Getting Found - Part III
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Transcript of Getting Found - Part III
GettingFound–PartIII
OnlineAdvertising
TheBasicsOfOnlineMarketing
10YearsAgo–EverythingWasDirect
PUBLISHERS
ADVERTISERS
AdServers
AdServers
£
Dire
ctSalesTeam
£
Agencies
PerformanceNetworks
AudienceNetworks
PUBLISHERS
ADVERTISERS
Non
‐Guaranteed
c.60%
Guaranteed
c.40%
Agencies
AdServers
MediaBuying
Platforms
DSPs
AdExchanges
DataExchanges
DataSuppliers
AdServers
AdNetworkOptimizers
AdSecurity
InternationalNetworks
PUBLISHERPLATFORMS DEMANDPLATFORMS650+CHANNELS
2million+
YieldOptimizationDire
ctSalesTeam
AdNetworks&Exchanges
HorizontalNetworks
VerticalNetworks
Asaresult,wehavecometounderstandthatnooneneedsadvertisingbecausetherearemuchbetterwaystomarketyourproducts.
Thisisagamechanger.Thistakesusfromaworldof"no"toaworldof"yes,"wheretheaudiencegetstocuratecontent,expressandshareitastheychoose,whilecopyrightholdersarenotonlyrespected,theygettomakemoney.
‐JeffBerman,MyspacePresidentofSalesandMarketing
Marketersmustsettheirgoals,thenreachouttotheinfluentialswhocanhelpthemachievethosegoals.
TheRoleofDigitalMediaInMarketing
Monologue OneWay MassCommunications Static NoInteraction ShotgunApproach HardtoIdentifyCustomers HardtoManageCustomers
Dialogue TwoWay(Conversational) RealTime Dynamic Collaborative Segmented RichCustomerInteraction RichCustomerData
BEFORE AFTER
Customer CustomersSupplierSupplier Internet
64%
18%
6%6% 4% 1%
Ifyouhadtoliveonadesertisland,whatwouldyoutakewithyou?
ComputerwithInternet
LargeSupplyofBooks
TV
Radio
CellPhone
NewspaperSubscription
TheOldWay
TheOldDaysofOnlineAdvertising Priortothenewmediarevolution
Onlineadvertisingwasverylimitedandheavilycontrolled Itwaslimitedtoonlineeditionsofnewspapersandtelevisionnewschannels
Buttogetthatspace,youwouldneedtopayaveryheftyamountofmoneyforasmallspaceandshorttimeperiods
ThiskeptSMEsandmid‐sizedorganizationsfrombeingabletoproperlyleveragetheinternettomarkettheircompaniestothepublic
10YearsAgo–EverythingWasDirect
PUBLISHERS
ADVERTISERS
AdServers
AdServers
£
Dire
ctSalesTeam
£
Agencies
RemnantsoftheOldDays OnlineBannerAds
Limitedsizesdependingonthewebsitedesign
Limitationsonthecontentandfilesize
Limitationsonthemediaformats
UnderstandingOnlineMediaTypes
DifferentMediaTypes
Paidmedia–advertisinginsertednexttoanother’scontent
Ownedmedia–brandcreatedcontent
Earnedmedia–Gettingsomeoneelsetoprovidecontentaboutabrand
HowPaidMediaWorks
HowOwnedMediaWorks
HowEarnedMediaWorks
HowTheWholeSystemMapsOut
Today’sOnlineMarketing
PerformanceNetworks
AudienceNetworks
PUBLISHERS
ADVERTISERS
Non
‐Guaranteed
c.60%
Guaranteed
c.40%
Agencies
AdServers
MediaBuying
Platforms
DSPs
AdExchanges
DataExchanges
DataSuppliers
AdServers
AdNetworkOptimizers
AdSecurity
InternationalNetworks
PUBLISHERPLATFORMS DEMANDPLATFORMS650+CHANNELS
2million+
YieldOptimizationDire
ctSalesTeam
AdNetworks&Exchanges
HorizontalNetworks
VerticalNetworks
AllowersTransmittersShapersInitiators
Brands
SalesHouses
MarketingSpecialists
MediaAgency
AdAgency
MediaChannels
DigitalPlatforms Consumers
Communication/Community
