2016 Audience Survey Results. Melissa Roberts

Transcription

1 2016 Audience Survey Results Melissa Roberts

2 2

3 Agenda A look at the Media Landscape Marketing Objectives Results from 2016 Audience Survey Best Practices Examples 3

4 Then Direct Marketing TV Billboards Advertising 1980s Press Radio 4

5 And Now White Papers Blogs Social Media Conferences Advertising Chaos 2016 Video Websites Search Engines Magazines Newsletters Webcasts 5

6 Four Key Elements Defined Objectives Agile Marketing Approach Marketer Success Clear Success Criteria Audience Engagement Data 6

7 Available Reporting 7

8 Available Reporting 8

9 Buying Behavior 9

10 Buyers are taking the lead Yesterday s Buyer Behavior Prospect sees an ad Prospect calls advertiser for info Advertiser tries to track lead source Today s Buyer Behavior Prospect sees an ad Prospect goes to the web for more info Prospect sends advertiser an Advertiser tries to track lead source 10

11 Buyers are taking the lead Answer Options Response 90% said Yes they prefer to have already gained insight into the company or product I can be more knowledgeable in the questions I ask Gives me perspective about where their products fit versus their competitors Helps me decide whether or not we should contact the vendor I feel more confident discussing the technology and products with the vendor Gives me more assurance that the vendor might meet our needs Lets me know what the vendor stands for (experience, performance, support, etc.) Enables me to share more background information with other purchasing decision makers 82% 66% 66% 65% 63% 53% 50% Source: 2016 JEMS Audience Study 11

12 Market Share is Up for Grabs 66% MORE LIKELY TO EVALUATE PRODUCTS AND SYSTEMS FROM ALTERNATIVE VENDORS, COMPARED TO 5 YEARS AGO. 12

13 What s Important? Quality Functionality of Product / Specification Customer Service/Support Quality, Functionality and Service matter most Reputation / Brand of Company Price Referral from Colleagues / Peers Personal Brand Loyalty 0% 20% 40% 60% 80% 100% Very Important Somewhat Important Not Important Brand Loyalty is LEAST IMPORTANT Source: 2016 JEMS Audience Study 13

14 Survey Respondents 14

15 3,415 respondents!! FIRE DEPARTMENT/ RESCUE SQUAD 28.96% PRIVATE AMBULANCE HOSPITAL OTHER THIRD SERVICE/ MUNICIPAL AGENCY COUNTY GOVERNMENT MUNICIPAL GOVERNMENT EDUCATIONAL INSTITUTION STATE GOVERNMENT 12.42% 7.48% 6.93% 5.40% 4.99% 4.99% 2.73% 19.17% Paramedics % EMT % Training Director, Instructor, Coordinator % Chief (Fire, EMS) % Administrator, President, Supervisor- 7.52% INDUSTRIAL/ COMMERCIAL 2.49% ACADEMY, SCHOOL, TRAINING FACILITIES 2.40% FEDERAL GOVERNMENT 2.03% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Source: 2016 JEMS Audience Study 15

16 3,415 respondents!! 28% 28% 15% 17% 12% 30 or under or over Source: 2016 JEMS Audience Study 16

17 3,415 respondents!! Do you conduct or assist in training? 84.62% 15.38% Yes No Source: 2016 JEMS Audience Study 17

18 3,415 respondents!! Are you involved in the evaluation/ implementation of technology? No 31% Yes 69% 18

19 3,415 respondents!! 30 years + 26% <5 years 11% 5 to 9 years 14% 25 to 29 years 13% 10 to 14 years 12% 20 to 24 years 13% 15 to 19 years 11% Source: 2016 JEMS Audience Study 19

20 What resources are EMS professionals using to do their job? 20

21 Offline Sources of Information REFERRALS FROM COLLEAGUES 62.78% PRINT MAGAZINES 67.70% BOOKS 56.28% BUYER'S GUIDE/ PRODUCT DIRECTORY 24.91% INDUSTRY EVENTS 66.86% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Source: 2016 JEMS Audience Study 21

22 Types of Events Exhibition floor 83% Pre-conference workshops 66% Outdoor exhibits (when applicable) 55% Networking receptions 48% Technical Tours 29% Source: 2016 JEMS Audience Study 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 22

23 Event Objectives 83% Conference 66% Networking 34% Gain Market Insight Source: 2016 JEMS Audience Study 23

24 85% of event attendees said they typically pre-register for events via the event website! Source: 2016 JEMS Audience Study 24

