News Websites Marketing Strategy - EBriks Infotech

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What Your Online News Audience looking for ? News Websites online Marketing Strategy

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Transcript of News Websites Marketing Strategy - EBriks Infotech

Page 1: News Websites Marketing Strategy - EBriks Infotech

What Your Online News Audience

looking for ?

News Websites online Marketing

Strategy

Page 2: News Websites Marketing Strategy - EBriks Infotech

Who IS the Audience?

• How do you go about knowing your audience?

• What you need to know and why about who they are and how they “consume” online news?

• How do you serve and grow your audience?

Page 3: News Websites Marketing Strategy - EBriks Infotech

How do you go about knowing your audience?

• Tools

• Techniques

• Data Analysis

• Other Strategies

Page 4: News Websites Marketing Strategy - EBriks Infotech

Techniques

• Fielding – Panel

• Random Digit Dial (RDD)

• Online

– Server

– Random

• Collection – Meter

– Survey

Page 5: News Websites Marketing Strategy - EBriks Infotech

Tools

• Volumetric Measures

• Market Research

• Ad Planning

• Qualitative Measures

• Site Centric (Web) Analytics

Page 6: News Websites Marketing Strategy - EBriks Infotech

Volumetric Measures

• Data Providers – Nielsen//NetRatings

– Hitwise • Complementary Service

• Search!!

• Data is purchased from ISPs

– ComScore • Direct competitor

• Market Research

• Most media clients use it for panel size and local reporting

Page 7: News Websites Marketing Strategy - EBriks Infotech

Why it is used…

• Ad Sales

– The biggest number!!!

• Competitive Benchmarking

– Less important

• Strategic Research

– Least important

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Market Research

• Custom – Forrester, etc

• Strategic

– Everything is a tool, they just sit on top of it – Answers “The Big Questions” – Highest $$ per project

• Survey Research – Harris, Greenfield, FGI, SSI, Etc

• Models – DIY (client builds it then turns it over) – Consultative (spec, serve, analyze)

Page 9: News Websites Marketing Strategy - EBriks Infotech

Ad Planning Tools

• Syndicated Studies – MRI (magazine) – @Plan (internet) – Scarborough (newspapers)

• Ad Tracking – AdRelevence (internet)

• Advertising Effectiveness – Ad Servers – View through/click trough – Dynamic Logic Style – Test and control methodology – Normative Database

Page 10: News Websites Marketing Strategy - EBriks Infotech

Qualitative Tools

• Focus Groups

– Usability testing etc

• In person

• Remote - Vivadence

Page 11: News Websites Marketing Strategy - EBriks Infotech

Site Centric Analytics

• Server Side Measurement

– “Tagging” or “Cookies”

– Measurement

• Audience: # of browsers by way of cookie

• Pages: # of requests

– Providers

• Omniture

• SiteCensus (N//NR)

Page 12: News Websites Marketing Strategy - EBriks Infotech

Research Methods

• Regression

– Why Things Happen

• Relationship between multiple independent variables and a dependent variable

• Segmentation

– Who People Are

• Understanding the differences in the audience leads to better user experience

Page 13: News Websites Marketing Strategy - EBriks Infotech

What you need to know and why, about who they are and how they

“consume” online news?

• Who they are…

• What they do…

• How’s it changing…

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Current Events & Global News Top-line Audience Metrics

Source: Nielsen//NetRatings NetView Service, September 2006

Page 15: News Websites Marketing Strategy - EBriks Infotech

Current Events & Global News Index Against Total Online

Population

104

114

97

8693

73

120

105111

143

0

20

40

60

80

100

120

140

160

Men Women 18-34 25-54 55+

Unique Audience

Page Views

Source: Nielsen//NetRatings NetView Service, September 2006

Page 16: News Websites Marketing Strategy - EBriks Infotech

Current Events & Global News Unique Audience (000) Trend

74,000

76,000

78,000

80,000

82,000

84,000

86,000

88,000

90,000

92,000

Sep

-05

Oct

-05

Nov

-05

Dec

-05

Jan-

06

Feb-0

6

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Source: Nielsen//NetRatings NetView Service

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Current Events & Global News Page Views (000) Trend

