downtown portland digital workshop

1

3/3/2015 #oredigital

WELCOME

3/3/2015

#oredigital

2


Oregonian Media Group: At a Glance

6.3M OREGONLIVE

UNIQUE VISITORS

49M OREGONLIVE PAGEVIEWS

1.3M REGULAR READERS

73% REACH IN THE

PORTLAND NDM

3


More Engaging Ads, in More Places

Se

arc

h Pri

nt

So

cia

l

Dis

pla

y

Co

nte

nt

Ma

rke

tin

g

Standard & High-Impact Digital Ads

Audience Targeting

Section & Site Sponsorships

Video

Mobile

Email Newsletters

Cla

ssif

ied

s

Standard & High-Impact Print Ads

Spadeas

Oprints

Polybags

Toppers

Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

Website Development

Social Media Optimization (SMO)

Reputation Monitoring

Sponsored Content

Branded Content

Auto

Real Estate

Recruitment

4


Local Presence, National Reach

5


Condé Nast Brands

6


7


“The key is to win the first moment of truth, that is to say, get and keep

the attention of the shopper at the point of purchase where a massive

70% of buying decisions are made.”

Jesper Wiegandt, Marketing Director P&G

8


Opportunity to Influence Traditional 3-Step Model

STORE

IMAGE

SALES

PERSON

Traditional

Awareness STORE

SHELF

9


No Shelf, Salesman,

or Physical Store

Traditional

Awareness

Google answers 114.7

billion searches a month

Opportunity to Influence New Mental Model

10


The New Consumer Model

11


Effects on Traditional Media 11

#oredigital

12


Types of media and actions

taken following exposure

Prompted to search

(Google, Yahoo! & Bing) 67% 64% 78% 77%

Direct to advertiser’s site 26% 15% 21% 21%

Direct to storefront 7% 11% 1% 2%

Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional

media) later look up the product or brand online.

Traditional Media Drives Online

Action(s)

13


ZMOT vs. Adult Literacy

80-85% research

products online prior

to purchase

86% of Americans can read

13

#oredigital

14


Can a business still

operate without building

a digital brand?

As a consumer, how do

you feel when you can’t

find business information

online?

15


How does it all work?

16


End Moment

Consumers have complete control over how they consume

information. The rate of consumption is regulated based on

need, interest and intent.

17


Consumer Research Moments

Active Consumer Session Passive Consumer Session

18


Active Consumer Session Online discovery driven

by traditional media

awareness

1st Party data &

3rd Party Data Collection

19


Targeting a Passive

Consumer

1st Party Data

1st Party Data

+

3rd Party Intender Data

Behavioral Targeting & Remessaging

Passive Consumer Sessions produce the majority of

internet traffic

20


The Holy Grail of Marketing Tying online attribution to in-store sales

21


Is Audience Attribution Modeling the

next best thing?

Site Attribution Tools: Attribution and Campaign Mapping

Analytics (Google, Adobe, etc)

Campaign URLs (UTM, URL Tag, Built URLs)

Analytic Goals (engagement, conversion, e-comm)

Tag Manager (on-page events)

Engagement Metrics

CTR Benchmarking

Cookies/ Pixels (View-Through/ Conversion)

DMP Data Collection

In-Store Attribution Tools Daily Traffic Estimates

Revenue Tracking

Products Sold

External Environments (seasonal, weather, etc.)

22


Purchased Online

Purchased Offline

Research Online and Purchase

Offline (ROPO)

Despite the growing popularity of online shopping

8 out of 10 consumers research online and purchase offline

23


Ecommerce

represents only

6.4% of retail sales

2013 United States

ROPO v. Ecommerce 23

#oredigital

24


25


What is Search Marketing?

Search Marketing is the process of gaining

traffic and visibility from search engines

through both paid and unpaid efforts.

This is the umbrella term that covers

Search Engine Optimization (SEO) and

Search Engine Marketing (SEM) –

sometimes called Pay Per Click (PPC)

Advertising

SEO: a marketing tactic used to help gain

visibility within a search engine’s natural, or

“free” listings.

SEM: another marketing tactic used to help

gain visibility through paid listings (i.e. ads).

26


Anatomy of a Search Engine Results Page

Organic

Listings

27



Local

Listings

28



Paid

Listings

29


Benefits of Search Engine

Optimization (SEO)

• Increases your visibility within search engines

• Builds overall strength of your brand and trust with search engine users

• Drives active buyers to your site

• Increases your ROI (maybe the best ROI of any marketing tactic) and can be an

extremely cost effective tactic

Sites that rank first organically receive

of Google’s total traffic share, on average.

31%

30


SEO Ranking Factors

• Link Building

• Content

Optimization

• Social Media

31


SEO Process

1

2

3

4

5

6

SEO PROCESS

Website &

Competitive Analysis

Identify Keyword

Opportunities

On-Page Tagging

& Code Cleanup

Content Editing & Copywriting

Off-Page Link

Building

Review of

Rankings &

Analytics

32


Anatomy of a Web Page

Main Page Elements

• Title Tag

• Meta Description Tag

• H1 Tag

• ALT Image Tag

• Image File Name

Page Title: Chocolate Donuts | Mary’s Bakery

33


Connection between SEO & SMO

Social media optimization (SMO) is

increasingly important to SEO performance.

As more potential clients find, visit, like,

share, +1 or otherwise recommend your

business’ page, your website receives more

traffic and a higher ranking in organic

search results.

