logging in or signing up The Digital Advertising Revolution hawkeyedc Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 983 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: October 20, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript SEARCH-AUTOPARTS.COM : SEARCH-AUTOPARTS.COM Presents The Digital Advertising Evolution Agenda : Agenda Change – the evolution Current B2B YTD advertising trends Rethinking our products B2B decision making process is much different than consumer The Digital Toolset Reporting Change : Change “The next five years will hold more change for the advertising industry than the past 50.” according to a study from IBM Global Business Services Change – the evolution : Change – the evolution What is evolution? A process in which something passes by degrees to a different stage The role of B2B publishers, that of delivering relevant information to a targeted audience, remains the same, only the tactics are changing B2B YTD Trends : B2B YTD Trends Nationwide Year-to-Year Comparison* Magazine advertising revenue down 6.24% Event business revenue up 2-4% Online advertising revenue up over 20% 38% of our advertisers say they will spend more than 20% of their budget on online advertising by 2009, up from 17% in 2007 Average online spending will be 18% of budget by 2009 ($16.7 million) *Source: American Business Media, July 31, 2008 americanbusinessmedia.com Site Usage Trends:We asked shop owners how the internet is used in their shops : Site Usage Trends:We asked shop owners how the internet is used in their shops Sources: Email survey of Motor Age subscribers, 2008. Percentages based on 400 completed surveys Do they use the internet at the shop during the day for business purposes Do they allow their technicians to access the internet during work hours for business? We Are Rethinking Our Products : We Are Rethinking Our Products We are devoting much more resources to online publishing Editorial is now produced for the web first Content is targeted to the best delivery format Online Late Breaking News Directories and new product announcements Video, blogs, and other community building methods Print Features In-depth analysis of trends The Power Of Industry-Specific Digital Media : The Power Of Industry-Specific Digital Media American Business Media association research study of the trends and impact of B2B media Industry-specific digital media highly valuable for validating and informing purchase, providing evidence of their growing importance and value to business decision makers (BDMs) B2B marketers generally underutilize industry-specific digital media and spend more on digital media that BDMs use less and value less like general business Web sites The Decision Making Process is Different in B2B : The Decision Making Process is Different in B2B Business-to-business marketers address a much smaller number of customers with larger purchasing power and consumption of products The decision making unit is far more complex More decision makers ROI must be justified Creating relationships is critical Brands Leads Customers Search-Autoparts.com- By The Numbers : Largest B2B automotive website in the world. 200,000 average monthly page view 70,000+ average monthly unique visitors 6:30 average time spent on site – a highly engaged visitor Search-Autoparts.com- By The Numbers The Online Marketing Toolbox : The Online Marketing Toolbox Newsletter sponsorships Web banners Directories Vertical Search Video Digital Editions Community E-NEWSLETTERS- Sponsorship Opportunities : E-NEWSLETTERS- Sponsorship Opportunities Skyscraper Button Leaderboard Banner Banner Banner Banner Sponsorship e-Newsletters deliver information otherwise not received The news is pushed to subscribers – not passive e-Newsletters provide a subject focus Subscription based Targeted audience OUR E-NEWSLETTERS – Full Market Coverage : OUR E-NEWSLETTERS – Full Market Coverage e-Pillar, (ABRN) Industry news from the collision repair market to over 24,000 buyers every Tuesday and Friday The Scoop, (Motor Age) The latest from the replacement parts and service market delivered to 29,000 buyers every Monday & Thursday The Edge, Aftermarket Business’, news from the parts distribution market to 18,000 buyers each Tuesday and Friday Hot Auto Products e-News, (Motor Age and Motor Age Training), the latest from the tool & equipment segment to 24,000 buyers every Monday e-S&P, (Styling & Performance) the latest from the specialty parts market to 59,000 buyers every Friday and Wednesday Tire Topics, reaches 12,000 Managers and technicians every Tuesday and Friday Web Banners – Display Advertising Online : Web Banners – Display Advertising Online Creating an Offer, some tips… Treat banners like billboards – the simpler the better! Seven words is optimum. Use larger fonts and lesser words. Always include a Call