Americans now spend 3.8 hours daily on non-work-related Internet activity.

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2 Tlvision advrtising rmains as th bst way to rach consumrs, with cabl TV giving advrtisrs powrful options to targt spcific consumr groups. Intrnt advrtising is an idal companion to TV advrtising, dlivring opportunitis to strngthn brand awarnss and rcall. A March 2013 study by th Tmkin Group showd that Amricans now spnd 3.8 hours daily on non-work-rlatd Intrnt activity. 1 Using only on kind of markting mdia maks it incrasingly difficult for advrtisrs to rach today s shopprs. Consumrs lov tlvision as much as vr, but thy ar also mbracing nw wb-basd tchnologis to stay informd frquntly at th sam tim. Togthr, th two channls crat a powrful impact. Combining TV and onlin stratgis incrass mssag rcall by 44% and brand rcall by 36%. 2 Combining TV and onlin stratgis incrass mssag rcall by 44% and brand rcall by 36%. Your businss wbsit is an obvious foot in th door to onlin markting succss, but you nd to mak an ffort to driv customrs to your sit. Onlin display advrtising is on of th most affordabl and ffctiv avnus for gnrating traffic both to your sit and your physical location. For xampl, a larg national concrt producr was rlying only on 30-scond tlvision commrcials. It likd th rsults but wantd mor. Th goal was to sll mor tickts to its summr concrt sris whil raching a youngr dmographic. So it supplmntd th 30-scond commrcials with bannr ads and adjustd its programming to appal to a youngr audinc. Th concrt producr usd a singl bannr ad on month and had such grat succss promoting its summr concrts that it addd nin mor bannr ads to its schdul th following month. With onlin advrtising, you can nab prominnt placmnt on som of th most-visitd wbsits in your trading ara at an affordabl pric, providing you with valuabl xposur to spcific customr groups. Craft your markting Markting Halth Chck 2

3 (continud) campaign so that display ads appar on sits that fatur contnt that s rlvant to your businss and targt customrs. Gotargting lts you rach consumrs in particular nighborhoods and ZIP cods surrounding your businss. Hausr-Ross Ey Institut & Surgicntr nar Chicago incrasd rvnu mor than 300% whn it dployd a gotargting campaign that took advantag of locally drivn kywords to attract customrs to narby offics. 3 Paid sarch can mak sur that whn customrs ar sking a businss lik yours onlin, your nam will appar on th first pag of thir sarch rsults, not burid on pag nin whr thy ll nvr s it. Your wbsit and onlin markting campaigns should b optimizd to mak thm radabl on smartphons and tablts. Annual mobil local sarch quris will xcd dsktop sarch quris by mor than 27 billion by th yar 2016, according to a BIA/Klsy study. 4 Mobil sarch optimization is mad mor urgnt by th fact that mobil sarchs occur closr to th momnt of purchas than dsktop sarchs. o YES! I am optimizing my Intrnt prsnc and kping up with changing mdia prfrncs, including: m Wbsit m Onlin advrtising m Paid sarch m Mobil-nabld advrtising m Gotargting o No, I nd to xplor opportunitis to xpand my onlin prsnc. 3

4 Storytlling is th oldst form of markting, but don t mistak that to man it s old-fashiond. Th avrag consumr is inundatd with markting mssags vry day, so will thy rmmbr yours? Th campfir is virtual and vry larg, offring many avnus to rach customrs and potntial customrs. Storytlling is a powrful and cost-ffctiv way to dpn rlationships with customrs. A rcnt Stanford study showd that storis ar 22 tims mor mmorabl than facts alon. 7 If you can start your story and gt your frinds to tll thir frinds, your story can go viral with amazing rsults. Storytlling may sm obvious on TV, but it transcnds mdia typ and is important onlin as wll. Visual storytlling plays to customrs motions in a much mor powrful way than a list of vn your most complling slling points. But kp in mind that a businss story is not a random post or twt. Th storis you shar should rlay a consistnt mssag, and that mssag should includ lmnts that rinforc your cor businss principls, such as valu, srvic and rliability. Whnvr you hav th opportunity to mak your story visual, grab it. A rcnt Stanford study showd that storis ar 22 tims mor mmorabl than facts alon. A tiny start-up calld Dollar Shav Club has disruptd th mn s shaving industry by focusing on its story: why it can and dos charg so littl for razors. Th company rlasd a humorous vido on YouTub xplaining why shaving nd not b xpnsiv. 8 Th vido wnt viral with millions of viws, and thousands of popl instantly signd up for Dollar Shav s subscription razor srvic. Why is Dollar Shav s campaign so ffctiv? Bcaus, just lik th company and its foundr (who appars in th ad), it s simpl, ral and rulbraking. Dollar Shav Club hasn t limitd its markting fforts to just viral vidos. Th company has mbracd a markting mix that includs TV sponsorships, commrcials and radio sponsorships as wll. Th Dodg Ram God Mad a Farmr commrcial from Supr Bowl 2013 is anothr grat xampl. 9 Th ad workd so wll and was shard so much Markting Halth Chck 4

