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Tuesday, May 6 10:00 am, 1:00 pm, & 3:00 pm

MARKETING EDUCATION SERIES Building Data-Driven Marketing Programs : Understanding Audience Behavior. Tuesday, May 6 10:00 am, 1:00 pm, & 3:00 pm. Apps. So Many Choices…. Banners. Editorial Digest. Magazines. Podcasts. White Papers. SEO/SEM. Socia l Media. Websites.

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Tuesday, May 6 10:00 am, 1:00 pm, & 3:00 pm

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  1. MARKETING EDUCATION SERIES Building Data-Driven Marketing Programs:Understanding Audience Behavior Tuesday, May 6 10:00 am, 1:00 pm, & 3:00 pm

  2. Apps So Many Choices… Banners Editorial Digest Magazines Podcasts White Papers SEO/SEM Social Media Websites Newsletters Virtual Events Buyers Guide Text Links

  3. Integration vs Limitation • No singular medium is “better” than another • They are different to solve different needs • The key is to let your marketing objectives drive the correct media mix • Evaluate on six performance variables

  4. The integrated mediapyramid … Contains a MIXof less complex andmore complex media to drive products (brands)through the brandadoption process PREFERENCE MOREcomplex media Opportunities for discussion/interaction Span of contact Frequency of contact Frequency of contact Depth of impression per contact Opportunities for qualified lead gen POSITIONING PERCEPTIONS LESScomplex media AWARENESS THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS

  5. Integrated Media Pyramid 85% of OFFSHORE and OIL & GAS JOURNAL READERS say that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships Source: 2013 Offshore /OGJ Readership Study

  6. Integrated Media Pyramid 85% of OFFSHORE and OIL & GAS JOURNAL READERS say that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships Source: 2013 Offshore /OGJ Readership Study

  7. Integrated Media Pyramid 85% of OFFSHORE and OIL & GAS JOURNAL READERS say that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships Source: 2013 Offshore /OGJ Readership Study

  8. Integrated Media Pyramid 85% of OFFSHORE and OIL & GAS JOURNAL READERS say that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships Source: 2013 Offshore /OGJ Readership Study

  9. How Do You Select the BEST Solution? • It depends on a few key things... • Your marketing objectives • Your success criteria and… The latest user behavior data

  10. 2013 Readership Survey Offshore and Oil & Gas Journal Audience Responses

  11. Overview of PennWell Petroleum Group’s Research Study • Purpose: Evaluate website, newsletter, and magazine usages and preferences • Participant criteria: all active subscribers (magazine and newsletters), website visitors, and followers on social media

  12. Respondents Profile of our the respondents have over 20 years industry specific experience of the respondents were between the ages of 30 and 60 48% 65% Petroleum - 2013 Readership Survey 60% OF THE RESPONDENTS HAVE PURCHASING AUTHORITY

  13. Our Audience Relies On a Variety of Media Channels Petroleum - 2013 Readership Survey

  14. Media Channels Vary During The Buying Process At which stage in your buying process do you use the following types of media? Petroleum - 2013 Readership Survey

  15. Changing Media Consumption For business purposes, how has your use of the following media changed in the last year? Increased Petroleum - 2013 Readership Survey

  16. Buyers Are Evaluating New Vendors of the Petroleum audience stated that they are more likely to evaluate products and systems from alternative vendors, compared to 4-5 years ago (i.e. those you have not purchased from in the past) 56% Petroleum - 2013 Readership Survey • Key takeaway: • This highlights the importance of developing a marketing strategy to ensure you stay top-of-mind and are considered during their evaluation process

  17. Marketing Communications is Essential for Consideration Prior to seriously considering a different vendor or meeting with their rep, do you prefer to have already gained insight into the company or product via its communications programs (i.e. advertising, promotion, sponsorships, etc.) 85% Yes Petroleum - 2013 Readership Survey • Key takeaway: • Consistent advertising will ensure you are being considered, especially knowing that 56% of the Petroleum audience is more likely to evaluate new vendors this year!

  18. What Matters to the Buyer? Please rate the following criteria for their importance in making purchasing decisions Petroleum - 2013 Readership Survey • Key takeaways: • Are you focusing on the key criteria buyers use? • Brand loyalty isn’t going to cut it any more! It was the least important, by far!

  19. Buyers Respond To Magazine Advertising 90% 83% Took action after seeing an ad in a PennWell Petroleum digital magazine Petroleum - 2013 Readership Survey • Fact: • 87% of the respondents said they are very likely or somewhat likely to click on an online ad if they have seen you before in an industry magazine Took action after seeing an ad in a PennWell Petroleum print magazine

  20. Buyers Respond To Magazine Advertising What actions have you taken as a result of viewing an advertisement in this print magazine or digital magazine? (check all that apply) Petroleum - 2013 Readership Survey Source: 2013 Offshore Readership Survey

  21. Getting The Buyers Attention What features make you want to read an advertisement, and/or take an action in this print magazine and digital magazine? (Check all that apply) Key Takeaways • Make sure you are creating messaging that resonates with the audience to ensure maximum impact! Petroleum - 2013 Readership Survey Source: 2013 Offshore Readership Survey

  22. How Buyers Use Petroleum’s Magazines Print Magazine Digital Magazine 69% 73% Catch up on news Catch up on news Obtain essential technical information Obtain essential technical information 53% 55% Petroleum - 2013 Readership Survey Get information to do my job better 49% 55% Learn from case studies

  23. Why Buyers Visit Petroleum’s Sites Petroleum - 2013 Readership Survey

  24. Industry Websites Are the Most Trusted • Key Takeaway: • Advertisements on industry websites are trusted more than anywhere else 72% Click on ads on Industry Websites Petroleum - 2013 Readership Survey 53% Click on ads on Google Fact 24

  25. Fast Growth Areas

  26. Growth in Internet Users • Facts: • This is a 1.3M increase from the end of 2012. Given the world’s population that means over 35% of the world uses the internet. Source: www.internetworldstats.com/emarketing.htm Fact

  27. Mobile Device Ownership Which of the following devices do you currently own or plan to buy in the next 12 months? Petroleum - 2013 Readership Survey • Facts: • The top content our audience is accessing on mobile is: email, search engines, online articles, news stories, and email newsletters

  28. Video Consumption • Fact: • YouTube’s monthly viewership is equivalent to roughly 10 Super Bowl audiences Sources: http://www.youtube.com/yt/press/statistics.html http://digiday.com/brands/15-stats-brands-should-know-about-youtube/

  29. C-Level Executives Use Video For Business Purposes Source: http://leadsgenerationmarketing.com/on-b2b-lead-generation-content-and-the-rise-of-videos • A recent study by Forbes asked more than 300 C-level executives from businesses with over $500 million in revenues about their video consumption habits • More than 80% of senior executives are watching more online videos today than a year ago • 75% said they watch videos on business-related websites at least once a week • The study also showed that executives were taking action after watching work-related videos • 65% have visited a vendor’s website after watching a video

  30. Our Audience Maintains Active Profiles On Social Sites Petroleum - 2013 Readership Survey

  31. Changes In Social Media For Business Purposes For business purposes, how has your use of social media changed in the last year? Petroleum - 2013 Readership Survey

  32. What User Behavior Tells Us There is no SINGLE media choice Users rely on a variety of sources including magazines, websites, videos, events, etc. They are highly engaged and comfortable with a variety of media types depending on where they are in the buying process

  33. Words To Market By “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”-- Wayne Gretzky

  34. Thank You! Leif Nevener Sales Engineer 918-527-6853 leifn@pennwell.com www.linkedin.com/in/leifnevener

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