co c integratedmediamarketing
TRANSCRIPT
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
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
Great to Meet You!
• Re.Vu – Free!• Tell Your Story• Stand Out
From Applicants
• Video Resume
• My Adventure to Here!
State of the Industry
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
Media Plans Follow Eyeballs
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
Mobile Growth
• President Jimmy Carter and Rosalynn Carter dancing at the Inaugural Ball. January 20, 1977.
Mobile Growth
Mobile Growth
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.
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
Why Change?
Consumers Are Empowered
Research + Purchase Online
Advertisers Need Help
May Topic: Marketing Across Multiple Generations
Jennifer Sutton, Strategist, Integrator, Dot-Connector and Chief Illuminator at Bright + Co.
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
Local Innovation
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.
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
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
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
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%
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%
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
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
Ad Unit
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.
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
Questions and Contact Info
Stacy A. Bruder
Interactive Advertising Director
The Post and Courier
Cell: 843-200-9585
Desk: 843-937-5520