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What's Right For My Business at DOYO Live by Mark Dinovitz

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What's Right For My Business at DOYO Live by Mark Dinovitz

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Digital marketing is growing so fast, most business owners are confused! What are my options? What is right for me? This breakout session will take a look at the common options in digital marketing and what role they play.
Whether you have a large marketing budget or small budget you can determine what is right for your business.

Digital marketing is growing so fast, most business owners are confused! What are my options? What is right for me? This breakout session will take a look at the common options in digital marketing and what role they play.
Whether you have a large marketing budget or small budget you can determine what is right for your business.

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What's Right For My Business at DOYO Live by Mark Dinovitz

  1. 1. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. DIGITAL MEDIA WHAT’S RIGHT FOR MY BUSINESS Presented by: Mark Dinovitz Digital Sales Director Lin Digital/Media General
  2. 2. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. 71 TELEVISION STATIONS TRUSTED LOCAL MEDIA FOR 75 YEARS 1 IN 4 U.S. HOUSEHOLDS Media General is one of the nation’s largest multimedia companies, engaging audiences from coast to coast with premium quality news and entertainment.
  3. 3. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. LIN Digital creates and delivers powerful brand experiences at scale to drive measurable impact across all digital platforms. DISPLAY VIDEO SEARCH SOCIAL
  4. 4. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. IT’S ABOUT CONNECTING WITH PEOPLE While technology evolves, marketing remains the same.
  5. 5. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. WHAT ARE MY NEEDS? • Build better brand recognition in the market • Conversion based – signup, like me, downloads, etc. OR • Sell products NOW!!! “There are so many options in digital marketing now what’s right?“
  6. 6. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. AUDIENCESIZE AWARENESS: THE HANDSHAKE CONSIDERATION: THE CONVERSATION PURCHASE: THE SALE LOYALTY: THE PARTNERSHIP
  7. 7. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Introduce Your Business Tell Prospective Customers Why They Should Buy Convert Your Audience Into Customers Keeping And Growing Your Customers AWARENESS: THE HANDSHAKE CONSIDERATION: THE CONVERSATIO PURCHASE: THE SALE LOYALTY: THE PARTNERSHIP
  8. 8. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. INTRODUCE YOUR BUSINESS DISPLAY & VIDEO STRONG BRANDINGDeliver your ads in engaging animated ads that make you top of mind REACH & SCALE Reach audiences where they spend the most time with cost-effective scalability CAPTIVE AUDIENCES Capture users’ uninterrupted attention with TV-like experiences via digital video Awareness
  9. 9. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. INTRODUCE YOUR BUSINESS DISPLAY & VIDEO COSTS LOWER CPM REMNANT ADS – RUN ANYWHERE – LOWEST CPM NOTES KEEP IN MIND YOU MUST RUN ENOUGH ADS TO MAKE AN IMPACT. COMPANIES THAT OFFER LOW COST ENTRY POINTS SHOULD BRING UP A RED FLAG. Awareness
  10. 10. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Reach the masses to build your brand! Video Display Email Content Traditional: TV, Radio, Billboards, etc. Awareness
  11. 11. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Objective Definition KPI Tactics that Align Best Examples from RFPs Awareness At the very core, it's the most broad form of consciousness an audience has with a brand. It is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. This is usually expressed as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a brand or product's introduction. • Impression Delivery & Reach into demo • CPM (Cost Per Impression) • CPV (Cost Per View) • Brand Study: • Lift in brand awareness • Run of Network/Site • Run of Category/Vertical • Standard Display & Native Units • Pre-roll, In Banner , inRead Videos • Broadcast • Sponsored & Custom Content • Full Episode Player (premium cost) • High Impact / Rising Stars/Interstitials • Direct Site Placements (premium cost) • Paid Social When the goal is to introduce a new product to a wide audience When the goal is to introduce yourself to the market – grand opening, expansion of service, etc. Story Time: Awareness Once the brand has gained some attention, more specific information will need to follow quickly. What does the current model line up look like? Do they have any seven seaters? What makes a Kia special? Are they in the right price bracket? Awareness
  12. 12. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Introduce Your Business Tell Prospective Customers Why They Should Buy Convert Your Audience Into Customers Keeping And Growing Your Customers AWARENESS: THE HANDSHAKE CONSIDERATION: THE CONVERSATIO PURCHASE: THE SALE LOYALTY: THE PARTNERSHIP
