MARKETING EDUCATION SERIES
Building Data-Driven
Marketing Programs:
Understanding Audience Behavior
Tuesday, May 6
10:00 am, 1:00 pm, & 3:00 pm
So Many Choices…
Editorial
White
Digest
Papers
Apps
Banners
Newsletters
Podcasts
Virtual
Websites
Social
Events
Media
Buyers
Guide
SEO/SEM
Text Links
Magazines
Integration vs Limitation
• No singular medium is “better” than
another
– They are different to solve different needs
• The key is to let your marketing objectives
drive the correct media mix
• Evaluate on six performance variables
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The integrated
media
pyramid …
Contains a MIX
of less complex and
more complex media
to drive products
(brands)
through the brand
adoption process
PREFERENCE
MORE
complex media
POSITIONING
LESS
complex media
PERCEPTIONS
AWARENESS
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
Integrated Media Pyramid
85% of OFFSHORE and
OIL & GAS JOURNAL READERS
say that prior to seriously
considering a different vendor
or meeting with their rep, they
prefer to have already gained
insight into the company or
product via its
communications programs –
advertising, promotions, and
sponsorships
Source:
2013 Offshore /OGJ Readership Study
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Integrated Media Pyramid
85% of OFFSHORE and
OIL & GAS JOURNAL READERS
say that prior to seriously
considering a different vendor
or meeting with their rep, they
prefer to have already gained
insight into the company or
product via its
communications programs –
advertising, promotions, and
sponsorships
Source:
2013 Offshore /OGJ Readership Study
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Integrated Media Pyramid
85% of OFFSHORE and
OIL & GAS JOURNAL READERS
say that prior to seriously
considering a different vendor
or meeting with their rep, they
prefer to have already gained
insight into the company or
product via its
communications programs –
advertising, promotions, and
sponsorships
Source:
2013 Offshore /OGJ Readership Study
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Integrated Media Pyramid
85% of OFFSHORE and
OIL & GAS JOURNAL READERS
say that prior to seriously
considering a different vendor
or meeting with their rep, they
prefer to have already gained
insight into the company or
product via its
communications programs –
advertising, promotions, and
sponsorships
Source:
2013 Offshore /OGJ Readership Study
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How Do You Select the BEST Solution?
• It depends on a few key things...
– Your marketing objectives
– Your success criteria
and…
The latest user behavior data
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2013 READERSHIP SURVEY
Offshore and Oil & Gas Journal
Audience Responses
10
Overview of PennWell Petroleum Group’s
Research Study
• Purpose: Evaluate website, newsletter, and
magazine usages and preferences
• Participant criteria: all active subscribers (magazine
and newsletters), website visitors, and followers on
social media
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Respondents Profile
Petroleum - 2013 Readership Survey
48%
of our the respondents
have over 20 years
industry specific
experience
65%
of the respondents were
between the ages of 30
and 60
Amount of Purchasing Authority/Influence
60%
OF THE
RESPONDENTS
HAVE
PURCHASING
AUTHORITY
$10,000 - $24,999
12%
$1,000 - $9,999
16%
Over $25,000
62%
Under $1,000
10%
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Petroleum - 2013 Readership Survey
Our Audience Relies On a Variety of
Media Channels
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Media Channels Vary During
The Buying Process
Petroleum - 2013 Readership Survey
At which stage in your buying process do you use
the following types of media?
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Changing Media Consumption
Petroleum - 2013 Readership Survey
For business purposes, how has your use of the
following media changed in the last year?
41%
Mobile Apps
45%
46%
Industry
Websites
Email
Newsletters
51%
53%
Digital
Magazines
Search Engines
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Petroleum - 2013 Readership Survey
Buyers Are Evaluating New Vendors
56%
of the Petroleum audience stated that they are
more likely to evaluate products and systems
from alternative vendors, compared to 4-5
years ago (i.e. those you have not purchased
from in the past)
• Key takeaway:
─ This highlights the importance of developing a marketing
strategy to ensure you stay top-of-mind and are considered
during their evaluation process
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Marketing Communications is
Essential for Consideration
Petroleum - 2013 Readership Survey
Prior to seriously considering a different vendor or meeting with their rep, do
you prefer to have already gained insight into the company or product via its
communications programs (i.e. advertising, promotion, sponsorships, etc.)
85%
Yes
• Key takeaway:
─ Consistent advertising will
ensure you are being
considered, especially
knowing that 56% of the
Petroleum audience is
more likely to evaluate new
vendors this year!
Reasoning
I can be more knowledgeable in the
questions I ask
Response
71%
Lets me know what the company stands for
(experience, performance, support, etc.)
