Bogdana Butnar: What I need…

What I need… What can make an interactive agency work properly today

This is about advertising
Why?
Because advertising is the first system of money-making for any new Internet thingie
So deal with it…

need time
need education = need money = need time
need specialists = need education = need money = need time
need technology = need money = need time
need digital planners = need education = need specialists = need education = need money = need time
need money

2 significant needs

2 significant TRUTHS

One specific need

Internet is about
Myths
(great) expectations
Fustrations
Unexplained succeses

Internet is about
Conversion funnel
Standards
Reliability
Ease of use
Immediacy
More data we can use

Reliable conversion measurement
Conversion funnel or how we prove online sells
One known experiment in Romania
No biiig success story
Failing CTR before successful CTR
No conversion experience
No ability to meet foreign providers’ expectations
No good practice guide
No in house teams for optimization
No model for conversion
No time to make model

Reliable conversion measurement
Make your own conversion scheme and sell it to the client
Set up quick&easy measurement algorithm; create quick&easy interface
Use it

Conversion data We do not have it or we do not have the time to interpret it We do not have ENOUGH specialists to design conversion-based programs Press clients to supply it Do not be discouraged by it Use it to improve the next program

Industry standards
CTR monitoring scandal – opposing parties, strange arguments for not implementing it, clients not asked, payment issues
Traffic issues – two standards of measuring traffic of websites
SATI measurements: basic in presentation and the way they are thought out
Blogosphere is not measured
No actual way of measuring brand (!!!)
No research data on users and their behavior
Two to three foreign providers offering their services and slow adoption policies

Implement the campaign results software in a palatable form and do it fast
All publishers (in ALL forms) wanting to get advertising money should be audited
All beyond banner projects should implement a standard algorithm for measuring
Get some industry standards
# publish industry segmented traffic and industry segmented CTR results without pointing out the company/brand

More easily usable campaign management software
Campaigns need to be resolved with speed for efficiency
Currently we are peddling excell files
If there is no standard then at least inside agencies a system of real time campaign management should be implemented
Assign responsibilities for this role
Train specific people to do it

Seriously… do ghosts (God forgive me!)

Data
Looks researched Gives arguments Makes you look good Gets your boss to like you Trust (like) the agency

Conversion
Leads Sales Makes you look good Gets your boss to like you Trust (like) the agency

conversion model
case studies
standards
data
fast#smart

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Bogdana Butnar: What I need…

by IMTO on Oct 27, 2009

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Bogdana Butnar: What I need… — Presentation Transcript