  13. 13. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. PRECISE REACHReach the people most likely to buy based on key demographic and behavioral factors EFFICIENT SPENDPinpoint ad delivery to only your most valuable audiences to maximize ROI CUSTOM MESSAGINGDeliver the messaging most relevant to where each user is in the decision process TELL LIKELY CUSTOMERS WHY THEY SHOULD BUY AUDIENCE TARGETING Consideration/ Engagement Wome n Age 25-54 Interested in Fashion Adults Business decision makers
  14. 14. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. TELL LIKELY CUSTOMERS WHY THEY SHOULD BUY AUDIENCE TARGETING COSTS HIGHER CPM CPM’S TYPICALLY HIGHER AS YOU DIG IN DEEPER NOTES AUDIENCE TARGETING CAN BE OFFERED IN MULTIPE WAYS: BEHAVIORAL, PURCHASE DATA, SOCIAL, CONTEXTUAL, LOOK-ALIKE, ETC KEEP IN MIND YOU MUST RUN ENOUGH ADS TO MAKE AN IMPACT. COMPANIES THAT OFFER LOW COST ENTRY POINTS SHOULD BRING UP A Consideration/ Engagement Wome n Age 25-54 Interested in Fashion Adults Business decision makers
  15. 15. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Targeting a specific interest and introducing yourself Targeted Video Targeted Display Targeted Email Targeted Social Custom Content Traditional: Direct Mail, Trade Pubs Consideration/ Engagement
  16. 16. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Objective Definition KPI Tactics that Align Best Examples from RFPs Consideration/ Engagement A spectrum of consumer advertising activities and experiences—cognitive, emotional, and physical— that will have a positive impact on a Brand Consideration/Intent campaigns can be defined by requests to drive engagement and education around a specific offering or new product. This tactic will drive users to learn more about a brand or new product and drive an increase in engagement and intent. This is the stage where brands stimulate interest and educate the audience to entice them to explore more about what it has to offer. It's also the stage where brand favorability begins to form. The moment at which the consumer starts thinking about a purchase could be triggered by an event, a change in circumstances, a pay rise, a need, or even an advertising message. • CTR (Click Through Rate) • CPE (Cost Per Engagement) • CPV / CPCV (Cost Per View / Completed View) • Total Interactions & Interaction Time • Social Interactions (Shares, Likes, Follows) • Video View-Through • Brand Study: • Lifts in message association • Ad/brand recall • Brand favorability • Brand Consideration • Brand Perception • Lift in Purchase Intent • Performance Blend of varying targeting tactics • Advanced Targeting Tactics • Behavioral • Geo • Purchase Based • Competitive • IP • Retargeting & Look-Alike • TV • Search • Site • Custom Content • Rich Media/Rising Stars/Interstitials • Pre-roll / inRead Video • Search • Social Extensions & Paid Social • Mobile Responsive Square When a client asks for a users to complete views, engage with content, share content, experience new product offerings within an interactive unit, etc. Story Time: Consideration & Engagement Time for a test drive. Is the dealership well presented? What options are available? Does the salesman know what he's talking about? Is the car impressive on the road? Is there room in the back for the kids? Consideration/ Engagement
  17. 17. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Introduce Your Business Tell Prospective Customers Why They Should Buy Convert Your Audience Into Customers Keeping And Growing Your Customers AWARENESS: THE HANDSHAKE CONSIDERATION: THE CONVERSATIO PURCHASE: THE SALE LOYALTY: THE PARTNERSHIP
  18. 18. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. CONVERT YOUR AUDIENCE INTO CUSTOMERS SEARCH ENGINE MARKETING IN-MARKET USERS Reach the people who have “raised their hands” to learn more about your business TARGET COMPETITORSEngage users searching for your competitors and redirect their attention to your brand CONVERSION-READY Capitalize on KPI-driven search features such as phone and address Florists Near Me SEARC H SEM/ Pay Per Click Only pay when someone clicks on your ad. 4 on top and 4 on bottom. SEO/ Optimization Natural listings and Local/Plus. Stay up to date with algorithms to make sure your site ranks over time. Purchase/ Conversion
  19. 19. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. CONVERT YOUR AUDIENCE INTO CUSTOMERS SEARCH ENGINE MARKETING COSTS OPTIMIZATION DEPENDS ON SERVICE YOU CHOOSE. NO QUICK or EASY WAY AROUND THIS! PAY PER CLICK DEPENDS ON MULTIPLE CRITERIA • HOW LARGE IS THE MARKET I COMPETE IN? • GOOGLE HAS MULTIPLE CERTIFIED PARTNERS – MAKE SURE YOU DO YOUR HOMEWORK • UNDERSTAND HOW COMPETITIVE YOUR INDUSTRY IS BEFORE YOU ENGAGE. NOTES WARNING SIGNS - THINGS TO LOOK OUT FOR: “I CAN RANK YOU FIRST” “WE HAVE A RELATIONSHIP WITH GOOGLE LIKE NO ONE ELSE” “YOUR SITE ISN’T SET UP CORRECTLY, WE CAN HELP” Purchase/ Conversion
