Digital Marketing

Solutions Guide
For More Information:
Visit our media kit here, call 866-356-8126 or email alent@syracuse.com
2014
Its no secret that digital advertising continues to show explosive growth across
desktop and mobile platforms in all forms search, display, video and social.
Be Found, Be Known, Be Social
In order to leverage this growth, Syracuse Media Group is continuing to evolve our platforms, capabilities,
marketing solutions, and strategies around the three Bs, be found, be known, and be social. And were
doing it in a way that allows us to deliver the right message, at the right time, to the right audience for you and
to do it on whatever device or screen the recipient is viewing at that time.
To accomplish this, weve created an integrated framework where we bring all things together to help you fnd
your audience who they are, where they live, where they shop, and what theyre likely to buy and grow your
business. And we dont stop there. Syracuse Media Group is able to deliver your marketing message via a vari-
ety of available solutions across multiple platforms, devices, and media, all from a single audience.
And with comprehensive reporting, we can help you understand how your marketing campaign performed
and what actions your audience took. We deliver actionable insight to help you grow your business.
It starts with a discovery process where we explore your goals and objectives, as well as your audience
target. We make it easy for you to help your advertiser succeed.
And the way we get there is through the data we use. syracuse.com has rich frst-party data gained
from user interaction with either our website or the Conde Nast family of publications, and we extend
and enrich that data with premium third party data from leading on-line and off-line data if your are
looking for someone who is shopping for a house or a car, planning a vacation or who is looking for a
job, we can help fnd them.
Discovering Your Needs and Audience
Syracuse Media Group Digital Marketing Solutions Guide | 1
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
Tell us who you want to reach,
and well help you do it!
Our results-driven Audience Targeting
Solutions places your marketing
message in front of the people you
most want to reach, and where you
most want to reach them. Cast a wider
net or penetrate your target market
deeper well help put you in front of
the right audience at the right time.
Simply Put, It Works: An estimated 97% of
online display advertisers taking advantage
of audience targeting strategies. Whats
more, 52% of agencies and 59% of
advertisers attribute their success with
audience targeting to a corresponding
growth in their display advertising budgets.
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OF ONLINE ADVERTISERS
ARE TAKING ADVANTAGE
OF AUDIENCE TARGETING
STRATEGIES
Geo-Target candidates by geographic
location (statewide, regional, DMA, or zip
cluster).
Behavioral Target to the types of websites
they have recently and frequently visited.
Re-Message your ads to customers as they
visit other sites on our premium partner
networks.
Leverage all forms of rich media and
pre-roll video.




Our Audience Targeting Solutions:

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HARNESS THE POWER OF
SYRACUSE.COM AUDIENCE DATA
syracuse.com collects audience data from engaged, local
consumers that use our site. Now were putting the power of this
valuable data to work for you. Beginning with an online display
campaign on our site, you can now target and re-message our
users based on their interests across all devices (i.e. desktop,
tablet, and mobile) used to access our content.
EXTEND THE REACH OF YOUR
CAMPAIGN BEYOND SYRACUSE.COM
We have partnered with premium networks and high quality
data providers to build a program that allows you to expand
the reach and increase the effectiveness of your online
display advertising campaign. Reach and engage the right
audience based on their online and offine behavior and
interests across all devices (i.e. desktop, tablet, mobile,
eNewsletters) and advertising solution standard display
advertising and rich media solutions.
REACH THE WORLDS
MOST DESIRED AUDIENCE
Through a premier partnership, we can put your
marketing message on the Cond Nast Network in front of
the worlds most desired audience of affuent, infuential and
engaged consumers. You can run your campaign to a
targeted audience of Cond Nast online users, or across
the entire network of this premier collection of engaging and
beautifully designed websites.
Audience Targeted
Solutions
Syracuse Media Group Digital Marketing Solutions Guide | 2
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
Increase your brand awareness and extend
your marketing message to the largest local
audience in New Jersey.
$22.24 FOR EVERY $1 SPENT
Measurable Results: The online environment makes it easy to track your results to help you
measure your return on investment and fne-tune your strategy. The results can be impressive;
an October 2011 report found that online display ads ofer an ROI of $22.24 for every dollar spent.
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Sliding Billboard
Corner Peel
Expanding Leaderboard
Video Leaderboard
Expanding Rectangle
Video Rectangle
Wallpaper
Interstitial

