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Video Retargeting

How Video Retargeting Fits in to Your Campaign

Video Retargeting is an additional tactic that can be applied to a Retargeting campaign. Retargeting is a common and powerful advertising channel in today’s digital marketing landscape. It is the technique of targeting display ads to consumers based on their online behavior. Retargeting ads can be triggered by a consumers visit to your website, by searching for information relevant to your products or services, or even by reading blog posts and articles about topics in your industry. Which ever tactic is used to trigger the ads the objective remains the same. Targeting your display advertising message to consumers that are actively in the market for your goods or services.

How does this happen you ask?

Well, in the world we live in we leave digital fingerprints all across the internet about our daily lives. We provide a wealth of data to various places around the internet about our purchase intentions, interests and hobbies, and future activities. All of this data is used by large websites to learn about consumers and to build anonymous data profiles that can be used to serve behavioral advertising to target audiences. Once you leave digital fingerprints on the web that shows you are interested in a certain product or service, you will then start seeing display advertisements on websites all across the internet.

We are going to talk about the three main types of Retargeted Display Advertising.

Here is an example of Search Retargeting: Let’s say you go to a popular travel booking site, you enter in the following information: Leaving MN, need a hotel for 2 adults, 3 children, 1 pet, no smoking.

The digital fingerprints you just left were that you live in Minnesota, you are most likely a parent, you are a pet owner, and a non-smoker. Large websites take this information and sell it to third party data brokers to help them monetize their website. If you can picture this happening across all the different websites that have search engines across the internet, there is a lot of data. This is called search Retargeting. Retargeting display ads to be based on the types of searches consumers do.

Here is an example of Site Retargeting: This is the most common version of Retargeting that you will see companies offer. When a consumer visits your website, a little piece of code is triggered and the consumer will now begin seeing display ads with your marketing message.

Here is an example of Keyword / Contextual Retargeting: This type of Retargeting is triggered by keywords in articles / blog posts that people are reading. So if I’m reading content like “10 Things For First Time Homebuyers To Know”, or “What to look for in a mortgage”, its pretty safe to assume that I might be in the market to purchase a home. By reading these types of articles online, a real estate agent could start displaying their display ads to this type of consumer.

So what about Video Retargeting?

This is where Retargeting steps up the opportunity for richer engagement to consumers active in the market for your products or services. Video is one of the most exciting frontiers for consumer engagement. Figures from eMarketer show that adult viewers are consuming massive amounts of video (to the tune of over 5 hours average per day). This presents an exceptional opportunity to engage those consumers in a rich and meaningful way.

Video allows you to speak and show your message to an audience that is steadily moving away from traditional video outlets like the television to online channels. So this is where big data, online video consumption habits, and advertising collide. With Video Retargeting, you can leverage the power of Retargeting with the adding benefit of engaging consumers with rich video content. River Town Multimedia offers a comprehensive Retargeting program that can include video as a part of your Retargeting mix. See some of the solutions below.

Video Retargeting options offered through our program

  • Pre-roll Video Ads: These video ads appear immediately before free video content on publishers like YouTube, CNN.com, Forbes, ABC Family, MLB.com, Local News Sites and others.
  • Mid-roll Video Ads: These ads appear within the content of longer videos such as complete television episodes.
  • Post-roll Video Ads: These ads appear at the end of a video.
  • Non-skippable Ads: These non-skippable ads are 15 seconds or less, ensuring that prospects complete the video before continuing to their free content.
  • Skippable Ads: Ads that are greater than 15 seconds are skippable after the first five seconds.
  • In-banner Video: These videos are converted to in-banner format and size to run in standard display ad spaces.

To sum it all up, Video Retargeting offers a powerful and engaging way to reach consumers actively in the market for your products and services. Take advantage of the massive amounts of data available on the web and target your advertising to your active consumers.

 

 

Ad Blockers Affect Everyone

 

NO ADSThe sudden rise of Ad Blocking software and Apple’s integration of this software on its iOS9 program have created a lot of buzz in the digital marketing world. Users are fed up with advertisements taking up their screens and intruding on their content. It’s incredibly frustrating to visit sites with awful user experiences.It’s no different than enjoying meal after meal at your local restaurant and then having an awful experience and writing about it on Facebook or Yelp. The few negatives always stand out more than the “expected” outcomes.

What exactly is an ad blocker?

An ad blocker is hardware or software that blocks certain ads on a page. Ad blockers can come in the forms of extensions on web browsers, or mobile-specific ad-blocking browsers. No matter how an ad blocker is deployed the purpose is the same: To remove ads from the viewer’s screen. Ad blockers aren’t exactly new. This technology has been around for years, but Apple’s interest in the space, a move geared towards garnering partnerships with content publishers, has certainly driven the recent interest in the topic. The Interactive Advertising Bureau refers to ad blocking as “highway robbery.” So there’s another definition.

ad-block

What does ad blocking do to the free content eco-system?