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

Sep

-05

Oct

-05

Nov

-05

Dec

-05

Jan-

06

Feb-0

6

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Source: Nielsen//NetRatings NetView Service

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Current Events & Global News Time-per-person Trend

0:00:00

0:14:24

0:28:48

0:43:12

0:57:36

1:12:00

1:26:24

1:40:48

1:55:12

Sep

-05

Oct

-05

Nov

-05

Dec

-05

Jan-

06

Feb-0

6

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Source: Nielsen//NetRatings NetView Service

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Loyalty Indicators

Site Share of Active Days % Retention Rate %

AP 14 49

CNN 25 58

LA Times 10 37

MSNBC 21 58

NPR 10 27

USA Today 14 46

WSJ Online 12 31

Yahoo! News 25 66

Source: Nielsen//NetRatings NetView Service. Work, September 2006

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Engagement

Source: Nielsen//NetRatings NetView Service. Work, September 2006

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Visitors To General News Sites Frequently Provide Advice On…

134

128

126

116

105

110

115

120

125

130

135

Politics / Current

Events

Online Shopping Internet Content &

Services

Financial

Information

Index

Source: Nielsen//NetRatings @Plan Service, Fall 2006

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Visitors To General News Sites Enjoy The Finer Things…

128

125

140

123

125 125

110

115

120

125

130

135

140

Political/Community

Event (last 30 days)

Museum/Art Gallery

(last 30 days)

Gourmet food -

Heavy Spending

(p/online/6mo.)

Wine

Collecting/Tasting

Cultural/Historic Sites

(vacation last 2

years)

Independent

(movies/rented/last

30 days)

Index

Source: Nielsen//NetRatings @Plan Service, Fall 2006

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Visitors to General News Sites Just Can’t Get Enough News…

140

130

122 124

154

0

20

40

60

80

100

120

140

160

Any New s Weeklies

(magazine, last 7 days)

Political (TV programs, last

7 days)

National New s - Cable (TV

programs, last 7 days)

E-mail New sletter -

Read/Signed up (Last 30

days)

ConsumerReports.org

(paid subscription)

Index

Source: Nielsen//NetRatings @Plan Service, Fall 2006

Page 24: News Websites Marketing Strategy - EBriks Infotech

Broadband is More Prevalent

Source: Nielsen//NetRatings NetView

50%

55%

60%

65%

70%

75%

80%

Sep-

05

Oct-

05

Nov-

05

Dec-

05

Jan-

06

Feb-

06

Mar-

06

Apr-

06

May-

06

Jun-

06

Jul-

06

Aug-

06

Sep-

06

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More Users, More Usage

Source: Nielsen//NetRatings NetView

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Growth in Video Content

Wall St. Journal – 10/07/06

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Emergence of “My.Internet” or “Web2.0”

• “My.Internet” are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking.

Page 28: News Websites Marketing Strategy - EBriks Infotech

Key Questions

• “Who the heck are these kids?”

• “What are they really looking for in a website?”

• “Oh man, does this mean I have to advertise to them differently?”

• “Do I have to worry about how they feel about my site? Please say no...”

Page 29: News Websites Marketing Strategy - EBriks Infotech

So Who Are These People?

• Clicked on an online advertisement • Downloaded a full length video, such as a TV show or movie • Downloaded a podcast • Downloaded a video clip • Listened to streaming audio • Made a podcast • Participated in an online community, such as MySpace,

Friendster, LinkedIn or Facebook • Posted a blog • Read a blog • Read an RSS feed • Watched streaming video

Page 30: News Websites Marketing Strategy - EBriks Infotech

What Are They Saying?

Now that’s what I call new

media

My.Internet:

16%

Dude, I was doing that in

2003

Old, New Media:

37%

You are so, like, 2000

I'll Do Nothing

And Like It:

47%

Page 31: News Websites Marketing Strategy - EBriks Infotech

How Are They Consuming Media Online?

