MARKETING EDUCATION SERIES Building Data-Driven Marketing Programs:

Understanding Audience Behavior

Tuesday, May 610:00 am, 1:00 pm, & 3:00 pm

So Many Choices…

Virtual Events

Podcasts

White Papers

EditorialDigest

BuyersGuide

Newsletters Banners Text LinksWebsites

AppsSEO/SEM

Social Media

Magazines

Integration vs Limitation

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• 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

AWARENESS

PERCEPTIONS

POSITIONING

PREFERENCE

THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS

The integrated media

pyramid …

Contains a MIXof less complex and

more complex media to drive products

(brands)through the brandadoption process

MOREcomplex media

LESScomplex media

Dept

h of

impr

essio

n pe

r con

tact

Freq

uenc

y of

cont

act

Span

of c

onta

ct

Frequency of contact

Opportunities for qualified lead gen

Opportunities for discussion/interaction

Integrated Media Pyramid

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85% of OFFSHORE and OIL & GAS JOURNAL READERSsay 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

Integrated Media Pyramid85% of OFFSHORE and OIL & GAS JOURNAL READERSsay 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

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85% of OFFSHORE and OIL & GAS JOURNAL READERSsay 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

Integrated Media Pyramid

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85% of OFFSHORE and OIL & GAS JOURNAL READERSsay 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

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 SURVEYOffshore and Oil & Gas Journal

Audience Responses

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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

60% OF THE

RESPONDENTS HAVE

PURCHASING AUTHORITY

of our the respondents have over 20 years industry specific experience

48%

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65%of the respondents were between the ages of 30 and 60

Under $1,000

9%

$1,000 - $9,999

16%

$10,000 - $24,999

12% Over $25,000

62%

Amount of Purchasing Authority/Influence

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Our Audience Relies On a Variety of Media Channels

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Media Channels Vary During The Buying Process

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At which stage in your buying process do you use the following types of media?

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For business purposes, how has your use of the following media changed in the last year?

Changing Media Consumption

Increased

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Mobile

Apps

Industry W

ebsites

Email Newsle

tters

Digital

Mag

azines

Searc

h Engines

41% 45% 46% 51% 53%

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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)

Buyers Are Evaluating New Vendors

• 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

56%

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Marketing Communications is Essential for Consideration

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.)

• 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!

Yes85%

Reasoning ResponseI can be more knowledgeable in the questions I ask

71%

Lets me know what the company stands for (experience, performance, support, etc.)

69%

Gives me perspective about where their products fit versus their competitors

67%

Gives me more assurance that the vendor might meet our needs

59%

Helps me decide whether or not we should contact the company

56%

I feel more confident discussing the solutions with the company

54%

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What Matters to the Buyer?Please rate the following criteria for their importance in making purchasing decisions

• 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!

Personal Brand Loyalty

Referral from Colleagues / Peers

Price

Reputation / Brand of Company

Customer Service

Functionality of Product / Specification

Quality

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25%

38%

54%

58%

77%

87%

91%

Very Important Somewhat Important Not ImportantPetr

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Buyers Respond To Magazine Advertising

Took action after seeing an ad in a PennWell Petroleum print 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

83%

90%

Took action after seeing an ad in a PennWell Petroleum digital magazine

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Buyers Respond To Magazine AdvertisingWhat 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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Key Takeaways– Make sure you are creating messaging that resonates with the

audience to ensure maximum impact!

Getting The Buyers AttentionWhat features make you want to read an advertisement, and/or take an action in this print magazine and digital magazine? (Check all that apply)

Source: 2013 Offshore Readership Survey

Special offers/incentives

Link to specific information on advertiser's website

Visual appeal

Company-focused message

Product-focused message

Technology-focused message

0% 10% 20% 30% 40% 50% 60% 70%

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How Buyers Use Petroleum’s Magazines

55%

73%

55%

Catch up on news

Learn from case studies

Print Magazine

Obtain essential technical information

53%

69%

49%

Catch up on news

Get information to do my job better

Obtain essential technical information

Digital Magazine

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Why Buyers Visit Petroleum’s Sites

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Industry Websites Are the Most Trusted

53%

72%

Click on ads on Google

Fact

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Click on ads on Industry Websites

Key Takeaway: • Advertisements on

industry websites are trusted more than anywhere else

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Fast Growth Areas

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Growth in Internet Users

Source: www.internetworldstats.com/emarketing.htm

Fact

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.

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Which of the following devices do you currently own or plan to buy in the next 12 months?

Mobile Device Ownership

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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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Sources: http://www.youtube.com/yt/press/statistics.html http://digiday.com/brands/15-stats-brands-should-know-about-youtube/

Video Consumption

Fact: • YouTube’s monthly viewership is equivalent to roughly

10 Super Bowl audiences

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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

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67%

49%

15% 14%

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For business purposes, how has your use of social media changed in the last year?

Changes In Social Media For Business Purposes

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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!

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Leif NevenerSales Engineer918-527-6853 leifn@pennwell.com www.linkedin.com/in/leifnevener