Digital Marketing Solutions Guide

Transcription

1 Digital Marketing Solutions Guide NOLA Media Group 2013 For More Information: Visit our media kit here, call (866)

2 Table of Contents Audience Targeting Solutions Online Display Advertising on NOLA.com Mobile Advertising Paid Search Advertising Search Engine Optimization Advertising About NOLA Media Group

3 NOLA Media Group Digital Marketing Solutions Guide 3 Audience Targeted Solutions Harness the Power of NOLA.com Audience Data NOLA.com 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 NOLA.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, enewsletters) and advertising solution standard display advertising and rich media solutions. 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 NOLA Media Group Digital Marketing Solutions Guide 4 Online Display Advertising on NOLA.com We offer flexible, customizable online display advertising solutions that help meet your marketing goals. As part of our service to you, NOLA Media Group can produce all of your online creative at no additional charge. In addition to IAB standard ad units, NOLA.com 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 NOLA.com 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 Increase your brand awareness and extend your marketing message to the largest local Measurable Results: The online environment makes it easy audience to track in New your Jersey. 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 i

5 NOLA Media Group Digital Marketing Solutions Guide 5 Mobile Advertising Your mobile advertisements will be placed in highly visible positions on NOLA.com s site and mobile apps. Your optimized mobile landing page gives our mobile audience the ability to click to call, or locate you. Plus, NOLA Media Group will design a customized mobile landing page for you at no additional cost. Mobile advertising with NOLA.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 NOLA.com or to specific counties. Includes a customized landing page at no additional cost. Lets you target users that are ready to make local purchasing decisions. SMARTPHONES 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 NOLA Media Group Digital Marketing Solutions Guide 6 Paid Search Advertising 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. NOLA Media Group offers simple, affordable and effective solutions to reach 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 Our Paid Search Advertising: 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 vi appeared 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 NOLA Media Group Digital Marketing Solutions Guide 7 Search Engine Optimization 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. They are the same experts who have made NOLA.com the most authoritative website in the area. Let s put them to work on 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 your any not trying to fool or manipulate them or your customers? Our programs work to improve ALL three of these very important factors. 95% of searchers 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 NOLA Media Group Digital Marketing Solutions Guide 8 Advertising REAL DEALS Deliver relevant content, drive traffic to your website, and increase sales on a local, regional or statewide scale with a NOLA Media Group marketing program. We offer a variety advertising options, including our Real Deals and enewsletters, that can be targeted to the audience you want to reach. A Real Deals campaign lets you reach 37,000+ viii 100% opt-in subscribers with exciting discounts and special offers on your products, services, events, and more. enewsletter Our Advertising Provides You: Extended reach of your brand and marketing message to help attract new business, increase traffic to your website, and improve customer loyalty. An effective direct response vehicle that motivates local consumers to respond to your marketing message quickly. A unique and powerful advertising tool that can integrate with other ad buys on NOLA.com to drive campaign performance. Measurable results including: - s sent and delivered - Open rates - Click-through rates (CTR) Placing your ads in our enewsletters 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 v 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

9 NOLA Media Group Digital Marketing Solutions Guide 9 About NOLA Media Group NOLA Media Group encompasses NOLA.com and The Times- Picayune, both supported by the same trusted news staff and creative ad teams. We are a digitally focused news organization that produces three substantial newspapers a week and a website that offers up-to-the-minute coverage of what s happening around our community and the world. NOLA.com and The Times-Picayune provide advertisers with multiple platforms and ways to promote their businesses, products and services, whether trying to reach a broad audience or niche groups. Businesses rely on The Times-Picayune as a traditional and dependable means of advertising through print display ads, inserts and classifieds listings. Reach the entire readership area or narrow the field you can even target your advertisements to specific zip codes. NOLA Media Group offers innovative digital marketing solutions on NOLA.com from video and online display advertising, to tools that help businesses monitor customer comments and reviews, increase their online visibility, place ads in the classified sections and target specific audiences with their message. Our readers get news as it happens, our staff employs new technology, and our advertisers connect with audiences in innovative ways. NOLA Media Group represents the latest step in our journey. The combined strength of The Times-Picayune and NOLA.com will serve our community as both move into the future. For More Information Visit: Visit our media kit here, call (866) ,.

10 i ii iii iv v vi vii viii ix x xi xii xiii 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), October 2013 Google Webmaster Central Blog, May 2012