Women in Business:

Oak Bay News celebrates women with a special supplement Feb. 28 in print

Christine van Reeuwyk

Oak Bay News

In this day and age digital devices – phones, computers, tablets, games and apps – are everywhere, and advertisers use the power of the Internet to target highly defined consumer audiences.

“Digital marketing has revolutionized the advertising industry because of its ability to target and measure results,” says Christine Scott, director of product development for Black Press, Vancouver Island South. “It levels the playing field, allowing advertisers to market in very precise ways, basically giving small and medium-sized businesses ‘rocket fuel’ for advertising.”

In April 2017, Black Press unveiled new community news websites to optimize the digital experience for readers while continuing to improve our online product, along with maintaining twice-a-week print edition here in Oak Bay.

The new site allows for up-to-the minute breaking news, community features, sports stories and opinion columns faster and easier than ever before.

Part of that push, allowed for optimized digital marketing in communities already engaged at the local level; community by community, regionally and across western Canada.

Businesses can reach an audience, ranging from Facebook and Twitter to local news sites. Digital marketing includes many platforms, for example digital display ads on private networks, such as Black Press.

“Our local news sites have highly targeted local readers who love community news; across our network we have 2.8 million users per month consuming millions of content pieces,” Scott says. “Beyond that, we have 430,000 social media followers to which we expose both news and branded content, and, through programmatic advertising, we have about 10,000 partner websites that we use to place highly targeted digital display ads.”

There are also forums for branded content that includes text and video; programmatic advertising, using behavioural, contextual and geotargeting; mobile marketing, which also uses geotargeting, and geofencing, among other tactics; social media marketing; and search engine marketing, including optimizing websites for SEO.

“Digital content consumption is now a 24-7 marketing opportunity. Some 91 per cent of North Americans sleep within an arm’s length of their smart phones, for example. Most stores and businesses have opened up ‘virtual storefronts’ and market their goods online, growing new profit centres and expanding their businesses,” Scott says. “As firms such as Amazon disrupt retail, sellers know that they have to reach consumers where they’re at – which is on their devices.”

For example, shoppers often check their phone to comparison shop while they’re in a store.

“Geofenced digital advertising allows marketers to target that consumer, and even track them to another store if a ‘conversion zone’ has been established by the advertiser,” Scott says.



Just Posted

Salmon runs produces highs and lows on Vancouver Island this year

Chinook salmon did particularly well on the Island this year

Pedestrian scrambles, underground tunnels and other downtown Victoria quirks

The area around the former Eaton’s Centre had some unique ideas

Firefighters across the region swing into the giving season

Local firefighter says it’s about whole community

WATCH: Cyclist doored by pickup truck near Goldstream Avenue traffic circle

The incident was captured by a reader’s dashcam on Friday evening

Canadians spent $1.7 billion dollars online in December 2017

Online retail sales accounted for 3.4 per cent of total retail sales

Victoria axe thrower targets world championships

Former pitcher to compete at World Axe Throwing League Championships in Chicago

POLL: Are you giving to charities over the holiday season?

In the holiday rush, amidst the hustle and bustle to find that… Continue reading

Greater Victoria Crime Stoppers wanted list for the week of Dec. 4, 2018

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

In Canada, the term ‘nationalism’ doesn’t seem to have a bad rap. Here’s why

Data suggest that Canadians don’t see the concept of nationalism the way people do in the United States

Small quake recorded west of Vancouver Island

No injuries or tsunami warning after 5.4 rumble felt some 400 kilometres from Victoria

B.C. suspends Chinese portion of Asian forestry trade mission due to Huawei arrest

Huawei’s chief financial officer Meng Wanzhou was detained at the request of U.S. in Vancouver

2-year investigations nets $900,000 in refunds for payday loan customers

Consumer Protection BC says selling practices were ‘aggressive and deceptive’

China: Canada’s detention of Huawei exec ‘vile in nature’

Huawei is the biggest global supplier of network gear for phone and internet company

Upset student causes safety plan to be enacted at Island Elementary School

Child’s behaviour results in students being held in classrooms until order restored

Most Read