Online Marketing and Conceptual Thinking college 5 - Pay Per Click, Social Media, ELM-model
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Transcript of Online Marketing and Conceptual Thinking college 5 - Pay Per Click, Social Media, ELM-model
Online Marketing and Conceptual ThinkingLecture 5 – PayPerClick, SOME, ELM Model
Press stories last week?
Fairphone
#Soup2Go
#Soup2Ta
pas
#Soup2Go
#Soup2Ta
pas
#Soup2Go
#Soup2Ta
pas
#Soup2Go
#Soup2Ta
pas
#Soup2Go
#Soup2Ta
pas
Concept DevelopmentSoup2Go?Trends:
Pure, healthy, quick
Target group: YUP
Annoyance:
Whenever I go to a restaurant, I never get enough vegetables!
Two concepts:
•Soup to Go
•Soup to Tapas
Marketingmix
Product:
Fair Soup
Price:
McDonalds menu
€5,- regular soup
€6,- for an extra potato (SoupXL)
(Earn money on the drinks)
Place:
Amsterdam / AmsterdamCS
Promotion
:
Free publicity (take your ingredients home!)
Social Media
#Soup2Go
#Soup2Ta
pas
Name is still available!
Short intro Research new media use in 2014
What to do today? - Pay Per Click
- Social Media
- ELM Model (!)
- Rich Content
Pay Per Click (ch. 7)Let’s get serious
Pay Per Click (ch. 7)With PPC advertising, the advertiser does the following:
• Creates the content fora n advertisement (listening report!)
• Selects the keywords for which the advertisement should appear Dia 30!
• Chooses the maximum amount they’re willing to pay for a click on the advertisement
Search engine algorithm • Checks the advertisement for compliance to editorial guidelines
• Displays the advertisment for relevant search queries
• Determines the rank, or position, of the advertisement based on the advertiser’s maximum bid and the relevance of the advertisment
Advertisers can choose to have their advertisements displayed on:
• Only the search network
• The content network (case study politics)
Match types for certain keywords
Geo targetting• Being able to target your campaigns and knowing that the traffic you’re getting is relevant to your product
•The long tail. The sum of the low-volume searches matches the high-volume searches
Planning and setting up a campaign: Step 1: Conduct a full online and an offline analysis of the business, customer demographics, the industry, and competitors
Step 2: Define your goals
Step 3: Determine your budget, cost per action, and targets
Step 4: Research key words
Step 5: Write the advertisements
Step 6: Place your bids
Step 7: Measure, analyze, test, optimize
Discussion What is the difference between the display URL and the landing page URL - and what is the function of each?
Using some of the free keyword tools listed above, develop a samle list of keywords for a client of your choice.
Social MediaEngagement, Rich Content, and use of ELM Model!
Social Media (ch. 8) Engagement!
Marketers can engage in the conversation and can lead it but cannot control it
Supply content creators with the tools and resources they need so that they can easily talk about your product
To reach out to content consumers, go where your consumers are
Label marketing messages as marketing messages, with a disclaimer added if necessary
Make it as easy for content sharers to share by using chicklets and unique and easy to read URLs
Example KLM
Use Rich Content Video and Photo’s
Use Stockphoto’s
http://www.morguefile.com
Video:
Vine
Instagram Video
ELM Model
Pinterest case ‘persuasion’
Enough information Let’s start with the literature reports!
Assignment next weekTwitter Measurement
For next week: Read ch. 15 Find your favourite Twitter application via https://blog.bufferapp.com/free-twitter-tools?utm_content=bufferd9f6d&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer Mail me your 1st, 2nd, 3rd list
thesis and Internship instructor