5 (continud) bcaus it tlls a story about th lif of a farmr and invoks traditional rural valus, lik hard work and rliability, that Dodg would lik consumrs to bliv rsid in its pick-ups. You don t nd a Gnral Motors markting budgt to tll storis that draw consumrs to your company. Your storis can b convyd in a blog, on your wbsit or on your Facbook pag. Indd, social mdia can nhanc an xisting markting campaign at low cost. Incorporat th mssags you want to convy in a crativ way that will ngag customrs. Tll a story about how your product or srvic rsolvd a customr s problm, shar th aha momnt that inspird th launch of your businss, or dscrib th impact your company intnds to mak on th community. Whatvr you r most passionat about is likly to rsonat with customrs as wll. o YES! I tll an ffctiv markting story that stands out from th narly 5,000 mssags pr day that my customrs s. o No, my ads rly on faturs and bnfits and don t tll a complling story. 5

6 A brand advocat is a highly satisfid customr who gos out of his or hr way to rcommnd your businss to frinds, family and othr consumrs. That s crucial, bcaus happy customrs ar your bst marktrs. A rcnt Trust in Advrtising rport from Nilsn showd that 92% of consumrs trust rcommndations from frinds and family abov any typ of advrtising, an incras of 18% sinc Th scond-most valud sort of product information is onlin consumr rviws, which ar trustd by 70% of consumrs, a ris of 15% sinc If you havn t startd to tap into th powr of onlin word of mouth, thr ar som simpl ways to gt startd. Bgin by making a habit of asking loyal customrs for thir mail addrsss, and us thm to distribut a rviw form that maks it simpl to shar thir rav rviws via Ylp, Twittr and Facbook. Don t worry about imposing; about a third of customrs who ar vry satisfid with your product or srvic will b happy to tak th tim to rcommnd you to othrs, says social mdia markting firm Zubranc. 6 Whn possibl, us your positiv rviws in your advrtising mdia and vn on your hompag. Also kp in mind that your brand advocats ar xcllnt dfndrs of your onlin rputation. Rsarch shows that as many as two-thirds of consumrs will form a ngativ opinion about a brand aftr rading just on to thr ngativ rviws, so you should ncourag your brand advocats to post positiv fdback rgularly. Viw any ngativ commnt as an opportunity to provid an outstanding rspons and grat customr srvic. Monitor your social mdia pags rgularly, and act immdiatly whn anything ngativ ariss. Start with a sincr apology for th ngativ xprinc, and thn offr a solution that may sav th customr. Not sur what to do to mak thm happy? Just ask. o YES! I am lvraging th powr of my loyal customrs as brand advocats by: m Rgularly gathring customr mail addrsss m Distributing forms to ncourag onlin rviws m Monitoring customr fdback on social mdia m Intrvning to satisfy unhappy customrs onlin o No, I nd to do a bttr job of ncouraging loyal customrs to rviw my businss and sprad th word about thir xprincs. Markting Halth Chck 6

7 Evry consumr is facd with an information avalanch, sing as many as 5,000 advrtising mssags pr day. 10 In this nvironmnt, it can b hard to distinguish yourslf from th nxt guy and rach consumrs. Th challng is spcially difficult onlin, whr you r compting not only against othr companis lik yours, but also against Facbook frinds, clbrity twts and silly cat vidos. Today s smart marktrs ar turning to dutainmnt markting to tach potntial customrs how thir products and srvics work and what maks thm so much bttr than th comptition. By producing hlpful contnt, you incras consumr intrst in ngaging with your mssag. By making it ntrtaining, you ramp up that ngagmnt lvl and may vn ncourag viral shars. Grab customrs attntion by turning your markting mssags into information thy can us. By producing hlpful contnt, you incras consumr intrst in ngaging with your mssag. Blndr manufacturr Blndtc has producd a sris of 116 dutainmnt Will It Blnd? vidos that show a company rp dmolishing vrything from an iphon to a Justin Bibr action figur. 11 Th vidos ar silly nough to inspir a cult viwing audinc, but th markting point of viw is crystalclar: That s on powrful blndr. Of cours, silly dosn t translat in vry markt. Thought ladrship offrs anothr path to ducating consumrs whil building a brand. Companis that want to position thmslvs as authoritis in thir fild may opt to launch a thought ladrship campaign. Rathr than dirctly slling products and srvics, such campaigns focus on sharing information that consumrs will find rlvant and trustworthy. Th ida is to bcom a trustd advisor on that customrs will automatically turn to immdiatly or whn thy nd your product or srvic somwhr down th road. (Th whit papr you r rading right now is a prim xampl of thought ladrship!) o YES! My advrtising answrs th qustion, What s in it for m? and dos a grat job of positioning m as a trustd ladr in my industry. o No, my advrtising tnds to focus on product and srvic faturs and may not do an ffctiv job of diffrntiating my businss from th comptition. Markting Halth Chck 7

