Outreach Media Group

September 2007

In this issue:

Finding Market Intelligence

Integrated Marketing

Online Browsing &
Offline Sales

How to Use
Rich Media

 


September 2007: Finding Market Intelligence

Key Fact

52%
The percentage of Internet "households" that use broadband.

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Finding Market Intelligence

aMarket research gives you the intelligence you need to understand your audience, "fine-tune" your products and refine/enhance your advertisements. While demographic information is exceptionally important when creating ads that will produce results, having a clear understanding of how your potential customer views your product, what their felt needs are (in relation to your products/services), and how they currently fill these needs, will give your advertisements the boost it needs to be more effective.

What would you think of a way to do Church Leader market research that isn't confusing or time-consuming? That includes expert assistance and analysis? What if your market research also included:

  • Promoting your service
  • Assessing market interest
  • Capturing hot leads
  • Driving traffic to your Web site

Are you interested? Contact us today and ask about the Online Focus Group.

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Integrated Marketing

A recent survey of the Association of National Advertisers revealed that integrated marketing communications (adding digital to the mix) topped senior marketing execs’ list of the most important issues they currently confront. (Media Daily News 3/27/07)

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Online Browsing Influences Offline Sales

Offline Retail Sales influenced by consumers’ online browsing and research will increase by a compounded annual growth rate of 12% over the next 5 years, says JupiterResearch. They foresee online-influenced sales reaching 40% of total U.S. retail sales, or $1 trillion, by 2011. (Internet Retailer 2/07)

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How to Use Rich Media

a

“Rich Media” essentially means using multimedia tools with an interactive twist. The trick is finding the right twists for your audiences utilizing streaming video, blogs, podcasts, webcasts, e-newsletters, message boards, polls, etc.—and then creating interactive opportunities for your audience and other ministry partners.

Here are some practical dos and don’ts for developing a plan to engage audiences that was compiled by Publishing Executive.

Dos

  1. Enable two-way conversations with your audience. Allow them to share comments, stories, blogs, videos, etc.
  2. Enable your audience members to vote on content. This direct reader/visitor feedback will help guide future organization priorities and communications.
  3. Use rich media to enhance audience experience. Lead them from print to Web to video.
  4. Present rich media content that is relevant and appropriate for the medium.
  5. Consider “crowdsourcing”—a Wikpedia style of article development.
  6. Enable audience members to vote on top articles, projects or products.
  7. Integrate yourself and your staff. Start a blog. Master the use of an RSS reader so you can link readers to all kinds of other useful information and blogs.
  8. Open Linkedin, Facebook and Flickr accounts to experience the nature of social networking.
  9. Create video sidebars to enhance the story to your audience.
  10. Tap YouTube’s free video resources.
  11. Check your Web analytics to see if your audience members have the necessary technology to view what you are offering.
  12. Watch and listen to your audience.

Don’ts

  1. Get distracted by bells and whistles that are of no interest or use to your audience.
  2. Engage in flashy rich media tactics that hinder usability/deliverability.
  3. Use old metrics to analyze rich media.

(Adapted from How to Leverage Rich Media by Jim Calder, Publishing Executive 8/07)