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Dear Business Partner:
Thank you for attending Courier Communications’ Power of Digital Marketing Event. The media landscape is constantly changing, and we want to help you stay up to date. By taking 90-minutes out of your day and attending Courier Communications’ Power of Digital Media Event, you are making an excellent investment in your business. We hope that you find the information in this workbook both helpful and easy-to-use as you seek to grow your market share in 2014. In this workbook you will find helpful information about: • Courier Communications’ Audience • Technology Device Ownership • Mobile Stats • Direct Marketing • Tracking Success • Digital Definitions Thank you again for the investment of your time. We look forward to a long partnership with your business.
David Braton Publisher, Courier Communications
Tara Seible Advertising Director
Partner Workbook Table of Contents • • • • • • • • • • • •
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Thank you Courier Audience Profile Internet Access and Usage Technology Device Ownership Website: Your Virtual Storefront Mobile Device Ownership Importance of Mobile-Ready Websites Mobile Search Path to Purchase Zero Moment of Truth Digital Buying Process Direct Marketing • Digital Retargeting • Email Marketing • Social Marketing Tracking Success • Google Analytics • Tracking Your Digital Ad Success Glossary of Terms
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Courier Audience Profile MARKET STATS Claritas, February 2013 Based on Waterloo Market Total Population: 215,803
Adult Population: 164,850
Households: 87,175
PRINT AND DIGITAL CIRCULATION September 2013 ABC Fas-Fax Sunday Courier: Daily Courier: 39,470
42,239
PRINT READERSHIP September 2013 ABC Fas-Fax 89,201 Sunday Readers; 69,278 Daily Readers Based on National Avg. 2.3 Readers/Copy
ONLINE AUDIENCE Omniture site catalyst – February 2014 (mobile traffic is included in these figures) 3,340,776 Total Page Views for WCFCourier.com 533,565 Unique Visitors 119,313.4 Average Daily Views
CHANNEL VIEWS Omniture site catalyst – February 2014 (mobile traffic is included in these figures) Business Monthly: 74,359 Page Views Celebrations: 33,525 Page Views Employment: 48,712 Page Views Local News: 589,698 Page Views News: 768,603 Page Views Obituaries: 400,202 Page Views Prep Sports: 95,407 Page Views Pulse: 114,999 Page Views Sports: 243,749 Page Views
MOBILE AUDIENCE Town News report, February 2014 684,626 Page Views in February 26,395 Unique Visitors Across All Mobile
E-MAIL DATABASES What Counts February 2014 & upickem report as of February 2014 10,372 E-marketer Subscribers 10,971 Today’s Deal Subscribers 19,960 Contests & Promotions Subscribers
SOCIAL MEDIA AUDIENCE Facebook report February 2014 and Twitter report February 2014 18,646 Facebook Followers 5,649 Twitter Followers
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Internet Access in the Cedar Valley 100.00% 90.00% 80.00%
84.80% 75.60%
79.80% 74.30%
73.10%
77.20%
70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Jan.-June Jan.-June Jan.-June Jan.-June Jan.-June Jan.-June 2008 2009 2010 2011 2012 2013 Waterloo Audience Report Jan 2013-Jun 2013
U.S. Internet Usage 97%
100% 90%
87%
86%
93%
93%
88%
99%
85% 77%
80% 70% 60%
57%
50% 40% 30% 20% 10% 0%
Pew Research Center’s Internet Project Survey January 2014
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Technology Device Ownership in the Cedar Valley
We use an average of three different screen combinations every day!
