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Understanding Digital Trends & Changes in Media Consumption




Presented by:
Raul Vielma
561-820-4277
rvielma@pbpost.com


April 1, 2011
RealSolutions.PalmBeachPost.com
What you can expect to get out of this workshop


  Understand WHY the Internet should be leveraged to improve your
  overall market opportunities and enhance your return on investment.
  ▀ Learn trends and changes in the digital market place
  ▀ The evolution of media consumption
  ▀ How to leverage free tools for better measurement and
    effectiveness
  ▀ Improve your search results




                                                                            2
                                                                        2
Increase in media choices continues to evolve

   In the beginning there was only   Now there are almost too many to count
   one vehicle to reach consumers




                                                                                  3
                                                                              3
2011 not stopping media expansion…

                       Mass adoption of
                      smart phones in the
                             U.S.
                        70.4 million in
                            20101                  Mobile as an
 Increase in social
use and time spent                                 ad platform                                       Augmented Reality
Nearly 154 million
UVs on Facebook
    Dec. 20103                                     Widgets and Apps
                                                  Average number of
                                                  apps downloaded to
                                                   a smart phone 271
                                                                                                        Social Coupons
 Tweeter and
 social media                                   Boom in tablet
as ad vehicles                                     market
                                            15.5 million units sold
                                             forecasted in 20112

                                                                                              Mass adoption of QR codes
                                                                                                                                     4
                                                                      Source: 1Nielsen State of Media 2010; 2The State Of Consumers and
                                                                      Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010
U.S. household technology adoption



                                                During 2010

                                                85.9 million (73%) of U.S.
                                                households have broadband.

                                                6.6 million consumers were
                                                forecasted to purchase e-readers.

                                                8.3 million Netbooks and mini-PCs
                                                were purchased.

                                                Nearly 1/3 of U.S. households had
                                                DVRs – a 12.5% increase from
                                                2009.




                                                                                                         5
                                                                                                     5
                                     Source: The State Of Consumers and Technology: Benchmark 2010, US
Power of the Internet


▀   The Internet has revolutionized how consumers
    search, research, compare and purchase goods
    and services.

▀   The Internet has increased from 10% reach
    (1986)1 to over 74%2 in 2010.

▀   Users spend an average of almost 14 hours a
    week online2.




                                                                                                                              6
                                                                                                                                      6
                                          Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 2006
                                                                      2The State Of Consumers and Technology: Benchmark 2010, US
The New Shopping Paradigm



                            80%
                            of consumers have used the Web for
                            researching information about products
                            and services1


                                            yet only…

                            8%            of retail sales occur online2



                                                                                                                       7     7

                               Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015
Its not about going online, its about being online!



                                                                                               Nearly 3 out of 4 market
                                                                                                adults access the Internet
                                                                                                monthly.
         Do not access                                                                         Market adults spent on
                                                                                                average 10 hours per week
                                                                                                online.
                         Access the Internet
                         Monthly 74%                                                           70% have broadband
                                                                                                connections (DSL or Cable).




                                                                                                                                                                       8
                                                                                                                                                                              8
                                                      * DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties
                               ** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average.
                                                                                                           Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000
                                                                                   Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2
Who’s online?

47% of online adults are between 18 and 44




                                             Nearly 2 out of 3 are college educated
   Nearly half (49%) have household
   incomes of $75,000 or more




                                                     62% are employed
                                                                                                                9    9

                                                 Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000
                                                                       Source: 2010 Scarborough Report, Release 2
Lets look at who is online and what they do




 ▀ Are your customers online?


 ▀ What are they purchasing?


 ▀ What are they using to go online?




                                              10
6 in 10 of local adults* are buying online
    What those 60% (895,200 adults) bought online (past 12 months)

       Purchased online                          Percentage
       Airline tickets                               52%

       Clothing or accessories                       42%

       Books                                         38%
       Other travel reservations (hotels, auto       30%
       rental, etc.)
       Computer hardware/software                    18%

       Health and beauty items                       14%

       Office supplies                               13%

       Movie tickets                                 13%

       Flowers                                       12%

       Music files (iTunes, Napster, etc.)           12%



                                                                                                                11

                                                                     *West Palm Beach-Ft. Pierce, FL DMA: 1,500,000
                                                                        Source: 2010 Scarborough Report, Release 2
Total local market adults advertising sources

  Types of advertising usually              Most useful media source when
  read, listen to or view                   looking for product/service info

   Media Source Percentage                      Media Source                  Percentage
  Television           62%                      Newspapers                           36%

  Newspapers           54%                      Internet                             23%

  Mail                 37%                      Television                           8%

  Internet/online      36%                      Weekly/shoppers                      8%

  Magazines            34%                      Mail                                 2%

  Weekly/shoppers      34%                      Magazines                            1%

