Using The Web To Reach Your Customers May 11, 2017
PANEL PRESENTERS MARCIA PERRY Owner | Perry Media Group (PMG) WES SNIDER Director, Client Solutions | MANSI Media JENNIFER ANDREN Vice President – Media Director | PPO&S
MARCIA PERRY Owner | Perry Media Group (PMG) Using The Web To Reach Your Customers
WES SNIDER Director, Client Solutions | MANSI Media Using The Web To Reach Your Customers
The Medium The Internet, what do we call it? • The Web • Interactive • Online • Digital The Devices, how do we use them? • Desktop • Tablets • Smartphones The Answer • Digital • In more ways then we can count
Why do we care about digital? Media Habits How are consumers spending their time? And how will they spend their time in the future?
Why do we care about digital? With an increase in time spent with digital products, how do you think this will impact the spend on digital advertising? $0 - $20 Billion Revenue Time 1996 - 2016
Audience Targeting – How it all works Data Collection Users visit their favorite websites and conduct activities day-in and day-out. • Read Content • Plan Trips • Complete Surveys • Answer Email • Shop • Map Directions • Enter Contests • Ask Questions • Share Social Posts • Consume Media • Conduct Searches
Audience Targeting – How it all works Data Segmentation Using collected data, marketers can place desired users into categories or “buckets” Community Political Social Teachers Parents Leaders Influencers Influencers
Audience Targeting – How it all works Message Delivery Based on the pre- determined “buckets”, brand messages can be delivered to select users.
Building Your Campaign While every digital campaign is different, there are some basic points to keep in mind to improve your campaign. 3 parts of your next Delivery digital campaign Message • Accurate Targeting • Authentic Content Audience • Trusted Media
Accurate Targeting “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker Marketing Pioneer Audience Targeting delivers customers based on custom behavior, demographics, or content. A customized audience reduces waste and drive results. As you build your audience, consider the results you want to drive: • Direct Response Sell a good, fill out a form, set an appointment • Branding Build recognition, drive awareness The audience you target may be different depending on your goals.
Authentic Content No matter the message, deliver in a genuine voice that will resonate with the audience
Authentic Content Our research shows that there are a number of creative techniques that lead to improved response and engagement Which of these ads do you think would drive more engagement? Why do you think one ad is more effective then the other?
Authentic Content What should you include your next digital message? • Call to action (“Click Here”, “Call Now”) • Feature images of People who you want to target • Localize your message with contact information • Include a Question or make a bold statement • Experiment One of the great parts of digital is the tracking. Use that tracking to determine what type of copy your audience responds to.
Digital Solutions • Trusted advertising appearing on local news media properties Local Display Programmatic Display • Highly targeted display advertising Responsive Email • 3 rd party email delivered to your desired audience • Paid messaging delivered through your favorite social Social Display channels Geo-fencing • Display advertising served by a users location Native • Beyond the banner options to reach a self-selected audience Search Engine Marketing • Paid outreach through search engines to secure visibility (SEM) Search Engine Optimization • Ongoing site optimization and content creation to promote search ranking (SEO) Video • Highly impactful digital alternative to television
Digital Solutions Programmatic Local Display Email Display Social Display Geo-fencing Native SEM SEO Video TOTAL AUDIENCE
Wes Snider Matt Caylor Director, Client Solutions Director, Interactive Media wesleys@mansimedia.com matthewc@mansimedia.com 717-703-3056 717-703-3040
JENNIFER ANDREN Vice President – Media Director | PPO&S Using The Web To Reach Your Customers
Using Facebook to enhance your marketing and build community
85% of all users are accessing FB on their phones
77% Women/66% Men 87% 18 year olds/ 56% people over 65 Users spend 40 minutes per day on average on FB Facebook is the second largest digital advertising company after Google Facebook’s ad revenue grew 57 % last year Google’s grew 17 % everybody else…. 13 % Facebook has 60 million active businesses with pages on its network. Hootsuite 2017
Facebook gets tons of data from their users, who enter it voluntarily on their profile (things like age, location and interests) Because of this information, FB can serve users targeted ads that show them products and services they are likely to buy and events they’d like to attend GOAL - REACH YOUR TARGET WITHOUT INTERRUPTING THEIR EXPERIENCE It’s all about the targeting …… Create custom audiences by including or excluding audiences
But it’s even more than location…. Everyone in this location People who live in this location People recently in this location People traveling in this location Countries States Counties Regions Cities Zip codes Drop a pin in any location and use a radius!
It’s more than merely education…. Education Level In high school High school grad In college Some college College grad, etc. Field of Study Schools Undergrad years
It’s more than just finance…. Income Net worth Let’s include Life Events…. Anniversary within 30 days Away from family New job New Relationship Newly Engaged: 3 mo., 6 mo., 1 yr. Recently moved Upcoming birthday
It’s not just Age, it’s generations…. Baby Boomers Generation X Millennials Let’s separate by politics…. Liberal Very Liberal Moderate Conservative Very Conservative Likely to engage in politics
Targeting parents? New parents Parents with toddlers Parents with preschoolers Parents with Early School-Age Children Parents with Teenagers Parents with Adult Children How about just Moms? Big City Moms Corporate Moms Fit Moms Green Moms New Moms Soccer Moms Stay-at-home Moms Trendy Moms
And there are a lot more! Housing Relationships Work Interests Behaviors Ethnic Affinity Connections: Facebook page, apps, events
Advertising does not work in a vacuum Integrated marketing Campaigns that cross media more likely to have impact Play well together i.e. TV campaign improves with FB campaign along side Provides an additional touchpoint for your message in a more intimate setting
Cost Facebook generally costs less than other media..perhaps 15-25% of what it would cost to build the same awareness on TV, for example. You won’t deliver millions of impressions, but hundreds and thousands. Ads have to be consistent with your overall brand campaign. Having the same look and feel strengthens the bond.
Three identifiers “Sponsored” tag right underneath the name of the page that is advertising to you. “Like Page” button, in the top right corner, that’s never visible on regular posts. All Facebook ads have a call-to-action in the bottom right corner
Desktop News Feed Mobile News Feed Desktop Right Column FAN (Facebook Audience Network) – extends beyond FB into other mobile apps Instagram
Ads Manager Everyone should begin here
In Ads Manager, you will be prompted to create an ad This is where you determine your objective Getting people to sign up for an event Increasing likes Sending traffic to a website Converting prospects to buyers Getting followers
Select your target audience Set your budget/dates
Create the ads Facebook will approve the ads
Facebook is not a substitute for traditional advertising, but used correctly, can enhance your community reach and buy-in.
Thank you!
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