248

355

216200

471

402

199

137

97

160 166

5064

171

15 13 12 130

2110

Downloaded a full

length video

Downloaded a

podcast

Downloaded a

video clip

Listened to

streaming audio

Made a podcast Read an RSS feed Watched

streaming video

My.Internet

Old, New Media

I'll Do Nothing And Like It

Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300

Average

Metric: Index against overall respondent average

Page 32: News Websites Marketing Strategy - EBriks Infotech

For The Most Part My.Internet Likes The Same Sites As Everyone

Else

0%

0%

0%

1%

1%

1%

1%

1%

1%

1%

1%

1%

2%

5%

5%

6%

16%

16%

19%

24%

Excite

NYTimes

Other ISP

BBC News

Comcast

Drudge

WebMD

ABC News

Ask.com

CBS News

USA Today

WPNI

ESPN

AOL News

Google News

Fox News

CNN

Yahoo!

Other News

MSNBC

1%

2%

1%

0%

3%

1%

1%

4%

1%

1%

1%

0%

0%

3%

2%

6%

13%

14%

18%

30%

Excite

NYTimes

Other ISP

BBC News

Comcast

Drudge

WebMD

ABC News

Ask.com

CBS News

USA Today

WPNI

ESPN

AOL News

Google News

Fox News

CNN

Yahoo!

Other News

MSNBC

0%

1%

1%

1%

2%

0%

1%

2%

1%

4%

2%

0%

0%

4%

3%

10%

10%

15%

22%

21%

Excite

NYTimes

Other ISP

BBC News

Comcast

Drudge

WebMD

ABC News

Ask.com

CBS News

USA Today

WPNI

ESPN

AOL News

Google News

Fox News

CNN

Yahoo!

Other News

MSNBC

My.Internet Old, New Media I'll Do Nothing And Like It

Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300

Q: What is your favorite news and information website? (Open ended)

Page 33: News Websites Marketing Strategy - EBriks Infotech

Loyalty, However, Is Not Their Strong Suit

17.3

19.1

21.8

22.0

24.5

25.4

30.0

31.2

63.9

General News/Information Category

MySpace

Frappr!

Facebook

Topix.net

YouTube

Digg.com

Flickr

Del.icio.us

Source: Nielsen//NetRatings Netview Service. Work, April 2006

Metric: Number of News and information sites visited by visitor to “Brand A”

Page 34: News Websites Marketing Strategy - EBriks Infotech

Enable The Mash-Up…

Page 35: News Websites Marketing Strategy - EBriks Infotech

…And This Is What You Get

Page 36: News Websites Marketing Strategy - EBriks Infotech

Key Finding: Be Not Afraid

• There is a new class of Internet users, but it turns out that they are pretty much the same as the old ones.

• They… – Are younger and more internet media centric

– Are more engaged

– Less loyal than average

– Seem to like the same sites as everyone else

• For Publishers: The winners will let them be in control of both content and their advertising experience.

Page 37: News Websites Marketing Strategy - EBriks Infotech

The Effects Of RSS On News Sites

• What The Heck Is RSS Doing To My Site?

“I used RSS as a novelty at first, now find the data aggregation it

provides time saving. I have a couple of sites I trust, but I’ve

been expanding.”

Page 38: News Websites Marketing Strategy - EBriks Infotech

Key Finding

• While RSS has different affects depending on specific site strategy, there appear to be two constants in the way RSS use changes the ways consumers interact with media properties online.

1. At least in the initial period of use, RSS seems to increase overall

media engagement. This includes with familiar sites, as well as broadening site use to sites outside of the top 20 media properties.

2. Although the reason is unclear, those consumers who use RSS seem to have less overall satisfaction with the media sites that they do visit.

Page 39: News Websites Marketing Strategy - EBriks Infotech

RSS Users Aggressively Use Current Events and Global News

Information

8

14

22

21

36

178

7

10

14

19

22

58

Multi-category News & Information

Research Tools

Weather

Directories/Local Guides

Special Interest News

Current Events & Global News

RSS

Control

Metric: Minutes per month

Page 40: News Websites Marketing Strategy - EBriks Infotech

RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users

10.6

3.4

RSS Control

Metric: Average number of Current Events and Global News sites visited in a month

Page 41: News Websites Marketing Strategy - EBriks Infotech

While They Still Read The Top Media Sites, RSS Users Expand

Outside Of The Top 20

32

11

16

4

51%

36%

0

5

10

15

20

25

30

35

RSS Control

0%

10%

20%

30%

40%

50%

60%Top 20 News/Information Sites

All Other News/Information Sites

"Other" as a percentage of "Top 20"

