Digital Marketing Solutions Guide

Transcription

1 Digital Marketing Solutions Guide 2014 For More Information: Call (866)

2 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 2 Be Found, Be Known, Be Social It s no secret that digital advertising continues to show explosive growth across desktop and mobile platforms in all forms search, display, video and social. In order to leverage this growth, Oregonian Media Group is continuing to evolve our platforms, capabilities, marketing solutions, and strategies around the three B s, be found, be known, and be social. And we re doing it in a way that allows us to deliver the right message, at the right time, to the right audience for you and to do it on whatever device or screen the recipient is viewing at that time. To accomplish this, we ve created an integrated framework where we bring all things together to help you find your audience who they are, where they live, where they shop, and what they re likely to buy and grow your business. And we don t stop there. Oregonian Media Group is able to deliver your marketing message via a variety of available solutions across multiple platforms, devices, and media, all from a single audience. And with comprehensive reporting, we can help you understand how your marketing campaign performed and what actions your audience took. We deliver actionable insight to help you grow your business. Discovering Your Needs and Audience It starts with a discovery process where we explore your goals and objectives, as well as your audience target. We make it easy for you to succeed. And the way we get there is through the data we use. OREGONLIVE.COM has rich first-party data gained from user interaction with either our website or the Condé Nast family of publications, and we extend and enrich that data with premium third party data from leading on-line and off-line data if you are looking for someone who is shopping for a house or a car, planning a vacation or who is looking for a job, we can help find them.

3 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 3 Audience Targeted Solutions HARNESS THE POWER OF OREGONLIVE AUDIENCE DATA OREGONLIVE collects audience data from engaged, local consumers that use our site. Now we re putting the power of this valuable data to work for you. Beginning with an online display campaign on our site, you can now target and re-message our users based on their interests across all devices (i.e. desktop, tablet, and mobile) used to access our content. EXTEND THE REACH OF YOUR CAMPAIGN BEYOND OREGONLIVE.COM We have partnered with premium networks and high quality data providers to build a program that allows you to expand the reach and increase the effectiveness of your online display advertising campaign. Reach and engage the right audience based on their online and offline behavior and interests across all devices (i.e. desktop, tablet, mobile, newsletters). Tell us who you want to reach, and we ll help you do it! Our results-driven Audience Targeting Solutions places your marketing message in front of the people you most want to reach, and where you most want to reach them. Cast a wider net or penetrate your target market deeper we ll help put you in front of the right audience at the right time. REACH THE WORLD S MOST DESIRED AUDIENCE Through a premier partnership, we can put your marketing message on the Condé Nast Network in front of the world s most desired audience of affluent, influential and engaged consumers. You can run your campaign to a targeted audience of Condé Nast online users, or across the entire network of this premier collection of engaging and beautifully designed websites. Our Audience Targeting Solutions: Geo-Target candidates by geographic location (statewide, regional, DMA, or zip cluster). Behavioral Target to the types of websites they have recently and frequently visited. Re-Message your ads to customers as they visit other sites on our premium partner networks. Leverage all forms of rich media and pre-roll video. OF ONLINE ADVERTISERS ARE TAKING ADVANTAGE OF AUDIENCE TARGETING vii STRATEGIES Simply Put, It Works: An estimated 97% of online display advertisers taking advantage of audience targeting strategies. What s more, 52% of agencies and 59% of advertisers attribute their success with audience targeting to a corresponding growth in their display advertising budgets. vii

4 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 4 Online Display Solutions on OREGONLIVE We offer flexible, customizable online display advertising solutions that help meet your marketing goals. As part of our service to you, Oregonian Media Group can produce all of your online creative at no additional charge. In addition to IAB standard ad units, OREGONLIVE also supports a wide-range of rich media to help you engage your audience. Whether you want to build your brand, drive traffic to your website, or promote a special offer or deal, there s a OREGONLIVE online display advertising program that can work for you. Our Rich Media Options Include: Sliding Billboard Expanding Leaderboard Expanding Rectangle Wallpaper Corner Peel Video Leaderboard Video Rectangle Interstitial $22.24 FOR EVERY $1 SPENT Measurable Results: The online environment makes it easy to track your results to help you measure your return on investment and fine-tune your strategy. The results can be impressive; an October 2011 report found that online display ads offer an ROI of $22.24 for every dollar spent. i

5 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 5 Mobile Marketing Solutions Your mobile advertisements will be placed in highly visible positions on OREGONLIVE.COM s mobile site or apps. Your optimized mobile landing page gives our mobile audience the ability to click to call, or locate you. Plus, we will design a customized mobile landing page for you at no additional cost. Mobile advertising with OREGONLIVE.COM s site and mobile apps lets our highly engaged, on-the-go audience respond to your marketing message anytime and anywhere right from their mobile devices. Mobile Advertising with Us Reaches our highly interactive mobile audience on their iphone, Android, or ipad devices. Increases the reach and distribution of your marketing message. Lets you target your ad to specific sections of OREGONLIVE.COM or to specific counties in Oregon. Lets you target your ad to specific mobile devices. Includes a customized landing page at no additional cost! SMARTPHONE USERS IN THE U.S. The Next Marketing Frontier: More than 49 million smartphone users in the United States interact with mobile advertising, ii with 56% of them using their phone to research products for purchase, iii and 84% of mobile device users looking for local retailer information, such as business location and hours of operation. iv

