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Why Behavioral Targeted Ads

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Billings Seminar on Behavioral Targeting and it\'s importance.

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Why Behavioral Targeted Ads

  1. 1. WELCOME Marketing In A Digital Era
  2. 2. AGENDA <ul><li>Billings Area Market Research </li></ul><ul><li>Capturing Your Most Profitable Customer </li></ul><ul><li>Promotion, Expansion and Retention </li></ul><ul><li>Driving the Right Message to the </li></ul><ul><li> Right Audience at the Right Time </li></ul><ul><li>Success Equation for Today’s Economy </li></ul>
  3. 3. METHODOLOGY <ul><li>Primary research efforts conducted by Independent Research Firms: </li></ul><ul><ul><li>Wilkerson & Associates, Louisville, KY  (Oct 2006 – Dec 2008) </li></ul></ul><ul><ul><li>17 minute telephone survey </li></ul></ul><ul><ul><li>Randomly selected adults in the Billings Designated Market Area </li></ul></ul><ul><li>Asked questions you would ask your own customers </li></ul>
  4. 4. THE BILLINGS GAZETTE WEEKLY PRINT + WEB REACH Total Weekly Reach: 86% Base: Total adults in Billings Market (n=305) Source: Billings Audience Report, Oct – Dec 2007
  5. 5. ONLINE LANDSCAPE Base: Internet Users in Billings Market (n=825) Source: Billings Audience Report, Jan. 2008– Dec. 2008
  6. 6. MEDIA USAGE Base: Total adults in The Billings Gazette Market Area n=843; N=186,000 adults Source: Billings Market Study, January 2006
  7. 7. INTERNET USAGE Daily Internet Activities, 2008 Source: Pew Internet and American Life Project Tracking Study 2005-2008. Scanning Mode 3.5 seconds Gather Information Multiple Exposures On a Typical Day % of Adult Internet Users Who Report Doing This Activity &quot;Yesterday&quot; Use The Internet 70% Send/Read Email 60% Use Search Engine to Find Information 49% Get News 39% Check the Weather 30% Look for Info on a Hobby or Interest 29% Surf the Web for Fun 28% Do Any Type of Research For Your Job 23% Look Online for News and Information about Politics or Upcoming Campaigns 23% Bank Online 21% Look Online for Information on Something You Plan on Buying 20% Research For School or Training 16% Watch A Video on a Video Sharing Site 16%
  8. 8. THE BILLINGS MARKET AN ECONOMIST’S THOUGHTS FEBRUARY 2009 Larry Swanson, Ph.D., Director, O’Connor Center for the Rocky Mountain West University of Montana &quot;Right now, Billings is almost one of the best places to be in the United States&quot; In Montana, &quot;we're going to be a magnitude below what we'll see nationally“ &quot;So much of the national economic news is centered in places like New York, and people tend to project it into their own backyard. But there's a vast difference when you get into the real economy in Montana.&quot;
  9. 9. HOW, WHERE AND WHY How do you assemble the best digital-marketing portfolio over time? And where do you start?
  10. 10. MEDIA LANDSCAPE
  11. 11. WEB PRESENCE Web site Advertising Search Results Social Networking Message Boards Blogs Web Presence
  12. 12. SIMPLIFYING YOUR DECISION <ul><ul><ul><ul><ul><li>Maintaining ongoing contact with customer base </li></ul></ul></ul></ul></ul>Building your business and it’s brand Growing your customer base Maintaining your customer base
  13. 13. PROMOTING YOUR BUSINESS <ul><li>Use Promotion when one the following objectives or needs are identified: </li></ul><ul><li>Build branding </li></ul><ul><li>Promote Price / Product / Services </li></ul><ul><li>Increase foot traffic </li></ul><ul><li>Grow revenues </li></ul><ul><li>Maintain top-of-mind awareness </li></ul>PROMOTION Digital products that you may already be using today. Whether it’s a banner ad or online coupon, the intent is to speak to clients and prospects and drive specific responses. Promote Your Business and Drive Your Brand
  14. 14. PROMOTION Promote Your Business and Drive Your Brand It’s not what you think it is…. Branding…. It’s what they think it is.
  15. 15. WHAT A BRAND ISN’T… … just a person … just a product … just a price
  16. 16. WHAT A BRAND IS… + +
  17. 17. WHAT’S THE POINT 31,000 locations in 119 countries Serve 47 million customers per day Revenues of $22 billion We all pretty much know what they sell
  18. 18. SHARE OF VOICE Why do they spend an average of $131,278 every hour of every day of the year advertising to us?
  19. 19. DRIVING BRAND EQUITY Over 3/4 of McDonald’s value is in the brand itself! 2008 brand value $49.5 Billion 2008 market capitalization $60+Billion
  20. 20. ADVERTISING PAYS Advertisers who continued advertising saw a 256% increase in revenue over those that didn’t advertise Source: McGraw-Hill Research Annual sales shown as an index from 1980 to 1985