It won’t be a surprise to anyone reading this that I, a digital marketer, am not a fan of ad blocking. I like getting a paycheck, but more importantly I love how digital has changed the way we consume information and socialize with friends and businesses. The data has allowed us more targeted and relevant advertising to consumers.

 

Great content isn’t free. Stories, reports, websites, and most importantly, TIME, is not free. Throughout much of advertising’s existence the understanding between content consumer and publisher was that if I provide you content there will be advertising around it to support the business of creating such content. If we remove ads from the ecosystem, there will be no revenue coming in to support said content. Publications, TV, Radio, Newspaper and digital-only content would have to become subscription-based. Many of these mediums already are for some. But imagine a place where I can no longer go on CNN.com for political updates. I again would have to pay $100+ for a satellite or cable provider to show me CNN, or more accurately in the near future, pay $1 per month or $0.25 per pageview. Many favorite blogs would need subscriptions, or find a major distribution partner, to stay afloat.I don’t know many people interested in this scenario. Without the free web, many entrepreneurs and start-up bloggers wouldn’t have the opportunities if people had to pay for that same beginning content.

 

Where do we go from here?

Great question. Thanks! (Stop inner monologue). Two things need to happen in my opinion. First, an organization needs to govern the advertising online and make it virtually illegal to deploy intrusive or obnoxious advertising without indication from a user. The IAB could be that organization, but their self-described failures have been well-documented. in allowing the industry to chase display ad dollars and not see the denigration of user experience. To their credit the IAB is looking into ways to keep digital advertising from becoming a nuisance and return us to the days where the relationship was understood: Want free content? Deal with a few ads. Pretty simple.

YesitsFREE

Secondly, ad blockers and mobile use have driven the need for content-based advertising through Native Ads or Sponsored Content. This has given the user less intrusive, more environment-appropriate messaging. But the near future of digital marketing is in content and creating information that is fun, insightful, helpful or entertaining to the consumer. Content marketing allows for more sharing via social networks and often creates a consumer appreciative of something of value and not just an ad. My fear is in a matter of time Native Ad spots will become ineffective and be glossed over as much as banner ads are today. Alas, this industry is resilient and continues to adapt and change to reach consumers wherever they go.

 

One final thought on ad blockers

Those of us in this industry are the most responsible. Some publishers and websites do a great job of creating experiences for customers/viewers that not only inform but also entertain. We provide a place for business relationships to occur, sometimes subtly and other times through user-triggered advertising. Regardless how a business chooses to run a site and advertising, we are responsible for creating environments in which our consumers feel like they can get the information they want easily, effectively and with a reasonable amount of advertising. Full takeovers, in-your-face tactics do not work and should not be deployed unless an interaction has triggered such a move. Otherwise, we’re continuing a revolt against our industry of digital advertising and digital content consumption.
Publishers and advertisers need to hold each other accountable. Consumers won’t care enough. They’ll move on to someone like Apple who will provide them what they want. Be respectful of a user’s time. People aren’t our commodity. They are our connection to the digital ecosystem.

5 Ways to Improve Your Email Marketing

There’s no shortage of email in the world. Despite email being one of the oldest forms of online marketing we still find incredible value when reaching an inbox. But while email’s importance and targeting has improved, the clutter has increased. Here are 5 simple ways to stand out in your email marketing campaign.Image result for email marketing

1. Be responsive

MailChimp

The Pew Research Center found that the use of phones to read email doubled between 2009 and 2013, and the November 2014 Ericsson Mobility Report estimates that smartphone subscriptions and traffic per phone will have respective annual growth rates of 15% and 25% until 2020. The importance of mobile-ready creative is key. MailChimp says its”responsive email templates get higher click rates on all devices.” Use responsive design to allow an outstanding User Experience no matter the screen size. The worst result for any business is to send an email marketing blast to a user who is ready to engage only to have formatting issues on the screen. You may never get this customer back to your site or engage with your products or services.

2. Get to the Point

Use a short, concise subject line. The subject line is what drives the interaction with the email. You need to tell the user why they should open the email in as few words as possible. Also, use attention-grabbing headlines and explain the benefits quickly. A picture says a 1,000 words and a video says 10,000. Instead of explaining all the benefits of your business have a video embedded that says something like, “Click to get the experience” or another applicable call to action. Because so many people view emails on their phones and more video is consumed on mobile devices every day, you can utilize a responsive design with photos and video to convey your overall message effectively.

3. Mine your Data

Lead Gen Tactics

According to Marketo, “the company website, trade shows, conferences, and email marketing are the most results-driven lead generation tactics used presently.”

If you’re using an internal email marketing database already you probably acquire the list from 1st party data, or your current customers. A great way to build your internal database is to utilize 3rd party email marketing programs, such as the one through RiverTown Multimedia. Your current CRM database will tell you a lot about people most likely to be your customers. Target a 3rd party email program to”Like” customers, or those similar to your target audience and most likely customers. You can also look at Social Media data to understand who is most likely to engage you on Facebook, Pinterest, Twitter, etc. Your data is useful. Put 1st party and 3rd party data to enhance your current program.

