Digital Marketing Solutions Guide

Digital Marketing
Solutions Guide
MLive Media Group | 2014
For More Information:
Visit our media kit here, call (866) 659-5964 or email advertise@mlive.com
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 2
Be Found, Be Known, Be Social
It’s no secret that digital advertising continues to show explosive growth across
desktop and mobile platforms in all forms – search, display, video and social.
In order to leverage this growth, MLive Media Group is continuing to evolve our platforms, capabilities, marketing
solutions, and strategies around the three “B’s”, be found, be known, and be social. And we’re doing
it in a way that allows us to deliver right message, at the right time, to the right audience for you –
and to do it on whatever device or screen the recipient is viewing at that time.
To accomplish this, we’ve created an integrated framework where we bring all things together to help you find
your audience – who they are, where they live, where they shop, and what they’re likely to buy – and grow your
business. And we don’t stop there. MLive Media Group is able to deliver your marketing message via a variety of
available solutions across multiple platforms, devices, and media, all from a single audience.
And with comprehensive reporting, we can help you understand how your marketing campaign performed
and what actions your audience took. We deliver actionable insight to help your advertiser grow their business.
Discovering Your Needs and Audience
It starts with a discovery process where we explore your goals and objectives, as well as your audience
target. We make it easy for you to help your advertiser succeed.
And the way we get there is through the data we use. MLive.com has rich first-party data gained from
user interaction with either our website or the Conde’ Nast family of publications, and we extend and
enrich that data with premium third party data from leading on-line and off-line data – if your are looking
for someone who is shopping for a house or a car, planning a vacation or who is looking for a job, we
can help find them.
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 3
Audience Targeted
Solutions
HARNESS THE POWER OF
MLIVE.COM AUDIENCE DATA
MLive.com collects audience data from engaged, local
consumers that use our site. Now we’re putting the power of this
valuable data to work for you. Beginning with an online display
campaign on our site, you can now target and re-message our
users based on their interests across all devices (i.e. desktop,
tablet, and mobile) used to access our content.
EXTEND THE REACH OF YOUR
CAMPAIGN BEYOND MLIVE.COM
We have partnered with premium networks and high quality
data providers to build a program that allows you to expand
the reach and increase the effectiveness of your online
display advertising campaign. Reach and engage the right
audience based on their online and offline behavior and
interests across all devices (i.e. desktop, tablet, mobile,
eNewsletters) and advertising solution – standard display
advertising and rich media solutions.
Tell us who you want to reach,
and we’ll help you do it!
Our results-driven Audience Targeting
Solutions places your marketing
message in front of the people you
most want to reach, and where you
most want to reach them. Cast a wider
net or penetrate your target market
deeper – we’ll help put you in front of
the right audience at the right time.
REACH THE WORLD’S
MOST DESIRED AUDIENCE
Through a premier partnership, we can put your
marketing message on the Condé Nast Network in front of
the world’s most desired audience of affluent, influential and
engaged consumers. You can run your campaign to a
targeted audience of Condé Nast online users, or across
the entire network of this premier collection of engaging and
beautifully designed websites.
Our Audience Targeting Solutions:
• Geo-Target candidates by geographic
location (statewide, regional, DMA, or zip
cluster).
• Behavioral Target to the types of websites
they have recently and frequently visited.
• Re-Message your ads to customers as they
visit other sites on our premium partner
networks.
• Leverage all forms of rich media and
pre-roll video.
OF ONLINE ADVERTISERS
ARE TAKING ADVANTAGE
OF AUDIENCE TARGETING
STRATEGIES
vii
Simply Put, It Works: An estimated 97% of
online display advertisers taking advantage
of audience targeting strategies. What’s
more, 52% of agencies and 59% of
advertisers attribute their success with
audience targeting to a corresponding
growth in their display advertising budgets.vii
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 4
Online Display Solutions
on MLive.com
We offer flexible, customizable online
display advertising solutions that help
meet your marketing goals. As part of
our service to you, MLive Media
Group can produce all of your online
creative at no additional charge.
In addition to IAB standard ad units,
MLive.com also supports a wide-range
of rich media to help you engage
your audience.
Whether you want to build your
brand, drive traffic to your website,
or promote a special offer or deal,
there’s a MLive.com online display
advertising program that can
work for you.