to Action – Click Here…etc. Don’t try to cram all your initiatives into one ad Provide something worthwhile to attract user engagement - consider your objectives and value proposition Create multiple versions of your banner and test to see which is more successful Options toTarget to specific Content Geo Time of day Frequency Sample What are Online Directories? : What are Online Directories? Business directories that are backed by premium website brands and are targeted to buyers within vertical markets. Main categories Subcategories Features Targeted leads Brand exposure 365 days/year Provides the advertise regular or on-demand reports of leads Low cost Ability to search by keyword Ability to search by category How Does Vertical Search Work? : How Does Vertical Search Work? Definition: A search service which is focused on a particular business vertical A vertical search site uses spiders just like Google and Yahoo to index information, limited to industry sites providing only relevant search results. Vertical Search saves time! What is Streaming Video? Primetime Online! : What is Streaming Video? Primetime Online! Industry Events Product announcements Speeches Custom Videos Produced in a studio or at your business Can be produced anytime Training Technology Demonstrations Case Studies or Success Stories Advertising DIGITAL EDITIONS- Opportunities : Toolbar Side Skyscraper Banner Tool Bar, Side Skyscraper, Top or Bottom Banner DIGITAL EDITIONS- Opportunities Online Advertising Tracking and Reporting : Online Advertising Tracking and Reporting Campaign Tracking Methods Internal by publisher – less accuracy Third-party - unbiased Clicks Number Path After Where the user came from Summary : Summary The role of B2B trade publishers is fundamentally the same, but our delivery methods are evolving B2B Advertising is changing Shifting of dollars Many new formats are available B2B Content is changing Produce for the web first Target content to users needs Trade publications in all formats are highly valued and relied upon for industry specific news and knowledge Slide 21: It’s time to get started! How can we help your company succeed with a digital marketing plan on Search-Autoparts.com! Contact Information : Contact Information Thank you for your interest. Please contact me for more details. Contact me: Dennis Carpenter E-Media Sales Manager Ph. 714-513-8444 dcarpenter@advanstar.com You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
The Digital Advertising Revolution hawkeyedc Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 983 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: October 20, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript SEARCH-AUTOPARTS.COM : SEARCH-AUTOPARTS.COM Presents The Digital Advertising Evolution Agenda : Agenda Change – the evolution Current B2B YTD advertising trends Rethinking our products B2B decision making process is much different than consumer The Digital Toolset Reporting Change : Change “The next five years will hold more change for the advertising industry than the past 50.” according to a study from IBM Global Business Services Change – the evolution : Change – the evolution What is evolution? A process in which something passes by degrees to a different stage The role of B2B publishers, that of delivering relevant information to a targeted audience, remains the same, only the tactics are changing B2B YTD Trends : B2B YTD Trends Nationwide Year-to-Year Comparison* Magazine advertising revenue down 6.24% Event business revenue up 2-4% Online advertising revenue up over 20% 38% of our advertisers say they will spend more than 20% of their budget on online advertising by 2009, up from 17% in 2007 Average online spending will be 18% of budget by 2009 ($16.7 million) *Source: American Business Media, July 31, 2008 americanbusinessmedia.com Site Usage Trends:We asked shop owners how the internet is used in their shops : Site Usage Trends:We asked shop owners how the internet is used in their shops Sources: Email survey of Motor Age subscribers, 2008. Percentages based on 400 completed surveys Do they use the internet at the shop during the day for business purposes Do they allow their technicians to access the internet during work hours for business? We Are Rethinking Our Products : We Are Rethinking Our Products We are devoting much more resources to online publishing Editorial is now produced for the web first Content is targeted to the best delivery format Online Late Breaking News Directories and new product announcements Video, blogs, and other community building methods Print Features In-depth analysis of trends The Power Of Industry-Specific Digital Media : The Power Of Industry-Specific Digital Media American Business Media association research study of the trends and impact of B2B media Industry-specific digital media highly