How to Evolve Your Media Offering
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- Constance Gilbert
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1 How to Evolve Your Media Offering
2 4 Things to Know 1. Your own audience Who you reach/how & when you reach them 2. Your offering Solution set, not merely great inventory 3. Right questions to ask - how to learn the advertiser s goals 4. How to position - your solution VS the competition
3 Why Do Salespeople Need to Know about Digital Marketing & Advertising? You need to know what s out there because they are all competing for your budget.
4 The Ever-Expanding Digital Landscape Brands can t reach everyone on one platform Agencies don t want waste Consumers engage with brands differently across platforms Marketers want measurement Everyone wants to optimize & scale
5 Distribution of Advertising Spending in U.S. (digital is the only one growing)
6
7 Future of Print The Law of Diminishing Returns An Integrated Approach The Answer to Security Fears Personalized Communication Thoughtful Niche Branding
8 Why is Multiplatform Valuable? Multiplatform drives targeted users to take desired actions in a way unavailable through any other media partner.
9 The Goal of all Digital Advertising is to Reach The right person With the right message, in the right environment At the right time and place At the right ROI
10 Reach Your Audience During Moments that Matter Source: Google Micro-Moments
11 Point-of-Entry Desktop vs. Mobile Search Engine Social Media
12 I want to know
13 Discovery
14 Post-Discovery Sponsored by
15 Offline Post-Discovery
16 The Consideration Funnel Qualified but not looking Considering change and actively looking Ready to buy now
17 How Advertisers Make Money from Advertising Ads & Custom Content Advertiser s Website Conversion Search Full Ads Partial Social Engagement
18 Understanding the Value of Engagement Engagements (Partial & Full) Time on Site Page Views Watch Video Tell a Friend Post Click Visits Download Fill Out Forms (Lead Generation) Request Info Like - Facebook Follow - Twitter Share Content Ecommerce purchase Subscription Lead Generation
19 7 Ways Advertiser s Monetize Web Traffic 1. Advertising 2. Subscription 3. ecommerce 4. Affiliate Marketing 5. Lead Generation 6. Social Branding 7. Referral Magnet for Search & Social
20
21 What to ask to learn the advertiser s goals? Who Are You Trying To Reach? (Aspirational or Historical?) How Have You Reached Them Before? (What Worked?) What Are Your Goals? (Online And Offline, Engagements & Conversions) How Will You Measure Success? (Benchmarks That Lead To Renewals) Can We Agree On Attribution?
22 Marketing Attribution Who gets credit? Last touch Uniform credit across all touch points Negotiated
23 Attribution is the process of assigning value to marketing activities based on desired outcome. What is Attribution?
24 Understanding Agency Goals Buyer Planner Creative Client Services Owner
25 Online Goals Understanding the Advertiser s Goals: The Usual Suspects Increase web traffic Increase conversions Increase social media following Increase number of page views Increase number of leads Lower cost per conversion Optimize & Scale
26 Understanding the Advertiser s Goals: The Usual Suspects Offline Goals Increase number of people visiting the store Increase number of people contacting you Increase store traffic at targeted days/times Increase sales for targeted products and services Gain a competitive edge Leads & Sales
27 Online Campaigns that Impact Offline & Online Sales Goals Geo-fencing Social Sponsorships Contests and Coupons Event Marketing Behavioral Targeting Branding
28 Qualified Mutual Understanding Attribution Benchmark Agreement
29 Contact Us Connect with us on LinkedIn Digital Media Training Inc. Follow us on Steve Bookbinder Like us on Facebook! facebook.com/digitalmediatraining Subscribe to our YouTube channel! Sign-up to start receiving the latest sales, marketing, and digital media news
30 Appendix
31 4 Things to Know about Digital Marketing Kinds of websites Kinds of content Platforms Ways ads are served Kinds of ad units Kinds of video ads Content Aggregated Social Hard coded Organic User-Initiated Lead gen UGC Search Rotated Custom Auto-Initiated ecommerce Branded - Premium Publisher - Desktop Dynamic 1 st party Banner (UAP - static) In-banner Micro-Sites Branded Long Tail Mobile Web & App Dynamic 3 rd party Rich Media In-Stream (Pre, Mid & Post Roll)
32 4 Kinds Of Online Campaigns Campaigns Content Goal Effects Social User-Generated Content Reach users with social intention in beginning or middle of their path to purchase journey Traffic to advertiser s website and/or store Keyword / Search Aggregated Reach users with shopping and learning intention Traffic to advertiser s website and/or store Targeted / Programmatic Long-Tail Branded Content Reach the right user regardless of the environment Traffic to advertiser s website and/or store Branding Premium Branded Content Reach all of the users with a message that connects the brand with the publication Traffic to advertiser s website and to Search Engines and Social Media
33 Recommended Reading List 4 A s Smartbrief Advertising Age AdWeek ClickZ Cynopsis Media Digiday Digital Media Training News econsultancy emarketer HubSpot IAB Smartbrief Mashable MediaBistro MediaPost Communications/Marketing Daily Mobile Marketing Association MediaShower SmartBrief Social Media Social Media Examiner TechCrunch TrainingIndustry.com Wired Word of Mouth IMPACT Branding and Design Jack Myers Media Business Report
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