Our Rich Media Options Include:
• Sliding Billboard
• Expanding Leaderboard
• Expanding Rectangle
• Wallpaper
• Corner Peel
• Video Leaderboard
• Video Rectangle
• Interstitial
$22.24 FOR EVERY $1 SPENT
i
Increase your brand awareness and extend
your marketing message to the largest local
Measurable Results: The online environment makes it easy
to track
your Jersey.
results to help you
audience
in New
measure your return on investment and fine-tune your strategy. The results can be impressive;
an October 2011 report found that online display ads offer an ROI of $22.24 for every dollar spent.i
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 5
Mobile Marketing
Solutions
Your mobile advertisements will be placed
in highly visible positions on MLive.com’s site
and mobile apps. Your optimized mobile
landing page gives our mobile audience the
ability to click to call, email or locate you.
Plus, MLive Media Group will design a
customized mobile landing page for you
at no additional cost.
Mobile Advertising With Us:
• Reaches our highly interactive mobile audience
on their iPhone, Android, or iPad devices.
• Increases the reach and distribution of your
marketing message.
• Lets you target your ad to specific sections of
MLive.com or to specific counties.
• Includes a customized landing page at no
additional cost.
• Lets you target users that are ready to make
local purchasing decisions.
SMARTPHONES USERS IN THE U.S.
The Next Marketing Frontier: More than 49
million smartphone users in the United States
interact with mobile advertising,ii with 56% of
them using their phone to research products
for purchase,iii and 84% of mobile device users
looking for local retailer information, such as
business location and hours of operation.iv
Mobile advertising with
MLive.com’s site and mobile apps
lets our highly engaged,
on-the-go audience respond to
your marketing message anytime
and anywhere right from their
mobile devices.
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 6
Paid Search
Solutions
By leveraging our premier partnerships
with Google™ and bing/Yahoo!, and
tapping into our Google™ AdWords and
bing/Yahoo! Search expertise, you can
reach the audiences that matter most to
your business, while we do all the work!
Our local Paid Search experts will
manage your campaign from set-up
to optimization while consistently
delivering key insights into your
campaign performance. Our local
knowledge and product expertise take
the guesswork out of Paid Search so
you can do what you do best – focus
on your business.
ADWORDS
Paid Search (sometimes referred
to as Search Engine Marketing
or SEM) can be complicated and
time-consuming. MLive Media
Group offers simple, affordable
and effective solutions to reach
your target audience at the precise
moment when they search for
your products and services online.
WHEN A BRAND APPEARED IN BOTH ORGANIC
AND PAID SEARCH RESULTS, THE SEARCHER
CLICKED ON THAT BRAND
PREMIER
SMB PARTNER
Our Paid Search Advertising:
• Helps you reach consumers actively
looking for your products and services
using keyword targeted ads on search
engines such as Google, and bing/Yahoo!
• Is a fast, easy way for highly qualified
sales leads to find you.
• Provides a user-friendly interface that
helps you manage incoming sales leads.
• Lets you decide up front how much you
want to invest, and delivers results.
COMPARED TO 60% WHEN THE BRAND
APPEARED IN ONLY ONE LOCATION.vi
It Pays to Be Noticed: Studies have found that
click-through rates, conversion rates, and revenue
are all higher when both organic and paid listings
appear for search results. When a brand appeared
in both organic and paid search results, the searcher
clicked on that brand 92% of the time, compared to
60% when the brand appeared in only one location.vi
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 7
Search Engine
Optimization Solutions
Search Engines are ever changing the
rules for organic search. With over 500
changes to Google’s algorithms every
year how can you keep up? You
probably don’t have the time to learn
about it let alone analyze and react to
this challenging landscape. We can help.
Our team lives and breathes SEO all day
every day.
Our team consists of nationally known
experts and dedicated strategists and
tacticians. They are the same experts
who have made MLive.com the most
authoritative website in the area. Let’s
put them to work on your website.
SEO is important from a variety of different
perspectives and we offer solutions to address
them all. We can help with any of the following
needs and much more. Our programs can be
your solution.
•
•
•
•
•
•
eCommerce Optimization
Local Search Optimization
Targeted Content Solutions
Blog Creation and Optimization
Custom SEO Consultation
Ranking Recovery Triage
SEO (Search Engine Optimization)
is about improving the three basic
fundamentals of organic rankings
referred to as “ART”:
1. A - Authority – How authoritative is
your site in the eyes of search
engines?