4. Provide Value

Give me a reason to subscribe to your email list. This can include exclusive offers, unique information or events, or discounts prior to non-subscribers. Other ways to provide value would be with market information, educational tidbits or things that improve your customers’ lives. Appliance dealer customers may want to know about kitchen design. Let your auto customers know about upcoming manufacturer incentives. Another great value proposition is showcasing your image. Have fun with email. People like to feel good and see other people smiling. Although it may not be the feature of an email send make sure you convey how incredible your business is.

5. Tie it all Together

Email should be a component of your entire marketing plan. It should not be seen as a one-off project with unique messaging. If you have a YouTube channel embed a video in your creative. Want to boost Facebook likes? Provide an incentive within your email for customers to like your page. Email marketing is a great opportunity to reach an engaged audience with a goal of increased engagement, content distribution, social enhancement, and lead generation. If your subject line is good and the user opens the email you have their attention, probably moreso than any other digital space. The chart below outlines why email is so valuable…people spend time reading it. You have the users’ attention. Take advantage of it.

Movable Ink “US Consumer Device Preference Report: Q2 2014″ (2014)

Email marketing can be as complicated or simple as you want it to be. RiverTown Multimedia offers two different email marketing solutions to best fit your needs and budget. But these 5 tips should get you started or help adjust your current plan to make it more effective. Email is a wonderful solution and should probably be incorporated in most campaigns.

Millennials Content Description

Tips to a Sensible Small Biz Digital Strategy

Small business owners can get caught up in the wild web we weave. We (alliteration will end soon, I promise) being digital marketing folks. SMB owners have limited staffs, resources, time and money. So here are a few things to think about when putting together a digital strategy.

First of all, why is a digital strategy important? I would ask, why is any strategy important? They keep us on the right track. Strategies help guide our decision-making. If we didn’t have a strategy we’d make a lot of individual decisions without understanding how it will affect our business long term. Oh, you’re doing that right now? Keep reading please.

Have a strategy

Your strategy should have these 7 steps:

#1: Identify Business Goals – growth, expansion, etc.

#2: Set Marketing Objectives – what products, at what price, where to promote, where to sell (e-commerce?)

#3: Identify Ideal Customers – current or prospective, what do they look like?

#4: Research Competition – what do the BEST in my industry do and how?

#5: Choose Channels & Tactics – what channels connect with my brand and my customers?

#6: Content Strategy – What’s the tone of my website, Social, email, etc. content and does it match my brand?

#7: Measure your success – how will I know I succeeded or failed?

The single most important factor of a digital strategy is knowing who you are. Understand what it is your business does well and what it doesn’t. Know your core customers and how you can best satisfy their needs for your product or service. If you offer a loosey-goosey, fly-by-the-seat-of-your-pants in-store experience than portray that on your website. If you have a serious tone and treat customers in a similar way, don’t make jokes on Social Media. It’s all about knowing your business and owning its personality.

We use the image below in our “Fitting Social into Your Overall Media Plan” presentations and I love it. Many people I run into assume that because they’re using “free” Social Media that is all they need. But enhancing your Social Media with paid ad spots or enhanced posts may be necessary if your content isn’t going viral. Just remember what unpaid Social is and what it isn’t.

What Social Media Is & Isnt

But also keep in mind the Social channels you choose. If you want constant feedback and interactions with customers or followers, Twitter is great. Are visuals important and easily delivered for your company? Try Instagram. Do you want the biggest potential reach with photos and video? Use Facebook. Do you need to instruct customers on how to use a product or provide value by offering free help videos? YouTube is great at this. (I have used a YouTube video many times when performing home “repairs.”)

Ranking high in search is on everyone’s “Must Do” marketing list. Google recently altered their search algorithm to increase the importance of mobile-friendly sites, especially when searched on a mobile device. But it’s hard to keep up with Google’s changing algorithms. So best practices include:

  • Create engaging content on your site every other week or at least once per month
  • Utilize Video whenever possible (Google owns YouTube for a reason)
  • Avoid listing keywords to try and “outsmart” Google
  • List your Social Media buttons on your site
  • Make sure your website is mobile-friendly. Use HTML5’s responsive design if possible
Millenials-Content-Decisions

January 28, 2014 by: ZOG Digital http://blog.zogdigital.com/2014/01/28/marketing-millennials/

Content Marketing is one of the hottest buzzwords in marketing. And there’s a reason. Creating content can drive business. But it has to be the right content and it can’t be faked. Telling stories about your business, not about products, can resonate with today’s audience, specifically millennials. Millennials want to find more than just a product. They want an experience. They want to buy from those they trust or those with whom they connect. A low price is great, but if you’re helping the environment and your price is in the ballpark…count me in! The folks at Clarity Coverdale Fury write a lot about the “Conscious Consumer.” People care less about who writes content, and more about the quality of it. Brands are using this medium to connect with people about more than just products. Use your content to tell your story, provide valuable information or a 30-second break from reality. However you choose to utilize content make sure it fits your STRATEGY.