  Radio                30%                      Radio                                1%

  Yellow Pages         11%                      Outdoor billboards                   0%




                                                                                                     12

                                                           West Palm Beach-Ft. Pierce, FL DMA: 1,500,000
                                                             Source: 2010 Scarborough Report, Release 2
A day with technology


   Morning          Morning on                                  During         Evening on       Evening
   at home          way to work           At work             lunch time       the way home     at home




Check news,         Satellite radio,   Search online,         Check personal   Get traffic
Traffic & weather   Local stations     Visit newspaper        e-mail, Texts    updates &      Watch/read
                                       site, online portal,   and places to    dinner ideas   evening news,
                                       Online shopping        eat                             personal email,
                                                                                              pay online bills,
                                                                                              Online videos,
                                                                                              shopping
                          Yankelovich Marketing estimates that a city dweller is
                          exposed to an average of 5,000 ad messages per day.


                                                                                                           13
Evolution of media consumption – the new “primetime”

                                                        PalmBeachPost.com Average Weekday Hourly Unique Visitor
                         14,000

    Traffic on the      13,000

     Internet is the     12,000

     heaviest Monday     11,000

     through Friday      10,000

     between the          9,000

     hours of 8 AM to     8,000

     4 PM.                7,000

                          6,000

    This has created     5,000

     the new              4,000

     “primetime” for      3,000

     reaching             2,000

     consumers when       1,000

     exposure to other       0

     types of media is



                                                                                                                            12 PM




                                                                                                                                                                                                           11 PM
                                                                                                                                                                                                   10 PM
                                          1 AM

                                                 2 AM

                                                         3 AM

                                                                4 AM

                                                                       5 AM

                                                                              6 AM




                                                                                              8 AM

                                                                                                     9 AM
                                                                                       7 AM
                                  12 AM




                                                                                                                    11 AM
                                                                                                            10 AM




                                                                                                                                           2 PM

                                                                                                                                                  3 PM




                                                                                                                                                                5 PM

                                                                                                                                                                       6 PM




                                                                                                                                                                                     8 PM

                                                                                                                                                                                            9 PM
                                                                                                                                    1 PM




                                                                                                                                                         4 PM




                                                                                                                                                                              7 PM
     at its lowest.




                                                                                                                                                                                                                        14
                                                                                                                                                                                                                   14
                                                                                     Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011
The internet, a world wide phenomenon




                                        15
What is your current status?


   Are you monitoring traffic and managing your website?
   Are you using any free online tools (Compete, Google Analytics…)?
   Do you leverage Search/Social media/Mobile?
   Are you embracing new technologies ?
           QR codes
           Online marketing tools




                                                                        16
PalmBeachPost.com always improving




                                 The Post continuously monitors its
                                 website to make it more user friendly
                                 to visitors and advertisers.
                                 About 12 re-designs since its launch.




                                                                         17
Understand how you measure up, monitor the traffic your site is generating



   Page Views: The number of times a web page
   is requested from a server.




   Unique Visitors: The number of users who have
   accessed a website within a given period of time.




   Visit: Number of times someone interacted with
   your website.




                                                                            18
                                                                       18
Maximize free tools




                           19
                      19
Search

93% of online adults in our market searched on Google, Yahoo or ASK (past 30 days).




                         Paid

                                                   Organic
                                                    (free)

                        Organic
                         (free)

                                                     Paid




                                                                                                                               20
                                                                                                                          20
                                             2010 Scarborough Report, R2 & 2010 Palm Beach Post Custom Scarborough Study, R2
Ten places to claim your business



 1.    Google places: http://places.google.com/business
 2.    Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx
 3.    Yahoo! Local: http://Listings.local.yahoo.com/basic.php
 4.    Yelp!: https://biz.yelp.com/claiming
 5.    FourSquare: http://foursquare.com/business/
 6.    Ask: http://www.ask.com/local
 7.    CitySearch: http://national.citysearch.com/profile/add_business.
 8.    YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback
 9.    Localeze: http://webapp.localeze.com/extranet/sign-up.aspx
 10.   Kudzu: https://register.kudzu.com/packageSelect.do




                                                                                             21
Online marketing tools overview



                        Google
                         Maps

        Organic = SEO




                                  22
QR codes (Quick Response)




      QR codes allows mobile phone with
      cameras to read the code and input a
      tag or take you to a specific site.