• 95% of searchers never go past
Page 1 on Googlex
• Gets over 12.5 Billion searches a monthxi
2. R - Relevancy – Do the pages of your
site have relevant answers to the
questions being asked by searchers?
• Has over 45 Billion pages indexedxii
3. T - Trust – Do the search Engines
trust that you are not trying to fool or
manipulate them or your customers?
• Changes the Algos over 500 times
a yearxiii
Our programs work to improve ALL three of
these very important factors.
WE TRACK IT ALL SO YOU DON’T HAVE TO.
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 8
Email Marketing Solutions
REAL DEALS
eNEWSLETTER
Generate buzz, increase brand
awareness, and drive sales on a
local, regional or statewide scale with
a MLive Media Group email marketing
program. We offer a variety email
advertising options, including our
Travel Deals, Real Deals, and
eNewsletters, that can be targeted to
the audience you want to reach.
The Travel Deals and Real Deals email campaigns
lets you reach 51Kviii 100% opt-in subscribers with
exciting discounts and special offers on your products, services, events, and more.
Placing your ads in our eNewsletters allows you
the opportunity to reach an engaged audience
by aligning your brand within the top news and
information that impacts our readers’ daily lives.
Our Email Advertising
Provides You:
• Extended reach of your brand and
marketing message to help attract new
business, increase traffic to your website,
and improve customer loyalty.
• An effective direct response vehicle that
motivates local consumers to respond to
your marketing message quickly.
• A unique and powerful advertising tool
that can integrate with other ad buys
on MLive.com to drive campaign
performance.
• Measurable results including:
- Emails sent and delivered
- Open rates
- Click-through rates (CTR)
If you have email marketing goals that lay outside
of our Travel Deals, Real Deals, and eNewsletter
products, we’re happy to help you develop a
customized email advertising campaign to suit
your needs. Please inquire with your local Digital
Marketing Specialist for more information on how
we can help you reach our target audience with
email advertising.
Email marketing remains
critical to business
v
89% of businesses surveyed declare email
marketing
to be “important” or “very important” to their organization.v 78% of businesses cite retention, 70% cite
engagement, and 68% cite revenue generation as
compelling reasons to use email marketing.ix
For More Information: Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
MLive Media Group Digital Marketing Solutions Guide | 9
About MLive
Media Group
MLive Media Group is an audience-first and distinctively digital
media company encompassing all content, sales and marketing
operations for digital and print properties in Michigan. This includes
MLive.com, The Grand Rapids Press, The Muskegon Chronicle,
Kalamazoo Gazette, The Jackson Citizen Patriot, The Ann Arbor
News, The Flint Journal, The Saginaw News, The Bay City Times
and the Advance Weeklies in Grand Rapids.
For More Information Visit:
Visit our media kit here, call (866) 659-5964,
or email advertise@mlive.com
i
“The Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the
US.” 14th Edition. New York: Direct Marketing Association, Inc., 2011. Print.
ii
Hurt, Jeff. “Cheat Sheet: What Is Mobile Marketing?” jeffhurtblog. Velvet Chainsaw
Consulting, 23 May 2011. Web. 26 Aug. 2012.
iii
Shaw, Elizabeth. “Mobile Marketing: Not the Same on Tablets as on Smartphones.”
forrester.com. Forrester Research, 28 Mar 2012. Web. 26 Aug 2012.
iv
“Mobile Search Insights Study 2011.” Performics, 2011.
v
“National Client Email Report” (DMA, 2013). EmailStatCenter.com. Web. 10 Oct
2013.
vi
“iCrossing Search Synergy: Natural & Paid Search Symbiosis.” iCrossing, Mar 2007.
vii
“Effective Audience Targeting Leads to Bigger Display Budgets.” emarketer.com.
eMarketer, 16 May 2011. Web. 26 Aug 2012.
viii
WhatCounts, 2013
ix
“Email tracking report” (DMA, 2012) EmailStatCenter.com. Web. 10 Oct 2013.
x
“Top Google Result Gets 36.4% of Clicks”, Search Engine Watch, April 2012.
xi
comScore Releases September 2013 U.S. Search Engine Rankings, October 2013.
xii
“The Size of the World Wide Web (The Internet)”, http://www.worldwidewebsize.com/,
October 2013
xiii
Google Webmaster Central Blog, May 2012