Using The Web To Reach Your Customers May 11, 2017 PANEL PRESENTERS - - PowerPoint PPT Presentation

Using The Web To Reach Your Customers

May 11, 2017

PANEL PRESENTERS

MARCIA PERRY

Owner | Perry Media Group (PMG)

WES SNIDER

Director, Client Solutions | MANSI Media

JENNIFER ANDREN

Vice President – Media Director | PPO&S

Using The Web To Reach Your Customers MARCIA PERRY

Owner | Perry Media Group (PMG)

Using The Web To Reach Your Customers WES SNIDER

Director, Client Solutions | MANSI Media

The Medium

The Internet, what do we call it?

• The Web
• Interactive
• Online
• Digital

The Devices, how do we use them?

• Desktop
• Tablets
• Smartphones
• Digital

The Answer

• In more ways then we can count

Why do we care about digital?

Media Habits How are consumers spending their time? And how will they spend their time in the future?

Why do we care about digital?

Time 1996 - 2016 Revenue $0 - $20 Billion

With an increase in time spent with digital products, how do you think this will impact the spend on digital advertising?

Audience Targeting – How it all works

Data Collection

Users visit their favorite websites and conduct activities day-in and day-out.

• Read Content
• Complete Surveys
• Shop
• Enter Contests
• Share Social Posts
• Conduct Searches
• Plan Trips
• Answer Email
• Map Directions
• Ask Questions
• Consume Media

Data Segmentation Using collected data, marketers can place desired users into categories or “buckets”

Audience Targeting – How it all works

Teachers Community Leaders Political Influencers Parents Social Influencers

Audience Targeting – How it all works

Message Delivery Based on the pre- determined “buckets”, brand messages can be delivered to select users.

Building Your Campaign

While every digital campaign is different, there are some basic points to keep in mind to improve your campaign. 3 parts of your next digital campaign

• Accurate Targeting
• Authentic Content
• Trusted Media

Audience Message Delivery

Accurate Targeting

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker Marketing Pioneer Audience Targeting delivers customers based on custom behavior, demographics, or content. A customized audience reduces waste and drive results. As you build your audience, consider the results you want to drive:

• Direct Response

Sell a good, fill out a form, set an appointment

• Branding

Build recognition, drive awareness The audience you target may be different depending on your goals.

Authentic Content

No matter the message, deliver in a genuine voice that will resonate with the audience

Authentic Content

Our research shows that there are a number of creative techniques that lead to improved response and engagement Which of these ads do you think would drive more engagement? Why do you think one ad is more effective then the other?

Authentic Content

• Call to action (“Click Here”, “Call Now”)
• Feature images of People who you want to target
• Localize your message with contact information
• Include a Question or make a bold statement
• Experiment

What should you include your next digital message? One of the great parts of digital is the tracking. Use that tracking to determine what type of copy your audience responds to.

Digital Solutions

• Trusted advertising appearing on local news media properties

Local Display

• Highly targeted display advertising

Programmatic Display

• 3rd party email delivered to your desired audience

Responsive Email

• Paid messaging delivered through your favorite social

channels

Social Display

• Display advertising served by a users location

Geo-fencing

• Beyond the banner options to reach a self-selected audience

Native

• Paid outreach through search engines to secure visibility

Search Engine Marketing (SEM)

• Ongoing site optimization and content creation to promote

search ranking

Search Engine Optimization (SEO)

• Highly impactful digital alternative to television

Video

TOTAL AUDIENCE

Digital Solutions

Local Display Programmatic Display Email Social Display Geo-fencing Native SEM SEO Video

Wes Snider Director, Client Solutions wesleys@mansimedia.com 717-703-3056 Matt Caylor Director, Interactive Media matthewc@mansimedia.com 717-703-3040

Using The Web To Reach Your Customers JENNIFER ANDREN

Vice President – Media Director | PPO&S

Using Facebook to enhance your marketing and build community

85% of all users are accessing FB on their phones

Facebook has 60 million active businesses with pages on its network. Facebook is the second largest digital advertising company after Google Facebook’s ad revenue grew 57% last year Google’s grew 17% everybody else….13% 77% Women/66% Men 87% 18 year olds/ 56% people over 65 Users spend 40 minutes per day on average on FB

Hootsuite 2017

Facebook gets tons of data from their users, who enter it voluntarily on their profile (things like age, location and interests) Because of this information, FB can serve users targeted ads that show them products and services they are likely to buy and events they’d like to attend GOAL - REACH YOUR TARGET WITHOUT INTERRUPTING THEIR EXPERIENCE

It’s all about the targeting ……

Create custom audiences by including or excluding audiences

But it’s even more than location….

Everyone in this location People who live in this location People recently in this location People traveling in this location Countries States Counties Regions Cities Zip codes Drop a pin in any location and use a radius!

It’s more than merely education….

Education Level In high school High school grad In college Some college College grad, etc. Field of Study Schools Undergrad years

It’s more than just finance….

Income Net worth

Let’s include Life Events….

Anniversary within 30 days Away from family New job New Relationship Newly Engaged: 3 mo., 6 mo., 1 yr. Recently moved Upcoming birthday

It’s not just Age, it’s generations….

Baby Boomers Generation X Millennials

Let’s separate by politics….

Liberal Very Liberal Moderate Conservative Very Conservative Likely to engage in politics

Targeting parents?

New parents Parents with toddlers Parents with preschoolers Parents with Early School-Age Children Parents with Teenagers Parents with Adult Children

How about just Moms?

Big City Moms Corporate Moms Fit Moms Green Moms New Moms Soccer Moms Stay-at-home Moms Trendy Moms

And there are a lot more!

Housing Relationships Work Interests Behaviors Ethnic Affinity Connections: Facebook page, apps, events

Advertising does not work in a vacuum Integrated marketing Campaigns that cross media more likely to have impact Play well together i.e. TV campaign improves with FB campaign along side Provides an additional touchpoint for your message in a more intimate setting

Cost

Facebook generally costs less than other media..perhaps 15-25% of what it would cost to build the same awareness on TV, for example. You won’t deliver millions of impressions, but hundreds and thousands. Ads have to be consistent with your overall brand campaign. Having the same look and feel strengthens the bond.

Three identifiers

“Sponsored” tag right underneath the name of the page that is advertising to you. “Like Page” button, in the top right corner, that’s never visible on regular posts. All Facebook ads have a call-to-action in the bottom right corner

Desktop News Feed Mobile News Feed Desktop Right Column FAN (Facebook Audience Network) – extends beyond FB into other mobile apps Instagram

Ads Manager Everyone should begin here

In Ads Manager, you will be prompted to create an ad

This is where you determine your objective Getting people to sign up for an event Increasing likes Sending traffic to a website Converting prospects to buyers Getting followers

Select your target audience Set your budget/dates

Create the ads Facebook will approve the ads

Facebook is not a substitute for traditional advertising, but used correctly, can enhance your community reach and buy-in.

Thank you!

www.pposinc.com

Using The Web To Reach Your Customers

DISCUSSION TIME

Using The Web To Reach Your Customers

THANK YOU

For Attending