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Newspapers still a strong source for local community information

A Vividata study says 75 per cent of Canadians rely on community newspapers as a primary source of local community information. The study includes digital media so more evidence that print is far from dead. Follow the link below to see how newspapers compare to other media.

Follow me on Twitter @GeoffJosey

Newspapers dominate as a media source for Local Community Information

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Geofencing Metroland and the Blue Jays

I recently read an article on MarketingMag.ca that focused on brands tapping into the recent success and lofty expectations of our very own Toronto Blue Jays. So my head started to spin to find a solution as to how my clients could best tap into this audience. The answer is pretty simple Metrolands geofencing. Metroland can leverage our ad exchange which includes over 30,000 premium Canadian websites on our mobile network that equates to 90 per cent of the top Canadian websites. For those that are not yet familiar with how geofencing works it’s pretty simple:   When a user is on their mobile device with location services on we can target those users with your ad while they are surfing the web from their phone. For example if they were checking the box score on Sportsnet from the game your ad may appear. We simply target a radius from the Rogers Centre for example 1 km. Not only would your brand reach people at the game but also those in bars in restaurants in the area which taps  into the audience you are after. I would hazard to guess that during a Blue Jays home game the available impressions with this platform would be very high. Depending on volume you can purchase these impressions for as low as $8 per thousand. Let’s get in touch if geofencing would make sense for your brand. Check out the Marketing Mag article which I have copied below.

Follow me on Twitter @GeoffJosey

http://www.marketingmag.ca/brands/brands-should-swing-for-the-fences-as-baseball-season-starts-171719

 

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Does Pay Per Click (PPC) Advertising live up to the hype?

By now whether you sell online advertising or you are an advertiser we have all at some point come across pay per click (PPC) advertising most commonly Google pay per click or ad words. Just in case you require a definition I am talking about those ads at the top of Google that no one ever clicks on. Well maybe you do but I definitely don’t.

As recently as last week I was meeting with a client who works with a SEO/website optimization agency and I was told that the agency was recommending that they cancel the online advertising with me and increase their Google AdWords/PPC budget. My response was “so to them it’s only about clicks when people are searching through Google”? I then went to explain that from talking to the agency myself I had learned that the advertisers click through rate with my platform is equal to the PPC program and I didn’t even let him in on my secret now that we have added audience extension/retargeting to their campaign we are now at least doubling the PPC click through rate which I will share the next time we go over stats. I am not trying to say that online marketers should not have this presence or it is not valuable because it is especially since these are high quality clicks. What I am saying is if this is where an online strategy stops you will be left out in the cold.

First off I am going to explain what this client (a local car dealer) is doing with Metroland. They have a content marketing strategy with monthly content, online business profiles on our local news site and goldbook.ca, IP targeted video overlay impressions and a lot of them, audience extension/retargeting targeting those in the market for a new or used vehicle. Overall the program is performing very well with about 250,000 impressions being served up over the course of the year (yes that’s 250,000 sets of eyeballs) with a click thru rate between .2 and .7 percent depending on the month and promotion that we are running. The click thru rate is 2-7 times the national average so performing exceptionally well and of course there is the content on a high traffic local news site all searchable through Google which separates them from the competition and increases the brand awareness. I could add in the social media benefit but that is another blog. The early stats are showing hundreds of reads, the articles showing up on page one of Google and yes even more click thru’s to their site. You can’t get a more engaged click than one that comes from an article that was just read on a product or service their company provides. We also have profile views and yet again there have been hundreds of them and YouTube views on the video we produced and yep in the hundreds at this point.

I am not picking on Google I am actually a huge fan but if your online strategy is 100 per cent pay per click advertising you are missing out on online marketing platforms with many benefits such as the ones illustrated above. You are missing out on sales and valuable loyal customers that your competition who does have a strong platform is getting. Online advertising is about more than just clicks (read my previous blog “it’s about more than just the click”). Potential customers go online to find out information so they can become a more educated buyer, go to sites looking for online Flyers/Deals/Coupons, are reading news stories and this is just the tip of the iceberg. You need to have a platform where you become part of this experience and that includes platforms such as content marketing, video marketing, audience extension, retargeting, deal sites, mobile marketing, impressions the list goes on and on and yes Pay Per Click.

If PPC is all you are doing all you have is a deal so in other words you are looking for price shoppers selling based on price. Google‘s biggest strength after all is the content it provides so focus on becoming part of that experience more so than the paid ads. Isn’t it more likely that potential customers are typing in key words looking for more information so that they become a more informed buyer than to see who simply has the best price? I will end on this note as a business owner looking to attract customers who are surfing the web you will obtain loyal customers by getting them engaged in your product or service and the internet is the perfect place to do that. What you need to do is plan a well thought out online marketing strategy.

