downtown portland digital workshop
TRANSCRIPT
![Page 1: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/1.jpg)
1
3/3/2015 #oredigital
WELCOME
3/3/2015
#oredigital
![Page 2: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/2.jpg)
2
3/3/2015 #oredigital
Oregonian Media Group: At a Glance
6.3M OREGONLIVE
UNIQUE VISITORS
49M OREGONLIVE PAGEVIEWS
1.3M REGULAR READERS
73% REACH IN THE
PORTLAND NDM
![Page 3: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/3.jpg)
3
3/3/2015 #oredigital
More Engaging Ads, in More Places
Se
arc
h Pri
nt
So
cia
l
Dis
pla
y
Co
nte
nt
Ma
rke
tin
g
Standard & High-Impact Digital Ads
Audience Targeting
Section & Site Sponsorships
Video
Mobile
Email Newsletters
Cla
ssif
ied
s
Standard & High-Impact Print Ads
Spadeas
Oprints
Polybags
Toppers
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Website Development
Social Media Optimization (SMO)
Reputation Monitoring
Sponsored Content
Branded Content
Auto
Real Estate
Recruitment
![Page 4: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/4.jpg)
4
3/3/2015 #oredigital
Local Presence, National Reach
![Page 5: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/5.jpg)
5
3/3/2015 #oredigital
Condé Nast Brands
![Page 6: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/6.jpg)
6
3/3/2015 #oredigital
![Page 7: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/7.jpg)
7
3/3/2015 #oredigital
“The key is to win the first moment of truth, that is to say, get and keep
the attention of the shopper at the point of purchase where a massive
70% of buying decisions are made.”
Jesper Wiegandt, Marketing Director P&G
![Page 8: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/8.jpg)
8
3/3/2015 #oredigital
Opportunity to Influence Traditional 3-Step Model
STORE
IMAGE
SALES
PERSON
Traditional
Awareness STORE
SHELF
![Page 9: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/9.jpg)
9
3/3/2015 #oredigital
No Shelf, Salesman,
or Physical Store
Traditional
Awareness
Google answers 114.7
billion searches a month
Opportunity to Influence New Mental Model
![Page 10: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/10.jpg)
10
3/3/2015 #oredigital
The New Consumer Model
![Page 11: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/11.jpg)
11
3/3/2015 #oredigital
Effects on Traditional Media 11
#oredigital
![Page 12: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/12.jpg)
12
3/3/2015 #oredigital
Types of media and actions
taken following exposure
Prompted to search
(Google, Yahoo! & Bing) 67% 64% 78% 77%
Direct to advertiser’s site 26% 15% 21% 21%
Direct to storefront 7% 11% 1% 2%
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional
media) later look up the product or brand online.
Traditional Media Drives Online
Action(s)
![Page 13: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/13.jpg)
13
3/3/2015 #oredigital
ZMOT vs. Adult Literacy
80-85% research
products online prior
to purchase
86% of Americans can read
13
#oredigital
![Page 14: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/14.jpg)
14
3/3/2015 #oredigital
Can a business still
operate without building
a digital brand?
As a consumer, how do
you feel when you can’t
find business information
online?
![Page 15: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/15.jpg)
15
3/3/2015 #oredigital
How does it all work?
![Page 16: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/16.jpg)
16
3/3/2015 #oredigital
End Moment
Consumers have complete control over how they consume
information. The rate of consumption is regulated based on
need, interest and intent.
![Page 17: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/17.jpg)
17
3/3/2015 #oredigital
Consumer Research Moments
Active Consumer Session Passive Consumer Session
![Page 18: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/18.jpg)
18
3/3/2015 #oredigital
Active Consumer Session Online discovery driven
by traditional media
awareness
1st Party data &
3rd Party Data Collection
![Page 19: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/19.jpg)
19
3/3/2015 #oredigital
Targeting a Passive
Consumer
1st Party Data
1st Party Data
+
3rd Party Intender Data
Behavioral Targeting & Remessaging
Passive Consumer Sessions produce the majority of
internet traffic
![Page 20: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/20.jpg)
20
3/3/2015 #oredigital
The Holy Grail of Marketing Tying online attribution to in-store sales
![Page 21: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/21.jpg)
21
3/3/2015 #oredigital
Is Audience Attribution Modeling the
next best thing?
Site Attribution Tools: Attribution and Campaign Mapping
Analytics (Google, Adobe, etc)
Campaign URLs (UTM, URL Tag, Built URLs)
Analytic Goals (engagement, conversion, e-comm)
Tag Manager (on-page events)
Engagement Metrics
CTR Benchmarking
Cookies/ Pixels (View-Through/ Conversion)
DMP Data Collection
In-Store Attribution Tools Daily Traffic Estimates
Revenue Tracking
Products Sold
External Environments (seasonal, weather, etc.)