Entertainment/Personal
Expression
Information/Research/
EverydayTasks
IM
Postingyourprofileonacommunity
site
CreatingyourownIM/chatroom
avatar
VisitinganInternetchatroom
Makingpoststoanonlinemessage
board
Becomingaleadcontributortoanonlinecommunity(e.g.,regularposts,moderator)
Settingupemailforwardinggroupfor“joke”emails
UsingGoogletoresearchBuying
somethingonEbay
Buyingabook/CDfromAmazon
Regularlyshoppingfor
groceriesonline
Internetbanking
JoininganInternetpaymentservice(e.g.,Paypal)
SellingsomethingonEbay
Settinguppersonalnewsviews/alerts
Regularlyreadingnews
online
Bookmarkingyourownlibraryof“favourite”
sites
Writingyourownblog/newsletter
Buildingyourownwebsite
Bookingaflightonline
SharingiTunesplaylists
Playingviralgamesthatwere
emailed
JoininganonlineRPGcommunity(e.g.,SimsOnline)
Downloadinggames
Watchingstreamingvideo
Downloadingmusic
ListeningtoInternetradio
Uploadingphotostoalbum
site
Subscribingtoonlinemovieservice
Videochat/Webcams
Websurfing
Visitingwebsitesothershave
recommended
Browsingdating/“friends”
sites
Signingupforemailnewsletter
Basic
Experienced
Enthusiast
CreatingyourownTVchannel
WhatisYourOnlineValueProposition? Whatcanyourprovidetohelp/inform/entertainmeonline? Reinforcescorebrandpropositionandcredibility,but
messagingshows… DifferentOVPsfordifferentmarketsandaudiences Valuethatasitevisitorgetfromyouronlinebrandorcampaign
that… Theycan’tgetfromyouoffline? Theycan’tgetfromcompetitors?
DevelopcontentstrategytodevelopOVPs Communicatemessageforcefully:onlineandoffline
13AudienceSegments
Content and Advertising targeting
DetailofCategoriesWithinGroups
2...thenleavestobrowseotherwebsites1
Acustomerbrowsesyourwebsite...
4Oneclickbringsthemdirectlybacktoyoursite 3Targetingtech
displaysapersonalisedadtothisprospect
HowPersonalisedretargetingworks
OnlineMediaCategories Portals
Yahoo,AOL,MSN
Content NYTimes.com,CNN.com,
MSN.com,dawn.com,thenews.com.pk,jang.com.pk
SearchEngines Google,Yahoo,Bing
SocialMedia(UGC) Facebook,Twitter,MySpace
Video YouTube,Hulu,Vimeo
Blogs&OnlinePublications email&Newsletters eCommerce
Amazon,eBay,BestBuy.com
ReallySimpleSyndication(RSS) Feedburner,GoogleReader
AdNetworks AOL,Yahoo,Google
AdWords,advertising.com
Banner(Display)Advertisements Definesallformsofonlineadvertisingthatisintegratingdifferentelementsandthatfollowscommonformattingguidelines
Measuredinpixelsandkilobytes
Banner(Display)Advertisements Mostlyknownformatsare
Leaderboard Skyscraper Overlayer Showcase Buttons&Banners
ContentAdvertising Advertisingwovenintoeditorialcontentorplacedinacontextualenvelope
Alsoknownas“webadvertorial”
emailAdvertising Advertisingcampaignsdistributedviaemail
emailaddressesselectionispossiblebasedonsocio‐demographic,behavioral,andprofessionalsectorcriteria
Noteffectivebecauseofspamfilters
SearchEngineMarketing SEO–NaturalPositioning
OptimizetheHTMLcodetoeasetheworkofthesearchenginespiders
Long‐TermApproach RelevancyIndexOptimization CostEfficientInvestment
SEM–PerformanceDriven Buyrelevantsearchqueries/
keywords/terms “Youpayforwhatyouget” Contextual&Short‐Term/
Mid‐Termdriven ManagedCosts