8 Th vast majority of consumrs do thir rsarch bfor thy mak a purchas. Thy xamin products and srvics on thir TVs, dsktops, laptops and mobil dvics. Limiting yourslf to just on of ths platforms puts you at an immdiat disadvantag in a world whr consumrs accss information diffrntly than thy usd to. Embrac additional platforms that your customrs ar also using. Rsarch by Vidology, an advrtising tchnology company, shows that multiscrn campaigns boost brand rcall by a factor of nin tims. 12 Som popl turn to many diffrnt sourcs, dpnding on whthr thy r sarching for ntrtainmnt or trying to find a businss. Customrs ar multi-scrning, which mans that whil thy r watching tlvision, thy r using thir smartphons (46%) and tablts (43%) as scond scrns a phnomnon that can inspir thm to find you onlin immdiatly whn thy s your TV commrcial. Raching th widst possibl audinc rquirs that you build a prsnc on a varity of channls, nsuring that customrs can find you onlin, from thir smartphons and on cabl TV. Don t ask yourslf, Which would b mor ffctiv, cabl TV ads or a mobil Intrnt campaign? Do both. Rsarch by Vidology shows that multiscrn campaigns boost brand rcall by a factor of nin tims. o YES! Our company mssaging tlls a consistnt story across at last two channls: m TV advrtising m Intrnt advrtising m Mobil advrtising o No, our currnt advrtising is limitd to a singl platform. 8

9 R-markting mails can gnrat narly four tims mor rvnu and 18 tims gratr nt profit than markting campaigns that us untargtd mailings. It costs a businss at last fiv tims mor to attract a nw customr than to rtain an xisting on, so a 5% incras in customr rtntion can incras a company s rvnu profitability by an imprssiv 75%. 13 If you don t ngag rgularly with your xisting customrs, thy ll forgt you. R-markting is a stratgy you can us to follow up with both customrs and potntial customrs who ngag with your company but lav bfor complting a purchas. By snding a targtd follow-up mail to ths customrs, you can win thm back and gt thm to complt thir ordr. Forrstr Rsarch has found that r-markting mails can gnrat narly four tims mor rvnu and 18 tims gratr nt profit than markting campaigns that us untargtd mailings. 14 Compil a databas of customr mail addrsss so that you can rach out to thm on a rgular basis with spcial offrs, nw product or srvic announcmnts and timly rmindrs. You can now asily r-markt to popl who hav visitd your wbsit and lft bfor making a purchas. You can show thm a rlvant display ad as thy surf th Intrnt. You can also prsnt thm with a tailord mssag or offr that will hlp bring thm back to your sit to complt a purchas. o YES! I m in constant contact with customrs, ltting thm know about spcial offrs, nw products and srvics and sasonal rmindrs. o No, I don t hav a systm for kping in touch with customrs on a rgular basis. Markting Halth Chck 9

10 Information is powr. Try to undrstand your customrs mdia habits bfor stting your markting budgt. Larn what mdia thy consum, what dvics thy us and how much tim thy spnd with ach typ of mdia. Consulting with a mdia xprt can hlp hr. Your markting budgt should align with your businss objctivs, and th dollars can b allocatd to th tactics that will most ffctivly achiv your goals. Customrs hav changd th way thy intract with mdia, and tchnology has altrd th way thy shop. This shifting bhavior rquirs that you shift th way you spnd your markting dollars to rach mor consumrs and rinforc your mssag. This shifting bhavior rquirs that you shift th way you spnd your markting dollars to rach mor consumrs and rinforc your mssag. B sur to xplor th ffctivnss of nw markting channls, such as mobil and onlin advrtising, and undrstand how thy work in tandm with traditional mdia to mt today s customrs whr thy ar. o YES! I spnd 2% to 5% of gross rvnus on markting, with sufficint dollars allocatd to: m Advrtising m Company wbsit and promotion m Markting campaigns m Community vnts o No, I struggl to find th mony for markting and am probably missing opportunitis to promot th businss to currnt and potntial customrs du to a limitd or outdatd markting plan. Markting Halth Chck 10