  21. 21. EXPANDING YOUR BUSINESS EXPANSION These products give local businesses the opportunity to grow their client base and reach new perspective customers. <ul><li>Use Expansion capabilities when these objectives or needs are identified: </li></ul><ul><li>Connect with active searchers </li></ul><ul><li>Broaden reach and customer base </li></ul><ul><li>Active lead generation </li></ul><ul><li>Drive site traffic, transactions </li></ul>Growing your customer base and increasing market share
  22. 22. SEARCH Growing your customer base and increasing market share 86% of searches are “local” Search Engine Optimization Search Engine Marketing
  23. 23. RETAINING YOUR CUSTOMERS <ul><li>Use Retention when the following objectives or needs are identified: </li></ul><ul><li>Top-of-mind awareness </li></ul><ul><li>Introduce new products/services </li></ul><ul><li>Build business affinity, engagement </li></ul><ul><li>Increase customer satisfaction levels </li></ul>RETENTION These programs allow local businesses to communicate with their existing customers and retain them through a variety of tools.
  24. 24. EMAIL, MOBILE, SOCIAL MEDIA Communicate, and Retain Existing Customers Social Media Email Campaign Management Mobile Alerts
  25. 25. IN A THIN MARKET, CONSISTENCY IS KEY
  26. 26. BEHAVIORAL TARGETING The Power of Knowing ‘Who’…
  27. 27. HOW IT WORKS + Behavioral Targeting: Tracks WHAT pages your customer visits and from what devices Yahoo! Search: Tracks WHAT your customer is searching shoes jewelry men’s clothing baby furniture hats Sample Searches: desks suits dresses luggage bags sunglasses + Geo Targeting: Identifies WHERE your customer is located Find your local customer Prospective Customer Yahoo’s sophisticated targeting enables you to deliver… The Right Message to the Right Person at the Right Time
  28. 28. METHODOLOGY Search Ad Clicks Content Search Clicks
  29. 29. MOVE CONSUMER TO PURCHASE <ul><ul><li>Beginning of the buy cycle </li></ul></ul><ul><ul><li>Want to know their market, local options </li></ul></ul><ul><ul><li>Want best “deal” when they get ready to buy </li></ul></ul><ul><ul><li>Influence others with their knowledge </li></ul></ul><ul><ul><li>Target with branding campaign </li></ul></ul><ul><ul><li>Have already done research and now they are ready to shop </li></ul></ul><ul><ul><li>It’s the right time for them to buy, just looking for the right place </li></ul></ul><ul><ul><li>End of the buy cycle </li></ul></ul><ul><ul><li>Target with actionable, product-specific campaign </li></ul></ul>Awareness Consideration Purchase Purchase Funnel Category Purchase Cycle Relevant How Recent Intensity
  30. 30. SAMPLE BEHAVIOR TARGETED ADS Promote Your Business and Drive Your Brand Your ad, Behaviorally Targeted, Leaderboard 728 X 90 Your Ad, Behaviorally Targeted, BIG AD 300 x 250
  31. 31. DEMO TARGETING The Power of Knowing ‘Who’… Gender Age
  32. 32. GEO TARGETING The Power of Knowing ‘Where’… Zip Code State DMA
  33. 33. TIME OF DAY TARGETING The Power of Knowing ‘When’… Control when your customer sees your ad
  34. 34. CLEAR AND CONCISE Targeted Products Call To Action
  35. 35. STRONG CALL TO ACTION Cheer up someone's day by sending a bouquet of happiness their way. Radiant as a summer's day, our brilliant bouquet may rival the sun itself! Our vases can barely contain the explosion of these bright roses and lilies. Flowers from $39.95 Delivered Today! 1234 Main Street, Anywhere (555) 555-1212 TrueBlooms.com Call To Action
  36. 36. CLUTTER Click Here To Learn More After Before
  37. 37. MANAGE YOUR CREATIVE Specific Target Interests Specific Holiday Marketing Plan
  38. 38. ADVERTISING IN A RECESSION <ul><li>Sears stole the market share from Montgomery Wards in WW2 </li></ul><ul><li>Kellogg beat Post during the depression </li></ul><ul><li>Taco Bell & Pizza Hut stole share from McDonalds during the 90-91 recession </li></ul><ul><li>McDonald’s recently stole market share from Starbucks </li></ul><ul><li>“ Consumers don't stop buying when economies go through down cycles. They look harder for value,&quot; said Saatchi & Saatchi's Kevin Roberts, writing for Advertising Age magazine. </li></ul>
  39. 39. SURVIVING IN A DIGITAL ERA Focus on most profitable customers Re-examine your marketing mix Monitor your competitors Change your creative Dial up your customer service
  40. 40. SUCCESS EQUATION = Gained market share and more profit! A ready to buy audience with an inferred interest in your product and or service + Consistency + A good message $ $ $ $ $
  41. 41. IN CONCLUSION Delivering the Right Message to the Right Audience at the Right Time There’s never been a better time to partner with us! Thank you !

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