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Our Rich Media Options Include:
Whether you want to build your
brand, drive traffc to your website,
or promote a special offer or deal,
theres a syracuse.com online
display advertising program that
can work for you.
We ofer fexible, customizable online
display advertising solutions that help
meet your marketing goals. As part of
our service to you, Syracuse Media
Group can produce all of your online
creative at no additional charge.
In addition to IAB standard ad units,
syracuse.com also supports a wide-range
of rich media to help you engage
your audience.
Online Display Solutions
on syracuse.com
Syracuse Media Group Digital Marketing Solutions Guide | 3
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
Mobile advertising with
syracuse.coms site and mobile apps
lets our highly engaged, on-the-go
audience respond to your marketing
message anytime and anywhere right
from their mobile devices.
Your mobile advertisements will be placed
in highly visible positions on syracuse.coms
site and mobile apps. Your optimized mobile
landing page gives our mobile audience the
ability to click to call, email or locate you.
Plus, Syracuse Media Group will design a
customized mobile landing page for you
at no additional cost.
The Next Marketing Frontier: More than 49
million smartphone users in the United States
interact with mobile advertising,
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with 56% of
them using their phone to research products
for purchase,
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and 84% of mobile device users
looking for local retailer information, such as
business location and hours of operation.
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SMARTPHONES USERS IN THE U.S.
Mobile Advertising With Us:





Reaches our highly interactive mobile audience
on their iPhone, Android, or iPad devices.
Increases the reach and distribution of your
marketing message.
Lets you target your ad to specifc sections of
syracuse.com or to specifc counties.
Includes a customized landing page at no
additional cost.
Lets you target users that are ready to make
local purchasing decisions.
Mobile Marketing
Solutions
Syracuse Media Group Digital Marketing Solutions Guide | 4
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
Paid Search (sometimes referred
to as Search Engine Marketing
or SEM) can be complicated and
time-consuming. Syracuse Media
Group offers simple, affordable
and effective solutions to reach
your target audience at the precise
moment when they search for
your products and services online.
By leveraging our premier partnerships
with Google and bing/Yahoo!, and
tapping into our Google AdWords and
bing/Yahoo! Search expertise, you can
reach the audiences that matter most to
your business, while we do all the work!
Our local Paid Search experts will
manage your campaign from set-up
to optimization while consistently
delivering key insights into your
campaign performance. Our local
knowledge and product expertise take
the guesswork out of Paid Search so
you can do what you do best focus
on your business.
It Pays to Be Noticed: Studies have found that
click-through rates, conversion rates, and revenue
are all higher when both organic and paid listings
appear for search results. When a brand appeared
in both organic and paid search results, the searcher
clicked on that brand 92% of the time, compared to
60% when the brand appeared in only one location.
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WHEN A BRAND APPEARED IN BOTH ORGANIC
AND PAID SEARCH RESULTS, THE SEARCHER
CLICKED ON THAT BRAND
COMPARED TO 60% WHEN THE BRAND
APPEARED IN ONLY ONE LOCATION.
Helps you reach consumers actively
looking for your products and services
using keyword targeted ads on search
engines such as Google, and bing/Yahoo!
Is a fast, easy way for highly qualifed
sales leads to fnd you.
Provides a user-friendly interface that
helps you manage incoming sales leads.
Lets you decide up front how much you
want to invest, and delivers results.




Our Paid Search Advertising:
ADWORDS
PREMIER
SMB PARTNER

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Paid Search
Solutions
Syracuse Media Group Digital Marketing Solutions Guide | 5
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
Search Engines are ever changing the
rules for organic search. With over 500
changes to Googles algorithms every
year how can you keep up? You
probably dont have the time to learn
about it let alone analyze and react to
this challenging landscape. We can help.
Our team lives and breathes SEO all day
every day.
Our team consists of nationally known
experts and dedicated strategists and
tacticians. They are the same experts
who have made syracuse.com the most
authoritative website in the area. Lets
put them to work on your website.
SEO is important from a variety of different
perspectives and we offer solutions to address
them all. We can help with any of the following
needs and much more. Our programs can be
your solution.
eCommerce Optimization
Local Search Optimization
Targeted Content Solutions
Blog Creation and Optimization
Custom SEO Consultation
Ranking Recovery Triage
1. A - Authority How authoritative is
your site in the eyes of search
engines?
2. R - Relevancy Do the pages of your
site have relevant answers to the
questions being asked by searchers?
3. T - Trust Do the search Engines
trust that your any not trying to fool or
manipulate them or your customers?

