Brought to you by:
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
[email protected] www.dreamlocal.com
@shannonkin, @dreamlocal www.facebook.com/dreamlocal
207-‐593-‐7665
http://Publishers.dreamlocal.com