Finally, how does advertising fit into this digital strategy? Social Media does a great job of reaching current customers and if paid placements, new customers. In today’s world, if you’re collecting data from your customers through site visits, purchases, Social Media followers, or another way, you now have your hands on an extremely valuable marketing tool. You can target advertising to this specific audience. Take what you know about your Facebook followers and target your advertising to those people. Not only will data tell you WHO to target, but find the common content among the most interactive Facebook posts and use something similar in your ad copy. The content of that post resonated with your audience. There’s no reason the same content shouldn’t do similar things to the same audience who doesn’t follow you on Facebook.

RiverTown Multimedia can help you use your Social Media and other marketing data to find the perfect audience through targeted online advertising campaigns. Learn more about our Retargeting and Audience Segment offerings by speaking with a sales representative. Click here to contact us.

And that’s how all of this ties together in Digital Strategy. Take what you know about yourself and your customers and use it to meet your objectives. Stay true to your brand, deliver great content in a multitude of ways, track your success and find RESULTS. It’s not rocket science, but it can be easy to lose focus. When all else fails stick with what works. And if that doesn’t work, call the experts at RiverTown Multimedia. We’re glad to help you figure it out.

Follow us on Twitter, Facebook and on Google+.

Content is King: Effective Content Marketing

Content Marketing is becoming the buzzword of our business in 2015. And the reason is obvious: without quality content your brand won’t engage consumers. Facebook’s “content” or lack thereof, are the reason I deleted my account. Of course, Mark Zuckerberg still has my data, but that’s a blog for another day. The key in all content marketing is to be at least one of the following: informative, educational or entertaining.


DougKessler-Quote2

There are literally countless forms of content and ways to distribute said content. For simplicity’s sake, we’re going to discuss the most common ways businesses create content and a few best practices for delivering those messages. The most important part of content marketing is understanding the medium. Be cognizant of the user experience and how users use the particular medium. People go to Facebook for a different reason than they go to your website, YouTube, stream radio on Pandora, or browse their favorite Star Trek blog. Make sure wherever your content goes it’s hitting the right user at the right time with the right message.

A website is the cornerstone of online marketing. Most businesses’ digital strategy starts with driving traffic to a website. Once there how do you get people to come back? What about your website drives users to come back or buy from you? Many times a consumer’s first touchpoint with your business or your brand is through your website and thus their user experience on your site is vital. So how important is it to have engaging, relevant and recent content on your website? Let’s just say Google’s algorithms are constantly changing to find the most up-to-date and relevant information. If your last website change occurred in 2007 people most likely aren’t seeing you on the first SERP (Search Engine Results Page). Another growing factor in search results is video. So make sure your website is hosting video, preferably YouTube videos since Google owns YouTube.

Another extremely popular and growing segment of content distribution is Social Media. Remember, SM should be used responsibly and with a strategy. (Check out our previous post on fitting Social into your overall plan). Your message needs to be consistent with your overall marketing plan and should be delivered through SM in the same fashion. If your business doesn’t like to discount, don’t send out discounts through SM. Again, if you haven’t posted on Facebook in 2 months, you may be losing out on the SERP. A post on Twitter will look and act differently than on Pinterest. Facebok is very conversational. Pinterest is great if you can provide new ideas to enhance people’s lives in a tangible way. Instagram is a great tool to showcase work with photos. Twitter is a good use for quick messages, bits of info, or time-sensitive messages. Who can forget this from the 2013 Super Bowl?

Oreo-dunk-dark-tweet173

Outstanding use of content on Twitter.

 

Think about the medium when using content in advertising and the difference. When you put content on your website, YouTube, Social Media, etc it’s being delivered to people who are seeking it out. These users have found or searched you directly. The content within ads has to be delivered in a way people understand your brand or objective in a matter of seconds. In this way, advertising copy has to be extremely effective, hence the rise of advertising agencies. And again, digital ads need different content than a TV, radio or print ad. Use the space accordingly.

Native Audience Example

An example of Native Advertising on the Forum Communications network via a mobile phone.

 

Native Advertising has grown tremendously in the past year. According to almost all projections, it’s only going to continue to grow. Native Advertising is a generic term for sponsored content that fits into whatever medium on which the user views the content. For instance, Promoted Tweets are Native Advertising. Advertorials are a form of Native. Most online publishers, including NY Times, Washington Post, Vanity and of course RiverTown Multimedia and Forum Communications Company, have adopted Native Advertising as a new form of revenue. And according to this study, Native ads are working.

Email is another rather simple, almost archaic, form of content marketing. You control the message. You can control who you’re sending the email to via a 1st party list or a 3rd party list. Sending to your 1st party email list will have one message while 3rd party is going to look and act differently. Keep in mind the amount of information you put into an email. How long do you typically look at an email? What subject line would you open? As I said at the outset of this post, keep the content informational, educational or entertaining.