Waterloo Audience Report Jan 2013-Jun 2013 http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
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The Website: Your Virtual Storefront Website must-haves: • Phone Number • Address • Email Address • Images that represent what you do • Clear navigation with working links • An email sign-up box • Social media links Enhance SEO with: • Keywords • Clean web structure • Great content • Title tags • Additional meta data • Balanced link profiles • Great navigation • Activity Tracking Analytics • Pageviews • Unique visitors • Repeat visitors • Pages per visit • Time on site • Bounce rate • Traffic sources • Conversions
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Mobile Device Ownership in the Cedar Valley
Why is a mobile site important? • 49.5% of Cedar Valley residents own an internet capable smart phone • 79% of mobile device owners have used their device for shopping • 72% of mobile device owners have used their device to locate/map a store Make it easy to: • Find company contact information • Find a nearby location • Look for specials or coupons • Learn more about products Waterloo Audience Report Jan 2013-Jun 2013
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Importance of Mobile-Ready Websites
Not Mobile-Ready
Mobile-Ready
Mobile Friendly • 74% say they're more likely to return to a mobile friendly site they have visited in the future • 67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a site's product or service Not Mobile Friendly • 61% of users said that if they didn't find what they were looking for right away on a mobile site, they'd quickly leave • 79% of people who don't like what they find on one site will go back and search for another site • 50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly • 57% of users say they won’t recommend a business with a poorly designed mobile site • 40% of users that have a bad mobile experience on one site will turn to a competitors site http://www.google.com/think/articles/mobile-playbook-2nd-edition.html
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Using Mobile Search… • • • • • •
94% of smartphone users have searched for location information 51% visited a store 48% called a store 29% made a purchase in-store and did so quickly 80% of mobile search triggered store visits happen within 5 hours of initial search 85% of mobile search triggered calls to stores happen within 5 hours of a consumer’s initial search
http://www.google.com/think/articles/mobile-playbook-2nd-edition.html
Path to Purchase
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• Gone are the days of the purchase funnel; now the path to purchase looks more like a flight map. • Customers use an average of 10.7 sources before making a purchase decision •
Reviews
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Social media
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Brand website
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Competitor website
• 84% of Americans who purchase online engage in a zero moment of truth decision
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Zero Moment of Truth
What does ZMOT look like? • A couple sitting in a coffee shop scanning reviews on their laptop for the best Mexican restaurant • A student in the local bookstore checking reviews on his phone for the books he is interested in possibly purchasing. Things to consider • Comparison shopping on steroids • 2012 abandonment rate for online checkout was 70% • Meet shoppers where they want, with the information and products they want, when they want it! • 80% of the success at the zero moment of truth is showing up • Stimulate on one device and spark a visit to ZMOT on another How to win at the zero moment of truth • Make sure your brand messaging is consistent across all platforms • Make sure your site loads quickly and clearly on any device. • Add Click-to-Call • Advertise on mobile http://v1.zeromomentoftruth.com/google-zmot.pdf
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The Digital Buyer Process
Make sure your business is part of the zero moment of truth and the path to purchase. It’s a critical moment; once they’re back at search, you have to win those customers all over again.
http://www.google.com/think/collections/full-value-of-mobile.html
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Direct Marketing
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Digital Retargeting
“If I could show you a way to get your business seen by… • people who have visited your website and remind them of your offers… • people who are searching for your products and services… • people who have searched for your competitors online… • people who share common traits with your best customers… …would that be of interest to you?”
Site Retargeting- Marketing to those who are familiar with you. Search Retargeting- Marketing to those who are looking for you. Keyword Contextual Retargeting- Marketing to those who are interested in your products and services.