  20. 20. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Objective Definition KPI Tactics that Align Best Examples from RFPs Purchase/ Conversion Purchase/Conversion campaigns are dictated by the agency and generally called out within an RFP. Auto, Retail, Finance, are some top categories. These tactics drive users to ACT against the desired step the brand dictates. Conversion rates are a simple percentage, a ratio of people who did something (bought an item, signed up for emails or some other lead) out of all the people who were presented with an option to do something (all of the site's visitors). The completion of an action on the site/microsite/ad converts visitors to customers. Audience is driven to perform an action- such as clicking on an ad, signing up for a promotion, filling out a registration page, etc. This should/is generally obvious within the creative- some sort of "call to action" to take the next step of getting to a conversion. Typically, brands/agencies will ask us to hit a certain goal tied to overall revenue and ROI based on calculations. Having aggressively low eCPM's, limited targeting and standard IAB sizes are the key strategy to having flexibility for optimizations, delivery and success of hitting their CPA/CPL, etc. goals. • PICR (Post Impression Conversion Rate) • PCCR (Post Click Conversion Rate) • CPC (Cost-Per-Click) • CPA (Cost-Per-Action) • CPL (Cost-Per-Lead) • Granular targeting tactics are not recommended for CPA campaigns • Audience that performs an action is already qualified and within the target WHO • When targeting is needed, the following can be applied: • Behavioral • Geo • Purchase Based • Competitive • Retargeting & Look-Alike • Search • Site • Search • Social Extensions • Mobile Responsive Square • Mobile Geo-fencing When a client asks for users to download coupons; register for a quote, schedule a test drive, submit forms, buy online, etc. Story Time: Purchase & Conversion Ok, the customer is convinced and is ready to part with their hard-earned cash. Is the transaction smooth? Are the finance deals reasonable? Does the salesman do a thorough hand-over? Purchase/ Conversion
  21. 21. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Targeting the exact people researching or looking to purchase your product/service Search Engines Traditional: YP Purchase/ Conversion
  22. 22. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Introduce Your Business Tell Prospective Customers Why They Should Buy Convert Your Audience Into Customers Keeping And Growing Your Customers AWARENESS: THE HANDSHAKE CONSIDERATION: THE CONVERSATIO PURCHASE: THE SALE LOYALTY: THE PARTNERSHIP
  23. 23. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. INTERACTION Garner real-time interactions to drive brand engagement. WORD OF MOUTH Place your brand in the heart of the conversation to grow reach. RETENTION Follow up with customers to retain top-of-mind awareness. LOYALTY THEPARTNERSHIP SOCIAL MEDIA ADVERTISING GROW YOUR RELATIONSHIP WITH CUSTOMERS Loyalty/ Advocacy
  24. 24. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Objective Definition KPI Tactics that Align Best Examples from RFPs Advocacy Advocacy can be defined by partnering with socially influential custom content creators and/or sampling programs to drive credibility, momentum, relevancy and a general positive attitude toward a specific brand, product or offering. This tactic will drive users to feel more connected to the brand, and the initiative and drive an increase in organic outreach and excitement, word- of-mouth, and social interactions. • Page Views • Time Spent • Video completes • Samples distributed • Testimonials • Total Social Interactions (Shares, Likes, Follows) • Brand Study: • Lifts in message association • Ad/brand recall • Brand favorability • Brand Consideration • Brand Perception • Purchase Intent • Custom content • Social Extension • Sampling • Sweepstakes/Contests/ Giveaways When a client asks to drive credibility and excitement over a new product or initiative; when a well know brand wants to drive relevancy and word-of-mouth to an otherwise low awareness new product Story Time: Brand/Product Advocate A few years go by, and if things do go wrong, is the warranty process easy? Is the repair center helpful and quick? Is a courtesy car provided? The customer is happy and convinces their neighbor to try out the same car. Loyalty/ Advocacy
  25. 25. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Run of Audience BRANDING SOCIAL INTEREST Category Channel Custom Channel Behavioral Contextual In-Market Google/PPC Yahoo! / Bing SEO Facebook News Feed Facebook PPC Custom Content DIRECT WORD OF MOUTH
  26. 26. Prepared by Mark Dinovitz July 30, 2016 Not to be duplicated for any purpose other than training. Q&A THANK YOU!

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