No matter your marketing strategy understand how people use and view content. Articles like this show how people don’t necessarily care WHO wrote the content as long as it’s engaging and informative, given they know who wrote it. Deception is never a good idea when creating content. So be transparent with your Native Advertising and provide true value for the reader. Every touchpoint with your content is an opportunity to lose, gain or persuade a customer. Often the content’s tone, message and effectiveness will dictate which way they go.

Finally, have a plan. Schedule your content so it’s timely and reaches the desired audience at the right time. Know ahead of time when you will be sending what Tweet. Have a calendar reminding you to update your website with new content. Upload another YouTube video every quarter. Every medium that touches your audience should have a calendar. We all know sometimes life gets in the way and certain things take a backseat. That’s fine. But when you have a plan you’re more likely to stick to it and be consistent in your content than just winging it.

Thanks for reading this month’s blog. If you haven’t already, please follow RiverTown Multimedia on Twitter @rivertownmedia and on Facebook by clicking here.

Top 5 digital trends to watch in 2015

Top 5 Digital Trends to Watch in 2015

Steve Hartman
Digital Advertising Manager
RiverTown Multimedia

Every year brings a new list. A list of resolutions, a list of projects, a list of best music videos of 2014. The advertising world is no different. In the spirit of lists I’ve come up with my Top  5 Digital Marketing Trends to Watch in 2015.

1. The New World of Television

TV is going through changes today like never before. My previous prediction was by the end of 2015 most, if not all, TV channels would be paid for a la carte. I might move that prediction to June 2015. CBS & ESPN are two of the biggest programmers to allow their service to be bought and streamed online. Many viewers kept paying their outrageous satellite and cable bills simply for the allure of live sports. Other programs can always be found on demand. However, live sports could not. With the recent news of ESPN and Dish Network’s agreement to stream the network for $20 per month, live sports are now being opened up to the free market of pay-per-view. Viewers will no longer have to purchase entire packages of channels to watch their 5 favorite channels. TV stations, programs and networks are now realizing viewers want to tune in when it’s convenient, and if you’re only offering one time per week, through the television or DVR, you’re missing the mark. The rise of Netflix, Roku, Apple TV, and the new Amazon FireTV have created a whole new world of program viewing. Pretty soon start-ups will be able to distribute their original program online, much like musicians can deliver their music to the masses through iTunes. 2015 is a game-changing year for TV viewing habits.

2. Programmatic Advertising Reaches All Mediums

With topic #1 comes a new way to sell advertising to viewers. Digital web advertising has been perfecting the art of programmatic advertising, which is selling ads to an audience based on scale and using algorithms and auctions to buy/sell ad space. This has also been utilized for digital video in the form of pre-roll ads (the ads you see before the video content plays). But with more and more TV programs being streamed and moved online programmatic TV ads will begin to grow. Whether a program delivers on a TV or streamed through a phone, it’s in the distributor’s best interest to simplify the ad delivery process. Fifteen-second pre-roll spots, which in theory are based on TV commercials, will rule the day. Buying and selling ad space for all programs will soon be programmatic. As, AdWeek says here there are good and bad to programmatic TV ad buying. Either way, it’s coming.

Updated 1/13/2015: Programmatic TV ad buying rings in 2015 on ESPN. Turbo Tax ran a :30 ad during the 1 a.m. SportsCenter.

3. Tracking & Measuring Multi-Screen Campaigns

As I’ve discussed, TV is rapidly moving into the digital world. Radio, with many forms of streaming available, is already there, as is digital display advertising on news websites. With this convergence comes a more reliable tracking and measuring opportunity. For years, marketers have known multi-screen campaigns, defined as campaigns that run across mobile, tablet, TV, and digital web at or around the same time, would become the norm. But measuring and monitoring the results to justify a spend hasn’t been so easy. Marketers have relied on single-medium tracking and glued the pieces of various reports together to show overall effectiveness of an ad campaign. However, with more components using digital and using programmatic or Real-Time Bidding, advertisers will have a more clear look into how a campaign performs across multiple screens. The importance of this type of advertising can be seen in Twitter phenomenons such as “Sharknado.” Users will watch a program and talk/read about it online. Marketers need to be seen when those conversations are being had. Powerful advertising can be accomplished by showing an ad, then following it up with users while they talk about events on another device. But the rubber meets the road when a marketer can measure their multi-screen campaign in one shot. What did the TV ad, promoted Tweet and request to answer trivia on Facebook really do? Right now we’re not there, but I believe we will soon have an answer.