                                             23
Mobile Barcodes/QR codes

    QR code: “quick response code”
    A two-dimensional barcode that holds alphanumeric characters, i.e.
     URLs, contact info, calendar data
    Accessible on all major smartphones                                Bit.ly QR code
    Explosive growth: mobile barcode grew 1600% in 2010
    Sometimes proprietary, sometimes open/free
   Sources: ScanLife Mobile Bardcode Trend Report, Jan. 2011


                                                                         DataMatrix
                                                                          barcode




                                                                        Microsoft Tag
                                                                                         24
Download Complete

▀   Media has become a very crowded place & the adoption of
    technology has rapidly increased

▀   Evolution of media consumption: people have many choices

▀   Measure your website! Know online terminology

▀   Improve your results by leveraging your online tools

▀   Online Advertising – display, behavioral targeting and search
    mobile and more…




                                                                    25
Homework

▀   Look at your website and determine what you like and dislike

▀   Search for your product/service online – where do they show up in Google,
    Yahoo, Bing and Ask?

▀   Look at your site’s metrics (page views, unique visitors)

▀   Look at your competitors’ websites metrics with Compete.com

▀   Sign up for news and information about your line of business with Google Alerts




                                                                                      26
Digital SWOT Analysis
Name                         Date



Strengths                           Weaknesses




Opportunities                       Threats
Next Time - Friday, April 8
        Maximize, Measure and Make Digital Work for You

 ▀ More on Google analytics and Compete.com
 ▀ Dig into Search                                        Scan to download
 ▀ Key web analytics you need to know
 ▀ Website analytics and best practices
 ▀ Online advertising and best practices


 QUESTIONS?
 To download presentation go to: bit.ly/DDseries1


                                                                     28
What’s next from The Palm Beach Post




        Understand and capitalize on consumer buying habits

                       SAVE THE DATE

                 Date: Tuesday, May 17th
                  Time: 8:30am – 12 pm
         Venue: Palm Beach Photographic Centre


                                                              29

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Understanding digital trends

