Our sales manager Christal and I had the opportunity to attend a SNA (Suburban Newspapers of America) Symposium last week and of course my mind was reeling with all the great ideas. But one of the things that I heard that stuck was....we are in the business of facilitating dialogue.
What does that mean?
I think it can mean something different to our editors and our readers; our clients and consumers, sports teams and their fans...you get the idea.
Our advertisers want their message to reach consumers; our teachers want to talk to their students' parents, charities want their message to be heard by people who care.
Our products facilitate dialogue between different communities. Dublin parents and the administration at Dublin Coffman High; the People In Need charity organization and city volunteers; Central Ohio shoppers trying to save money and women that have the know how to help....
Ask yourself and your advertisers, what dialogue should you be participating in?
We are the in the business of targeted messaging aka niche marketing
I think that we need to reevaluate how we think. We often have been taught to spit off numbers in bulk. For example we reach 800,000 households and 90% of the population (this is an example of course).
If you ask our advertisers, would you rather reach 20,000 people that may look at your message or 500 who really want it, what do you think they will say? It probably depends on if they want an awareness campaign or a campaign that will more immediately bring results.
In Real Estate for example, we've all heard the expression it only takes 2 people to buy and sell a home...so don't you want to hit the people that are really looking to take that step and put your message in front of them, do we really spend time researching how we can help our clients do this?
Social Networking is one way that you can reach niche audiences
Search Marketing,
Targeted Banner Advertising
Email marketing to sub groups
These are all ways that we can hit the masses...OR we can target communities of people looking for a particular service or product.
While our community newspapers and websites in general have the ability to blanket some markets and provide a TOMA (top of mind awareness campaign), I don't think we stress enough just how targeted our messaging can be to the "sub" communities all throughout our city...What do you think?
Showing posts with label user needs;. Show all posts
Showing posts with label user needs;. Show all posts
Monday
Power Moms are Online
Our advertisers want to connect with woman, specifically moms, but why? Find out for yourself
Gen X and Gen Y moms use the internet differently than my mom does:
The top three activities of Gen Y moms are reading blogs, participating in an online community of moms, and creating and sharing their own video.
The top three online activities of Gen X moms are: using a photo site, rating and reviewing products, and shopping.
Gen Y moms are much more attached to media that connects them to other moms online - such as internet communities, blogs and video-sharing sites - suggesting they prefer to rely on peers rather than experts to help them parent, according to the study.
Moms who are members of Gen Y also are highly involved in creating their own content and show a preference for time-shifting behaviors, such as watching TV online...READ MORE
Have you told your advertisers that this is what women and moms are looking for online? Let's help educate our advertisers and continue to bring them ideas that offer them marketing solutions.
Gen X and Gen Y moms use the internet differently than my mom does:
The top three activities of Gen Y moms are reading blogs, participating in an online community of moms, and creating and sharing their own video.
The top three online activities of Gen X moms are: using a photo site, rating and reviewing products, and shopping.
Gen Y moms are much more attached to media that connects them to other moms online - such as internet communities, blogs and video-sharing sites - suggesting they prefer to rely on peers rather than experts to help them parent, according to the study.
Moms who are members of Gen Y also are highly involved in creating their own content and show a preference for time-shifting behaviors, such as watching TV online...READ MORE
Have you told your advertisers that this is what women and moms are looking for online? Let's help educate our advertisers and continue to bring them ideas that offer them marketing solutions.
46% of online consumers take action after viewing local ads....
According to a new report by the Online Publishers Association, local media sites hold a distinct advantage when it comes to delivering results for advertisers. The study finds that consumers trust advertising on local newspaper, magazine and television Websites, and are very likely to take action after viewing ads on these sites.
Newspapers rank first, with 46% of consumers taking action, including making a purchase, going to a store, conducting research, after viewing a local ad, as compared to 37% of consumers acting after viewing a local ad on a portal.