Our programs work to improve ALL three of
these very important factors.
SEO (Search Engine Optimization)
is about improving the three basic
fundamentals of organic rankings
referred to as ART:
95% of searchers never go past
Page 1 on Google
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Gets over 12.5 Billion searches a month
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Has over 45 Billion pages indexed
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Changes the Algos over 500 times
a year
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WE TRACK IT ALL SO YOU DONT HAVE TO.
Search Engine
Optimization Solutions
Syracuse Media Group Digital Marketing Solutions Guide | 6
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
REAL DEALS
eNEWSLETTER
A Real Deals email campaign lets you reach
76,000+
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100% opt-in subscribers with exciting
discounts and special offers on your products,
services, events, and more.
Placing your ads in our eNewsletters allows you
the opportunity to reach an engaged audience
by aligning your brand within the top news and
information that impacts our readers daily lives.

If you have email marketing goals that lay outside
of our Real Deals and eNewsletter products, were
happy to help you develop a customized email
advertising campaign to suit your needs. Please
inquire with your local Digital Marketing Specialist
for more information on how we can help you reach
our target audience with email advertising.

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Deliver relevant content, drive traffc to
your website, and increase sales on a
local, regional or statewide scale with
a Syracuse Media Group email
marketing program. We offer a variety
email advertising options, including our
Real Deals and eNewsletters, that
can be targeted to the audience
you want to reach.
Extended reach of your brand and
marketing message to help attract new
business, increase traffc to your website,
and improve customer loyalty.
An effective direct response vehicle that
motivates local consumers to respond to
your marketing message quickly.
A unique and powerful advertising tool
that can integrate with other ad buys
on syracuse.com to drive campaign
performance.
Measurable results including:
- Emails sent and delivered
- Open rates
- Click-through rates (CTR)




Our Email Advertising
Provides You:
89% of businesses surveyed declare email marketing
to be important or very important to their organi-
zation.
v
78% of businesses cite retention, 70% cite
engagement, and 68% cite revenue generation as
compelling reasons to use email marketing.
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Email marketing remains
critical to business
Email Marketing Solutions
Syracuse Media Group Digital Marketing Solutions Guide | 7
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
Syracuse Media Group is a digitally-focused news, information and
advertising company serving Central New York. We publish and
operate an extensive portfolio of digital and print products featuring
comprehensive, in-depth coverage from the areas largest news
organization. Our fagship brands are syracuse.com, the leading
website in the region and The Post-Standard, which has served
the community since 1829.
For More Information Visit:
Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com.
About Syracuse
Media Group
Syracuse Media Group Digital Marketing Solutions Guide | 8
For More Information: Visit our media kit here, call 866-356-8126,
or email alent@syracuse.com
The Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the
US. 14th Edition. New York: Direct Marketing Association, Inc., 2011. Print.
Hurt, Jeff. Cheat Sheet: What Is Mobile Marketing? jeffhurtblog. Velvet Chainsaw
Consulting, 23 May 2011. Web. 26 Aug. 2012.
Shaw, Elizabeth. Mobile Marketing: Not the Same on Tablets as on Smartphones.
forrester.com. Forrester Research, 28 Mar 2012. Web. 26 Aug 2012.
Mobile Search Insights Study 2011. Performics, 2011.
National Client Email Report (DMA, 2013). EmailStatCenter.com. Web. 10 Oct
2013.
iCrossing Search Synergy: Natural & Paid Search Symbiosis. iCrossing, Mar 2007.
Effective Audience Targeting Leads to Bigger Display Budgets. emarketer.com.
eMarketer, 16 May 2011. Web. 26 Aug 2012.
WhatCounts, 2013
Email tracking report (DMA, 2012) EmailStatCenter.com. Web. 10 Oct 2013.
Top Google Result Gets 36.4% of Clicks, Search Engine Watch, April 2012.
comScore Releases September 2013 U.S. Search Engine Rankings, October 2013.
The Size of the World Wide Web (The Internet), http://www.worldwidewebsize.com/,
October 2013
Google Webmaster Central Blog, May 2012
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