escape d.o.o.miroslav@escapestudio.net

Internet:Revolucija komunikacije i

marketinga

Zašto sam ovdje?

1. Da predstavim svoju sliku interneta2. Da objasnim gdje i koliko se danas ulaže3. Da Vam pokažem put u kojem smjeru se

razvijati 4. Da Vam pokažem gdje se nalaze poslovi

budućnosti5. Jer je Dario uspio organizirati moje

predavanje

@mvarga

.Početak

First Arpanet connection:29. October 1969 between Charley Kline at UCLA and Bill Duvall at Stanford.

http://www.guardian.co.uk/technology/interactive/2009/oct/23/internet-arpanet

@mvarga

.prve domene/web-sjedišta: 15.03.1985.

Danas se mjesečno dodaje oko 2 mil. novih!

.domene su vrijednost

Domenm do posla:Branimir BračunMarija Pranjić

.internet je promijenio naš život

“...The amount of information on the web is really exploding. They say that from the beginning of human history all the way up thru 2003 you took all the information that has ever been recorded, you take all the books that have been written, all the films that’s been produced, that’s about 40 egzabytes of information that was produced in all human history up to 2003. This year (2011) the World is producing about 800 egzabytes of information... and all that lines up on the web...”, DENIS WOODSIDE, SOURCE: http://www.youtube.com/watch?v=pK02FzSKotc

@mvarga

....Over $155 billion worth of consumer goods was purchased online in the U.S. in 2009, yet a far larger portion of offline sales were influenced by online research, according to a March report from Forrester Research. Forrester estimates that $917 billion worth of retail sales last year were “web-influenced,” with online and web-influenced offline sales combined accounting for 42% of total retail sales. That percentage will grow to 53% by 2014, when the web will influence $1.4 trillion worth of in-store sales.....

.internet utječe na maloprodaju

Source: http://selnd.com/dk0CTb

@mvarga

.na internetu je Internet marketingaInternet marketing je dio tkz. NEW MARKETING!

“..I define Old Marketing as the act of interrupting masses of people with ads about average products. New Marketing leverages scarce attention and creates interactions among communities with similar interests…” Seth Godin, Meatball Sundae

@mvarga

“…In normal marketing, we do research and bidding and guessing and demographic / psychographic / behavior targeting and so much more just to guess when to interrupt people with a message about our brand.

Utility marketing is about delivering such incredible value that you simply become part of your audience's life!

Mobile platforms present an opportunity to achieve every marketer's dream: right message at the right time to the right person at the right place.

But they do demand that we forget traditional unimaginative ways of creating experiences and delivering value like relying on shouting/guessing. The opportunity has not exploded yet, but we are approaching that moment…”

Avinash Kaushik, http://www.kaushik.net/avinash/mobile-marketing-customer-data-acquisition-behavior-targeting/

@mvarga

.internet marketing ulaganja

http://www.businessinsider.com/like-hell-facebook-is-killing-google-2011-12?nr_email_referer=1&utm_source=Triggermail&utm_medium=email&utm_term=SAI%20Select&utm_campaign=SAI%20Select%20Mondays%202012-01-03

Google ~ 40mlrdU$, Facebook ~ 4mlrdU$

1. SEARCH

.search

SEO

SEA (PPC)

sem = seo + sea (ppc)

SEO

PPC

.ppc or Google AdWordsIan Ayres:“…Even small statistical datasets are more accurate than human prediction…”

Using AdWords to find a job:Alec Brownstein

Iskoristili smo sličan model i zakupili smo imena i prezimena nekoliko desetaka direktora onih tvrtki za koje smo procijenili da bi mogli svoje proizvode plasirati putem web-shopa:

Pozdrav Emil Tedeschi

Imam prijedlog povećanja prodaje

Atlantic-grupe pomoću interneta!

Escapestudio.net/Miroslav

Uložili smo u kampanju oko 40,00kn i uspjeli smo doći do razgovora s nekim ključnim osobama u tvrtkama gdje prije nismo mogli preskočiti niti portira. Probajte i sami

.traženje posla

BP je potrošio oko 40 milijuna dolara u AdWords kampanju kako bi ublažio loše posljedice na imidž tvrtke nakon izazvane ekološki katastrofu.

Naš klijent se naljutio što konkurencija oglašava njegov brend i pokrenuo je ovakvu kampanju:

Može i opcija čestitanja ‘zakupom’ imena i prezimena osobe uz prikazivanje oglasa:

Hej, Miroslav Varga

Sretan rođendan i puno sreće

želi ti Od sveg srca tvoja Tanja!

Escapestudio.net/Miroslav

.slanje poruke

(Ovo je bio vrlo popularan načinčestitanja rođendana prije masovnogkorištenja Facebooka i Twittera)

.zgodan primjer

2. DISPLAY

.display/banner/contextual/RMA

@mvarga

.display

Samo ako je sadržaj/kontekst web stranice odgovarajući zakupljenim ključnim riječima oglas se prikazuje

@mvarga

.RMA – Rich media ads:

Rich media YoY (2011) +66%. Predviđanja: 50% bannera će biti RMA u 2015.

