Upload
vem-global
View
402
Download
0
Tags:
Embed Size (px)
Citation preview
VEM Global
™
get vertical. go local.
TM
CONCEPT
Vertical Sites Analytics
• Niche website that serves your business niche• Timely, personalized content about your business• Centralized location for compelling marketing propositions
Technology platforms create partner networks with thousands of niche sites that specialize in your products or services.
Our tracking platform answers: What does the data mean?
• Complete data capture• Call recording• Voice analytics
Network Analytics
HotelsorMotels.comResortsandLodges.comExecutive Briefing
EXECUTIVE BRIEFING
get vertical. go local.
TM
The following is based on more than 10 years of research from companies including:
• Doubleclick• Forrester• eMarketer• Interactive Advertising Bureau• TravelNet Solutions, Inc., compiling, tracking and managing thousands of phone calls and emails and millions of unique visitors each year.
INTRODUCTION
get vertical. go local.
TM
The Reasons Businesses are Failing to Market and Sell in the New Millennium
4
get vertical. go local.
TM
1. Companies are still devoting 40% to 90% of their spends on traditional media.
2. If spent online, companies are allocating 70% of their marketing dollars towards major search engines.
3. Businesses struggle to broadcast messages and effectively manage online marketing dollars across millions of different Websites.
4. Businesses are failing to acquire in-depth analytics & track results accurately.
THE FOUR DANGEROUS TRENDS
get vertical. go local.
TM
Companies are still devoting 40% to 90% of their spends on traditional media.
DANGEROUS TREND #1
While consumers are spending 38% of their time online, companies are still devoting just 8% of their general ad spend to online media.
38% Online
Untapped AudienceGap between ad spend and media consumption
8% Online
32% TV
26% Print(20% Newspaper, 6% Magazine)
9% Radio
25% Other
37% TV
Consumer Media Consumption
Industry AdSpend
14% Radio
11% Print
Source: Nielsen Media Research
get vertical. go local.
TM
U.S. ONLINE ADVERTISING SPENDING
$12.5 billion
2005
$42 billion
2011
Source: eMarketer.com
DANGEROUS TREND #1 - FACTS AND FIGURES
get vertical. go local.
TM
INTERNET USAGE BY CONSUMERS
64% of consumers have used online media – such as Websites, microsites, mobile coupons or email - to purchase a brand for the first time. No other media have affected sales and marketing so dramatically.
Source: Razorfish Digital Brand Experience Study, 2009
DANGEROUS TREND #1 - FACTS AND FIGURES
get vertical. go local.
TM
THE BOOM - INTERNET USAGE
0
50
100
150
200
250
1995 2000 2004 200614.5
46.5
171
204.3
Hou
seho
lds
- M
illio
ns
Online customers
Source: eMarketer
DANGEROUS TREND #1 - FACTS AND FIGURES
0
50
100
150
200
250
1995 2000 2004 200614.5
46.5
171
204.3
Hou
seho
lds
- M
illio
ns
Online customers
get vertical. go local.
TM
TV GROWTH VS. YOUTUBE GROWTH
It took TV 13 years to reach 50 million users.
It took YouTube 2 years to reach users.
DANGEROUS TREND #1 - FACTS AND FIGURES
137.5 million
Source: United Nations Cyberschoolbus
0
20
40
60
80
100
120
140
2 4 6 8 10 12 14
Years
Vie
wer
s -
Mill
ions
YouTube
TV
get vertical. go local.
TM
ONLINE VIDEO CONSUMPTION IS EXPLODING
In November 2009, 170.6 million U.S. residents watched almost 31 billion videos, an average of 182 videos per person.Source: comScore
Hulu took big strides in November 2009, growing its number of unique viewers from 22.5 million to 43.7 million, and its number of videos from 226.5 million to 924 million.Source: CIO.com
In 2007 MeFeedia tracked 20,000+ video blogs; now it tracks more than 110,000.