![Page 22: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/22.jpg)
22
3/3/2015 #oredigital
Purchased Online
Purchased Offline
Research Online and Purchase
Offline (ROPO)
Despite the growing popularity of online shopping
8 out of 10 consumers research online and purchase offline
![Page 23: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/23.jpg)
23
3/3/2015 #oredigital
Ecommerce
represents only
6.4% of retail sales
2013 United States
ROPO v. Ecommerce 23
#oredigital
![Page 24: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/24.jpg)
24
3/3/2015 #oredigital
![Page 25: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/25.jpg)
25
3/3/2015 #oredigital
What is Search Marketing?
Search Marketing is the process of gaining
traffic and visibility from search engines
through both paid and unpaid efforts.
This is the umbrella term that covers
Search Engine Optimization (SEO) and
Search Engine Marketing (SEM) –
sometimes called Pay Per Click (PPC)
Advertising
SEO: a marketing tactic used to help gain
visibility within a search engine’s natural, or
“free” listings.
SEM: another marketing tactic used to help
gain visibility through paid listings (i.e. ads).
![Page 26: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/26.jpg)
26
3/3/2015 #oredigital
Anatomy of a Search Engine Results Page
Organic
Listings
![Page 27: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/27.jpg)
27
3/3/2015 #oredigital
Anatomy of a Search Engine Results Page
Local
Listings
![Page 28: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/28.jpg)
28
3/3/2015 #oredigital
Anatomy of a Search Engine Results Page
Paid
Listings
![Page 29: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/29.jpg)
29
3/3/2015 #oredigital
Benefits of Search Engine
Optimization (SEO)
• Increases your visibility within search engines
• Builds overall strength of your brand and trust with search engine users
• Drives active buyers to your site
• Increases your ROI (maybe the best ROI of any marketing tactic) and can be an
extremely cost effective tactic
Sites that rank first organically receive
of Google’s total traffic share, on average.
31%
![Page 30: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/30.jpg)
30
3/3/2015 #oredigital
SEO Ranking Factors
• Link Building
• Content
Optimization
• Social Media
![Page 31: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/31.jpg)
31
3/3/2015 #oredigital
SEO Process
1
2
3
4
5
6
SEO PROCESS
Website &
Competitive Analysis
Identify Keyword
Opportunities
On-Page Tagging
& Code Cleanup
Content Editing & Copywriting
Off-Page Link
Building
Review of
Rankings &
Analytics
![Page 32: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/32.jpg)
32
3/3/2015 #oredigital
Anatomy of a Web Page
Main Page Elements
• Title Tag
• Meta Description Tag
• H1 Tag
• ALT Image Tag
• Image File Name
Page Title: Chocolate Donuts | Mary’s Bakery
![Page 33: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/33.jpg)
33
3/3/2015 #oredigital
Connection between SEO & SMO
Social media optimization (SMO) is
increasingly important to SEO performance.
As more potential clients find, visit, like,
share, +1 or otherwise recommend your
business’ page, your website receives more
traffic and a higher ranking in organic
search results.
Personalized search results and geo-
targeted advertising have boosted the
importance – and benefit – of a social
media presence.
![Page 34: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/34.jpg)
34
3/3/2015 #oredigital
Social Media & SEO
• 82% of agencies said social is either somewhat or highly integrated
into their social strategy
![Page 35: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/35.jpg)
35
3/3/2015 #oredigital
Social Media & SEO
• Social links may or may not boost search rank
• Social profiles rank in the search results
• Social channels are search engines too
• Social channels can give your content/brand legs
• Google doesn’t always tell the truth (or things may change
down the road)
• Bing hasn’t denied that they include social signals into their
organic algorithm
![Page 36: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/36.jpg)
36
3/3/2015 #oredigital
SEO & SEM: Better Together
Utilizing SEO & SEM
together can generate a
34% increase in CTR (i.e.
