Belfast Telegraph Digital Clinic Tues 24th Sept 2013

WELCOME

Today’s Agenda

• An Overview of Why Digital Marketing is Important for your Business

• Understand How Each Type of Digital Marketing is a Piece of a Marketing Puzzle

• Answers to Any Questions You Have About How This Marketing Works

• Leave Today With Tangible Next Steps for Growing Your Business

Belfast Telegraph

SocialMedia

Streaming Video

Audience Targeted Display

Search: SEM & SEO

Mobile

Awareness

Favorability

Consideration

Shopping

Purchase

Intent to Purchase

1) Local.com Banners

2) Facebook Promo

3) Mobile Banners

4) Pre-Roll

5) Behavioral Targeting

6) Search

This model can be applied to a thorough clients needs assessment to create a custom digital marketing campaign.

Consumer Purchasing Funnel Digital Product Pyramid Client Proposal

Building successful marketing solutions

DISPLAYTYPES OF DIGITAL MARKETING

Premium Display Advertising

Amplify your message with premium ad units:

• Standard – Leaderboard, MPU, Sky• Billboard / Bellybuster• Expandable/Pushdown• Rich Media Floating• Rich Media Takeover• Video• Wallpaper• Peel Back Ads

(please see packs for examples)

Bel Tel

Amazon

Ebay

MSN

Network Digital Display• Access the largest

marketplace of premium ad inventory and leverage premium data targeting to minimize wasted views.

• Access to more than 10 - 15 Billion impression each day from more than 800 publishers.

• Targeting– Demographic– Behavioural – Geographic– Frequency Capping– Retargeting

Targeting Solutions

• Focused on eliminating ad waste by serving to a targeted audience

Content Targeting

Targeting groups of content allows you to narrow the audience you are looking for based upon the content they are digesting.

Fashion

Education

Family

Finance

Politics

Shopping

Science

Gadgets

Motors

Weather

Dating

Holidays

Jobs

Music

Pets

Home Improvement

Sports

Business

Health

Moms

Travel

Cultural

Property

Games

Behavioural Targeting

Targeting a users based upon their behavior and interest online.

Shoppers

Family Oriented

Food Craver

Sports Fans

Entertainment Craver

Gamers

Business Savvy

Makes and Models of Cars

Travel Destinations

Healthcare Needs

Educational Seeker

Property Buyers

Job Seekers

Fashion Passionate

Re-engage with customers who started a shopping cart, but didn’t finish

Target customers based on products they searched for

Re-engage with customers interested in high-margin products

Increase retention by targeting

“Shop-A-Likes”

Retarget Users Based on Site Engagement

MOBILETYPES OF DIGITAL MARKETING

Mobile Advertising

What 3 things do people never leave the house without?

1. Keys 2. Wallet 3. Mobile Phone

70% of smartphone users say “I won’t leave home without it.”

Second and Third Screen Viewing

• 40% of people use a second screen while watching TV daily

Premium App Advertising

App Downloads• Propertynews: 78,346• Nijobfinder: 23,563• Nicarfinder: 24,771• Belfast Telegraph: 18,448 iphone, 19,457 ipad

Advertising availablewithin all Apps

• Fantastic click through rates at average of 0.20%• All apps are also available for exclusive sponsorship

Mobile / In-App Advertising• Geo Aware Technology • Interstitials

• Expandable Banners • Video

Mobile / In-App Capabilities• Click to call • Click to email

• Click to map • Click to Video

Country City Post Codes

Place your message on news & interest mobile sites, giving you the ability to target users:

Geo-Target

Content-Target

Device-Target

News Sports Business Finance Gaming Food Entertainment Travel

iPhone Android Blackberry Windows Mobile

Network Mobile

Case Study: Toland House

• Excellent performance:

CTR%

Blended property apps and extended networkTotal: 2.13%

SOCIAL MEDIATYPES OF DIGITAL MARKETING

Social Media History

600 million users log into Facebook each day

- The Social Skinny 2012

Social Media Value

Mobile – A Key to Facebook Success!

• 600 Million active Facebook users on Mobile

• 60%+ of all users access Facebook only on their mobile device

• 33 minutes: average time smartphone owners spend on Facebook every day via their device.

• 2x higher click-through-rate on FB mobile vs. desktop

• 76% more clicks on FB mobile vs. desktop

Facebook – A Competitive Landscape

Facebook Offers

Tracking options:• In Store, Online• Integrate with systems

• When a user claims the offer, they automatically receive and email with the offer

Facebook Contests

Sponsored EngagementTo Who?What?Fans1. Retain 2. Transform from

users, to fans, to Brand Advocates

Non-FansLike Acquisition to Gain

Geo Connections Interests (Brands) Workplace Education Age Gender Relationship Status Device

Targeting

• Sponsored engagement is a strategic blend of content and paid Facebook advertising

• Delivered to highly-targeted users on mobile and desktop

• Types of sponsored engagement:

N Marketplace Ads

N Promoted Posts

N Sponsored Stories

Sponsored Stories Promoted Posts Facebook Ads

Promoted Posts ensure your posts get seen by keeping them at the top of the newsfeed.