A quarterly analysis from Anytime Anywhere Media Measurement™ initiative – shows considerable year over year growth in terms of time spent for DVR (up 22.5%) and online video (up 34.9%) in Q3 2009.Source: Nielson Company
DANGEROUS TREND #1 - FACTS AND FIGURES
get vertical. go local.
TM
WHERE ARE YOUR CUSTOMERS CONSUMING THE MOST MEDIA? BE THERE.
DANGEROUS TREND #1 - FACTS AND FIGURES
get vertical. go local.
TM
THE ULTIMATE IN RESPONSIVE, HIGH-IMPACT ADVERTISING
DANGEROUS TREND #1 - POSSIBLE SOLUTION
No other medium lets you display your message in so many unique ways, and allows you to change and adapt your messages almost instantly.
• Detailed listings
• Expanding banners
• Tile banners
• Cost-per-click
get vertical. go local.
TM
If spent online, companies are allocating 70% of their marketing dollars towards major search engines.
DANGEROUS TREND #2
User’s online activity:
typing in search queries
personalized niche websites/portals
Historical data commissioned by :
Where are your customers spending their time?
get vertical. go local.
TM
EngagedUsers
Great ROIHigher AdResponse Rate
Mass Media Niche Media
as many consumers view content on niche sites
as much time interacting with niche site advertising
Source: Google
NICHE MEDIA
4x2x
Mass Media
DANGEROUS TREND #2 - FACTS AND FIGURES
get vertical. go local.
TM
NICHE VS. INDIVIDUAL BUSINESS
Research shows consumers want choice and options, not just one brand. Shopping all your options, do you click just one brand, “Samsung,” or do you click into Best Buy to compare all TV’s?
DANGEROUS TREND #2 - FACTS AND FIGURES
get vertical. go local.
TM
NICHE VS. INDIVIDUAL BUSINESS
Research shows consumers want choice and options, not just one resort. Are you going to buy or click in to see just one water park in Wisconsin or would you click into ResortsandLodges.com® to see all water parks?
DANGEROUS TREND #2 - FACTS AND FIGURES
get vertical. go local.
TM
GENERIC AD LISTING
Can I bring my pet?
What’s the rate?Is there a spa?
Is there a romance package?
DANGEROUS TREND #2 - FACTS AND FIGURES
get vertical. go local.
TM
DETAILED LISTING PAGE
DANGEROUS TREND #2 - POSSIBLE SOLUTION
get vertical. go local.
TM
INTERNET CHANNELS
DANGEROUS TREND #2 - POSSIBLE SOLUTION
get vertical. go local.
TM
Businesses struggle to broadcast messages and effectively manage online marketing dollars across millions of different Websites.
DANGEROUS TREND #3
Local, Regional, National, and Global
Yield Management
Get Vertical & Local on a Local Site
Get Vertical & Local on a Global Site
General Sites
Get Vertical & Local on a Local Site
Get Vertical & Local on a Global Site
Niche Sites
get vertical. go local.
TM
“Five to 10 years ago, a business could work with 6 to 12 vendors to hit its budget. Today, beyond traditional media, there are social communities, blogs, search engines and literally millions of niche and general Websites where consumers can find your products or services.”– Ryan Bailey, President, VEM Global
get vertical. go local.
TM
CONSTANT BARRAGE OF IRRELEVANT ADVERTISING MESSAGESDavid Shenk, in his book Data Smog, states that the average American encountered 560 daily advertising messages in 1971.
Today, the average urban resident is exposed to 5,000 ad messages per day.(New York Times Magazine 2.11.07)
1000
2000
3000
4000
5000
0
Number of Ads Consumed Per Day
1971 2007
DANGEROUS TREND #3 - FACTS AND FIGURES
get vertical. go local.
TM
Total Websites worldwide:
Total blogs on the Web:
of the online population ages 13 to 54 use social media Websites.
156 million+
200 million+
The average small business (less than $100 million) typically has fewer than five people on their marketing team.
THERE ARE MORE THAN 15 BILLION WEB PAGES
Are you keeping up?
Sources: Netcraft Report, Technorati, Knowledge Networks
DANGEROUS TREND #3 - FACTS AND FIGURES
83%
get vertical. go local.
