Digital Marketing
Solutions Guide
MLive Media Group | 2014
For More Information:
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.
Be Found, Be Known, Be 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.
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.
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.
Audience Targeted
Solutions
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
OF ONLINE ADVERTISERS
ARE TAKING ADVANTAGE
OF AUDIENCE TARGETING
STRATEGIES
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.
• • • •
Our Audience Targeting Solutions:
vii
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.
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.
Online Display Solutions
on MLive.com
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.
Increase your brand awareness and extend your marketing message to the largest local audience in New Jersey.
$22.24
FOR EVERY
$1 SPENT
Measurable Results: The online environment makes it easy to track your results to help you
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
• Sliding Billboard • Corner Peel
• Expanding Leaderboard • Video Leaderboard
• Expanding Rectangle • Video Rectangle
• Wallpaper • Interstitial
i
Our Rich Media Options Include:
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.
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.
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.
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
SMARTPHONES USERS IN THE U.S.
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.
Mobile Marketing
Solutions
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.
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.
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
WHEN A BRAND APPEARED IN BOTH ORGANIC AND PAID SEARCH RESULTS, THE SEARCHER CLICKED ON THAT BRAND
COMPARED TO 60% WHEN THE BRAND APPEARED IN ONLY ONE LOCATION.
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. •
• • •
Our Paid Search Advertising:
ADWORDS
PREMIER SMB PARTNER
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
1. A - Authority – How authoritative is
your site in the eyes of search engines?
2. R - Relevancy – Do the pages of your
site have relevant answers to the questions being asked by searchers?
3. T - Trust – Do the search Engines
trust that you are not trying to fool or manipulate them or your customers? Our programs work to improve ALL three of these very important factors.
SEO (Search Engine Optimization)
is about improving the three basic
fundamentals of organic rankings
referred to as “ART”:
• 95% of searchers never go past
Page 1 on Google
x• Gets over 12.5 Billion searches a month
xi• Has over 45 Billion pages indexed
xii• Changes the Algos over 500 times
a year
xiiiEmail Marketing Solutions
v
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) •
• •
•
Our Email Advertising
Provides You:
89% of businesses surveyed declare email marketing to be “important” or “very important” to their organi-zation.v 78% of businesses cite retention, 70% cite
engagement, and 68% cite revenue generation as compelling reasons to use email marketing.ix
Email marketing remains
critical to business
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 prod-ucts, 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.
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.
REAL DEALS
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 [email protected]
Shaw, Elizabeth. “Mobile Marketing: Not the Same on Tablets as on Smartphones.” forrester.com. Forrester Research, 28 Mar 2012. Web. 26 Aug 2012.
“Mobile Search Insights Study 2011.” Performics, 2011.
“National Client Email Report” (DMA, 2013). EmailStatCenter.com. Web. 10 Oct 2013.
“iCrossing Search Synergy: Natural & Paid Search Symbiosis.” iCrossing, Mar 2007. “Effective Audience Targeting Leads to Bigger Display Budgets.” emarketer.com. eMarketer, 16 May 2011. Web. 26 Aug 2012.
WhatCounts, 2013
“Email tracking report” (DMA, 2012) EmailStatCenter.com. Web. 10 Oct 2013. “Top Google Result Gets 36.4% of Clicks”, Search Engine Watch, April 2012. comScore Releases September 2013 U.S. Search Engine Rankings, October 2013. “The Size of the World Wide Web (The Internet)”, http://www.worldwidewebsize.com/, October 2013
Google Webmaster Central Blog, May 2012 iii
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