Sponsored stories alert friends of your fans when your fans engage with your brand.• Page Likes and Comments • Check-Ins• Events Joined • Apps & Games Played• Apps Shared• Posts, Likes & Comments

Facebook Ads appear live on the right side of the page and are served to your target market.

Sponsored Engagement Ad Types

Case Study: Embassy Steakhouse

• Sligo restaurant launched a free bottle of house wine with dinner promotion last week

• Over 200 people claimed the offer in 1 day

SEARCHTYPES OF DIGITAL MARKETING

Maximize 100% of the SERP

• 100 % Market Reach:There are 2 core components to Search Marketing required to reach

• 100% of the advertisers potential customers: Paid listings or PPC, and organic listings or SEO

Did you know?

• 62% reduction in churn when campaigns include search!

• 52% lift in display ad conversions when search is included in the campaign.

• 50% of advertisers digital budget is spent on search!

SEO – Search Engine Optimisation

Search Engine Optimisation:• The act of enhancing web pages so they rank higher on Google, Yahoo!, and Bing

in the Organic Listings.

Advantages: • Up to 80% of people spend time in the organic results• High Google Ranking• Long-Term Results• Link Building• Content and Coding optimisation

Fundamental Elements of SEO

There are 3 Fundamental Elements of SEO:

1. Site Structure & Optimisation• Review site issues (coding, linking, content, navigation, HTML and XML

sitemap, etc.)• Optimise a variety of static HTML pages; including creation of keyword-rich

titles, meta descriptions and image alt text

2. Content Creation & Optimisation• Re-write and optimise Website marketing copy on targeted pages to attract

traffic, convert site visitors and add value for users.

3. Link Development & Optimisation• Directory and Search Engine Submissions• Article writing and distribution services• Social Bookmarking

Local Search Marketing

• 82% of all users use the internet to search for products or services.

• 35% of searches have local intent.

• 89% of users will not leave the first page to find a local business.

SEM – Search Engine Marketing

Search Engine Marketing:• Renting ads on the front page of Google on per click basis.

Advantages:• Fast Traffic• Exposure in Sponsored Links• Precision Targeting• A/B Testing• Universal Monitoring

Fundamental Elements of SEM

There are 4 Fundamental Elements of SEM:

1. Keyword Research and optimisation

2. Text Ad Composition and optimisation

3. Landing Page Selection and optimisation

4. Ad Extension Selection and optimisation

SEM Tactics

Optimal Results Tactics:

– Keyword knowledge – research and experience in industry specific search behaviour; keywords that align with your business strengths/focus

– Long tail – building out lists of long-tail search terms for better ROI– A/B testing - of text ads– Geographic targeting – pinpoint-targeted campaigns based on consumer

behaviour– Location extensions – ads featuring business locations– Site-link extensions – deep linking from ads to accommodate specific

searcher interests– Call tracking – measure results from search campaigns– Offers/promotions – ads featuring specific offers and promotions– Seasonal tactics – adjusting budgets, keywords, based on product/service

seasonality– ROI-based optimisation – adjusting bids & budgets to maximise leads/sales

Case Study: SERE

• Maximum impact with immediate traffic to your website!

• Week one of PPC campaign resulted in an impressive 4.4% click through rate.

GOOGLE ANALYTICS, CONVERSIONS, SALESMetrics & Optimisation

Campaign Implementation & Management

Campaign Management Process• Strategy• Execution• Optimization• Metrics

Account Takeover Checklist• “Kick-Off” call with client contact, local

contact & Campaign Management team

• Implement/execute campaign based on client’s goals/targets

• Monthly reporting call to review the previous month’s data and execute any adjustments for next 30 days

Phases of Optimisation

1. Pre-Sale optimisation:a) Platforms Choiceb) Targeting Choicec) Geo Targeting Choiced) Impression Level

2. Pre-Flight optimisation Opsa) Verifying Platform Targetsb) Verifying and Clarifying Targetsc) Verifying Geo Targetsd) Quantifying Impression Targets

3. Mid Flight optimisation a) Line optimisation b) Platform optimisation c) Geo optimisation d) Size

4. Post Sale/Reporting optimisation – Examination & New Buysheet

a) Platform & Line Evaluation b) CTR & CPCc) Impressions Deliveryd) Size

Our Customers

Testimonial

“We have been working with Adtaxi on our Facebook advertising and competition over the last 3 months and since then we have achieved an increase in likes in line with our objectives. The team have been very effi cient at responding to emails and assisting with any queries I have had, as well as making suggestions where necessary. Adtaxi will now be helping us develop our social media strategy across other platforms.” Michele Ryan CIMA

‘’INM have been managing our digital marketing for the last three months and the results we’ve seen have been very impressive. Our campaign consists of search engine marketing, ad taxi display, re-targeting, independent.ie and search engine optimisation. This has helped us significantly in targeting our key audiences in Ireland and the United States. Overall I would have no hesitation in recommending INM for any digital marketing campaign’’. Andrew Nolan

Testimonial

THANK YOU!Questions?