11 N CONCLUSIO k Rsults c h C h lt a Your H trnt? bracing th In o Ar you m story? lling a good o Ar you t good story? mrs tlling a o st cu r u yo o Ar g? ping or hypin o Ar you hl ad platforms? ging multipl ra v l u yo -markting? o Ar gagd with r n s r m o st p cu o Do you k dgt? markting bu t ar sm a av o Do you h did you arn? chckmarks S! E. Y y an m How in grat shap r probably u yo, r h ig h to improv d six or vr nw ways co is If you scor d to s r to your custom Kp listning saging. with your ms m th h ac r doing and, you could b ks ar km c ch tgis d four to six succssful stra th f o If you scor m so at nt. rins to mul d improvm bttr. Tak th s whr you n a ar th in d d som w v highlight ns, you may n io ct s r u fo an kd fwr th anc on how ional for guid If you chc ss f ro p ia d rach a trustd m robust plan to a ld hlp. Turn to ui b d an ting currnt mark dlivr a strong to updat your as cycl and ch ur p th ut ugho customrs thro I. markting RO d nw-mdia constantly, an s lv o v g tin businss Effctiv mark targt. Is your ng vi o m a sm lik ly to nsur markting can ck-up rgular ch is th s U? l s-y to dat. Mak hitting th bul ar always up s i g t ra st g ktin iz th rturn that your mar u can to maxim yo r v n h w improvmnts sur to giv mnt, and b st v in g tin k on your mar rat rsults. tim to gn th s i g t ra st halthy Markting Halth Chck 11

12 1 Rport: Mdia Us Bnchmark, 2013, Customr Exprinc Mattrs, 2 Study: Onlin Vido Ads Complmnt TV Ads, Vido Nuz IQ, articl/study-onlin-vido-ads-complmnt-tv-ads 3 Local SEO: How Gotargting Kywords Brought 333% Mor Rvnu, Markting Shrpa, 4 Mobil Local Sarch Volum Will Surpass Dsktop Local Sarch in 2015, BIA/Klsy, 5 Consumr Trust in Onlin, Social and Mobil Advrtising Grows, Nilsn, nilsn.com/us/n/nwswir/2012/consumr-trust-in-onlin-social-and-mobil-advrtising-grows.html 6 Social Mdia Markting: How to Turn Satisfid Customrs Into Brand Advocats Zubr Rants, 7 Jnnifr Aakr: Harnssing th Powr of Storis, Stanford Businss, 8 DollarShavClub.com Our Blads Ar F***ing Grat, watch?v=zug9qytjmsi 9 God Mad a Farmr, 2013 Dodgr Supr Bowl Commrcial, watch?v=fxqsff5fufm&fatur=youtu.b 10 Anywhr th Ey Can S, It s Likly to S an Ad, Th Nw York Tims, nytims.com/2007/01/15/businss/mdia/15vrywhr.html?pagwantd=all&_r=0 11 Will It Blnd? 12 Multi-scrn Campaigns Driv Brand Lift By 9x, Vidology finds, Vidology, vidologygroup.com/indx.php/n/about/corp-nws-a-prss-rlass/itm/multi-scrncampaigns-driv-brand-lift-by-9x-vidology-finds.html 13 Fiv Customr Rtntion Tips for Entrprnurs, Forbs, alxlawrnc/2012/11/01/fiv-customr-rtntion-tips-for-ntrprnurs/ 14 Rmarkting Don Right, Forrstr Rsarch, Rmarkting+Don+Right/fulltxt/-/E-RES58081?isTurnHighlighting=fals&highlightTrm =rmarkting Markting Halth Chck 12

13 Cox Mdia, a wholly ownd subsidiary of Cox Communications Inc., partnrs with both local and national advrtisrs for markting succss, offring advancd cabl and digital advrtising products in 20 markts across th Unitd Stats. In addition to provn mdia solutions, Cox Mdia offrs consultativ insights to hlp clints rach thir audincs mor ffctivly and fficintly. From broad rach, highly ratd programs to lasrsharp targting of spcific audincs, Cox Mdia is focusd on dvloping customizd markting solutions that maximiz ROI for clints. Markting Halth Chck 13