4. Specialized Content for YOU!

The upcoming year will also see the growth and rise of an ongoing trend, user-optimized, or “personalized,” content. Websites want to provide users with content they deem important and reliable, whether it’s paid by a marketer, or free from a news source. Much like how advertising uses data and metrics, the news, information and content you absorb online will come from similar data. This concept is no longer just for Pandora listeners. As TV becomes digitized, we’re seeing Netflix, Amazon Prime, and others list “Others You May Like” categories. In TV viewing you have the ability to watch what you want, but what if there are programs out there you may like but you’ve never heard of them? With content catered to your needs, wants, and viewing habits you can continue watching, reading and interacting with content you’re inclined to watch. The “thumbs up/thumbs down” button on Pandora is only the beginning. All content will soon be personalized for us.

5. Searches Will Rise, but Spends Will Fall

Being at the top of a Search Engine used to be the most important factor in being noticed. But in 2015, searches are done on anything and everything. So many searches are done that to some degree, they become trivial. Savvy consumers now know where to find the information they need. Digital users only spend, on average, 4% of their online time using search. People are becoming more familiar with the results and the process. Very few people I know go to Google looking for a restaurant. They use Yelp!. If you’re looking for a plumber you go to Angie’s List. The cost for Google AdWords continues to rise with more players in the market. If you’re Joe’s Tire Shop, you are competing for AdWords with major national brands such as Tires Plus, Costco, etc. Their spending power is light-years ahead of a small, local business. Small businesses have to become more savvy and clever with their advertising budgets. In 2015, users trust review sites and their friends more than the results on Google. Typing in a business name will always retrieve the desired results, but searching for products or services in your area won’t necessarily bring you to the right business. Searches on YouTube for do-it-yourselfers, Yelp! for bars and restaurants, and Angie’s List for quality service businesses, will continue to rise. However, the dollars spent on Search Engines could be on the skids.


Thanks for reading the RiverTown Multimedia Digital Blog. You can follow us on Twitter @rivertownmedia. Come back often for updates and new blog posts. Thank you!

retargeting online display advertising

September 2013 Marketing Newsletter: Retargeting

In this Issue:

  • Note from our Ad Director
  • Re-targeting your potential customers
  • Statistics about our audience
  • Upcoming Opportunities
  • Business Subscription Offer
  • Digital Tips and Trends from around the web

 

From our Ad Director
We have a number of exciting things going on at RiverTown Multimedia that benefit any local or regional business owner.

The first item is one that we are very proud to report;

OUR AUDIENCE IS GROWING!  Yes, contrary to what other media outlets are struggling with, our audience has grown in the past year.  Our readers and online viewers have responded to our award winning journalism and second-to-none local news coverage, helping our audience grow by over 8% in the last year.  This is great news for our advertisers who are able to put their message in front of an engaged, affluent, and GROWING local audience in our print publications and on our web and mobile sites.

I am also pleased to report on our redesigned web sites.  We launched the new web platforms on each of our 11 local sites in August with “responsive web design”.  Responsive web design is a web design approach aimed at building sites to provide an optimal viewing experience (easy reading and navigation) across a wide range of devices (from mobile phones to desktop computer monitors).  What this means to our readers and advertisers is that we are even more accessible every day, 24/7.  Whether in print, on a desktop or laptop, or on any one of the ever growing mobile or tablet devices, our sites can be seen without missing a thing.

To learn more about responsive design, click here to check out an infographic on our website.

Great things are happening every day at RiverTown Multimedia.  The results are enhancing what we bring to our readers and advertisers.

If you’d like to learn more about these items or any of our other powerful products please send me an email or give me a call.  I love visiting with our customers and talking about the wonderful solutions that we can provide to help you reach your business goals.

Retargeting your customers online
retargeting online display advertising
Have you heard about the latest technology in online marketing? Introducing, Retargeting by Forum communications.

Retargeting pinpoints people who have shown purchase intent by searching for keywords related to your business. Retargeting shows your display ad to consumers based on their search terms, from broad keywords related to your products and services (like “types of braces”) to specific trademarked terms that show purchase intent (like “Invisalign prices”). This works whether they are on our network or not!
Retargeting means your brand is top of mind when customers are ready to buy!

Why is retargeting so effective? – Click here to watch a video

Retargeting generates greater online sales by keeping your brand front and center
and bringing “window shoppers” back when they’re ready to purchase. Every time
your customer sees your retargeting ads, your brand gains traction and more
recognition.
  • “Replays” your message to viewers who’ve found you online
  • Your ad follows the customer based on their specific needs
  • Increases return visits to your website and ultimately your store
  • Increases conversions/sales

Contact us today to learn more about how we can help you target you customers online.


Our Audience Packs a Punch!!
Did you know?:

  • Our audience will spend over $43 million for Auto Repair/Maintenance in the next 12 months
  • Our audience will spend over $105 million on Eyewear and Opticians in the next 12 months
  • Our audience will spend over $461 million going out to eat in the next 12 months.
  • Our audience will spend over $100 million on their pets in the next 12 months.
  • Our audience will spend over $313 million on Travel/Vacations in the next 12 months.
  • Our audience will spend over $818 million on New and Used Vehicles in the next 12 months.

