Archive for the ‘campaigns’ Category

The Print Media Zombie Apocalypse

In 2007, Microsoft CEO Steve Ballmer famously declared: “Print is dead.” Perhaps he really meant “Undead”, because I sure do see a lot of print still roaming around in 2012!

I mention this because I recently came across some leading magazines from theB2B Healthcare Vertical and it left a great impression on me. Imagine my surprise when upon examining many of these publications, I saw some with folio sizes ranging from 100-300 pages! The content was terrific. Many of them have thick and glossy paper stock, strong binding, dozens of advertisers, custom inserts and all of the other trappings of great B2B publications. As a media professional with a deep respect for print, seeing all of this nearly brought a manly tear to my eye.

As a marketer you may be tempted to dismiss this as an anomaly. After all, healthcare is a booming industry and it makes sense that advertiser spending in this market would buck many of the trends brought about by the current recession and the digital media revolution. Surely, you ask, the health of these brands can’t be compared to other market sectors?  I think that conclusion is a bit hasty.

In my role at Just Media, Inc., I work in many other vertical media markets, including: Government; manufacturing; education; energy; public safety; and several others.  While these markets may not all be booming in quite the same way as healthcare, we still continue to see strong folio sizes and advertiser support among many of the leading publications in each sector. There may be a slow decline, but nothing terminal and there certainly has not been a wholesale abandonment of print.

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Retargeting: Time to get creative!

Thoughts from Just Media, Inc’s Analytics Manager, Frauke Cast.

Re-engaging with your audience is one of the most successful strategies to drive a conversion. Today’s article on ClickZ points out a few rules we all need to keep in mind to ensure a positive experience for the user. Obviously, the risk of annoying the audience is high. In addition to frequency capping, opt-out icons and excluding already converted users, we also strongly encourage our clients to get creative with their messaging. Change up the offer, build the message by sequencing different banners so your campaign becomes the online equivalent of lead nurturing, follow up after a trial sign-up to remind the user to purchase, send check out abandoners a new offer to encourage that sale. The possibilities are endless!

Interested in understanding more about how to integrate retargeting and other cutting edge digital marketing techniques into your media plan? Dick Reed, CEO of Just Media, Inc., put together a road show to explain what can be done with data pixels, impression bidding and audience targeting. Please contact me, Frauke Cast fraukecast@justmedia.com or Dick directly dick@justmedia.com for more information and to get on the tour. Each event is personally tailored to your needs. It’s one hour, a whiteboard and an open mind!

Buying impressions: A changing landscape?

Just Media, Inc’s Media Consultant, Carrie Cooney takes a look at changes in technology when it comes to targeting:

“Anyone familiar with online media is well aware that it is constantly changing and something new is always just around the corner. These changes affect the way we plan and buy media. With technologies improving, I’ve been getting more involved with search retargeting, impressions retargeting, behavioral targeting and contextual targeting. To briefly explain in some detail each of these:

-Search retargeting: Targets an audience with display ads based on user search history and landing activity. It combines the efficiency of search and the reach and branding power of display. Search retargeting is based on users who have searched for your target keywords AND have landed on a tagged page. Essentially it’s a landing that results from a search.

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Online Data Tracking could use a cleanup, but it’s nothing to be scared of.

Just Media’s Media Planner & Buyer, Kevin Flint, gives some thought to arguments surrounding Online Data Tracking and its wider implications.

There are a lot of scary stories floating around out about advertisers’ use of online “tracking cookies”. These include the announcement of Microsoft’s default “Do Not Track” setting in its latest browser, Internet Explorer 10. As well as recent developments in Europe that are moving to thwart advertiser’s use of cookies.

Marketers and the online advertising industry are up in arms for fear that our industry will be utterly destroyed. Privacy advocates and tech pro’s seem to think it’s a slam dunk of good over evil. (more…)

Navigating a Social Media World

With more and more consumers accessing social network sites to gather input and post reviews, Chain Store Age spoke with Dick Reed, CEO of Just Media, on a subject that is a top priority for retailers across the board: how to reach out to consumers in today’s social media world.

http://www.chainstoreage.com/article/navigating-social-media-world

To contact Dick: ceo@justmedia.com

Is Facebook really a strong ad platform?

This week I was interviewed by Martin Giles of the Economist for his excellent article about the Facebook IPO.

This subject is by no means small beans for online marketers because the reality is that Facebook is indeed one of the most powerful platforms for consumer marketing that exists today. Why do I think this?