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Email Marketing Build your own database from existing customers: • Collect emails from everyone! • Ask for email addresses at the point of sale • Include a sign up form on: • Website • Mobile Site • Facebook • Everywhere! Using someone else’s list to reach new customers: • Reach outside of your own database • Opportunity to gather new customers • Target specific lists: • Geographic • Demographic (age, income, gender, etc.) • Behavior or interest
Benefits • • • • • • •
Reduced time, effort and cost compared to direct mail More frequent communications Real-time messages Personalize messages Segment the list to specific types or interests Could go viral Ability to track
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Social Marketing: Facebook Fun Facts • 1.2 billion monthly active users • 1 out of every 5 page views is on Facebook • 34,772 “Likes” every minute • 250 million photos uploaded daily www.socialmediatoday.com
After the “Like”- Engage And Drive Traffic • Relevant offers • Ask questions • Share other content • Use pictures • Respond to comments • Thank your fans Promote A Post • Facebook controls how many of your fans see your posts, usually about 15% • Pay to promote a post so that your message is being seen by more of your Facebook Fans • For example: • $20 to reach 3,000 fans • $200 to reach 50,000 fans
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Tracking Success
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Google Analytics
Google Analytics is a free service offered by Google that generates statistics about a website’s traffic and traffic sources and measures conversions and sales. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service.
Pay attention to these key pieces of information: • Visits • Pageviews • Unique Visitors
• Avg. Visit Duration • Bounce Rate • Spikes in traffic
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Tracking Your Digital Ad Success This checklist will help you keep track of and manage the effectiveness of the advertising campaigns you use. Base
Website monthly page-views and unique users Typical Click-Thru Rate (CTR) Avg. monthly phone calls Avg. monthly floor traffic count Avg. sale or transaction amount Avg. closing ratio Avg. number of monthly sales or transactions Avg. number of monthly emails Avg. number of coupons redeemed Search Engine Ranking (Google, Yahoo, Bing) & Keywords used Bounce Rate Time spent on site Social Media ‘Friends’ or ‘followers’
3 months
6 months
9 months
12 months
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Glossary of Terms
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Mobile Terms
App: A software application that runs in a smartphone or other portable device. Examples are newspapers, games, music, movies, calorie trackers, etc. Applications provide easy access at the touch of a button without searching and a decreased loading time. Hyperlink: Also called ‘call-to-action’ links. Links in online marketing campaigns that take the reader to the next step in a process.
Mobile browser: A web browser designed for use on a mobile device such as a mobile phone or smartphone. Mobile browsers are optimized so as to display web content most effectively for small screens on portable devices. Mobile Marketing: A set of practices that enables organizations to communicate and engage with your audience in an interactive environment through any mobile device or network. Mobile Phone: Portable phone that uses cellular or satellite networks while on the go. Mobile Site: A website designed for the small screens of mobile phones. When a mobile browser is used in finding a website, it is redirected to the mobile version (mobile landing page) for a significantly better surfing experience. Mobile sites are designed to have narrow columns and often provide only a subset of their regular website. Smartphone: A mobile phone offering advanced functions which may normally only be found on a traditional computer or laptop. These often have email and internet capabilities as well as a built-in keyboard. Text Keyword: A word or phrase that potential customers text a phone number in order to receive offers or information they want from a specific business. Texting (SMS)/MMS: Short Message Service/ Multimedia Messaging Service. It allows you to send text, video, maps, photos and other material from your cell phone to other users who also have these options.
Digital Marketing Terms
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Above the Fold: An area of a web page that is viewable without the visitor having to scroll. Ad space in this space often warrants a higher rate as it more likely to be viewed by the visitor. . Banner Ad: An advertisement that appears on a web page, most commonly in a 300x250 pixel or a 728x90 size ad. Usually designed to encourage the visitor to click for more information. Blog: Shortened from “web log� a blog is a user-generated website where entries are made in journal style and usually displayed in a reverse chronological order. Contextual (Content) Advertising: Online advertising targeting a particular visitor to a website based on the content of the page(s). Cookie: A small file sent from a web server and placed on the visitor’s computer to store information unique to that browser. Often used by advertisers to track the number and frequency of advertisements shown to a visitor. Cookies are also used to provide visitors with personalization and enable the serving of Behaviorally Targeted advertisements. Cost Per Thousand (CPM): The cost per 1,000 impressions served of buying advertising space in a given media. A $25 CPM means the client pays $25 for every 1,000 times the ad is displayed. Cost Per Click (CPC): Online advertising pricing based on the number of clicks an ad receives. The CPC is the cost of the advertisement divided by the number of clicks. Web browser A software application for retrieving and presenting information on the World Wide Web, such as Internet Explorer, Mozilla Firefox or Safari. DMA Market: DMA stands for Designated Market Area. DMAs are usually counties (or sometimes split counties) that can receive the same television and radio stations and other types of media such as newspapers.