valuable for validating and informing purchase, providing evidence of their growing importance and value to business decision makers (BDMs) B2B marketers generally underutilize industry-specific digital media and spend more on digital media that BDMs use less and value less like general business Web sites The Decision Making Process is Different in B2B : The Decision Making Process is Different in B2B Business-to-business marketers address a much smaller number of customers with larger purchasing power and consumption of products The decision making unit is far more complex More decision makers ROI must be justified Creating relationships is critical Brands Leads Customers Search-Autoparts.com- By The Numbers : Largest B2B automotive website in the world. 200,000 average monthly page view 70,000+ average monthly unique visitors 6:30 average time spent on site – a highly engaged visitor Search-Autoparts.com- By The Numbers The Online Marketing Toolbox : The Online Marketing Toolbox Newsletter sponsorships Web banners Directories Vertical Search Video Digital Editions Community E-NEWSLETTERS- Sponsorship Opportunities : E-NEWSLETTERS- Sponsorship Opportunities Skyscraper Button Leaderboard Banner Banner Banner Banner Sponsorship e-Newsletters deliver information otherwise not received The news is pushed to subscribers – not passive e-Newsletters provide a subject focus Subscription based Targeted audience OUR E-NEWSLETTERS – Full Market Coverage : OUR E-NEWSLETTERS – Full Market Coverage e-Pillar, (ABRN) Industry news from the collision repair market to over 24,000 buyers every Tuesday and Friday The Scoop, (Motor Age) The latest from the replacement parts and service market delivered to 29,000 buyers every Monday & Thursday The Edge, Aftermarket Business’, news from the parts distribution market to 18,000 buyers each Tuesday and Friday Hot Auto Products e-News, (Motor Age and Motor Age Training), the latest from the tool & equipment segment to 24,000 buyers every Monday e-S&P, (Styling & Performance) the latest from the specialty parts market to 59,000 buyers every Friday and Wednesday Tire Topics, reaches 12,000 Managers and technicians every Tuesday and Friday Web Banners – Display Advertising Online : Web Banners – Display Advertising Online Creating an Offer, some tips… Treat banners like billboards – the simpler the better! Seven words is optimum. Use larger fonts and lesser words. Always include a Call to Action – Click Here…etc. Don’t try to cram all your initiatives into one ad Provide something worthwhile to attract user engagement - consider your objectives and value proposition Create multiple versions of your banner and test to see which is more successful Options toTarget to specific Content Geo Time of day Frequency Sample What are Online Directories? : What are Online Directories? Business directories that are backed by premium website brands and are targeted to buyers within vertical markets. Main categories Subcategories Features Targeted leads Brand exposure 365 days/year Provides the advertise regular or on-demand reports of leads Low cost Ability to search by keyword Ability to search by category How Does Vertical Search Work? : How Does Vertical Search Work? Definition: A search service which is focused on a particular business vertical A vertical search site uses spiders just like Google and Yahoo to index information, limited to industry sites providing only relevant search results. Vertical Search saves time! What is Streaming Video? Primetime Online! : What is Streaming Video? Primetime Online! Industry Events Product announcements Speeches Custom Videos Produced in a studio or at your business Can be produced anytime Training Technology Demonstrations Case Studies or Success Stories Advertising DIGITAL EDITIONS- Opportunities : Toolbar Side Skyscraper Banner Tool Bar, Side Skyscraper, Top or Bottom Banner DIGITAL EDITIONS- Opportunities Online Advertising Tracking and Reporting : Online Advertising Tracking and Reporting Campaign Tracking Methods Internal by publisher – less accuracy Third-party - unbiased Clicks Number Path After Where the user came from Summary : Summary The role of B2B trade publishers is fundamentally the same, but our delivery methods are evolving B2B Advertising is changing Shifting of dollars Many new formats are available B2B Content is changing Produce for the web first Target content to users needs Trade publications in all formats are highly valued and relied upon for industry specific news and knowledge Slide 21: It’s time to get started! How can we help your company succeed with a digital marketing plan on Search-Autoparts.com! Contact Information : Contact Information Thank you for your interest. Please contact me for more details. Contact me: Dennis Carpenter E-Media Sales Manager Ph. 714-513-8444 dcarpenter@advanstar.com