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Media & Literature Marketing Presented at AMCA International Sales & Marketing Meeting
February 26, 2013
Presented by Greg Martin, Associate Publisher, ASHRAE Media Advertising
Email: [email protected] Telephone: 678-539-1174
Defining Your Objective
What Are You Trying to Achieve? • Product Campaign: Selling a product. Leads most important.
• Branding Campaign: Building a relationship between an audience and a company/product line. Touch points are most important. The strongest brands are those that invite their customers into their lives.
What Do We Mean by ‘Branding’ ?
Brand /brand/ Noun A shared value system between your company and its audience. Your brand is not an attribute (e.g., faster, bigger, better). Attributes can be taken from you.
Print Advertising Print
Print Advertising: Strategies
New Strategies • Making Print Advertising Interactive for Everyone • Using Print Advertising as an Anchor for the Product/Branding Campaign • Incorporating Print Advertising as Part of an Integrated Campaign with In-Person Outreach and Online Advertising.
Print Advertising: Tactics
New Tactics • Tags in Advertisements • Reader Service Numbers • Targeting and/or Personalizing • Digital Editions
Print Advertising: Measurements
What & How Should We Measure?
Print Advertising: Measurements Print
Print Advertising: Measurement Tips
• Compare circulation • Qualified Circulation Statements
• Print, • Digital, • Print + Digital Unduplicated
• Fields Served • Aging of Qualified Readers
• Compare editorial content and publisher reputations. You are selecting the custodian of your brand. • Remember a Call to Action, especially for product campaigns.
Print Advertising Benefits
• Persistent • Permanent • Suggests Credibility • The ‘Anchor’ for Today’s Branding Campaign • Complements – not replaces – online
Print Advertising Challenges
Print Needs: • Trucks • Mail • Paper
Digital Needs: • Device • Connection • Power
Print Advertising Challenges
Print Needs: • Trucks • Mail • Paper
Digital Needs: • Device • Connection • Power Supply Supply
Print Advertising Challenges Print
Online Advertising Online
Online Advertising: Types
New Tactics and Strategies • Target by demographics • Social Media Messages • Target by Site Section or Search Term • Animations (HTML 5 & Flash) • Mobile Web Pages and App Pages • eNewsletters • Digital Editions • Video • Webinars • White Papers
Online
Online Advertising: Types
The Roadblock Sponsorship Skin Display Animation
Video Ads
Online
Online Advertising: Types
Listings Sponsored Content
Expandable Displays
Online
Online Advertising: Increase in Revenues
Source: IAB, 12/19/2012
Online
Online Advertising: Increase in Revenues
Source: eMarketer.com. 6/2011
-20%
0%
20%
40%
60%
80%
100%
120%
140%
Projected Percentage Growth in Online Advertising Revenue, 2012-2015
Online
Online Advertising: Mobile Usage Online
Online Advertising: Mobile Usage
$0
$5,000,000,000
$10,000,000,000
$15,000,000,000
$20,000,000,000
$25,000,000,000
$30,000,000,000
Mobile Adv. Revenue, 2012-2016
2012 2013 2014 2016
Source: Gartner, Inc. 2013.
Online
Online Advertising: Mobile Usage
Source: Google/Ipsos/Sterling 2012.
Online
Online Advertising: Mobile Usage
Source: eMarketer.com
Millennial Generation
Online
Online Advertising: Apps Online
Online Advertising: Apps
Source: G. Kofi Annan. 2012.
Online
Online Advertising: Apps
0%
20%
40%
60%
80%
100%
2009 2012
Media Companies: Do You Have a Mobile Presence?
0%
20%
40%
60%
80%
100%
iPad App iPhoneApp
AndroidApp
KindleApp
Nook App
What Apps Do You Use?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Web-based Native
Web-based App or Native App?
Source: Alliance for Audited Media. 2012.
Online
Online Advertising: Social Media Online
Online Advertising: Social Media
• Social media’s usefulness as a marketing tool is difficult to gauge. Is your audience there? Are they ready to be engaged?
• Social media is on the rise since Google began hiding some keyword data that was once used for SEO. • Social media’s power has proliferated due to enhanced sharing capabilities.
Online
Online Advertising: Measurements
What & How Should We Measure?
Online
Online Advertising: Measurements
• KPI/KSI • Share of Voice • CTR (aka Click Through Ratio) • Earned Impressions • Paid Impressions • Pay Per Click • Search Engine Optimization • Search Marketing • Social Media • Content Marketing
Online
Online Advertising: Measurements
0.00%0.05%0.10%0.15%0.20%0.25%0.30%0.35%0.40%
300 x 250 728 x 90 120 x 600 160 x 600 468 x 60 Avg B2B Avg
Average CTR
Source: webmarketcentral.com. 2008.
Online
Online Advertising: Measurements Online
Online Advertising: Measurement Tips
Online Advertising: Measurement Tips
• Compare Page Views, Unique Visitors, Time on Site
• Google Analytics, Trends, Related Searchs, Links • Alexa.com & Compete.com • www.next.SRDS.com (a Compete.com partner)
Online Advertising: Measurement Tips
• Compare editorial content and publisher reputations. You are selecting the custodian of your brand.
• Remember a Call to Action, especially for product campaigns.
• Google offers a free URL BUILDER, Google Trends and Google Related Searches.
CIRCULATION: who is reached? READERSHIP: who is the audience? EDITORIAL: what is provided to reader and credibility? ADVERTISING: where are advertisers advertising? MERCHANDISING: what is being offered in addition to your order?
Online Advertising: Measurement Tips
Online Advertising: Benefits
• Portable/Mobile • Affordable • Offers New Opportunities to Capture Visibility • Interactive • Immediate • Easy to Obtain Data • Viral • Multichannel
Online
Online Advertising: Challenges
• Ubiquitous… lots of competition for eyeballs • Extremely easy entry …may cause suspicion • Page views are more rigid than actual pages • Data hard to measure for ROI • Disagreement on Industry Standards • One Image More Memorable than Many
Online
Moving Beyond Print vs. Online
• Person-to-Person Outreach • Expos • Conference Sponsorships • Course Workshops • ‘Brandscaping’
In Person
Advertising ROI
If you take an integrated approach with a focus on advertising as an extension of your company brand…
In Person
Online
AND you carefully select the channels and media outlets while measuring CREAM…
Then your Advertising Return On Investment should be a success.
Summary
Proliferation of Channels
Print Ads
Direct Mail
Rich Media Ads
App Ads
Online Banners
eNewsletter Ads Shows
Webinars
Social Media
Online Magazine
Ads
Reprints
2-D Tags
Video
Brandscaping
In Person
Online
Summary
The Audience
In Person
Online
Summary
The Audience
How do they want to receive our message? Everyone’s different, but we can employ an integrated marketing strategy to reach them.
Credible Information wants
In Person
Online
Summary
Is Print Dead?
Source: Readex Survey. 2011.
In Person
Online
Summary
15%
85%
Media Companies Planning to Reduce Print Frequency In Lieu of Digital
Yes
No
Source: Alliance for Audited Media. 2012.
In Person
Online
Media & Literature Marketing Presented at AMCA International Sales & Marketing Meeting
February 26, 2013
Presented by Greg Martin, Associate Publisher, ASHRAE Media Advertising
Email: [email protected] Telephone: 678-539-1174
Questions?
Appendix: Million Dollar Ad In
Person
Online