6 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 6 Paid Search Solutions By leveraging our premier partnerships with Google and bing/yahoo!, and tapping into our Google AdWords and bing/yahoo! Search expertise, you can reach the audiences that matter most to your business, while we do all the work! Our local Paid Search experts will manage your campaign from set-up to optimization while consistently delivering key insights into your campaign performance. Our local knowledge and product expertise take the guesswork out of Paid Search so you can do what you do best focus on your business. ADWORDS PREMIER SMB PARTNER Paid Search (sometimes referred to as Search Engine Marketing or SEM) can be complicated and time-consuming. Oregonian Media Group offers simple, affordable and effective solutions to reaching your target audience at the precise moment when they search for your products and services online. WHEN A BRAND APPEARED IN BOTH ORGANIC AND PAID SEARCH RESULTS, THE SEARCHER CLICKED ON THAT BRAND Oregonian Media Group Paid Helps you reach consumers actively looking for your products and services using keyword targeted ads on search engines such as Google, and bing/yahoo! Is a fast, easy way for highly qualified sales leads to find you. Provides a user-friendly interface that helps you manage incoming sales leads. Lets you decide up front how much you want to invest, and delivers results. COMPARED TO 60% WHEN THE BRAND APvi PEARED IN ONLY ONE LOCATION. It Pays to Be Noticed: Studies have found that click-through rates, conversion rates, and revenue are all higher when both organic and paid listings appear for search results. When a brand appeared in both organic and paid search results, the searcher clicked on that brand 92% of the time, compared to 60% when the brand appeared in only one location. vi

7 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 7 Search Engine Optimization Solutions Search Engines are ever changing the rules for organic search. With over 500 changes to Google s algorithms every year how can you keep up? You probably don t have the time to learn about it let alone analyze and react to this challenging landscape. We can help. Our team lives and breathes SEO all day, every day. Our team consists of nationally known experts and dedicated strategists and tacticians. We are the same experts who have made OREGONLIVE.COM the most authoritative website in the area. And we are excited to help you optimize your website. SEO is important from a variety of different perspectives and we offer solutions to address them all. We can help with any of the following needs and much more. Our programs can be your solution. ecommerce Optimization Local Search Optimization Targeted Content Solutions Blog Creation and Optimization Custom SEO Consultation Ranking Recovery Triage SEO (Search Engine Optimization) is about improving the three basic fundamentals of organic rankings referred to as ART : 1. A - Authority How authoritative is your site in the eyes of search engines? 2. R - Relevancy Do the pages of your site have relevant answers to the questions being asked by searchers? 3. T - Trust Do the search Engines trust that you are not trying to fool or manipulate them or your customers? Our programs work to improve ALL three of these very important factors. searchers (95%) never go past Page 1 on Google x Gets over 12.5 Billion searches a month xi Has over 45 Billion pages indexed xii Changes the Algos over 500 times a year xiii WE TRACK IT ALL SO YOU DON T HAVE TO.

8 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 8 Marketing Solutions REAL DEALS Generate buzz, increase brand awareness, and drive sales on a local, regional or statewide scale with an Oregonian Media Group marketing program. We offer a variety advertising options, including our Real Deals and Newsletters, that can be targeted to the audience you want to reach. A Real Deals campaign lets you reach 23Kix 100% opt-in subscribers with exciting discounts and special offers on your products, services, events, and more. NEWSLETTER Our Advertising Provides You: An effective direct response vehicle that motivates consumers to respond to your marketing message quickly. Extended reach of your brand and marketing message attracting new business, increasing online traffic, and improving customer loyalty. A unique and powerful advertising tool that can strongly complement other ad buys with OREGONLIVE.COM. Measurable results including: - s sent and delivered - Open rates - Click-through rates (CTR) Placing your ads in our newsletters allows you the opportunity to reach an engaged audience by aligning your brand within the top news and information that impacts our readers daily lives. If you have marketing goals that lay outside of our Real Deals and enewsletter products, we re happy to help you develop a customized advertising campaign to suit your needs. Please inquire with your local Digital Marketing Specialist for more information on how we can help you reach our target audience with advertising. marketing remains critical to business 89% of businesses surveyed declare marketing to be important or very important to their organization.v 78% of businesses cite retention, 70% cite engagement, and 68% cite revenue generation as compelling reasons to use marketing.ix v

9 For More Information: Call (866) , Oregonian Media Group Digital Marketing Solutions Guide 9 About Us About Oregonian Media Group Oregonian Media Group, based in Portland, Ore., is the most trusted source for news and information in Oregon and Southwest Washington. A digitally focused company, Oregonian Media Group provides content when and where readers want it online, on smartphones and on tablets through OREGONLIVE and a range of digital products. Its print publications include The Oregonian, the Pulitzer Prize-winning newspaper, as well as the Beaverton Leader, the Hillsboro Argus and the Forest Grove Leader. As the largest media organization in the state, Oregonian Media Group is also advertisers strongest media partner, with an innovative suite of products to help them connect with their best customers. For More Information: Call (866) ,

10 i ii iii iv v vi The Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US. 14th Edition. New York: Direct Marketing Association, Inc., Print. Hurt, Jeff. Cheat Sheet: What Is Mobile Marketing? jeffhurtblog. Velvet Chainsaw Consulting, 23 May Web. 26 Aug Shaw, Elizabeth. Mobile Marketing: Not the Same on Tablets as on Smartphones. forrester.com. Forrester Research, 28 Mar Web. 26 Aug Mobile Search Insights Study Performics, National Client Report (DMA, 2013). StatCenter.com. Web. 10 Oct icrossing Search Synergy: Natural & Paid Search Symbiosis. icrossing, Mar Effective Audience Targeting Leads to Bigger Display Budgets. emarketer.com. emarketer, 16 May Web. 26 Aug WhatCounts, tracking report (DMA, 2012) StatCenter.com. Web. 10 Oct Top Google Result Gets 36.4% of Clicks, Search Engine Watch, April comscore Releases September 2013 U.S. Search Engine Rankings, October The Size of the World Wide Web (The Internet), com/, October 2013 Google Webmaster Central Blog, May 2012