Metric: Visits per person per month

Page 42: News Websites Marketing Strategy - EBriks Infotech

Most RSS Users Do Not Even Know They Are Using RSS

17%

83%

Aware RSS User

Unaware RSS User

Metric: Percent of behavioral RSS users who answer that they use RSS

Page 43: News Websites Marketing Strategy - EBriks Infotech

RSS Awareness is Reflected in Length Of Online Tenure and

Gender

78% Male

48% Online before ’94

46% College Grad+

25% $100k +

17% Uses Gecko Engine Web Browsers

(FireFox, Netscape etc)

17% 18 to 34 Years Old

54% Male

36% Online before ’94

53% College Grad+

27% $100k +

15% Uses Gecko Engine Web Browsers

(FireFox, Netscape etc)

25% 18 to 34 Years Old

46% Male

34% Online before ’94

43% College Grad+

22% $100k +

5% Uses Gecko Engine Web Browsers

(FireFox, Netscape etc)

16% 18 to 34 Years Old

Uses RSS

Aw

are

Of

RS

S U

se

Yes

Yes

No

No

Page 44: News Websites Marketing Strategy - EBriks Infotech

Unaware Users Frequently View RSS As Going to The Source Itself

4%

4%

6%

28%

17%

18%

24%

4%

5%

9%

0%

21%

30%

32%

3%

6%

9%

0%

16%

31%

35%The source itself

A site that brings together a

number of news sources

A site that allows me to

personalize the news sources I see

A RSS reader either built into your

browser or as an application

A search engine

Email newsletters

Other

Aware RSS User

Unaware RSS

User Not A RSS User

Q: When you read news online, which of the following sources do you use to read a news story most often?

(please select one)

Page 45: News Websites Marketing Strategy - EBriks Infotech

Even Those Who Are Unaware of Use Are Influencers

11%

28%

33%

38%

39%

34%

38%

59%

9%

17%

19%

24%

21%

28%

29%

41%

7%

14%

20%

16%

18%

20%

22%

34%

Aware RSS User

Unaware RSS

User Not A RSS User

I am more comfortable with technology than

most of the people I know

I frequently send links to new interesting

websites to friends and family

I frequently send links to news stories to

friends and family

I typically buy new technology before

friends and family

I typically sign up for or download new

Internet services before friends and family

I frequently send links to interesting new

products to friends and family

People come to me to find out about new

websites

I frequently access the Internet from devices

other than a laptop or desktop computer

Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top

3 Box]

Page 46: News Websites Marketing Strategy - EBriks Infotech

All RSS Users Are “Newsies”

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Blogs Editorial International Business Politics Technology

and Science

National “Front

Page” news

Breaking

news

Aware RSS User

Unaware RSS User

Not A RSS User

Q: When you go online for news and information, which of the following types of information do you typically

read? (please select all that apply)

Page 47: News Websites Marketing Strategy - EBriks Infotech

Availability Is Key, However Aware Users Look To Search, While

Unaware Users Look For Timeliness

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Available 24

hours a day

Easy to

search

Most up to

date news

Wide variety

of sites /

sources

Amount of

information

available

Can be

personalized

Entertaining Like certain

sections /

columnists

Aware RSS User

Unaware RSS User

Not A RSS User

Q: Why do you use the Internet for news and information (please select all that apply)

Page 48: News Websites Marketing Strategy - EBriks Infotech

The Role Of Greater Awareness In The RSS User Experience

No Awareness Moderate Awareness Full Understanding

Le

ve

ls o

f E

ng

ag

em

en

t

My Yahoo! Use

RSS Reader Use

Content Added Aggressively

Content

Saturation

Reached

RSS Efficiency

Awareness

Develops

Content

Equilibrium

Reached

Page 49: News Websites Marketing Strategy - EBriks Infotech

Take Aways…

• Relationship – RSS undeniably changes the ways consumers interact with a

media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic.

• The Future

– Current evidence suggests that near-term effects may not last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it.

Page 50: News Websites Marketing Strategy - EBriks Infotech

Questions?