Traditional to New Media: A 30 year Journey

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The Obligatory About Me Slide• Founded a successful start-up - Family Matters

Productions, a nationally-syndicated radio program, podcast, and blog

• Collaborated on the roll out of the national social network MomsLikeMe.com and on WKYC TV-3

• Currently the Senior Digital Marketing Consultant with Advance Digital / Northeast Ohio Media Group with Travel, Entertainment and National teams

• Honored with five Society of Professional Journalist awards for her work on women’s and children’s health issues and two Addy awards for a non-profit awareness campaigns.

@CLE_Mom

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Every Step Moves You Forward and is an Opportunity to Learn

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{traditional}

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{MEDIA{digital}

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Audience and ContentAudience & Content

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LESSON LEARNED

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17:05 MINUTES PLAYING TIME

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LESSON LEARNED

…Or Take a Leap

Family Matters Radio

Real FriendsTalk about

The Real World of Parenting

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Family Matters Radio

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Start-Ups: Talk Radio Networks

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Gloria Steinem Family Matters Caroline and Jacquie

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Be Nimble When Challenges Arise

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LESSON LEARNED

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Disruption

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Move On To Grow

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LESSON LEARNED

MomslikeMe Launches

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Online Communities are The Future

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In 2008Content gave its crown to

Audience

The Proof is in the Pie charts

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“Turn Your Audience into Cash Flow”

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Disruption

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A Network is Your Best Advantage

LESSON LEARNED

Today…Advance Digital / Northeast Ohio Media Group

Nationwide presence with

local scale

8th largest digital news

property in the nation

Ability to reach 98% of the

digital audience in the US

through our audience

targeting platform

Advance Publications

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Advance.net, oversees the Internet vision and strategy for affiliates of Advance Publications, Inc., including Condé Nast Digital and Advance Digital

Vogue editor Anna Wintour and I work for the same company

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Leveraging Audience Data

Advance Digital has a distinct advantage within the marketplace: the ability to publish and control content. Every story that is published by an Advance Digital property contains a content tag, which collects valuable 1st party data around user interaction, intention, and history. With this information, Advance Digital is able

to assign real-time intent and characteristics to individual cookie pools that are categorized into audiences.

Once the 1st party cookies are pooled, the data is then merged with 2nd party data (obtained by direct relationships with other publishers) and 3rd party data (obtained through purchase agreements) into a Data Management Platform (DMP). This process allows Advance Digital to further expand these segments into

scalable, enriched data that can be personalized and segmented based on needs.

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CUSTOM ATTRIBUTION MODEL

34

Search Engine Optimization• Website Structure

• Content Creation

• Content Publishing

• Active Syndication

• Ecommerce

• Future Proofing

Search Engine Marketing• Branded Keywords

• Product Listing Ads

• Brand/Broad Term

• Co-op Keyword Groups

• Keyword Remessaging

Audience Building• Intention Modeling

• Custom Look-alike

• Demo/ Psychographic Diagnostics

Audience Targeting• Behavioral Targeting (1st/3rd Party Data

• CRM Data Import

• Programmatic High Impact Display

Competitive Conquesting• Mobile & Brand Targeting

Location / Brand Strategy• Regulation Audit

• Creative Build

• Local Strategy Meetings

Re-Messaging• Direct Influence

• Platform Agnostic

• Dynamic Feed Driven

• Social

Re-Marketing• Intention Based Creative Strategies

(Dishwasher – Refrigeration – Laundry – Cooking)

• Dynamic Creative Remessaging

Reporting / Optimization• Analytic Engagement + Direct Conversions

• Viewability and Interactivity

• View-Through Metrics + Click-Through-Rate

• Client Dashboards

• Non- Liner Attribution

Look-alike Audience Development• Intention Based Creative Strategies

• CRM and Site Data + 1st and 3rd Party Cookies

What does the future hold?

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Will Social Media Survive?

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Audience and ContentAudience & Content

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Thank you! Please Connect With Me

https://about.me/JacquieChakirelis

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