Well, firstly a Facebook page is uniquely an environment where the content has been written specifically by, or for, the individual user who owns that page. It’s highly personal and therefore some of the most powerfully engaging content a user will experience on the web. Placing an advertising message in such highly prized content almost guarantees it gets noticed (provided it’s made relevant, which is sadly still a problem advertisers have not solved in most cases on Facebook)

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View from the Top 2011 whitepaper

This week we released the 2011 edition of our forward review of tech marketing and media in a “View from the Top”, which is a collection of thoughts and opinions from four leading tech marketing CEOs.

The contributors: Tony Uphoff from UBM TechWeb, Michael Friedenberg from IDG Enterprise and Steve Weitzner form Ziff Davis Enterprise, along with my own views, all commented on a range of questions designed to draw out views on subjects as diverse as new media trends, shifts in spend patterns by tech marketers, advice on lead nurturing and advice for marketers for 2011.

Please use the following link to get your free copy http://justmedia.com/blog/signup/

Once you have read it please leave any comments here so we can incorporate them into future editions.

PS – Sorry in advance for the sign up process but we are attempting to track the responses to a variety of marketing efforts we are undertaking to judge the best mix for future promotions. This includes database marketing, posts in Linkedin groups and general social media promotions via our own network of contacts… interesting stuff to see what really works.

Wow what a ride!

I was staggered to see that my last blog post was back in May. In some ways that reflects the internal shift in focus required by all during what was some massive upheavals within both the media industry and our own company. It’s nice to finally come up for air.

I guess everyone who works in this industry has felt the effects. Layoffs have been abundant in media companies and across the board we have witnessed adjusted business models, pricing structures, staff skill sets and services. Ultimately organizations have been forced to reflect upon their own best practices. Change has been the most common theme over the last 6 months.

Just Media was no different. We lost two key staff members – long term employees who we miss greatly. But when client spends drop – in some cases by 90%, any organization needs to adjust to survive. Thankfully we are now back hiring again and able to take advantage of some great talent to boost our teams expertise. Adding new blood is a fantastic way to re-energize – new ideas, different experiences and fresh thinking – challenging the conventional thinking and creating new angles to attack and deliver upon existing client goals.

Client wise it’s also been a roller coaster ride. Early signs in 2009 showed big budget cuts and the inevitable shift of dollars to ROI and lead gen – almost to the exclusion of all other media activity. That’s tough for all. Small budgets as we all know don’t take less time to manage. I lost count of projects that got planned only to get cut at the last minute when quarterly figures didn’t match expectations. That frustrates everyone – clients and agency – everyone feels like they are stuck in the mud with wheels spinning.

However in the last few months things have changed. We have picked up some major wins – Hitachi Data Systems, Trinet HR services, Juniper Networks, Webroot and Stephens Bank – and whats interesting is that ALL are asking for assistance to develop strategies, plan and run branding and awareness campaigns. A return to true marketing perhaps?

So as analysts predict an end to the recession, companies appear now to be rushing to claim market and mind share from competitors. All realize the window for this is short and anyone who is sleeping now will miss one of those rare post recession openings to win and win big….

Maybe the real ride is only just beginning – buckle up….

Managing bandwidths

One of the joys of being CEO is looking into the proverbial crystal ball and planning staffing levels on accounts with limited information on future activity.

One thing we do know is that our business – now over 50% dedicated to managing online and lead gen programs – has shifted dramatically in terms of man hours required to run succesful campaigns. This change from even two years ago, when over 70% of our business was managing traditional print, out of home or radio campaigns, has led to very different work flow patterns. Whereas traditional media buying was front loaded, pre-buy, in terms of planning, execution and time investment – online media is weighted more heavily in terms of optimization, reporting, campaign management and analytics – mostly post-buy services.

The big problem for the CEO is gauging staffing levels on accounts where spends are migrating. One client this year shifted from 80/20 print to online to 35/75 towards online. Not only does this shift change the staffing needs it also requires different skill sets.

Another consideration is the nature of the buys. Many online campaigns are short and sharp. Briefs come in and plans go live in days rather than weeks. They stop just a quickly. The teams need to be agile but can be quiet for weeks and then slammed – especially at the end of each quarter when last minute budgets flow in from all sides.

Over the last 12 months we have added several new staff members all concentrating on online services but it’s still a nightmare trying to juggle staff bandwidths to match workflow. It’s not going to get any easier in 2008…

Do I get any sympathy?….as one of my team told me just last week – “that’s why you get paid the big bucks….”

bugger – no sympathy there then !