Percent of Consumers Taking Action after Viewing Local Ads:
Local Newspaper Site: 46%
Local Television Site: 44%
Local Magazine Site: 42%
User Review Site: 39%
Portal: 37%
OPA president Pam Horan, says "... local media sites deliver concrete results for local advertisers... consumers are more likely to act on the ads they see on local TV, newspaper and magazine sites... "
Consumers on these sites are desirable advertising targets, concludes the report. Local magazine, newspaper and TV sites attract significant percentages (48%, 40% and 39%, respectively) of consumers who spent more than $500 online in the past twelve months. Thirty-seven percent of portal visitors and 34% of the overall online population spend this amount in a year.
Consumers express significant faith in advertising on local content sites. Newspaper sites lead the way, with 56% of visitors expressing strong trust of the advertising found on these sites, followed by local TV station sites and portals.
The OPA report finds that satisfaction with local content is high overall, and portals and media sites each have strengths. Portals lead in satisfaction among all local content visitors, followed by local newspaper and TV station sites.
Local media sites have a significant lead over portals:
79% of frequent visitors are satisfied with local TV sites
77% are satisfied with local newspaper sites
65% of frequent visitors to portals are satisfied
Portals, Newspaper and TV Sites Lead in Satisfaction with Local Coverage (% Local Content Users)
% Satisfied with Local Community Coverage
User review sites
13%
Local magazine sites
20%
City guides
26%
Classifieds sites
34%
Online yellow pages
36%
Local TV station sites
48%
Local newspaper sites
48%
Portals
58%
Source: Online Publishers Association, August 2008
An important common trait of all local online content sites is an ability to attract high concentrations of influencers, says OPA:
10% of consumers are considered "Influential’s" according to research done by GfK Roper
29% percent of local online content site users say they are the first person people come to for recommendations about local restaurants and bars
26% of local online users say they are the first person people come to for local shopping recommendations
23% for local entertainment recommendations
23% for local consumer electronics recommendations
Source: Online Publishers Association, August 2008
Newspapers rank first, with 46% of consumers taking action, including making a purchase, going to a store, conducting research, after viewing a local ad, as compared to 37% of consumers acting after viewing a local ad on a portal.
Percent of Consumers Taking Action after Viewing Local Ads:
Local Newspaper Site: 46%
Local Television Site: 44%
Local Magazine Site: 42%
User Review Site: 39%
Portal: 37%
OPA president Pam Horan, says "... local media sites deliver concrete results for local advertisers... consumers are more likely to act on the ads they see on local TV, newspaper and magazine sites... "
Consumers on these sites are desirable advertising targets, concludes the report. Local magazine, newspaper and TV sites attract significant percentages (48%, 40% and 39%, respectively) of consumers who spent more than $500 online in the past twelve months. Thirty-seven percent of portal visitors and 34% of the overall online population spend this amount in a year.
Consumers express significant faith in advertising on local content sites. Newspaper sites lead the way, with 56% of visitors expressing strong trust of the advertising found on these sites, followed by local TV station sites and portals.
The OPA report finds that satisfaction with local content is high overall, and portals and media sites each have strengths. Portals lead in satisfaction among all local content visitors, followed by local newspaper and TV station sites.
Local media sites have a significant lead over portals:
79% of frequent visitors are satisfied with local TV sites
77% are satisfied with local newspaper sites
65% of frequent visitors to portals are satisfied
Portals, Newspaper and TV Sites Lead in Satisfaction with Local Coverage (% Local Content Users)
% Satisfied with Local Community Coverage
User review sites
13%
Local magazine sites
20%
City guides
26%
Classifieds sites
34%
Online yellow pages
36%
Local TV station sites
48%
Local newspaper sites
48%
Portals
58%
Source: Online Publishers Association, August 2008
An important common trait of all local online content sites is an ability to attract high concentrations of influencers, says OPA:
10% of consumers are considered "Influential’s" according to research done by GfK Roper
29% percent of local online content site users say they are the first person people come to for recommendations about local restaurants and bars
26% of local online users say they are the first person people come to for local shopping recommendations
23% for local entertainment recommendations
23% for local consumer electronics recommendations
Source: Online Publishers Association, August 2008
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