TM
ONLINE VIDEO IS GROWING
And It’s Working – Video is One of the Most Effective Media for Advertising.
Over 85% of users are downloading or streaming video in 2010 – nearly a 25% increase in the last five years.
US Online Video Viewers As a Percent of Internet Users, 2006-2011
2006 62.8%
72.0%2007
2008
2009
2010
2011
80.0%
84.2%
85.4%
86.6%
Note: ages 3+; online video viewer defined as an individual who downloads or streams video (content or advertising) at least once a monthSource: eMarketer, August, 2007
DANGEROUS TREND #3 - FACTS AND FIGURES
Users click on video ads about as often as they do on image ads.
5 timesSource: Klipmart, a company of DoubleClick
get vertical. go local.
TM
NETWORKS
DANGEROUS TREND #3 - POSSIBLE SOLUTION
get vertical. go local.
TM
NETWORK EXAMPLES:
DANGEROUS TREND #3 - POSSIBLE SOLUTION
VIDEO NETWORK EXAMPLES:
get vertical. go local.
TM
EXCLUSIVE VIDEO NETWORK
We blast your video to millions of viewers globally to ensure potential guests know your true experience. Here are a few of our established partners:TripAdvisor.com, YouTube, Google Video, MSN Video, yahoo! Video, your web site
DANGEROUS TREND #3 - POSSIBLE SOLUTION
get vertical. go local.
TM
TELEVISION REACH THROUGH ONLINE PLATFORM
1. Ability to measure your ads effectiveness with real-time analytics2. Reach your target audience on premium inventory3. Easy and affordable
• Take advantage of great media.• Access inventory across a rapidly-growing list of online, cable and major network TV channels.• Discover relevant programming to reach your target.• Use keyword and program targeting to run ads on the shows that work best for you.
DANGEROUS TREND #3 - POSSIBLE SOLUTION
get vertical. go local.
TM
Businesses are failing to acquire in-depth analytics & track results accurately.
Evaluation has never been more important in the planning process. Yet businesses are basing important planning decisions on incomplete, misleading or false data from outdated tracking sources.
DANGEROUS TREND #4
PLANNING
EXECUTIONEVALUATION
get vertical. go local.
TM
0
1000
2000
3000
4000
5000
6000
7000
2001 2003 2005 2008
294 443 800
6279
Dol
lars
- M
illio
ns
Marketing Dollars Lost in Click Fraud
EVALUATION
DANGEROUS TREND #4 - FACTS AND FIGURES
How are you Tracking and Analyzing your Online Marketing?
MarketingExperiments.com, an online marketing research outfit, reported that “as much
as of the clicks” in three experimental PPC campaigns on Google were
fraudulent. An estimated of marketing dollars were lost in click fraud in Q4 - 2008.
29.5%17.1%
get vertical. go local.
TM
USE OF TRACKING TOOLS
While of local online searchers respond to a business by
phone, only of businesses use call tracking in their analytics.
DANGEROUS TREND #4 - FACTS AND FIGURES
10
20
30
40
50
0Responses by Phone Call Tracking
Perc
ent
42%5%
Sources: TMPDM/comScore study, BIA/Kelsey study, ClickZ, 1.14.10
get vertical. go local.
TM
GOOGLE ANALYTICS
Visitors Profile
Traffic Sources
DANGEROUS TREND #4 - POSSIBLE SOLUTION
Google Analytics tools allow us to show detailed revenue figures including number of transactions, number of purchased products and much more.
Conversion Rate
Avg. Order Value
Top Revenue Sources
get vertical. go local.
TM
UNIQUE SOURCE CODE TRACKING
propertyID=3067#ralmember
DANGEROUS TREND #4 - POSSIBLE SOLUTION
get vertical. go local.
TM
PHONALYTICS DASHBOARD
DANGEROUS TREND #4 - POSSIBLE SOLUTION
Connectivitylost & repeat calls
Quick comparisonof call performance
HotelsorMotels.comResortsandLodges.com
get vertical. go local.