Rich media ad IKEA

http://www.youtube.com/watch?v=XwPHlp8OK70&list=PLA570C901AB66E15F&context=C379777eAD

OEgsToPDskLAk-ewp_4vHKyqPtydISA7

@mvarga

.segmentacija & remarketing +300% prihod

http://www.youtube.com/watch?feature=player_detailpage&v=DpWzcjcBNtQ#t=188s

3. MOBILE

.započelo 1973.

@mvarga

.mobilni internet

http://www.google.com/events/thinkmobile2011/livestream.html

@mvarga

.SOLOMO: social – locale- mobile

@mvarga

.# korisnika

@mvarga

.# uređaja

http://www.businessinsider.com/the-future-of-mobile-deck-2012-3

.mobilni Internet – uvijek blizu korisnika

@mvarga

.this is not (y)our future

http://youtu.be/iuvyN4iZiP8http://www.youtube.com/watch?v=nJVoYsBym88&feature=share&list=PLA570C901AB66E15F

@mvarga

.što se događa u Svijetu?

The mobile web is growing 8x faster than the equivalent desktop web from 10 years ago.

http://searchengineland.com/schmidt-great-stage-search-is-autonomous-personal-50014

4. SOCIAL

Social media interactions grow almost quadratic. In the real life some interactions are not being used.

The number of connections is according to Metcalfe’s law:

n (n-1)Connections =

2 The number of interactions is twice the number of connections because 1 connection can support 2 interactions A => B and B => A.

If the number of connections (n) is very big the number of interactions is almost n2

Two phones have one connection bur two interaction. 5 phones have 10 connections and 20 interactions.

12 phones have 66 connections and 132 interactions.

.social

‘...on New Year's Day 1994...there were an estimated 623 websites. In total. On the whole internet....’ http://www.guardian.co.uk/technology/2009/oct/23/internet-40-history-arpanet

29 October 1969...at 10.30pm...a computer was connected...to a second computer.... Twelve years later...there were still only 213 computers on the network.

@mvarga

@mvarga

.facebook

http://youtu.be/YmwwrGV_aiE

Do posla Facebookom i linkedinom: http://www.youtube.com/watch?v=ZVP7XFPC80Y&feature=share&list=PLA570C901AB66E15F

@mvarga

.twitter

@mvarga

.6 najvećih društvenih mreža

www.businessinsider.com/chart-of-the-day-the-rise-of-pinterest-2012-2

@mvarga

.loši komentari pospješuju prodaju!

http://www.retailgazette.co.uk/articles/04144-bad-online-reviews-actually-help-retailers

http://www.socialmediaexaminer.com/10-ways-to-deal-with-upset-customers-using-social-media/

. starci stižu

0102030405060708090

18-29 30-49 50-64 65+

Age

% of population on social network

2005 2008 2009 2010

@mvarga

.društvene mreže služe za:

IZVOR: What Do People Ask Their Social Networks, and Why?

A Survey Study of Status Message Q&A Behavior, Meredith Ringel Morris, Jaime Teevan, Microsoft Research Redmond, WA, USA; Katrina Panovich Massachusetts Institute of Technology Cambridge, MA, USA , December 2010

@mvarga

.....The problem is when you are not a big company. If you have less than 30-50,000

fans, your social activity is not big enough to justify a full-time position. While you still need to post something every day, the number of questions and responses you get is not likely to take up 8 hours of your time....

IZVOR: http://www.baekdal.com/insights/can-you-really-outsource-social-media

.nova zanimanja – community managers

@mvarga

5. VIDEO

.video

1. Druga najveća tražilica na svijetu

2. YouTube postoji od veljače 2005. Najveća je video mreža na svijetu.

3. Druga najveća video mreža je m.youtube.com.

4. Svake sekunde se spremi 72 sata video materijala na YouTube

5. Besplatan servis na kojem se pogleda 4 mlrd filmova svaki dan

SOURCE: Googleblog

Don't get mad, get YouTube

@mvarga

.importance of smm? Example 1:

Rolling Rock - 15 % increase sales (look all the other media used also!!!):http://www.youtube.com/watch?v=L26ojvPFPKY&feature=player_embeddedcommercial: http://www.youtube.com/watch?v=s_5w0NvWdZE&feature=related

Example 2:We have a company-policy and don’t care about SMM:http://www.youtube.com/watch?v=5YGc4zOqozo

How much did it cost?Answer: http://www.poslovni.hr/133615.aspx

Example 3:We have learned from United Airlines:http://www.youtube.com/watch?v=PKUDTPbDhnA&feature=share&list=PLA570C901AB66E15Fhttp://www.youtube.com/watch?v=4ESU_PcqI38&feature=share&list=PLA570C901AB66E15F

Example 4: Best ad targeting : http://www.jutarnji.hr/srbija--samoubojice-i-inovativni-oglasi-na-rijeci/894302/

@mvarga

Youtubom do poslaMiguel Durão

42

.trendovi

http://www.forbes.com/sites/roberthof/2011/08/26/online-ad-spend-to-overtake-tv/

Online Ad Spend to Overtake TV by 2016

Mobile ads will overtake social ads and email marketing already this year (2011)

Social media will grow relatively slowly

…By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 26% of all advertising spend as they are embedded in the marketing mix...

http://www.forrester.com/rb/Research/us_interactive_marketing_forecast%2C_2011_to_2016/q/id/59379/t/2

@mvarga

Hvala

Kontakt podaci: miroslav.escape@gmail.com

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@mvarga