Personalized search results and geo-

targeted advertising have boosted the

importance – and benefit – of a social

media presence.

34


Social Media & SEO

• 82% of agencies said social is either somewhat or highly integrated

into their social strategy

35


Social Media & SEO

• Social links may or may not boost search rank

• Social profiles rank in the search results

• Social channels are search engines too

• Social channels can give your content/brand legs

• Google doesn’t always tell the truth (or things may change

down the road)

• Bing hasn’t denied that they include social signals into their

organic algorithm

36


SEO & SEM: Better Together

Utilizing SEO & SEM

together can generate a

34% increase in CTR (i.e.

traffic to your website).* ACTION

DESIRE

INTEREST

AWARENESS

37


Benefits of Search Engine Marketing

• Improves conversion rates

• Attracts in-market customers

• Makes the most of your budget

• Consolidated reporting

• Trackable interactions

• Custom SEM ads and landing pages

38


SEM Process

STRATEGY/GOAL DEVELOPMENT

KEYWORD DEVELOPMENT

CREATIVE COPY & LANDING

PAGES

CAMPAIGN OPTIMIZATION

ANALYSIS & REPORTING

ACCOUNT

MANAGEMENT

39


Components of an SEM Campaign

• Main Components

– Keywords

– Ad Text

– Landing Page

Give them what you promised

LEAD BAIT OR PRODUCT

Illustrate how valuable you are

LANDING PAGE

Show them what they are looking for

AD

Bid on highly relevant keywords

KEYWORD INTENT MATCH

MESSAGE MATCH

VALUE MATCH

40


Components of an SEM Campaign

Campaign Shoes

Running

Lightweight running shoes

Sprinter shoes

Hiking

Hiking shoes Mesh hiking

shoes

Ad Group

Keywords

Ad Text Lightweight Running Shoes

Must Have Lightweight Running Shoes.

Try Them on Today. On Sale Now.

Sale on Hiking Shoes

Check Out Our Newest Hiking Shoes.

On Sale Now. Try Them on Today.

41


Display Ad Examples

42


Product Listing Ads (PLAs)

43


Remessaging Ads

YOUR AD

2. THEY LEAVE YOUR

SITE AND GO TO OTHERS

3. THEY SEE

YOUR AD

4. THEY CLICK ON YOUR

AND RETURN TO YOUR SITE

1. VISITORS ENTER

YOUR SITE

44


Components of a Strong SEM Landing Page

Brand/Logo

Headline

Image

Relevant

Body Copy

Call to Action

Lead/Information

Capture

Trust Marks

45


Contact Us

• Kevin Bekker

[email protected]

• John McPhee

[email protected]

• Steve Urban

[email protected]

mailto:[email protected]



46


Sources

3. Source: 1. comScore, OREGONLIVE, total U.S., November

2014; 2. Scarborough 2014 R2; Base: Portland DMA/NDM;

Target: Read The Oregonian (daily in past five days or Sunday in

past 30 days) or OregonLive (past 30 days).

5. comScore, MediaMetrix, Multi-Platform, August 2014

7. Google/Shopper Sciences, Zero Moment of Truth macro Study,

U.S., April 2011;

http://www.kamcity.com/library/download/IRI/IRIWinning

thefirstmomentoftruth.pdf

8. https://www.thinkwithgoogle.com/articles/zmot-why-it-

matters-now-more-than-ever.html

9. Google/Shopper Sciences, Zero Moment of Truth macro Study,

U.S., April 2011; http://www.internetlivestats.com/google-search-

statistics.

10. Google/Shopper Sciences, Zero Moment of Truth macro

Study, U.S., April 2011.

11. Based on 2012 Google/Compete Retail Furniture Study, U.S.

12. http://www.statisticbrain.com/number-of-american-adults-

who-cant-read

13. Based on 2012 Google/Compete Retail Furniture Study, U.S.

23. Google Reaching Today’s Boomers and Seniors Online, March

2013

24. U.S. Commerce Department via “E-commerce speeds up, kits

record high of retail sales,” MarketWatch.com.

28. “Smartphone Users and Penetration Worldwide2012-2017,”

eMarketer, Dec. 2013.

29. http://www.businessinsider.com/verizon-vs-att-sprint-tmobile-

carrier-data-plan-pricing-2014-9;

30. http://thenextweb.com/google/2014/09/29/google-

announces-new-mobile-focused-display-ad-formats-rolling-coming-

months/

31. http://gulyani.com/complete-list-of-mobile-ad-networks-

companies

32. https://www.apple.com/v/watch/c/overview/

images/connect_large.jpg

33. https://nest.com

34. http://www.liveintent.com/news/advertising-strategy/email-

marketing-isnt-just-about-sending-email

35. http://technori.com/2012/11/2808-responsive-web-design-

the-next-mobile-mega-trend

39. “When Money Moves to Digital, Where Should It Go?”

comScore, 2010.

44. Search Engine Watch, “SEO and PPC Need to Stop Being

Enemies,” Sept. 10, 2014; *Search Engine Watch: “Google: Paid

Search Ads with Associated Organic Result Have Higher CTR”

45. Search Engine Land, How Ads Influence Organic CTR on

Google, 2014

47. MOZ

48. KISSmetrics

downtown portland digital workshop

Business

oredigital opportunity

oredigital effects

oredigital zmot

oredigital welcome

oredigital types of

oredigital local presence

oredigital cond nast

traditional media awareness