  • 1. Understanding Digital Trends & Changes in Media Consumption Presented by: Raul Vielma 561-820-4277 rvielma@pbpost.com April 1, 2011 RealSolutions.PalmBeachPost.com
  • 2. What you can expect to get out of this workshop Understand WHY the Internet should be leveraged to improve your overall market opportunities and enhance your return on investment. ▀ Learn trends and changes in the digital market place ▀ The evolution of media consumption ▀ How to leverage free tools for better measurement and effectiveness ▀ Improve your search results 2 2
  • 3. Increase in media choices continues to evolve In the beginning there was only Now there are almost too many to count one vehicle to reach consumers 3 3
  • 4. 2011 not stopping media expansion… Mass adoption of smart phones in the U.S. 70.4 million in 20101 Mobile as an Increase in social use and time spent ad platform Augmented Reality Nearly 154 million UVs on Facebook Dec. 20103 Widgets and Apps Average number of apps downloaded to a smart phone 271 Social Coupons Tweeter and social media Boom in tablet as ad vehicles market 15.5 million units sold forecasted in 20112 Mass adoption of QR codes 4 Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010
  • 5. U.S. household technology adoption During 2010 85.9 million (73%) of U.S. households have broadband. 6.6 million consumers were forecasted to purchase e-readers. 8.3 million Netbooks and mini-PCs were purchased. Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009. 5 5 Source: The State Of Consumers and Technology: Benchmark 2010, US
  • 6. Power of the Internet ▀ The Internet has revolutionized how consumers search, research, compare and purchase goods and services. ▀ The Internet has increased from 10% reach (1986)1 to over 74%2 in 2010. ▀ Users spend an average of almost 14 hours a week online2. 6 6 Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 2006 2The State Of Consumers and Technology: Benchmark 2010, US
  • 7. The New Shopping Paradigm 80% of consumers have used the Web for researching information about products and services1 yet only… 8% of retail sales occur online2 7 7 Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015
  • 8. Its not about going online, its about being online!  Nearly 3 out of 4 market adults access the Internet monthly. Do not access  Market adults spent on average 10 hours per week online. Access the Internet Monthly 74%  70% have broadband connections (DSL or Cable). 8 8 * DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties ** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average. Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000 Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2
  • 9. Who’s online? 47% of online adults are between 18 and 44 Nearly 2 out of 3 are college educated Nearly half (49%) have household incomes of $75,000 or more 62% are employed 9 9 Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2
  • 10. Lets look at who is online and what they do ▀ Are your customers online? ▀ What are they purchasing? ▀ What are they using to go online? 10
  • 11. 6 in 10 of local adults* are buying online What those 60% (895,200 adults) bought online (past 12 months) Purchased online Percentage Airline tickets 52% Clothing or accessories 42% Books 38% Other travel reservations (hotels, auto 30% rental, etc.) Computer hardware/software 18% Health and beauty items 14% Office supplies 13% Movie tickets 13% Flowers 12% Music files (iTunes, Napster, etc.) 12% 11 *West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2
  • 12. Total local market adults advertising sources Types of advertising usually Most useful media source when read, listen to or view looking for product/service info Media Source Percentage Media Source Percentage Television 62% Newspapers 36% Newspapers 54% Internet 23% Mail 37% Television 8% Internet/online 36% Weekly/shoppers 8% Magazines 34% Mail 2% Weekly/shoppers 34% Magazines 1% Radio 30% Radio 1% Yellow Pages 11% Outdoor billboards 0% 12 West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2
  • 13. A day with technology Morning Morning on During Evening on Evening at home way to work At work lunch time the way home at home Check news, Satellite radio, Search online, Check personal Get traffic Traffic & weather Local stations Visit newspaper e-mail, Texts updates & Watch/read site, online portal, and places to dinner ideas evening news, Online shopping eat personal email, pay online bills, Online videos, shopping Yankelovich Marketing estimates that a city dweller is exposed to an average of 5,000 ad messages per day. 13
  • 14. Evolution of media consumption – the new “primetime” PalmBeachPost.com Average Weekday Hourly Unique Visitor 14,000  Traffic on the 13,000 Internet is the 12,000 heaviest Monday 11,000 through Friday 10,000 between the 9,000 hours of 8 AM to 8,000 4 PM. 7,000 6,000  This has created 5,000 the new 4,000 “primetime” for 3,000 reaching 2,000 consumers when 1,000 exposure to other 0 types of media is 12 PM 11 PM 10 PM 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 8 AM 9 AM 7 AM 12 AM 11 AM 10 AM 2 PM 3 PM 5 PM 6 PM 8 PM 9 PM 1 PM 4 PM 7 PM at its lowest. 14 14 Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011
  • 15. The internet, a world wide phenomenon 15
  • 16. What is your current status?  Are you monitoring traffic and managing your website?  Are you using any free online tools (Compete, Google Analytics…)?  Do you leverage Search/Social media/Mobile?  Are you embracing new technologies ? QR codes Online marketing tools 16
  • 17. PalmBeachPost.com always improving The Post continuously monitors its website to make it more user friendly to visitors and advertisers. About 12 re-designs since its launch. 17
  • 18. Understand how you measure up, monitor the traffic your site is generating Page Views: The number of times a web page is requested from a server. Unique Visitors: The number of users who have accessed a website within a given period of time. Visit: Number of times someone interacted with your website. 18 18
  • 20. Search 93% of online adults in our market searched on Google, Yahoo or ASK (past 30 days). Paid Organic (free) Organic (free) Paid 20 20 2010 Scarborough Report, R2 & 2010 Palm Beach Post Custom Scarborough Study, R2
  • 21. Ten places to claim your business 1. Google places: http://places.google.com/business 2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx 3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php 4. Yelp!: https://biz.yelp.com/claiming 5. FourSquare: http://foursquare.com/business/ 6. Ask: http://www.ask.com/local 7. CitySearch: http://national.citysearch.com/profile/add_business. 8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback 9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx 10. Kudzu: https://register.kudzu.com/packageSelect.do 21
  • 22. Online marketing tools overview Google Maps Organic = SEO 22
  • 23. QR codes (Quick Response) QR codes allows mobile phone with cameras to read the code and input a tag or take you to a specific site. 23
  • 24. Mobile Barcodes/QR codes  QR code: “quick response code”  A two-dimensional barcode that holds alphanumeric characters, i.e. URLs, contact info, calendar data  Accessible on all major smartphones Bit.ly QR code  Explosive growth: mobile barcode grew 1600% in 2010  Sometimes proprietary, sometimes open/free Sources: ScanLife Mobile Bardcode Trend Report, Jan. 2011 DataMatrix barcode Microsoft Tag 24
  • 25. Download Complete ▀ Media has become a very crowded place & the adoption of technology has rapidly increased ▀ Evolution of media consumption: people have many choices ▀ Measure your website! Know online terminology ▀ Improve your results by leveraging your online tools ▀ Online Advertising – display, behavioral targeting and search mobile and more… 25
  • 26. Homework ▀ Look at your website and determine what you like and dislike ▀ Search for your product/service online – where do they show up in Google, Yahoo, Bing and Ask? ▀ Look at your site’s metrics (page views, unique visitors) ▀ Look at your competitors’ websites metrics with Compete.com ▀ Sign up for news and information about your line of business with Google Alerts 26
  • 27. Digital SWOT Analysis Name Date Strengths Weaknesses Opportunities Threats
  • 28. Next Time - Friday, April 8 Maximize, Measure and Make Digital Work for You ▀ More on Google analytics and Compete.com ▀ Dig into Search Scan to download ▀ Key web analytics you need to know ▀ Website analytics and best practices ▀ Online advertising and best practices QUESTIONS? To download presentation go to: bit.ly/DDseries1 28
  • 29. What’s next from The Palm Beach Post Understand and capitalize on consumer buying habits SAVE THE DATE Date: Tuesday, May 17th Time: 8:30am – 12 pm Venue: Palm Beach Photographic Centre 29