25 Methods to capture their attention Booth giveaways 61% Show floor signage/displays Pre-show promotions/announcements ( , direct mail, etc.) Booth activities (giveaways, etc.) Networking receptions 55% 52% 45% 38% 30% plan onsite exhibitor appointments 0-6 months in advance 0% 10% 20% 30% 40% 50% 60% 70% Source: 2016 JEMS Audience Study 25

26 82% of event attendees expect to receive information from exhibitors within 2-3 weeks. Source: 2016 JEMS Audience Study 26

27 43% of the respondents are authorized to make purchasing decisions on the show site. Source: 2016 JEMS Audience Study 27

28 Magazine Why They Use Them Print 53% Get info to help make purchasing decisions 52% Get info to do my job better 52% Learn from case studies 61% Get info to do my job better 59% Learn from case studies Digital 60% Obtain essential technical info Source: 2016 JEMS Audience Study 28

29 Magazine Features Get Their Attention Print Digital 52% Visual Appeal 48% Productfocused message 45% Third party case studies 51% Links to more info 50% Third party case studies 51% Technologyfocused message Source: 2016 JEMS Audience Study 29

30 Magazine Ads Drive Action Print Digital 48% Recommended and / or purchased the product or service Went to a link on the advertisement 48% 47% Saved the ad for future reference Researched the product, service, or company that was in the advertisement 48% 45% Shared the ad with a colleague Visited the company's website 46% 44% Researched the product, service, or company that was in the advertisement Recommended and / or purchased the product or service 45% 43% Contacted the advertiser for more information Shared the ad with a colleague 45% Source: 2016 JEMS Audience Study 30

31 Rich Media Ads Valued in Digital Magazines 65% Find photo galleries in digital editions useful 63% Find video in digital editions useful Source: 2016 JEMS Audience Study 31

32 Online Sources of Information SEACH ENGINES DIGITAL MAGAZINES WEBCASTS VIDEOS INDUSTRY/ MAGAZINE WEBSITE NEWSLETTERS VENDOR/ SUPPLIER WEBSITES MOBILE APPS SOCIAL MEDIA WHITE PAPERS MEMBERSHIP TO INDUSTRY ASSOCIATIONS PRESS RELEASES BUYER'S GUIDE/ PRODUCT DIRECTORY ONLINE ADVERTISING BLOGS 59.58% 52.05% 51.77% 51.65% 47.62% 47.38% 41.91% 41.47% 38.97% 35.83% 30.39% 29.69% 22.79% 21.26% 17.23% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Source: 2016 JEMS Audience Study 32

33 Source: 2016 JEMS Audience Study 33

34 SEO Tips Blocking and tackling (SEO is a key element for success; know your Panda, Hummingbird and Penguin) Content has a much higher probability of getting read, which Increases the probability of being referenced by other sites, which Contributes to SEO, which Increases your search ranking, which Increases your visibility, which Drives more traffic to your site, which Impacts your revenue potential Source: JEMS Marketing Solutions 34

35 Tips for your own company website No flash Get beyond pdf s Cross purpose content Ensure your design/messaging goes across all platforms Set up a Google+ account Responsive design is a must Beware of Google translate Social media icons need to be on your website Use Hashtags everywhere Video, video, video Does your imagery match your USP? Respond to questions in a timely fashion Set up Event pages Use all the free stuff (Showcase pages) when appropriate Source: JEMS Marketing Solutions 35

36 Industry/ Magazine websites Understand what EMS Professionals are doing on Media Websites (Audience Survey) Inquire about opportunities to leverage those eyeballs Submitting Content Contributed articles Press Releases Photos Videos Source: JEMS Marketing Solutions 36

37 Activity on JEMS website Looking For Looking At 82% Training material Online articles 87% 76% Information that will help me do my job better Videos 62% 76% Information to keep me up-todate in the industry Webcasts / Webinars 51% 75% Articles on specific topics White papers 35% 58% Industry news Advertisements 32% Source: 2016 JEMS Audience Study 37

38 Exposure Around Online Articles Topic Center Sponsorships 38

39 Exposure Around Online Articles Native Advertising 39

40 78% of users are MORE LIKELY to CLICK on an online ad if they have seen the company before in an industry magazine. Source: 2016 JEMS Audience Study 40