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Digital Marketing Terms – (cont.) Interstitial Ad: A type of advertisement that loads between web pages without having been requested by the visitor. An interstitial ad is usually set to appear for only a short period of time (10-15 seconds) before the user requested page is displayed Landing Page: A landing page is a website page built and optimized for a specific purpose and many times serves as the entry page to a website. The Landing Page will often contain information about a specific offer and may direct visitors to other pages within a website. Microsite: A mini website designed to promote a specific portion or brand from a larger corporate site. Used often with contests or as a landing page for a specific promotion. Open Rate: This is a ratio determined by the number of people who opened your email compared to the total number of people to whom you sent the message. Opt-In List: Email marketers have databases of subscribers to their newsletters, that feature these subscribers' email addresses and names. Such a list is known as an opt-in list because users choose to receive the emails. This is in contrast to spam email which is unsolicited. Organic Listings (also know as Natural Listings or Unpaid listings): Search result listings that search engine companies do not sell. Organic listings represent the links to websites that most closely match the search term entered by the visitor. Organic listing results are based on the algorithms used by the search engine company to assist a visitor in finding desired content on the Internet.
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Digital Marketing Terms – (cont.) Remnant Ad: The advertising space that a company has been unable to sell, usually sold at a lower CPM. Normally the placement, time of day and websites to be displayed on is not guaranteed. Retargeting or Remarketing: Online advertising is targeted to consumers based on their previous internet actions in situations where these actions did not result in a sale or conversion. Most frequently used to bring a website visitor back to the website after they have left. RSS Feed: RSS stands for Really Simple Syndication. Also called web feeds, RSS is a content delivery vehicle. It is the format used when you want to syndicate news and other web content. When it distributes the content it is called a feed. You could think of RSS as your own personal wire service Reputation Management: The process of monitoring what is being said about your business across the internet, mainly on social networks Search Engine Optimization: The process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. Search Engine Marketing: SEM is characterized by advertiser bids on specific keywords. Keyword purchasing results appear separate from Organic Search results -- typically at the top and right side of a search results page. Listing order is determined by the amount each advertiser has bid on the keywords. SMS: SMS (Short Message Service) is a one-way text message sent via a cell phone. It is usually received via the subscriber’s text message inbox on their cell phone and can be a maximum of 160 characters per message.
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Digital Marketing Terms – (cont.) Social Networking: Social Networking refers to web based platforms focused on building online communities of people who share common interests or activities. Examples of popular Social Networking sites include: Facebook, Twitter, Pinterest, Google+ and LinkedIn. Spam: An email message that is unwanted or unsolicited by the recipient. Legitimate emails can sometimes be incorrectly identified as spam. Sponsored Links: Text-based ads that often appear on a web page based on keyword search terms. These ads often appear next to organic search results and are typically labeled as “Sponsored Links” “Paid Sponsors” or “Sponsor Results.” Unique Visitor: A unique visitor is a statistic describing a unit of traffic to a web site, counting each visitor only once during the reporting period. Common ways in which a website tracks unique visitors include site registration and placing a cookie on the visitor’s computer. Viral Marketing: A marketing strategy in which consumers are encouraged to pass along messages to others in order to generate additional exposure. Contests, coupons and other great deals are commonly spread via viral marketing through email and social networking sites. Web browser: A software application for retrieving and presenting information online.
Widget: A small graphical device that does a highly focused, often single, specific task. Web widgets can be embedded web pages or run on the desktop.
Thank you for your time! For more information, please contact your Account Executive at (319) 291-1478 or sales@wcfcourier.com
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