Gives me perspective about where their
products fit versus their competitors
Gives me more assurance that the vendor
might meet our needs
Helps me decide whether or not we should
contact the company
69%
I feel more confident discussing the
solutions with the company
54%
67%
59%
56%
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What Matters to the Buyer?
Please rate the following criteria for their importance in
making purchasing decisions
Quality
91%
Petroleum - 2013 Readership Survey
Functionality of Product / Specification
87%
Customer Service
77%
Reputation / Brand of Company
58%
Price
54%
Referral from Colleagues / Peers
38%
Personal Brand Loyalty
25%
0%
Very Important
10%
20%
30%
40%
Somewhat Important
50%
60%
70%
80%
90%
100%
Not Important
• Key takeaways:
─ Are you focusing on the key criteria buyers use?
─ Brand loyalty isn’t going to cut it any more! It was the least important, by far!
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Petroleum - 2013 Readership Survey
Buyers Respond To Magazine Advertising
90%
Took action after seeing an ad in a PennWell
Petroleum print magazine
83%
Took action after seeing an ad in a PennWell
Petroleum digital magazine
Fact:
• 87% of the respondents said they are very likely or somewhat likely to
click on an online ad if they have seen you before in an industry magazine
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Buyers Respond To Magazine Advertising
Petroleum - 2013 Readership Survey
What actions have you taken as a result of viewing an advertisement
in this print magazine or digital magazine? (check all that apply)
Source: 2013 Offshore Readership Survey
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Getting The Buyers Attention
Petroleum - 2013 Readership Survey
What features make you want to read an advertisement, and/or
take an action in this print magazine and digital magazine?
(Check all that apply)
Technology-focused message
Product-focused message
Company-focused message
Visual appeal
Link to specific information on advertiser's website
Special offers/incentives
0%
Digital
10%
20%
30%
40%
50%
60%
70%
Print
Key Takeaways
– Make sure you are creating messaging that resonates with the
audience to ensure maximum impact!
Source: 2013 Offshore Readership Survey
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How Buyers Use Petroleum’s Magazines
Petroleum - 2013 Readership Survey
Print Magazine
73%
Catch up on news
55%
Obtain essential
technical information
55%
Learn from case studies
Digital Magazine
69%
Catch up on news
53%
Obtain essential
technical information
49%
Get information to do
my job better
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Petroleum - 2013 Readership Survey
Why Buyers Visit Petroleum’s Sites
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Petroleum - 2013 Readership Survey
Industry Websites Are the Most Trusted
72%
Click on ads on Industry
Websites
53%
Click on ads on Google
Key Takeaway:
• Advertisements on
industry websites are
trusted more than
anywhere else
Fact
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Fast Growth Areas
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Growth in Internet Users
Facts:
• This is a 1.3M increase
from the end of 2012.
Given the world’s
population that means
over 35% of the world uses
the internet.
Source: www.internetworldstats.com/emarketing.htm
Fact
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Mobile Device Ownership
Petroleum - 2013 Readership Survey
Which of the following devices do you currently own or
plan to buy in the next 12 months?
Facts:
• The top content our audience is accessing on mobile is: email,
search engines, online articles, news stories, and email newsletters
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Video Consumption
Fact:
• YouTube’s monthly viewership is equivalent to roughly
10 Super Bowl audiences
Sources: http://www.youtube.com/yt/press/statistics.html
http://digiday.com/brands/15-stats-brands-should-know-about-youtube/
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C-Level Executives Use Video
For Business Purposes
• A recent study by Forbes asked more than 300 C-level
executives from businesses with over $500 million in revenues
about their video consumption habits
– More than 80% of senior executives are watching more
online videos today than a year ago
– 75% said they watch videos on business-related websites
at least once a week
• The study also showed that executives were taking action
after watching work-related videos
– 65% have visited a vendor’s website after watching a video
Source: http://leadsgenerationmarketing.com/on-b2b-lead-generation-content-and-the-rise-of-videos
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Our Audience Maintains Active Profiles
On Social Sites
Petroleum - 2013 Readership Survey
67%
49%
15%
14%
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Changes In Social Media For
Business Purposes
Petroleum - 2013 Readership Survey
For business purposes, how has your use of social media
changed in the last year?
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What User Behavior Tells Us
• There is no SINGLE media choice
• Users rely on a variety of sources including magazines,
websites, videos, events, etc.
• They are highly engaged and comfortable with a variety of
media types depending on where they are in the buying
process
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Words To Market By
“A good hockey player plays
where the puck is. A great
hockey player plays where
the puck is going to be.”
-- Wayne Gretzky
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Thank You!
Leif Nevener
Sales Engineer
918-527-6853 leifn@pennwell.com
www.linkedin.com/in/leifnevener
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