*Q3 2013 Pulse of America Readership Survey

Upcoming Opportunities
Don’t Miss These Upcoming Opportunities to reach our AudienceA quick look at upcoming opportunities to reach all or portions of our audience with a targeted local publication (dates subject to change.  Contact your Account Executive for more information):

  • Fall Car Care Tabloid
    Publishes:  Week of October 21
    Space Reservation Deadline:  October 4
  • Business Insider (New Richmond, Hudson, and River Falls):
    Publishes:  October 31
    Space Reservation Deadline:  September 30
  • Official St. Croix Valley Regional Tourism Alliance Magazine:
    Publishes:  Week of December 2
    Space Reservation Deadline:  October 25
  • 2013 Holiday Guide:
    Publishes:  November 27
    Space Reservation Deadline:  October 25
  • January 2014 Healthy Lifestyle:
    Publishes:  Week of January 27
    Space Reservation Deadline:  December 20, 2013
  • 2014 River Valley Brides Magazine and Bridal Fair:
    Magazine Publishes:  First week of February 2014
    Bridal Fair:  Sunday, February 16
    Ad space and booth reservation deadline: January 6, 2014
Special Offer For Business Subscriptions
Special offer for business newspaper subscriptions

Business Newspaper Subscription SpecialsSave $30 off the home subscription price.

For a new subscription delivered to your business. With a 3 year subscription

Call 1-800-284-3402 and mention the Business Subscription special to start your subscription today. Unlimited number of subscriptions delivered to business address per offer.

 

Digital Tips and Trends
  1. Online Buyers Notice Retargeted Ads:
    Online retailers are putting more dollars to retargeted ads to remind shoppers of the item they once seemed interested in buying. And there is evidence that consumers do notice these ads.
    >>> Read more
  2. Research shows newspaper advertisements across platforms deliver best results

    Just as newspaper content extends across all platforms, research — from news media companies like Aftenposten and MPG — indicates advertising should also migrate from print to online to mobile.
    >>> Read more

  3. Smartphones And Tablets Have Revolutionized Consumer Connections:
    According to a recent Nielsen Cross-Platform Report, nothing is growing faster than the adoption of portable devices and the consumption of content on these devices. Smartphones and tablets have revolutionized our ability to be connected to each other and to our favorite shows at all times.
    >>> Read more
  4. Ad execs think online video ads are equally or more effective than television ads at reaching audiences:
    The online video advertising ecosystem has gained both prominence and complexity, but that might be because buyers have found that the ads really work.
    >>> Read more

June 2012 Newsletter

 Audience. Reach. Results
Dear Advertiser,You’re busy. I’m busy. So let’s keep this short. Welcome to the debut issue of our quarterly advertising and marketing newsletter, a free service to our valued advertisers. Once a quarter, this email newsletter will provide you with “information bites” designed to improve your exposure in the marketplace: surveys, statistics, programs, success stories, and much more.We promise it will be a quick read full of fast facts – an email charged with great ideas to energize your business. Sit back and enjoy.

In this Issue:

Introducing RiverTown Multimedia
RiverTown Multimedia LogoRiverTown Multimedia? What is that? What happened to RiverTown Newspaper Group?We are still here, better than ever.

Our organization, however, has taken on a new identity.I am excited to answer questions like these because it is an opportunity to talk about all the great new solutions we are working on.  As the media world is changing we are changing too.  While we still are proud to say that we produce the leading community newspapers in the region, we have become more than just a newspaper.

The growing list of marketing solutions includes our eleven local news websites, which have over 325,000 unique visitors per month.  Our auto search engine, www.carsHQ.com has over 80,000 page views per month with over 17,000 vehicles to browse from over 60 regional auto dealers.  We are also proud to say that over 180,000 unique visitors use our leading local job site, www.jobsHQ.com to assist in their job searches.  In addition, www.apartmentsHQ.com  has over 243,000 page views and 24,000 unique visitors per month.  The best news is that as a part of the Forum Communications Digital network we can offer a total digital audience of over 1.7 million monthly unique visitors with over 415,000 coming from the Twin Cities region.

Along with our growing list of digital marketing brands and solutions, we have also launched several other solutions of note in the past year.  We have four niche publications that reach different audiences on a regular basis.  Home & Garden publishes twice per year and reaches over 268,000 readers in the region.  dining & destinations, our guide to summer dining, travel, and events is read by over 75,000 people and, most recently, published in the middle of May.  Healthy Lifestyle/Senior Lifestyle magazines publish quarterly and reach a total audience of over 100,000 readers.  Last, but not least, is our much anticipated Holiday Guide magazine which publishes the day before Thanksgiving each year to an audience of over 268,000 readers. Each of these niche publications are also published electronically via our network of websites.