41 Complementary Ads across mediums 41

42 Creative Matters! Same brand, same customer, same newsletter Different creative = Different results.08%.20%.95% An ad with no clear call to action is difficult to entice buyers to click Text links can really help improve CTR if done well Text links should include strong key words Source: Omniture Site Catalyst 42

43 Mobile 43

44 94% of the industry audience already owns a smartphone ensure you have a mobile plan. Source: 2016 JEMS Audience Study 44

45 88% of users said a good mobile experience is important to them! Source: 2016 JEMS Audience Study 45

46 Top Devices They Own For Business iphone 49% Android phone 42% ipad 35% 0% 10% 20% 30% 40% 50% 60% Source: 2016 JEMS Audience Study 46

47 Business Purposes for Mobile Devices Smartphone Tablet 46% Read and respond to Read books 26% 43% Follow breaking news stories Access digital magazines 25% 40% Use social media Watch webcasts / webinars 24% 40% Search the Internet Read industry articles 18% 34% Look into events Watch videos 18% Source: 2016 JEMS Audience Study 47

48 Source: 2016 JEMS Audience Study 48

49 Tips for utilizing Mobile 1. Make sure your messages are responsive 2..company website is responsive 3. Ask your media company if their website, enewsletters and promotions are responsive 4. Begin using HTML5 campaigns in lieu of Flash 5. Landing pages in particular work well on mobile Source: 2016 JEMS Audience Study 49

50 Social Media Source: 2016 JEMS Audience Study 50

51 Where They Maintain Active Profiles 79% 42% 36% 24% 22% 21% 14% Facebook LinkedIn YouTube Twitter Instagram Pinterest G+ Source: 2016 JEMS Audience Study 51

52 What they use to connect for Business 72% 45% 15% Source: 2016 JEMS Audience Study 52

53 Social Media as a News Source 59% 25% 26% 71% like or follow brands, businesses, and companies in the industry via Facebook Source: 2016 JEMS Audience Study 53

54 Source: 2016 JEMS Audience Study 54

55 What this means to you! 1. Have a social media strategy 2. Ask your Media Company how they utilize Social Media from an Editorial Perspective 3. Take advantage of the Social Media offerings from your Media Company Source: 2016 JEMS Audience Study 55

56 What a Boost means! Typical Post (non-boosted) Boosted Post (Example) Reached Audience Reached Audience A boosted post reaches thousands of engaged audience members not only more of the JEMS brand s followers, but non-followers too. Source: 2016 JEMS Audience Study 56

57 Video 57

58 91% OF USERS SAID THEY ARE INTERESTED IN VIDEOS RELATED TO THEIR INDUSTRY OR JOB! Source: 2016 JEMS Audience Study 58

59 What types of Videos? Case studies / Project reviews 51% In-depth technical content Breaking industry news 19% 17% Product reviews 10% Company Recruitment Company overviews 2% 1% 0% 10% 20% 30% 40% 50% 60% Source: 2016 JEMS Audience Study 59

60 Videos Story Telling 60

61 Custom Landing Pages 61

62 Video Promotion Targeted Promotions Facebook enewsletter Welcome Ad on JEMS.com 62

63 Content Marketing 63

64 Content Marketing Goals 64

65 Content Marketing Challenges 65

66 Online Sources of Information SEACH ENGINES DIGITAL MAGAZINES WEBCASTS VIDEOS INDUSTRY/ MAGAZINE WEBSITE NEWSLETTERS VENDOR/ SUPPLIER WEBSITES MOBILE APPS SOCIAL MEDIA WHITE PAPERS MEMBERSHIP TO INDUSTRY ASSOCIATIONS PRESS RELEASES BUYER'S GUIDE/ PRODUCT DIRECTORY ONLINE ADVERTISING BLOGS 59.58% 52.05% 51.77% 51.65% 47.62% 47.38% 41.91% 41.47% 38.97% 35.83% 30.39% 29.69% 22.79% 21.26% 17.23% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Source: 2016 JEMS Audience Study 66

67 Examples of Content Marketing Webcasts Infographic Video/ White Paper combo Video Case Study Editorial Digest 67

68 In Summary What is your objective? Lead Generation/ Driving Traffic to your web site Thought Leadership Branding How are you going to determine if a campaign is successful? Leads Impressions Increase in SEO over time Use Survey Data to determine which vehicles to use 68

69 Thank you for your time! Melissa Roberts East Coast Media Consultant Mike Shear West Coast Media Consultant