their device.
• 2x higher click-through-rate on FB mobile vs. desktop
• 76% more clicks on FB mobile vs. desktop
Facebook – A Competitive Landscape
Facebook Offers
Tracking options:• In Store, Online• Integrate with systems
• When a user claims the offer, they automatically receive and email with the offer
Facebook Contests
Sponsored EngagementTo Who?What?Fans1. Retain 2. Transform from
users, to fans, to Brand Advocates
Non-FansLike Acquisition to Gain
Geo Connections Interests (Brands) Workplace Education Age Gender Relationship Status Device
Targeting
• Sponsored engagement is a strategic blend of content and paid Facebook advertising
• Delivered to highly-targeted users on mobile and desktop
• Types of sponsored engagement:
N Marketplace Ads
N Promoted Posts
N Sponsored Stories
Sponsored Stories Promoted Posts Facebook Ads
Promoted Posts ensure your posts get seen by keeping them at the top of the newsfeed.
Sponsored stories alert friends of your fans when your fans engage with your brand.• Page Likes and Comments • Check-Ins• Events Joined • Apps & Games Played• Apps Shared• Posts, Likes & Comments
Facebook Ads appear live on the right side of the page and are served to your target market.
Sponsored Engagement Ad Types
Case Study: Embassy Steakhouse
• Sligo restaurant launched a free bottle of house wine with dinner promotion last week
• Over 200 people claimed the offer in 1 day
SEARCHTYPES OF DIGITAL MARKETING
Maximize 100% of the SERP
• 100 % Market Reach:There are 2 core components to Search Marketing required to reach
• 100% of the advertisers potential customers: Paid listings or PPC, and organic listings or SEO
Did you know?
• 62% reduction in churn when campaigns include search!
• 52% lift in display ad conversions when search is included in the campaign.
• 50% of advertisers digital budget is spent on search!
SEO – Search Engine Optimisation
Search Engine Optimisation:• The act of enhancing web pages so they rank higher on Google, Yahoo!, and Bing
in the Organic Listings.
Advantages: • Up to 80% of people spend time in the organic results• High Google Ranking• Long-Term Results• Link Building• Content and Coding optimisation
Fundamental Elements of SEO
There are 3 Fundamental Elements of SEO:
1. Site Structure & Optimisation• Review site issues (coding, linking, content, navigation, HTML and XML
sitemap, etc.)• Optimise a variety of static HTML pages; including creation of keyword-rich
titles, meta descriptions and image alt text
2. Content Creation & Optimisation• Re-write and optimise Website marketing copy on targeted pages to attract
traffic, convert site visitors and add value for users.
3. Link Development & Optimisation• Directory and Search Engine Submissions• Article writing and distribution services• Social Bookmarking
Local Search Marketing
• 82% of all users use the internet to search for products or services.
• 35% of searches have local intent.
• 89% of users will not leave the first page to find a local business.
SEM – Search Engine Marketing
Search Engine Marketing:• Renting ads on the front page of Google on per click basis.
Advantages:• Fast Traffic• Exposure in Sponsored Links• Precision Targeting• A/B Testing• Universal Monitoring
Fundamental Elements of SEM
There are 4 Fundamental Elements of SEM:
1. Keyword Research and optimisation
2. Text Ad Composition and optimisation
3. Landing Page Selection and optimisation
4. Ad Extension Selection and optimisation
SEM Tactics
Optimal Results Tactics:
– Keyword knowledge – research and experience in industry specific search behaviour; keywords that align with your business strengths/focus
– Long tail – building out lists of long-tail search terms for better ROI– A/B testing - of text ads– Geographic targeting – pinpoint-targeted campaigns based on consumer
behaviour– Location extensions – ads featuring business locations– Site-link extensions – deep linking from ads to accommodate specific
searcher interests– Call tracking – measure results from search campaigns– Offers/promotions – ads featuring specific offers and promotions– Seasonal tactics – adjusting budgets, keywords, based on product/service
seasonality– ROI-based optimisation – adjusting bids & budgets to maximise leads/sales
Case Study: SERE
• Maximum impact with immediate traffic to your website!
• Week one of PPC campaign resulted in an impressive 4.4% click through rate.
GOOGLE ANALYTICS, CONVERSIONS, SALESMetrics & Optimisation
Campaign Implementation & Management
Campaign Management Process• Strategy• Execution• Optimization• Metrics
Account Takeover Checklist• “Kick-Off” call with client contact, local
contact & Campaign Management team
• Implement/execute campaign based on client’s goals/targets
• Monthly reporting call to review the previous month’s data and execute any adjustments for next 30 days
Phases of Optimisation
1. Pre-Sale optimisation:a) Platforms Choiceb) Targeting Choicec) Geo Targeting Choiced) Impression Level
2. Pre-Flight optimisation Opsa) Verifying Platform Targetsb) Verifying and Clarifying Targetsc) Verifying Geo Targetsd) Quantifying Impression Targets
3. Mid Flight optimisation a) Line optimisation b) Platform optimisation c) Geo optimisation d) Size
4. Post Sale/Reporting optimisation – Examination & New Buysheet
a) Platform & Line Evaluation b) CTR & CPCc) Impressions Deliveryd) Size
Our Customers
Testimonial
“We have been working with Adtaxi on our Facebook advertising and competition over the last 3 months and since then we have achieved an increase in likes in line with our objectives. The team have been very effi cient at responding to emails and assisting with any queries I have had, as well as making suggestions where necessary. Adtaxi will now be helping us develop our social media strategy across other platforms.” Michele Ryan CIMA
‘’INM have been managing our digital marketing for the last three months and the results we’ve seen have been very impressive. Our campaign consists of search engine marketing, ad taxi display, re-targeting, independent.ie and search engine optimisation. This has helped us significantly in targeting our key audiences in Ireland and the United States. Overall I would have no hesitation in recommending INM for any digital marketing campaign’’. Andrew Nolan
Testimonial
THANK YOU!Questions?