top digital trends: a crash course for local media

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Top Digital Trends: A Crash Course for Local Media

Webinar December 2014

The  Internet,  and  social  media  in  par3cular,  have  

RADICALLY  CHANGED  the  way  people  consume  informa3on  and  the  way  businesses  

PROMOTE  THEMSELVES.  

     Consider:      

WHERE  do  your    current  and  future  customers    

FIND  WHAT  THEY  NEED?  

80%  of  internet  users  visit    

social  media  sites  and  blogs  

Online  MarkeDng  Landscape  •   SMBs  Digital  Marke3ng  spend  to  outpace  Digital  Adver3sing  by  2.5x  this  year  *  •   $97billion  projected  in  PR  and  Social  Media  Marke3ng  consul3ng  services  (each  more  than  radio  and  newspaper  combined) *  •   SEO  projected  spending  $40billion,  Email  management  $43billion * •   80%  of  companies  will  par3cipate  in  social  media  marke3ng  this  year,  nearly  double  from  last  year  **  •   Mobile  and  Video  Marke3ng  rapidly  growing      

Sources: * Borrell Associates, **eMarketer

Where  will  growth  come  from?    

Who  is  your  REAL  compeDDon?  

Source: Borrell © 2014 Borrell

Legacy  Media’s  ‘Spindly’  Digital  Legs  Share of Local Digital Advertising

Source: Borrell © 2014 Borrell

Legacy  Media’s  ‘Spindly’  Digital  Legs  Share of Local Digital Advertising

Your  Customer  

The  customer:  Local  businesses  •   Increasingly,  cannot  afford  tradi3onal  marke3ng,  but  don’t  understand  op3ons  •   View  online  marke3ng,  and  Facebook  in  par3cular,  as  an  affordable  and  important  op3on  •   Are  too  busy  to  keep  up  with  managing  their  marke3ng  and  their  businesses,  seek  assistance  •   Are  hungry  for  solu3ons  •   Social  media  can  bring  significant  results  

Your  Customers’  Needs  Are  Changing  

Their  customers….did  you  know?  

Building  brand  awareness  and  customer  rela3onships  

SOCIAL:  

New  markeDng  tacDcs  

What  does  it  take?  

 Listening  

The  Key  is  to  build  ENGAGEMENT  #notaonewaystreet  

What  does  it  take?  CONNECTING  

#hashtags,  RT,  Like,  Favorite,  Reply  

70%  of  people  trust  online  reviews  

by  strangers  

90%  of  people  trust  online  reviews  

by  people  they  know  

The  key  is  REPUTATION  MANAGEMENT…  

               And  you  need  it  now  more  than  EVER!  

Ge[ng  Found  SEARCH:  

97%  of  consumers  search  for  local  

businesses  online  

How  you  rank  in  SEARCH  is  criDcal  

• 90%  of  searchers  stop  on  PAGE  1  

• 75%  stop  a[er  5  lisDngs  

Facebook  now  has  over    725  million  

mobile  users  Do  you  have  a  usable  mobile  web  site?  

     HOT  Trend:      

NaDve  AdverDsing:  What’s  the  buzz  

about?  

     HOT  Trend:      

ProgrammaDc  AdverDsing    

What  does  this  mean  to  our  sales?  

     HOT  Trend:      

Audience  TargeDng  –  across  all  pla`orms  What  does  this  mean  to  our  sales?  

     Consider:      

HOW  can  you  leverage  this  power  FOR  YOUR  ADVERTISERS?  

     Consider:      

HOW  can  you  change  your  culture  To  sell  SERVICES  vs.  

SPACE?  

What  does  this  mean?  •     Local  businesses  are  seeking  online  marke3ng  solu3ons  are  overwhelmed  with  op3ons,  and  trust  you  •   Your  compe33on  is  NOT  other  media  companies  •   As  print  slowly  erodes,  digital  marke3ng  services  grow  rapidly    •   Marke3ng  services  vs.  adver3sing:  where  growth  opportuni3es  lie,  requires  different  kind  of  sale  •   Need  teams  to  be  able  to  sell  audience,  understand  the  adver3ser  problems  to  solve  and  iden3fy  solu3ons  

What  does  it  mean  to  your  sales  effort?  •   Does  NOT  have  to  be  a  separate  group  or  “agency”,  BUT  does  need  digital  sales  acumen  and  dedicated  sales  resources  •   An  en3rely  different  level  of  service    •   Non-­‐product  or  plaform  specific  •   Client-­‐focused  vs.  product-­‐focused  •   Non-­‐biased  •   Solu3on-­‐oriented    

For  LMA  abendees:  A  free  evaluaDon  of  your  opDons  

shannon@dreamlocal.com  www.dreamlocal.com  

@shannonkin, @dreamlocal  www.facebook.com/dreamlocal  

207-­‐593-­‐7665  

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