TM
FACTS
Founded in 1998, ResortsandLodges.com® was one of the first major leisure travel guides established on the Internet. Today, it is the most comprehensive online resource for resort and lodge vacations worldwide, serving more than ten million leisure, group and corporate travelers each year. The site’s loyal travel-minded community spans 65 countries around the world, with the United States, Canada, Europe and Asia leading the list. Travelers have direct access to original content, colorful photography and high-quality video for thousands of leisure properties of all type and sizes.
• We market over 21,000 Resort and Vacation Lodging Properties Globally• Over 2,000 Reservation Phone Calls Generated Per Day - average phone call = $700 - $42,000,000 In Phone Reservation Inuiries Per Month• Over 680 Group RFP Per Day - average group = $5,500 - $112,000,000 In Group RFP Per Month
get vertical. go local.
TM
DOLLARS SPENT ONLINE FOR LEISURE TRAVEL
79 billion
2006
146 billion
2010
get vertical. go local.
TM
INTERNET USAGE FOR LEISURE TRAVEL
8 out of 10 people taking vacations this year will research their trips online
get vertical. go local.
TM
A SNAPSHOT OF OUR CLIENT PORTFOLIO
get vertical. go local.
TM
DEMOGRAPHIC HIGHLIGHTS
Female63%Male37%
ResortsandLodges.com users
Total Audience:10,500,000 million unique visitors annually
Median Age:42 years
Median Household Income:$77,175
Statistics courtesy of Hitwise and audited by Price Waterhouse Coopers
get vertical. go local.
TM
DEMOGRAPHIC HIGHLIGHTS
10%
20%
30%
40%
50%
60%
70%
0College
GraduateProfessional/Managerial
Married 1+ Children in Household
Homeowner
80%
61%
41%
67%
46%
76%
Statistics courtesy of Hitwise and audited by Price Waterhouse Coopers
get vertical. go local.
TM
TELEVISION NETWORK
We publish partners, compelling offers and last minute travel deals through television commercials with affordability and a tremendous reach.
get vertical. go local.
TM
RESORTSANDLODGES.COM®
Comprehensive resort directory offers searches by map, location and resort name.
Featured Platinum and Gold listings rotate on Worldwide, Nation and State pages.
Top 10 lists and professionally- produced destination videos are easily accessible from the home page.
get vertical. go local.
TM
DYNAMIC AND CONTEXTUAL PUBLISHING OPPORTUNITIES WITH RESORTSANDLODGES.COM®
Opt in positions available for compare flight/ car/ lodging widget.
Text ads positioned on State, Region, and local City pages.
Platinum contextual ad listing with guaranteed placement.
Banner ads positioned on State and Region pages.
get vertical. go local.
TM
TEXT ADS AND VIDEO PROMOTION
Text ads and video promotion across 1,000’s of pages and relevant Travel Guides
Hi-def destination video promotion.
Best rates text ads on 1,000’s of property landing pages.
get vertical. go local.
TM
TOP 10 AD PLACEMENT
Additional placement and articles property specific to the top 10’s by region.
Contextual ad placement best deals & regional travel deals on article pages.
get vertical. go local.
TM
Visitors can call toll-free tracking number.
Visitors can click through direct to resort website.
INCREDIDEALS™
incrediDEALS™ can be broadcast across comprehensive partner ad networks and through weekly or monthly email blasts.
Text links from Region pages lead to a custom landing page.
get vertical. go local.
TM
Viewers click directly to resort home or packages pages. Toll-free tracking number allows
viewers to call property direct.
Viewers can inquire by email about packages and availability.
VACATION PACKAGES
Comprehensive directory includes rotating Featured Vacation Packages on Worldwide, Nation and State pages.
get vertical. go local.
TM
TRAVEL GUIDE
Property text ads appear within relevant content about the region.
Regional “Stay Here” banners highlight premiere properties.
get vertical. go local.
TM
DYNAMIC AND CONTEXTUAL E-MAIL MARKETING SPONSORSHIPS
get vertical. go local.
