THE CHANGING MEDIA LANDSCAPE IN THE USHow to reach your brand objectives through integrated communications

"There is great chaos under heaven — and the situation is excellent."

Mao Tse-tung

The US Media Landscape

Media is changing fast• Print publications going out of business

(US Version)

The US Media Landscape Media is changing fast• Prestigious publications implementing native

advertising models (paid content)

The US Media Landscape

New niche players building viewership

1.2 million unique monthly visitors

1.3 million unique monthly visitors

300,000 unique monthly visitors

28,000 unique monthly visitors

The US Media Landscape

The rise of social media

47% of Americans say Facebook is

their #1 influencer of purchases

(Source: Jeff Bullas)

(37%) of Twitter users will buy from a brand they follow. (Source: AdWeek)

Instagram has 400 million monthly active

users (Source:

Instagram)

The US Media Landscape: Integration is the Future

Integrated Communications:The PESO Model

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Paid Media (Advertising)

• When you buy media, INTEGRATE & NEGOTIATE added value:– Editorial– Tasting Opportunities– Social Media Mentions

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Paid Media (Advertising)

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Earned Media (Press)• Traditional press: 70% of consumers say they prefer getting to

know a company via articles rather than ads. (NewsCred, December 2014)– 85% of consumers regularly or occasionally seek out trusted

expert content (credible, third-party articles, and reviews) when considering a purchase. (InPowered and Nielson, 2015)

• Bloggers: 84% of consumers make purchases after reading about a product or service on a blog. (Research Now, February 2015)

• Influencers: Shortform content has surged as platforms like Instagram, Vine, Pinterest and Snapchat give way to a new generation of social media content creators.

• There is a huge opportunity for brands to reach out, engage and earn their content

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Shared (Social) Media

• Focus your efforts on Facebook and Instagram

• Invest in Facebook advertising smartly– Facebook audiences– Facebook pixel / Retargeting

• Build relationships with Instagram influencers in your market

• NEW! Instagram Advertising– Invest enough for a substantial return

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Owned Media (Content Creation)

• Many media companies are replacing traditional advertising with Native Content (‘Advertorials’)– Native content is content sponsored by an

advertiser– Native content is a way for brands to get their

exact message to readers in an exciting and engaging way

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Owned Media (Content Creation)

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What Does this Mean for the Wine Marketer? Five Take-Aways1. Create great content and disseminate2. Use multiple channels to maximize ROI3. Target different audiences with different media4. Keep the message consistent5. Work with local experts!

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