While we have continued to grow our overall audience and regional presence with our web sites and niche publications we continue to be entrenched in each community that we cover.  Our ten award-winning weekly community newspapers continue to grow local readership at a time when the metro dailies are losing readers.  We pride ourselves in being the number one local news source in our communities.  In addition to our weekly news coverage of local government, crime, schools, sports and more we continue to publish our full library of local special sections and niche publications.  Graduation sections, Community Guides & Maps, Community Event publications and much more are produced in each of our markets to meet the need of our readers and advertisers to connect to their local communities.

As you can see we are more than just a newspaper.  I hope you will give us an opportunity to show you how one or more of our solutions can meet your marketing and business needs.  I am confident you will not be disappointed with the power and effectiveness that RiverTown Multimedia can bring to your business.

Upcoming Advertising Opportunities
Don’t Miss These Upcoming Opportunities to reach our Audience!A quick look at upcoming opportunities to reach all or portions of our audience with a targeted local publication (dates subject to change. Contact your Account Executive for further details):

Healthy Lifestyle Magazine:
Publishes: Week of July 16
Space Reservation Deadline: June 22

Official Woodbury Days Preview Section:
Publishes: Week of August 22
Space Reservation Deadline: August 10

Official St. Croix County Fair Section:
Publishes: Week of July 9
Space Reservation Deadline: June 29

Official Pierce County Fair Section:
Publishes: Week of July 16
Space Reservation Deadline: July 6

Official Dakota County Fair Section:
Publishes: Week of July 30
Space Reservation Deadline: July 20

Autumn Home & Garden tabloid:
Publishes: Week of September 10
Space Reservation Deadline: August 24

Senior Lifestyle Magazine:
Publishes: Week of September 17
Space Reservation Deadline: August 17

 

6 Summer Marketing Tips
Marketing IdeasIt’s warm and sunny, the beach calls. You ask yourself “Why shouldn’t I just give in and go? Marketing is a waste of time at this time of year.”

  1. Summer with its delicious distractions tempts you to decide that nothing is going to happen in your business so why not just enjoy the season.
  2. If you decide to make that choice you will be joining much of your competition in thinking summer time is play time.
  3. With the competition out of the game, now is the time to get out and get serious about your business as they lie on the beach.
  4. Give yourself a break from the everyday pressure of marketing and sales by working on future business NOW!
  5. Going into the fall with business on the books before you start the season is not only a great feeling; it changes your perspective when a prospect that may not be a good fit comes along.
  6. Having core business gives you time to explore and investigate other opportunities that come along. Those other opportunities sometimes form the basis for innovation in how you do business, the way you market and what the primary focus of your business is.Put the power and control of your future back in your own hands.

>> Implement these summer marketing tips starting today:

• Summer is a slower time of year for some media which means you can negotiate a better deal and extend the buy into the higher priced fall by planning and booking now.

• Send a Press Release while media staff is reduced by the holiday season and pressure to produce is on fewer numbers of media writers with less time to look for stories.

• Do take some additional time to read some new marketing books, write some new articles and learn a new marketing skill i.e. blogging or social marketing

• Hold an annual or semi-annual sale with clear parameters of what, when, and how to ensure it doesn’t creep into the busy fall.

• Offer a free seminar, put on a picnic, sponsor a high profile summer time event, and/or hire a student to distribute a coupon. Do something different to capitalize on the opportunity created by large gatherings at special events and more people out on the street in the summer.

• Make a special offer to your current customers to introduce them to another product or service they haven’t yet bought.

 

If you need to see the possibilities before you put an effort into summer marketing try the following exercise:

• Draw a circle on a piece of paper representing the market size of your industry. Mark your pie shaped share of the market, no matter how small.

• Draw a larger circle around the same central point and extend the sides of your piece of the pie to the new perimeter.

• See what happens to your piece of the pie when people return to their fall routines and the prospects you spoke to and those who decided to do business with you told their friends?

That increase is your customer base growing exponentially from the marketing work you did while others were relaxing in the sun.

“Some people forget to plant in the spring, idle away the summer hours and then expect to reap in the fall.”
-Grant M. Bright

There is still time to give attention to your summer marketing and reap the benefits this fall and into 2013.

Source:  www.notabenemarketing.com

Our Audience = Your Potential Customers
Whatever product or services you sell, chances are good your customers are getting their news and information from our newspapers and websites. Are the people you want to see walking through your door listed below?PERCENTAGE OF READERS WHO:

• Intend on using a Car Wash   75.5%
• Plan of shopping for Women’s Clothing  67%
• Intend on an Oil Change  66.9%
• Plan on shopping at a Liquor Store  49.9%
• Exercised 12+ times at a Health Club last year 40.4%
• Ate at a restaurant 4+ times in the past 2 weeks  65%
• Plan on buying a vehicle in the next year  12.1%
• Intend on Buying or Renting a New Home  5.8%
• Plan on visiting a Butcher Shop  34%
• Plan on travelling to a lake in the region  46.8%
• Will shop at a Hardware Store  36.2%

Source:  Q2 Pulse of America regional survey of consumer shopping habits

Our audience