September 2016 Vol.1
Data is king: How digital optimization delivers any audience on any device
Almost every up-to-date marketing strategy — such as targeting, retargeting, SEO and SEM — relies heavily on data. “Big data,” says Christopher Lynch, former CEO of analytic database management company Vertica Systems, “is at the foundation of all the megatrends that are happening today, from social media to mobile to cloud to gaming.”
The right data is vital, but what if you don’t yet have it? First-party data is useful, but it doesn’t necessarily predict behavior. The best way to gauge behavior is to test, test, test. In-house A/B testing is a measurable way to learn what works. The Seattle Times provides these services – and more — to our advertisers, employing state-of-the-art digital optimization technology.
Starting with unstructured data, we can extract unlimited value from real-time bidding advertising exchanges to help advertisers target, bid, optimize and report at the data element level.
We constantly monitor performance and adjust your budget to the most effective tactics. Among the tools used are site, search and keyword contextual targeting to achieve maximum impressions. This data allows advertisers to garner valuable information – the best-performing keywords, the best time and frequency to show an ad, even the best geographical locations to target – and back it up with data that’s innately fair, businesslike and impartial.
These services can also leverage data to gauge how well you ad performs using a cookie-based technology to anonymously “follow” your audience around the Web. If you’ve ever shopped for something online, and had the exact same item appear later when you’re browsing something else; you’ve experienced the phenomenon known as retargeting. Retargeting reminds your visitor of your product to entice them back to your site to purchase, and it can further maximize your advertising investment by linking it directly to the bottom line.
Big data is powerful, but remember: good creative is still essential. We recommend adjusting and budgeting to adapt your messaging to different kinds of media and audiences, as well as planning for updates and creative reworking over time, especially in the fast-moving world of digital media. The Seattle Times can help with this, too — analyzing your media package and creating compelling customized creative. Try using two or more kinds of creative to test what resonates best with your audience, then give them what they want.
Looking to understand more about what big data can do? Download the full version of this white paper or visit seattletimes.com/mediakit to find out more about how The Seattle Times’ advanced digital solutions can connect you with data to test and inform your marketing decisions and dollars.
New Classifieds site to launch September 7
The latest section to get a digital revamp, The Seattle Times Classifieds will feature a fresh look and simple, user-friendly interface. Users will be able to browse thousands of ads, including pets and animals for sale, obituaries and announcements, real estate listings and more. And most ads are still free to run. Find the all-new Classifieds site at classifieds.seattletimes.com.
Marketing Events Calendar
Don’t miss these upcoming Seattle area marketing-focused events.
Bellevue Chamber of Commerce – Morning Business Builder
Sept. 7, 7:30 – 8:30 a.m.
Bellevue Chamber Office: Microsoft Business Center
330 112th Ave. NE, Suite 100, Bellevue 98004
PSAMA – Tips for Agency/Client Success
Sept. 20, 8:30 – 10:30 a.m.
3017 Ruston Way, Tacoma WA 98402
Seattle Metropolitan Chamber of Commerce – Women in Business & Leadership Initiative Fall Symposium 2016
Sept. 21, noon – 2:30 p.m.
1415 Fifth Ave., Seattle, WA 98101
Seattle Metropolitan Chamber of Commerce – IN-NW Digital Innovation: Digital Marketing for Non-Profits and on a Budget
Oct. 5, noon – 1:30 p.m.
Seattle Metropolitan Chamber of Commerce, Microsoft Event Center
1301 5th Ave., Ste. 1500, Seattle, WA 98101
Contact your account executive today
206.464.2400 • seattletimes.com/mediakit
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