website and mobile advertising
DESCRIPTION
Website and Mobile Advertising - Justin Cullen, Core MediaTRANSCRIPT
Justin Cullen
Making digital work for you
Our reality:We have entered
a new era of marketing
communications
TECHNOLOGY
PARTICIPATION
EXPERIENCES ALWAYS ON
CONTROL
1. Know where your market is online
2. Ensure your site is viewable on all devices
3. Set informed and achievable goals
4. The future ‘really’ is mobile
5. Prepare your business for the data age
1
Know where your market is online
Google.ie
/com
Yahoo.co
m/co.uk
Face
book.com
MSN
.ie/Li
ve.co
m
YouTube.com
RTE.ie
Wiki
pedia.org
BBC.o.uk
Boards.i
e
Independent.ie
IrishTim
es.com
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000 3,750
2,263
1,862 1,7741,520
1,231953 862 817 776 738
Unique visitors (000)
Source: comScore, Oct 2012 (3-month average)
15-24yrs55yrs+
20% of total
13% of total
Media habits differ widely by audience…
Source: comScore, Oct 2012 (3-month average)
• Would you use online to target consumers over 55 yrs?
200,000 users over 55yrs 167,000 users over 55yrs
Research your target audience before activating campaigns
The targeting opportunities are wide and varied…
Source: comScore, Oct 2012 (3-month average)
2
Ensure your site is viewable on all devices
Does your website need to go on a diet?
RESPONSIVE WEB DESIGN
Device breakpoints
examplesNewspapers and media companies have been particularly fast to move to responsive design, as it solves many of their problems of delivering content to multiple devices, without the need to update
multiple sites or apps.
3
Set informed and achievable goals
• Digital is no different to any other business channel
• It requires a fully fleshed out strategy just the same as opening a new office, territory or outlet
• Start with objectives, to deterime goals, will inform your strategy and influence the tactics you use
Ensure all stakeholders have clearly defined KPIs
What do you hope to achieve from digital?
Campaigns need to be optimised to KPIs
4
The future ‘really’ is mobile
Mobile is a game changer…
• And this is for your text– Then we go smaller
• Smaller and smaller
Mobiles are an integral part or media consumption
The big mobile question…
??
5
Prepare your business for the data age
72% of companies have started to implement a ‘single customer view’, but… only 2% can currently integrate all of the data they
can capture.
74% of customers would respond postively to companies who ‘understand them’ by making peer recommendations, signing up for additional marketing, making additional purchases or leaving
a positive review on a website.
Source: Experian
Data is an engine for business success
Structuring your data is crucial for success…
1. Know where your market is online
2. Ensure your site is viewable on all devices
3. Set informed and achievable goals
4. The future ‘really’ is mobile
5. Prepare your business for the data age