2013-09-24: Online Marketing
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22-Oct-2014 -
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Business
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By Amanda Schwarz
Transcript of 2013-09-24: Online Marketing
The shift
The shift upward
The shift downward
The catch
The choices
Methods • Display
• Banner • Sponsored links
• Search (SEM/SEO) • Social Media
• Sponsored • User Generated Content
• Email • Newsletters
• Mobile • Affiliate • Adware
Units of measure • CPA
• Cost Per Action • PPP (Pay Per Performance) • Action can be purchase, FB “like”, Video view, etc.
• CPC • Cost Per Click • Payout only happens on the click. No other action
• CPM • Cost per Mille, or 1K • Impression-based • Best for branding plays, where eyes are important
Banner Advertising
Sponsored Links
Search
Targeting • Geo • Demographic
• Gender • Age • Income
• Retargeting • Day-Parting, by day/hour • Performance
Plan before executing
Social Ingot
Coupon Buddy • An app developed for the Conduit platform
• Coupon promotions that stay with the user while they shop
• Serves relevant coupons, deals and specials based on user’s URL
• 60 MM active users • 2500 advertisers • 7500 active deals (500+ added daily)
The Future • Big move to Affiliate Marketing • Mobile Mobile Mobile • Video • Increased IAB self-regulation/crackdowns