TM
Message is broadcast – and tracked –through thousands of global and niche sites dedicated to resort & lodge travel deals.
NETWORK
get vertical. go local.
TM
ANALYTICS
get vertical. go local.
TM
TRACKING
Impressions, web site visits, email inquiries, and phone calls for transient & group business.
2152 22 11232868
get vertical. go local.
TM
CALL RECORDING
Records calls in mp3 format, allowing users to listen to the content of each call.
0:59
Oct 2, 2008 8:39:39
Unreviewed570.489.8586
Dallas, PA
get vertical. go local.
TM
DYNAMICALLY CHANGING PHONE NUMBERS
Each online tracking number automatically transfers to your site from your advertisements for complete data on call lead generation.
800 Tracking Technology & Dynamic 800 Technology Example (Notice the 866 number)
get vertical. go local.
TM
Notice the same 866 ResortsandLodges.com® tracking number
get vertical. go local.
TM
CASE STUDIES
get vertical. go local.
TM
Myrtle Beach Hotels gained $1,363,880 in revenue, an ROI of 9.4 to 1, during a one-year VEM Global campaign.
get vertical. go local.
TM
Targeted revenue opportunity for Horseshoe Bay Resort was $250,000; the VEM Global campaign generated 3.5 times that much at $891,000.
get vertical. go local.
TM
In one month, the VEM Global campaign for West Virginia’s legendary Greenbrier resort generated $463,160 in revenue opportunity – an ROI of 24:1.
get vertical. go local.
TM
Nickelodeon Family Suites gained $298,455 in revenue opportunity – nearly 3.5 times the projected target.
get vertical. go local.
TM
For Flying L Guest Ranch, VEM Global projected revenue opportunity of $37,500. The result was $339,405 – more than 9 times the projection.
get vertical. go local.
TM
The VEM Global campaign for Colucci Log Cabins generated $320,150, or 8 times the projected $40,000.
HotelsorMotels.com
get vertical. go local.
TM
FACTS
HotelsorMotels.com is dedicated to the hotel and motel property verticals within the travel and hospitality industries.
It reaches a community of group, business and leisure travelers that spans 65 countries around the world, with the United States, Canada, Europe and Asia leading the list.
• Access to more than 50 million viewers per month on the partner network.
get vertical. go local.
TM
DOLLARS SPENT ONLINE FOR LEISURE TRAVEL
79 billion
2006
146 billion
2010
get vertical. go local.
TM
INTERNET USAGE FOR LEISURE TRAVEL
8 out of 10 people taking vacations this year will research their trips online
get vertical. go local.
TM
Message is broadcast – and tracked –through thousands of global and niche sites dedicated to resort & lodge travel deals.
NETWORK
get vertical. go local.
TM
HOTELSORMOTELS.COM
Comprehensive hotel and motel directory offers searches by map, location and resort name.
Useful, informative Top 10 lists are easily accessible from the home page.
get vertical. go local.
TM
DYNAMIC AND CONTEXTUAL PUBLISHING OPPORTUNITIES WITH HOTELSORMOTELS.COM
Platinum contextual ad listing with guaranteed placement.
Banner ads positioned on State and Region pages.
get vertical. go local.
TM
INCREDIDEALS™
incrediDEALS™ can be broadcast across comprehensive partner ad networks and through weekly or monthly email blasts.
Visitors can call toll-free tracking number.
Visitors can click through direct to hotel website.
Text links from Region and City pages lead to a custom landing page.
get vertical. go local.
TM
VACATION PACKAGES
Viewers click directly to resort home or packages pages. Toll-free tracking number allows
viewers to call property direct.
get vertical. go local.
TM
ANALYTICS
get vertical. go local.
TM
TRACKING
Impressions, web site visits, email inquiries, and phone calls for transient & group business.
2152 22 11232868
get vertical. go local.
TM
CALL RECORDING
Records calls in mp3 format, allowing users to listen to the content of each call.
