the power of data in digital marketing · the power of data in digital marketing | 2018 10 our data...
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The Power of Data in Digital
Marketing
Recruiting
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The Power of Data in Digital Marketing | 2018 2
1. Source: Pew Research2. Source: Nielsen3. Source: 37 Video Marketing Statistics You Need To Know For 2017 Infographic4. Source: www.statista.com
Social Media81% US adult population 18-65 use
social media.4
VideoEnjoyment of
video ads increase purchase intent
by 97% and brand association
by 139%.3
Mobile 60% of digital
content is consumed on mobile;
52% of time is spent on mobile apps like Facebook.2
Internet3B global users.
84% US ages 18-65 use
the internet.1
The Necessity of Digital Marketing
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The Power of Data in Digital Marketing | 2018 3
% using the internet constantly or several times a day:
Fleet Managers Owner-Operators Company Drivers Dealers
88% 62% 60% 93%
Source: Randall-Reilly Connectivity Studies 2017
Connectivity in the Trucking Industry
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The Power of Data in Digital Marketing | 2018 4
Jan 1, 2017 - Sep 30, 2017 compared to Jan 1, 2016 - Sept 30, 2016
YOY Increases in Users
17.21%19.46%
Our audiences are growing.
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The Power of Data in Digital Marketing | 2018
TruckDriver
State of Georgia
License Class
OTR Experience
General Truck Driver Target
VS
2-3years
Your Specific Driver Target
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How can you identify your specific driver target online?
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The Power of Data in Digital Marketing | 2018 7
Audience Built by Data
How do we build our audiences?... with DATA
Owner-Operators
Behavioral Data
Applicant Data
EquipmentData
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1.1MCompany
Drivers
65.7kTeams
17.6kDealer
Contacts
1.6MTotal Audience
Truck Driver Recruiting Audience
320KOwner-
Operators
471KStudents
37KTeams
35KFlatbed
33KReefer
32KTanker
27KLease
Purchase
*Audience data powered by RigDig® Business Intelligence , and Driver Applicant Database
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The Power of Data in Digital Marketing | 2018 9
Audience Built by Data
Measurable OutcomesMarket Insights
How We Work
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The Power of Data in Digital Marketing | 2018 10
Our data services provide targeting insights and measure the results of your campaign.
Our digital marketing services are powered by our data so you reach the right drivers at the right time.
Our industry-leading media and events give you insider knowledge and branding power.
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The Power of Data in Digital Marketing | 2018 11
Customize Your Audience By:
Driver Type
OTR Experience
Driving Record
Location
Type of Haul Online Behavior
More
Audience Built by Data
LicenseClass
2-3years
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Once you’ve built yourdriver audience with data,how do you reach them?
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The Power of Data in Digital Marketing | 2018 13
Tagged Audience
3.2MEmail Addresses
774KWebsite Page Views
638KMagazine Recipients
234K
Randall-Reilly’s Trucking Touchpoints
Social Followers
779KNewsletter Subscribers
262KMonthly Mobile Page Views
675KEvent Registrants
58K
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The Power of Data in Digital Marketing | 2018 14
Google SearchDisplay
FacebookGmail YouTube
LinkedIn SnapchatInstagram
CCJOverdrive Truckers News
Successful Dealer
Target your custom audience on multiple platforms.
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The Power of Data in Digital Marketing | 2018 15
Google Search Ads
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The Power of Data in Digital Marketing | 2018 16
YouTube InStream Ad
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The Power of Data in Digital Marketing | 2018 17
Facebook News Feed Ad
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The Power of Data in Digital Marketing | 2018 18
Facebook Right Column Ad
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We get as close as possible to the point of decision
to drive measurable outcomes.
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The Power of Data in Digital Marketing | 2018 20
Website Traffic
Demo Requests
Booth Traffic Phone Calls
Form Submissions
Job Applications
Measurable Outcomes
1
Awareness
Brand Awareness
Social Engagement
Video Views
2
Consideration
3
Decision
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How do we measure outcomes?
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The Power of Data in Digital Marketing | 2018 22
Month Total Unique Leads
Unique Inbound Leads
Unique Calls Cost Cost Per Lead
JAN 18 499 425 74 $27,188 $54.41
FEB 18 420 374 46 $23,688 $56.32
MAR 18 617 561 56 $35,188 $57.05
Placement Spend
Truckers News Newsletter $395
Facebook Lead Ads $5,000
Multi-channel - Mobile $1,595
Multi-channel - Location 1 $5,000
Multi-channel - Location 2 $3,500
Multi-channel - Location 3 $4,500
Overdrive print ad $2,598
TOTAL $27,188.00
Channel PlacementsTruckers News
Newsletter2%
Facebook Lead Ads22%
Multi-channel -Mobile 7%
Multi-channel - Location 122%
Multi-channel - Location 2
15%
Multi-channel -Location 320%
OVD print ad12%
Sample Client Trend Report2018 Tracking Summary
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Calls by Hour (CTM)
Mar 6, 2017 - Nov 1, 2017
128 Average Calls Per HourFilters applied: ClientName contains Contract Freighters, Inc- CFI
Click Totals by PlatformDec 25, 2015 - Oct 11, 2017, by Month
5,248,192 Total ImpressionsFilters applied: ClientName contains Contract Freighters, Inc- CFI
Leads by DayMay 7, 2013 - Nov 1, 2017
2,773 LeadsFilters applied: ClientName contains Contract Freighters, Inc- CFI
Leads by StateMay 7, 2013 - Nov 1, 2017
2,773 LeadsFilters applied: ClientName contains Contract Freighters, Inc- CFI
23
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Custom Report for: Client A
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How does it all work together?
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Display Ads Facebook Lead Ads
TexasTruck Driver
Your Audience Built by Data
Form Conversions
Sample Form Conversions Campaign
The Power of Data in Digital Marketing | 2018 26
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Display Ads
Get QuoteYour display ad featuring your product
FormConversions
Your Landing Page
Truck Driver
Texas
27
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Contact a recruiter
FormConversions
Facebook Lead Ads
TruckDriver
Texas
28
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GeorgiaTruck Driver OTR Experience License Class
Sample Phone Call Campaign
The Power of Data in Digital Marketing | 2018 29
2-3years
Your Audience Built by Data
Google SearchFacebookCIG
Phone Calls
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Phone Calls
Tracked Phone Number
Google Search
30
TruckDriver
Georgia
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CareersInGear.com
Phone Calls
31
TruckDriver
Georgia
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Phone Calls
32
TruckDriver
Georgia
Contact a recruiter
Facebook Lead Ads
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You’ve gotten to your win.
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The Power of Data in Digital Marketing | 2018 34
Now What?
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The Power of Data in Digital Marketing | 2018 35
Are your leads converting into hires?
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The Power of Data in Digital Marketing | 2018 36
Why not?
- Not Qualified- Not Enough Pay- Home Time- Not Contacted
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The Power of Data in Digital Marketing | 2018 3737
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The Power of Data in Digital Marketing | 2018 38
Obstacles to Speed to Contact
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The Power of Data in Digital Marketing | 2018 39
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The Power of Data in Digital Marketing | 2018 40
Contact Center
1 2 3 4 5
Partial App
Warm Transfer Qualified
Apps
Call Guide App
Completion
Client Recruiter
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The Power of Data in Digital Marketing | 2018 41
Call & Realtime Connect
1 2 3 4 5
Qualified Apps
Transfer Interested
Apps
SMS Call Client Recruiter
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Who is your target audience?
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