Follow me on twitter @geoffjosey

Previous Blogs

https://geoffjosey.wordpress.com/2015/01/22/online-advertising-click-thru-expectations/

https://geoffjosey.wordpress.com/2014/11/26/is-cross-border-online-shopping-becoming-canadian-retailers-biggest-threat/

https://geoffjosey.wordpress.com/2014/09/20/print-advertising-is-dead-i-guess-i-missed-the-memo/

https://geoffjosey.wordpress.com/2014/09/03/tis-the-season-if-you-work-in-advertising/

https://geoffjosey.wordpress.com/2014/08/23/online-advertising-its-about-more-than-just-the-click/

https://geoffjosey.wordpress.com/2014/08/17/multimedia-blog/

https://geoffjosey.wordpress.com/2014/08/17/have-local-business-interests-get-involved-in-the-community/

https://geoffjosey.wordpress.com/2014/08/12/using-twitter-as-a-business-tool/

https://geoffjosey.wordpress.com/2014/08/07/extreme-couponing-in-canada/

https://geoffjosey.wordpress.com/2014/09/27/why-all-small-and-medium-size-businesses-need-a-content-marketing-strategy/

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Online Advertising Click Thru Expectations

It is no secret that digital advertising is on the rise and traditional print is not. It hasn’t happened yet but slowly but surely my digital sales are gaining ground on my print sales such as newspaper display and the direct mail product I manage FlyerMail. Out of the 80 to 100 advertisers whom I manage their digital platforms 100 per cent of those were exclusive print clients in the past. This is good news in the sense that I am keeping these dollars away from digital competitors or at least getting my share. This becomes more important as print budgets get cut and businesses  allocate that revenue to online advertising. The challenge I have is virtually all of my clients had never spent a dollar online before I converted them.

There are many digital platforms at Metroland Media but one of the most popular for new advertisers wanting to get their feet wet in the digital world are online display ads. The most popular online ads for first timers are the big box, double skyscraper and leaderboard. Your digital advertising rep can show you examples on their tablet. At Metroland we sell impressions. These aren’t expensive  a local customer can purchase 20,000 impressions per month for as low as $240. Being so inexpensive makes this type of advertising very easy to sell as it fits most advertising budgets. One of my greatest challenges is managing click thru expectations due to platforms such as google ad words and other pay per click services. Impression advertising is much more than this but this all too often seems to be forgotten. (Read my blog “It’s about more than just the click).

So what click thru rate should you expect? From everything I have read the average click thru rate in Canada is .09 per cent.  So this means if you run a campaign at 20,000 impressions per month you would receive 216 clicks on 240,000 annual impressions. Not bad if you consider the campaign just brought 216 people to your store which in the digital world we call a website. My clients running campaigns on the Metroland network generally receive a click thru rate between .2-.5 per cent. This is 2-6 times the industry average pretty amazing right? It is but for first timers I spend a lot of my time educating  that their campaign is performing very well. The initial client reaction is usually the same “240,000 impressions and only 500 clicks?”  I then explain that their ad appeared on webpages 240,000 times and 500 people clicked. Where else can you track an ad campaign like that? Maybe coupons but no other traditional media can.

Whether you are a first timer or already advertising online please be realistic with your expectations. Remember every impression counts in the advertising world and if your program is performing at or above the national click thru average stick with it. Be consistent, change the call to action from time to time and this type of advertising will become an important part of your marketing strategy. Give it a year and you will see results with a decent ROI.

Follow me on twitter @geoffjosey

Previous blogs

https://geoffjosey.wordpress.com/2014/11/26/is-cross-border-online-shopping-becoming-canadian-retailers-biggest-threat/

https://geoffjosey.wordpress.com/2014/09/20/print-advertising-is-dead-i-guess-i-missed-the-memo/

https://geoffjosey.wordpress.com/2014/09/03/tis-the-season-if-you-work-in-advertising/

https://geoffjosey.wordpress.com/2014/08/23/online-advertising-its-about-more-than-just-the-click/

https://geoffjosey.wordpress.com/2014/08/17/multimedia-blog/

https://geoffjosey.wordpress.com/2014/08/17/have-local-business-interests-get-involved-in-the-community/

https://geoffjosey.wordpress.com/2014/08/12/using-twitter-as-a-business-tool/

https://geoffjosey.wordpress.com/2014/08/07/extreme-couponing-in-canada/

https://geoffjosey.wordpress.com/2014/09/27/why-all-small-and-medium-size-businesses-need-a-content-marketing-strategy/

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Is Cross Border Online Shopping Becoming Canadian Retailers Biggest Threat?

