Innovation Outliers: Successful New Ways to Grow Your Audience Amy Milner Director, Acquisitions October 2, 2014.

Slides:



Advertisements
Similar presentations
Driving more business to you!. Is your business easy to find online ?
Advertisements

INTERNET MARKETING CHAPTER4 Social Media Marketing Pranjoy Arup Das.
Chapter 17 promotional concepts and strategies Section 17.1
INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.
1. Interactive Marketing Campaign Case Study June, 2007.
■ Google’s Ad Distribution Network ■ Primary Benefits of AdWords ■ Online Advertising Stats and Trends ■ Appendix: Basic AdWords Features ■ Introduction.
The Postmaster Network: The Leader in Customer Acquisition Confidential Return Path, Inc. Do Not Reproduce or Distribute
Social Media: Connecting Students & Faculty With Your School.
Video Ads Cure Banner Blindness: String Master
Intelligent Online Marketing Local Digital Advertising Specific To Your Business Presented by: Dexter Nelson Live Minder Trend Analysis & Marketing.
Bringing “2.0” to the Digital Music / Advertising Relationships Claire Levy Former Head of Business Development, Last.fm May 24 th 2008.
Chapter 9 Case Study 5. Background  Global, not-for profit trade association in the building industry Providing information for specialized building.
Internet Marketing Online Community. Net Gain or Silicon Snake Oil Positives and negatives of the Internet.
Your Guide to the DECA Basics
Advertising Media Information Why Advertise with Moneywise?  Moneywise makes the association between money and lifestyle as most key financial.
Adriana Iordan Web Marketing Manager / Avangate Social Networking Media How the software authors should use it?
Agenda Affiliate Marketing Background Essentials of Affiliate Marketing Adsmarket Solutions Mission Statement Process Methodology Summary About Adsmarket.
LIFE VIRAL Target Market Sales Person for Company: Prominent companies with a target market similar to Toowinty’s readers. Companies with exquisite.
Top Objectives: 1.Increase web traffic and exposure 2.Become definitive authority on Coffee 3.Increase sales to coffee centric Food Service Operators 4.Engage.
The Cost of “Free” in a Digital Age A Guide for SMEs Stephanie Webb Managing Director.
Marketing to HR: Integrating Traditional and Web 2.0 Strategies How to generate more visibility, website traffic, sales leads and improved search engine.
Promotional Concepts & Strategies
WEB 2.0 AND B2B MARKETING Dr. Dawne Martin MKTG 241 November 15, 2012.
Constant Contact & How it Can Help Your Business Presented By.
PROMOTIONAL CONCEPTS AND STRATEGIES Ch. 17 Promotion and Promotional Mix.
Dawn Pedersen Art Institute
Business in Action 6e Bovée/Thill Customer Communication Chapter 16.
© IDM Academy 2008 Getting the Most from Search - Integration, Ethics & Testing for Success Simon Heyes Head of Sales Operations
1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Customer Communication
SOCIAL MEDIA FOR BUSINESS reqSmart. Some Facts about Social Media - I Years to reach 50 million users. Radio – 38 years Television – 13 years Internet.
Promotion. Objectives: Promotion strategy options Define promotion and its role in marketing.
Growing IECA One Chapter At A Time with Meg Tully, CAE Association Development Director.
Fashion Advertising and Promotion
Channel Strategy for Social Review Industry Direct or Indirect?
Make It Easy For e-Buyers to Contact You Toll-free phone numbers Call centers Text messaging Instant chat 1.
Why Display matters. The Google Display Network The Google Display Network. Why Display Matters.
Presented by: Your Name Your Phone Number Your Website Address How QR Codes Can Help You Connect With Local Consumers.
Join the Conversation: Active Listening on Social Media By Lauren Cleland New Media Specialist, Explore Georgia #TeamGaSocial.
Chapter 17: The Promotional Mix. Promotion in Marketing Promotion is persuasive communication. Product promotion is a promotional method used by businesses.
Toronto Financial District BIA Leveraging LinkedIn to Reach Targeted Audiences and Build our Brand.
3M Corporate Marketing & Communications3M Corporate Marketing & Public Affairs Integra Workshop Kirstie Heneghan November 2012 The Potential of Social.
Sales & Marketing Session 3
Advertising Media Information Why Advertise with Moneywise?  Moneywise makes the association between money and lifestyle as most key financial.
Chapter 17 promotional concepts and strategies Section 17.1
Chapter 1 An Introduction to IMC
Online Marketing Plan for Selling Your Home Jim Hurley Expert, REALTORS
Five Key Ingredients to Building an Online Media Brand November 20, 2014.
How Much is Enough? International Symposium on Online Journalism April 8, 2005.
Defining Social Media Social Media Marketing Communications Digital Marketing Characteristics Types of Internet Advertising Mobile Marketing Social Behavior.
MODERN CUSTOMER JOURNEY ADAPTING TO THE DIGITAL AGE 1 AXIOM ADVISING.
Advertising An Element of Promotion Lesson Objectives Explain the concept and purpose of advertising Identify the types of advertising media Discuss.
Get Connected through the My Oracle Support Community Lynn Pionkowski Sr Regional Support Advocate
E-Marketing/7E Chapter 12
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 12 Prepared by Deborah Baker Texas Christian University.
Online Ad Management & Your New Marketing Secret Weapon.
Brief Intro to Promotion & Promotional Mix Objectives Explain the role of promotion in business and marketing Identify the various types of promotion.
An objective Cashcrate Review. Can I make money with Cashcrate?
Free But Effective Listing Building and Marketing Service How to easily and quickly grow a list of potential buyers and constantly send them marketing.
Strategy Document. Road Map Total Population: 190 million (1.6% annual growth) Internet Users: 30 million (Penetration: 15%) Mobile Subscribers: 120.
Welcome to How to Build Your Business and Win Clients Session 2 Marketing Approaches That Work for You Presented By: Ken Hablow KH Graphics.
E-marketing plan Organic search Results Visitors: 1.85mi + 24% Revenue: £2.3mi +23% Conclusion Largest e-marketing channel Use of MOZ helps improve.
GENERATING LEADS.
Generating Sales Lead.
Training Deck – Native Advertising
If you know this info, you will pass the Promo portion of the EOPA!
If you know this info, you will pass the Promo portion of the EOPA!
Presentation transcript:

