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My presentation about online media plan at Marketingist Marketing Fair on 28.09.2008
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JETSONS vs
FLINTSTONES
BURCU TÜZÜN Nokta Internet Technologies
ABOUT DIGITAL MEDIA
% 74 : internet is the most effective channel
% 5: TV and radio are the most effective channels
% 41 : no media plan without internet
“New media is the most effective channel in Europe. Because the target audience receives the offline media messages less.”
RedShift Research –UK 2008 2. Q
WHY IS NOT DIGITAL MARKETING SO WORTHY AS EXPECTED?
% 40 budget problem
% 28 lack of ability and experience
Greatest Barriers
ONLINE ADVERTISING
BANNER
SOCIAL NETWORKS
BLOG - VLOGWEB SITE
?ADVERGAME
WEB SITE
No investment for airport, Nowhere to land!
BLOG - VLOG
ADVERGAME
ONLINE MEDIA PLAN
URBAN LEGENDS
Perfect online media plan
DOES NOT EXIST!
Legend 1
Right AdRight Product
Right PlaceRight Time
forin the
at the
Legend 2
İf you don’t say:
ALARM BELLS are ringing!
Legend 3
If the plan is immediately ready,
Legend 4
25 – 35 agemetrosexual
Earns ...College / bachelor
grad.Credit card user
Cares himselfsportive
man
Plan matches your target audience?
What was my target?
Legend 5
Plan matches your target audience?
What happened? Plan: Football based sport sites
Socio- economics + demographic touchstone
Limited site alternatives
Age and sex are not enough to describe the target audience!
great shot!
We provide such many impressionsthat our CTR rates are low!
How many times can a unique user see my ad?
Legend 6
Home pages mean the best ROI!
Generally provide high impression.
Legend 7
Well known sites give the best results!
The most important one is the best shot!
Legend 8
Impression ≠ Unique user
ONLINE AD BUDGET
STRATEGIES
Online Ad Budget
Campaign
Image
Competition
Test
Online Ad Budget
Campaign
İnternet = campaign announcement media
Extra budget needed!
Online Ad Budget
Competition
competitive analyse and control
Online competitive strategy
Block the competitor “i m here”
Image
Online Ad Budget
Branding message
Encourage the agency for creativity
“no sale, we did something for fun.”
Test
Online Ad Budget
experiment: new site, new format
FRED FLINTSTONE : Classic media & marketing
ELROY JETSON: digital media
Universal Language
cpm
cpc
cr
ctr
cpa
Ad corner
Roll over
300 * 250
virütikİn text
ugc
advergame
Micro site
blog Social network
Web 3.0
728 * 90
impressioninteractive
mobile
Web 2.0
rss
Rich media
mashup
wiki
Customer = FRED
What should Fred know about online media plan?
•Site visitors informations and harmony with the audience
•Numbers and graphics for the site history
•Banner size, format, placement
•Target
•Costs
•General CTR rates on the site category
•ONLINE reports•Revision, cancellation
•Stay away from prejudgements! Squeeze Elroy!
•Stay away from terms!
• Take the risks with 3. parties TOGETHER!
•Play together!
Dear Fred;
•Test!
•Develope the process and results! Non-stop!
•Try on the new ones!
•Never tell “we don’t know internet, manage my budget!”
Dear Fred;
•Don’t educate Fred! Update Fred!
•Customer = Fred, •minimum disappointment
•Don’t use standard report diagramms!
•Offline ≠ online. •Be patient, assertive, stable!
•Be 5 steps forward than Fred!
•Be ready for the prejudgement!
Dear Elroy;
•You are not a fortune teller! •Confess the mistake!
•Learn by the mistakes.
•Be friends with sites management! •They are not your slaves!
Dear Elroy;
•Spend the budget as your own!
•Don’ t leave 3. party flock! Or face the wolf!
Social Networks
Social Network Ads
Social Network Ads
Ads: Sponsored story, sponsored social story, Box ad unit, Display ads
Pages: brand advocates, conversations, interactivity and CRM
Social Network Ads
• 12.250 + kişi tarafından ortalama 4.7 puan aldı.• 1.579.079 kişi aylık aktif ziyaretçi / oyuncu• 30.264 fana sahip. • 12.482 duvar yazısı
Social Network AdsAppl. – Pokey Hill’s
Social Network AdsAppl.– Pokey Hill’s
Social Network Ads Pages - Body Shop Strawberry Body Butter
Social Network Ads Pages – Adidas
Social Network Ads Pages – Adidas
To keep in touch and for comments, please contact me.
Burcu Tüzün
[email protected], [email protected]
Blog: http://pazarlamacigiremez.blogspot.com
Friendfeed: http://friendfeed.com/pazarlamacadisi
Twitter: http://twitter.com/pazarlamacadisi
To download: http://www.slideshare.net/brctzn