traffic to your website).* ACTION
DESIRE
INTEREST
AWARENESS
![Page 37: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/37.jpg)
37
3/3/2015 #oredigital
Benefits of Search Engine Marketing
• Improves conversion rates
• Attracts in-market customers
• Makes the most of your budget
• Consolidated reporting
• Trackable interactions
• Custom SEM ads and landing pages
![Page 38: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/38.jpg)
38
3/3/2015 #oredigital
SEM Process
STRATEGY/GOAL DEVELOPMENT
KEYWORD DEVELOPMENT
CREATIVE COPY & LANDING
PAGES
CAMPAIGN OPTIMIZATION
ANALYSIS & REPORTING
ACCOUNT
MANAGEMENT
![Page 39: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/39.jpg)
39
3/3/2015 #oredigital
Components of an SEM Campaign
• Main Components
– Keywords
– Ad Text
– Landing Page
Give them what you promised
LEAD BAIT OR PRODUCT
Illustrate how valuable you are
LANDING PAGE
Show them what they are looking for
AD
Bid on highly relevant keywords
KEYWORD INTENT MATCH
MESSAGE MATCH
VALUE MATCH
![Page 40: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/40.jpg)
40
3/3/2015 #oredigital
Components of an SEM Campaign
Campaign Shoes
Running
Lightweight running shoes
Sprinter shoes
Hiking
Hiking shoes Mesh hiking
shoes
Ad Group
Keywords
Ad Text Lightweight Running Shoes
Must Have Lightweight Running Shoes.
Try Them on Today. On Sale Now.
Sale on Hiking Shoes
Check Out Our Newest Hiking Shoes.
On Sale Now. Try Them on Today.
![Page 41: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/41.jpg)
41
3/3/2015 #oredigital
Display Ad Examples
![Page 42: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/42.jpg)
42
3/3/2015 #oredigital
Product Listing Ads (PLAs)
![Page 43: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/43.jpg)
43
3/3/2015 #oredigital
Remessaging Ads
YOUR AD
2. THEY LEAVE YOUR
SITE AND GO TO OTHERS
3. THEY SEE
YOUR AD
4. THEY CLICK ON YOUR
AND RETURN TO YOUR SITE
1. VISITORS ENTER
YOUR SITE
![Page 44: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/44.jpg)
44
3/3/2015 #oredigital
Components of a Strong SEM Landing Page
Brand/Logo
Headline
Image
Relevant
Body Copy
Call to Action
Lead/Information
Capture
Trust Marks
![Page 45: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/45.jpg)
45
3/3/2015 #oredigital
Contact Us
• Kevin Bekker
• John McPhee
• Steve Urban
![Page 46: Downtown Portland Digital Workshop](https://reader033.vdocuments.net/reader033/viewer/2022042522/55a803d21a28ab924d8b488e/html5/thumbnails/46.jpg)
46
3/3/2015 #oredigital
Sources
3. Source: 1. comScore, OREGONLIVE, total U.S., November
2014; 2. Scarborough 2014 R2; Base: Portland DMA/NDM;
Target: Read The Oregonian (daily in past five days or Sunday in
past 30 days) or OregonLive (past 30 days).
5. comScore, MediaMetrix, Multi-Platform, August 2014
7. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011;
http://www.kamcity.com/library/download/IRI/IRIWinning
thefirstmomentoftruth.pdf
8. https://www.thinkwithgoogle.com/articles/zmot-why-it-
matters-now-more-than-ever.html
9. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011; http://www.internetlivestats.com/google-search-
statistics.
10. Google/Shopper Sciences, Zero Moment of Truth macro
Study, U.S., April 2011.
11. Based on 2012 Google/Compete Retail Furniture Study, U.S.
12. http://www.statisticbrain.com/number-of-american-adults-
who-cant-read
13. Based on 2012 Google/Compete Retail Furniture Study, U.S.
23. Google Reaching Today’s Boomers and Seniors Online, March
2013
24. U.S. Commerce Department via “E-commerce speeds up, kits
record high of retail sales,” MarketWatch.com.
28. “Smartphone Users and Penetration Worldwide2012-2017,”
eMarketer, Dec. 2013.
29. http://www.businessinsider.com/verizon-vs-att-sprint-tmobile-
carrier-data-plan-pricing-2014-9;
30. http://thenextweb.com/google/2014/09/29/google-
announces-new-mobile-focused-display-ad-formats-rolling-coming-
months/
31. http://gulyani.com/complete-list-of-mobile-ad-networks-
companies
32. https://www.apple.com/v/watch/c/overview/
images/connect_large.jpg
33. https://nest.com
34. http://www.liveintent.com/news/advertising-strategy/email-
marketing-isnt-just-about-sending-email
35. http://technori.com/2012/11/2808-responsive-web-design-
the-next-mobile-mega-trend
39. “When Money Moves to Digital, Where Should It Go?”
comScore, 2010.
44. Search Engine Watch, “SEO and PPC Need to Stop Being
Enemies,” Sept. 10, 2014; *Search Engine Watch: “Google: Paid
Search Ads with Associated Organic Result Have Higher CTR”
45. Search Engine Land, How Ads Influence Organic CTR on
Google, 2014
47. MOZ
48. KISSmetrics