0:59
Oct 2, 2008 8:39:39
Unreviewed570.489.8586
Dallas, PA
get vertical. go local.
TM
DYNAMICALLY CHANGING PHONE NUMBERS
Each online tracking number automatically transfers to your site from your advertisements for complete data on call lead generation.
800 Tracking Technology & Dynamic 800 Technology Example (Notice the 866 number)
get vertical. go local.
TM
Notice the same 866 tracking number
get vertical. go local.
TM
CASE STUDIES
get vertical. go local.
TM
Targeted revenue opportunity for Horseshoe Bay Resort was $250,000; the VEM Global campaign generated 3.5 times that much at $891,000.
get vertical. go local.
TM
In one month, the VEM Global campaign for West Virginia’s legendary Greenbrier resort generated $463,160 in revenue opportunity – an ROI of 24:1.
get vertical. go local.
TM
Nickelodeon Family Suites gained $298,455 in revenue opportunity – nearly 3.5 times the projected target.
get vertical. go local.
TM
For Saybrook Point Inn & Spa, VEM Global projected revenue opportunity of $50,000. The result was $170,588 – more than 3 times the projection.
get vertical. go local.
TM
FACTS
MoreContractors.com is dedicated to providing contracting services to consumers who are researching home and lifestyle improvement projects online.
MoreContractors.com is a site of VEM Global™, which creates and acquires vertical websites, maintains a network of thousands of global and niche sites and owns and resells the latest Web and phone tracking technology. Our flagship site alone generates:
• More than ten million unique visitors each year• Over 60 million page views per year• Direct access to over 17,000 clients worldwide.
more information. more choices. more contractors.
DEMOGRAPHIC HIGHLIGHTS
get vertical. go local.
TM
MoreContractors.com serves homeowners and renters primarily consisting of do-it-for-me customers, as well as others buying for personal and family use.
MoreContractors.com users are:
• Midwestern - among the highest homeownership rates in the U.S.• European American - highest ownership rate of all nationalities• Most likely between ages of 55-64• Likely to be married couple families
get vertical. go local.
TM
MORECONTRACTORS.COM
Comprehensive contractor directory allows searches by map, location and contractor name.
Useful, informative Top 10 lists present the best contractors by city.
Featured Contractors highlight individual businesses on the home page.
get vertical. go local.
TM
LISTING PAGE
Platinum contextual ad listing with guaranteed placement.
Banner ads positioned on State and Region pages.
get vertical. go local.
TM
LANDING PAGE
Separate listings by contractor type.
Lists of services offered, cities served, products used and affiliations.
Hi-def contractor video promotion.
get vertical. go local.
TM
MEMBER CENTER
Users can save favorite contractors, create and add projects, and submit quote requests.
Communication log lets users communicate directly with chosen contractors.
get vertical. go local.
TM
CONTRACTOR SPECIALS
Visitors can call toll-free tracking number.
Visitors can click through direct to the contractor website.
Text links from Region and City pages lead to a custom landing page.
get vertical. go local.
TM
TOP 10 AD PLACEMENT
Additional placement and articles specific to the top 10’s by region.
get vertical. go local.
TM
Message is broadcast – and tracked - through thousands of global and niche sites dedicated to contractors.
NETWORK
get vertical. go local.
TM
ANALYTICS
get vertical. go local.
TM
TRACKING
Impressions, website visits, email inquiries, and phone calls for residential contractor business.
2152 22 11232868
get vertical. go local.
TM
CALL RECORDING
Records calls in mp3 format, allowing users to listen to the content of each call.
0:59
Oct 2, 2008 8:39:39
Unreviewed570.489.8586
Dallas, PA
get vertical. go local.
TM
DYNAMICALLY CHANGING PHONE NUMBERS
Each online tracking number automatically transfers to your site from your advertisements for complete data on call lead generation.
800 Tracking Technology & Dynamic 800 Technology Example (Notice the 866 number)
800 Tracking Technology & Dynamic 800 Technology Example (Notice the 866 number)
get vertical. go local.
TM
Notice the same 866 tracking number
866.525.8305