Innovation Outliers: Successful New Ways to Grow Your Audience Amy Milner Director, Acquisitions October 2, 2014

The Economist was founded in 1843 to advocate free trade and freedom to the individual

And for 171 years, its mission has remained the same.

The “extreme centre” is The Economist’s historical position The Economist has supported many different viewpoints on the political spectrum, but at its core it considers itself the enemy of privilege, pomposity and predictability.

Yet, we have always suffered from our somewhat stodgy misnomer Focus Group Emcee: “Hi, Economist non-reader, what images come to mind when you think of The Economist?

The challenge: Engaging prospects!  Traditional channels such as Direct Mail, Paid Search, Economist.com, Online Display and Insert Cards are certainly relied upon as our “bread and butter”. Those who know our brand will always use these channels to purchase subscriptions.  However, the market has evolved, and as such – so have we.  So, how are we engaging the unengaged and finding new audiences?

Engaging Prospects through… Video  “Decision Makers” spots where industry leaders such as Eric Schmidt (Executive Chairman of Google), and Jack Ma (Chairman and CEO, Alibaba Group) explain what they get out of reading The Economist. Eric Schmidt Jack Ma  “Man on the street” spots where random people are asked questions such as “Who is Merkel” and “What is Fracking?” These videos were created to explain how The Economist can make you smart in a fun and engaging way. Who is Merkel? What is Fracking?  Ran on both premium publisher sites and newsletters. All video ad units included companion banner ads to communicate a subscription marketing message and CTA.  Programmatic Buying, Targeted to Age, and contextual targeting (interest groups)

Engaging Prospects through… Social Community - reddit  Established in 2005, reddit is an online social news community in which members can submit, and vote up-or-down user generated content – boasting an active and engaged audience who interact on communal forums  reddit enjoys a reputation of authenticity, candor, relevance & accessibility  6% of all adult internet users use reddit*  reddit has monetized their sizeable audience with both advertising and selling reddit Gold, a site specific membership/subscription where among other benefits, users get badges (gold) to award other users *Source: Pewinternet.org

This is reddit

The Economist on reddit  Home page banner ads  AMA with Tom Easton  reddit Secret Santa  reddit Gold  “What Would You Make” crowdsourcing

Home Page banner ads

AMA with Tom Easton Tom Easton’s Jan 15 th Ask Me Anything was scheduled to correspond with the timing of a second debt ceiling crisis – shockingly, Congress passed a budget and averted crisis. Though the AMA was less topical than intended, the caliber of audience questions and Tom Easton’s response yielded: * 338 points * 513 "upvotes“, 175 "downvotes" * 77% of the user audience "liking" it * 196 total comments * Reached #4 on AMA's top discussions of the day "Thank you for one of the most engaging AMA's I have read in a long time."- redditor, Fatmountain

AMA with Tom Easton

reddit Secret Santa  Used reddit as a retail platform – timed with reddit’s Secret Santa, where reddit community members sign up to send gifts to other community members

reddit Gold  Gold partners offer discounts to reddit community members with a premium (Gold) membership  Placed banners on reddit offering them reddit Gold. Those who signed up were sent a postcard. The records of those who signed up were then able to be used for upsell

reddit Gold – Postcard Creative – sent to 5,000 people In order to entice the recipient to keep the piece, we created a Calendar for 2014 with quirky notable dates.

“What Would You Make” crowdsourcing

Closing the loop: fulfilling requests redditors who contributed ideas were private messaged to receive a ‘thanks’ from The Economist. In most cases, this was a branded coffee mug, in some cases it was the item they suggested.

Reddit response to engagement efforts: the good  The ‘What would you make’ effort resulted in robust wins –engagement, brand evangelism, and quirky ideas on new Economist products.  In total 356 public comments including: “This is exactly how reddit ads should work; to generate interesting comments & ideas while still getting brand exposure.” redditor, ChimpWithACar  Our account manager congratulated us on “winning reddit.”  This effort was featured in Business Insider, and included in reddit’s ad sales pitch deck. View Business Insider article:

Engaging Prospects through… Agnostic Approach  When we look toward evolving, we are always looking to understand our consumer behavior.  Last fiscal, we rolled out to agnostic choice for all online order pages  Tested implementation across DM order forms this year which (much to our surprise!) tripled response rate, and resulted in an overall shift of product take up rate. Proven “more choice” did not detract response  Continuously monitoring trends in reading behavior

Pre-Agnostic Order Page

Agnostic Order Page

US Direct Mail Forms Pre–Agnostic DM Form New Agnostic Control 3x response increase!

In summary…  To evolve and grow your audience, it’s important to constantly stay fresh an not be afraid of failure. Exposing your brand to a new audience could be a big win!  Always take calculated risks - 90% of them will most likely not work, but it’s part of the process and should always lead to learning and coming up with ideas for further development and testing.  Test, Test, Test!

THANK YOU