With Black Friday just around the corner and Remembrance Day behind us Canadians are now approximately 2 weeks into their annual 6 week holiday spending spree where we spend more than we earn. Traditionally what this has meant is that retailers ramp up their advertising dollars increasing their digital, print, radio and television media buys in order to ensure they get their share. For the most part these ads are designed to drive foot traffic into retail stores. This is after all part of the Christmas experience which many of us curse and yes some actually enjoy it. This trend is slowly changing with the emergence of online shopping. There is even an online version of “Black Friday” dubbed Cyber Monday which falls the Monday following Black Friday. This is a good thing in the sense that it does drive people away from their computers and mobile devices for at least one day as shoppers know that another mega deal shopping day is right around the corner which they can do from home.

One plus for Canadian retail is that many US online shopping sites do not ship to Canada which traditionally has benefited large retailers who do have a presence in Canada such as Old Navy. Well this has changed. Leading up to the 2014 holiday shopping season I was approached by a Canadian company called myUsaddress.ca which in a nutshell provides shoppers with a US mailbox so you can shop anywhere in the US and they charge you $29 to ship to your door in Canada. What does this mean for Canadian retail? I am first going to provide a few stats to set up my stance. Canadians spend $15.3 billion annually shopping online. An ISPOS Reid survey found 82% of Canadians are making purchases online with an average annual spend of $954 annually per person. So you can understand the impact that companies like myUsAddress could have on the Canadian retail landscape as a significant chunk of this spending will be going south of the border. This isn’t all bad especially if you are a consumer; Big box retailers will have to increase their product line to compete and one would guess prices will go down. But there is a down side. If 82 per cent of Canadians are shopping online what does this mean for smaller local retail?  Many retailers such as those in downtown Kingston have unique product lines that separate themselves from the big box stores. Product lines that in some cases shoppers are going online to find, and often end up on international online shopping sites to place their orders as they do not realize that they could very easily just head downtown. In order to do this they need to know where to go and what is available. Many shop online for convenience but a significant chunk go online to find products they can’t find at home.

How can local retailers combat this inevitable change in consumer shopping habits? The first thing I would do is ensure that you have a suitable website that properly illustrates your product line. If it is in your budget invest in a site that allows customers to make purchases online just as easily as they can with the national retailers. If you shop around you could have a full functioning online shopping site in the five to ten thousand dollar range. This will allow your customers to make purchases just as easily as they can with the online superpowers. An example of a local company who has done a great job of this is http://www.fitness-solutions.ca. The next thing I would do is embark on an online advertising campaign. Think about it these are online shoppers we are dealing with so the only way to really reach them is with an online campaign. While online shoppers are surfing national shopping sites such as Metroland Media’s Save.ca and WagJag you have every opportunity to reach your local audience with an IP targeted impression campaign targeted to your local market with ads on sites just like these not to mention the 50 other sites you can target. You can purchase 20,000 impressions on the Metroland network for $300. If you feel you need a more targeted approach you can take this to another level and look at an audience extension or a retargeting campaign that reaches customers searching for your specific product line even if they go so sites not owned by Metorland. I would back this campaign up with a content marketing strategy such as our In Your Neighborhood platform to increase product and brand awareness. Of course a daily deal on a site such as WagJag is also an excellent option to bring people in.

If you take anything away from this blog it should be that online shopping is on the rise and isn’t going away any time soon. More Canadians are cross border shopping especially now that they can do it from home on their computer or mobile device. As a Canadian retailer regardless of your size you need to have a plan to combat this because if you do not your sales will start to decline and you run the risk dying a slow death as a business owner. Make sure you have a strong web presence supported by a digital advertising strategy so you can get your share.

Follow me on twitter @geoffjosey

Previous blogs

https://geoffjosey.wordpress.com/2014/09/20/print-advertising-is-dead-i-guess-i-missed-the-memo/

https://geoffjosey.wordpress.com/2014/09/03/tis-the-season-if-you-work-in-advertising/

https://geoffjosey.wordpress.com/2014/08/23/online-advertising-its-about-more-than-just-the-click/

https://geoffjosey.wordpress.com/2014/08/17/multimedia-blog/

https://geoffjosey.wordpress.com/2014/08/17/have-local-business-interests-get-involved-in-the-community/

https://geoffjosey.wordpress.com/2014/08/12/using-twitter-as-a-business-tool/

https://geoffjosey.wordpress.com/2014/08/07/extreme-couponing-in-canada/

https://geoffjosey.wordpress.com/2014/09/27/why-all-small-and-medium-size-businesses-need-a-content-marketing-strategy/

https://geoffjosey.wordpress.com/2014/11/06/the-modern-day-print-advertising-rep/