why behavioral targeted ads
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Marketing In A Digital Era
WELCOME
AGENDA
Billings Area Market Research
Capturing Your Most Profitable CustomerPromotion, Expansion and Retention
Driving the Right Message to the Right Audience at the Right Time
Success Equation for Today’s Economy
METHODOLOGY
Primary research efforts conducted by Independent Research Firms:
Wilkerson & Associates, Louisville, KY (Oct 2006 – Dec 2008)17 minute telephone survey Randomly selected adults in the Billings Designated Market Area
Asked questions you would ask your own customers
THE BILLINGS GAZETTE WEEKLY PRINT + WEB REACH
Print & Web21%
Web Exclusive
5%
Print Exclusive
60%
Total Weekly Reach: 86%
Base: Total adults in Billings Market (n=305)Source: Billings Audience Report, Oct – Dec 2007
ONLINE LANDSCAPE
Base: Internet Users in Billings Market (n=825)Source: Billings Audience Report, Jan. 2008– Dec. 2008
INTERNET USAGE
On a Typical Day% of Adult Internet Users Who
Report Doing This Activity "Yesterday"
Use The Internet 70%Send/Read Email 60%Use Search Engine to Find Information 49% Get News 39%Check the Weather 30%Look for Info on a Hobby or Interest 29%Surf the Web for Fun 28%Do Any Type of Research For Your Job 23%Look Online for News and Information about Politics or Upcoming Campaigns
23%
Bank Online 21%Look Online for Information on Something You Plan on Buying
20%
Research For School or Training 16%Watch A Video on a Video Sharing Site 16%
Daily Internet Activities, 2008
Source: Pew Internet and American Life Project Tracking Study 2005-2008.
Scanning Mode
3.5 seconds
Gather Information
Multiple Exposures
HOW, WHERE AND WHY
How do you assemble the best digital-marketing portfolio over time?
And where do you start?
MEDIA LANDSCAPE
10
WEB PRESENCE
Web site
AdvertisingSearchResults
Social Networki
ng
Message
Boards
Blogs
Web PresenceWeb Presence
SIMPLIFYING YOUR DECISION
Maintaining ongoing contact with customer base
Building your business and it’s brand
Growing your customer base
Maintaining your customer base
Use Promotion when one the following objectives or needs are identified: Build branding Promote Price / Product / Services Increase foot traffic Grow revenues Maintain top-of-mind awareness
PROMOTIONDigital products that you may already be using today. Whether it’s a banner ad or online coupon, the intent is to speak to clients and prospects and drive specific responses.
Promote Your
Business and Drive Your
Brand
PROMOTING YOUR BUSINESS
PROMOTION
Promote Your
Business and Drive Your
Brand
It’s not what you think it is….
Branding….
It’s what they think it is.
WHAT A BRAND ISN’T…
…just a person
…just a product
…just a price
WHAT A BRAND IS…
+ +
WHAT’S THE POINT
31,000 locations in 119 countries
Serve 47 million customers per day
Revenues of $22 billion
We all pretty much know what they sell
SHARE OF VOICE
Why do they spend an
average of $131,278
every hour of every day of
the year advertising to
us?
DRIVING BRAND EQUITY
Over 3/4 of McDonald’s value is in the brand itself!
2008 brand value $49.5 Billion
2008 market capitalization $60+Billion
ADVERTISING PAYS
100 96 88 89 116119
100137 159
195
283375
0
50
100
150
200
250
300
350
400
1980 1981 1982 1983 1984 1985
Eliminated/Decreased Maintained/IncreaseAdvertisers
who continued
advertising saw
a 256%
increase in
revenue over
those that
didn’t advertise
Source: McGraw-Hill ResearchAnnual sales shown as an index from 1980 to 1985
EXPANDING YOUR BUSINESS
EXPANSIONThese products give local businesses the opportunity to grow their client base and reach new perspective customers.
Use Expansion capabilities when these
objectives or needs are identified: Connect with active searchers Broaden reach and customer base Active lead generation Drive site traffic, transactions
Growing your customer base and increasing market share
SEARCH
Growing your customer base and increasing market share
86% of searches are “local”
Search Engine Optimization
Search EngineMarketing
RETAINING YOUR CUSTOMERS
Use Retention when the following
objectives or needs are identified: Top-of-mind awareness Introduce new products/services Build business affinity, engagement Increase customer satisfaction levels
RETENTIONThese programs allow local businesses to communicate with their existing customers and retain them through a variety of tools.
Social Media
EMAIL, MOBILE, SOCIAL MEDIA
Communicate, and Retain
Existing Customers
Email Campaign Management
Mobile Alerts
IN A THIN MARKET, CONSISTENCY IS KEY
BEHAVIORAL TARGETING
The Power of Knowing ‘Who’…
HOW IT WORKS
+
Behavioral Targeting: Tracks WHAT pages your customer visits and from what devices
Yahoo! Search: Tracks WHAT your customer
is searching
shoes
jewelry
men’s clothing
baby furniture
hats
Sample Searches:desks
suits
dresses
luggage
bags
sunglasses
+
Geo Targeting: Identifies WHERE your customer is located
Find your local customer
Prospective Customer
Yahoo’s sophisticated targeting enables you to deliver… The Right Message to the Right Person at the Right Time
METHODOLOGY
Search
Ad ClicksAd Clicks
Content
Search Clicks
MOVE CONSUMER TO PURCHASE
– Beginning of the buy cycle– Want to know their market, local options– Want best “deal” when they get ready to buy– Influence others with their knowledge– Target with branding campaign
– Have already done research and now they are ready to shop– It’s the right time for them to buy, just looking for the right place– End of the buy cycle– Target with actionable, product-specific campaign
Awareness
Consideration
Purchase
Purchase FunnelCategory Purchase
Cycle
Relevant
How Recent
Intensity
SAMPLE BEHAVIOR TARGETED
ADS
Promote Your
Business and Drive Your
Brand
Your ad, Behaviorally
Targeted, Leaderboard
728 X 90
Your Ad, Behaviorally
Targeted,BIG AD
300 x 250
DEMO TARGETING
The Power of Knowing ‘Who’…Gender
Age
GEO TARGETING
The Power of Knowing ‘Where’…
Zip Code
State
DMA
TIME OF DAY TARGETING
The Power of Knowing ‘When’…
Control when your
customer sees your
ad
CLEAR AND CONCISE
Call To Action
Targeted Products
STRONG CALL TO ACTION
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Call To Action
CLUTTER
After
Click Here To Learn More
Before
MANAGE YOUR CREATIVE
Specific Target
Interests
Specific Holiday
Marketing Plan
SURVIVING IN A DIGITAL ERA
Focus on most profitable customers
Re-examine your marketing mix
Monitor your competitors
Change your creative
Dial up your customer service
SUCCESS EQUATION
=
Gained market share and more profit!
A ready to buy audience with an inferred interest in your product and or service
+
Consistency+
A good message
$$
$
$ $
IN CONCLUSION
Delivering the Right Message to the Right Audience at the Right Time
There’s never been a better time to partner with us!
Thank you !
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