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Content Remarketing in 4

Easy Steps

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How we use remarketing

Building audiences

Prioritizing goals

Serve relevant offers

Cross-selling

Agenda: The Four Steps

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Remarketing, at it’s core, is to bring users who have shown interest in your product back to your product.

From there other things that you can do are –

Offer testing

Cross selling

Upselling

CRM

How We Remarket

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As a media company, Time Inc is able to leverage the content that we publish to understand our consumers.

Through analytics, we know what type of content users like, and from there build audience segments.

These audience segments allow us continue to push content that resonates with our consumers and allow us to build specific offers.

Remarketing at a Media Company

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In order to remarket to consumers based on content, content needs to be seen.

Step 1: Build Your Audience

Homepage Tout

Social Networks

Organic Search

Results

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Sample tactics to drive users to content -

Leverage owned sites Websites, homepage touts, cross brand promotions

Owned social pages Twitter, Facebook, Tumblr, Instagram, Pinterest

Promoted social tactics Promoted Tweets, Sponsored posts, sponsored pins

Cost efficient native ads Taboola, Outbrain, StumbleUpon, PubExchange

Affiliates, bloggers & influencers

Maximize Content Viewability

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In the event of multiple teams wanting to leverage the same audience, prioritization is key.

Step 2: Prioritize Multiple Goals

Subscription

SalesKPI: Orders

Audience

DevelopmentKPI: Unique Visitors

Retail/ Newsstand

KPI: Newsstand Sale

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Make sure offers are relevant to the consumer’s interests.

Serve the user a product that they’ve previously browsed for.

But factor in seasonality.

ex) Users browsing for sunscreen in August may not be interested anymore in September

Step 3: Serve a Relevant Offer

18% Increase in

conversion rates over

control offer

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Leverage topical events or dates with targeted offers.

Being Opportunistic with Timely Offers

Understand your audience and what your audience is interested in beyond typical holidays.

Typical holidays are more competitive, investigate opportunities around hashtag holidays.

ex) #420, #airmaxday, #nationalsiblingday

4/20

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Give consumers what really matters to them.

Leverage Major Milestones

Reach users at their pivotal points in their lives and express to them the value of your product

Graduation

Real Life Guides

Marriage

Moving, organization & storage tips

Parents

Tips, guidance, and information

Parents & Parenting

Content

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Provide added incentive to buy.

Increase value:

4 free issues to 8

Free shipping offers

% discount offers

Newsletter sign ups

Exclusive content offers

Bonus Offers

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Price Testing

Test short-term

offers

Test different pricing offers.

Short term subscriptions

Bulk purchase discounts

BOGOs

Bundles

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Leverage similar audiences to cross promote portfolio products.

Step 4: Cross-sell

I like

FashionI like

EntertainmentI like Sports

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Create events where you can sell everything together as bundles.

Promote multiple products within the same ad to expand reach.

Or Sell Everything Together

Leverage higher

volume titles to support

smaller titles

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THANK YOU!