Digital Media Plan 1222716822402967 9

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My presentation about online media plan at Marketingist Marketing Fair on 28.09.2008

My presentation about online media plan at Marketingist Marketing Fair on 28.09.2008

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Transcript

  • 1. JETSONS vs FLINTSTONES BURCU TÜZÜN Nokta Internet Technologies
  • 2. 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
  • 3. WHY IS NOT DIGITAL MARKETING SO WORTHY AS EXPECTED? % 40 budget problem % 28 lack of ability and experience Greatest Barriers
  • 4. ONLINE ADVERTISING BANNER SOCIAL NETWORKS BLOG - VLOG WEB SITE ? ADVERGAME
  • 5. WEB SITE No investment for airport, Nowhere to land!
  • 6. BLOG - VLOG
  • 7. ADVERGAME
  • 8. ONLINE MEDIA PLAN URBAN LEGENDS
  • 9. Perfect online media plan DOES NOT EXIST! Legend 1
  • 10. Right Ad Right Product Right Place Right Time for in the at the Legend 2
  • 11. İf you don’t say: ALARM BELLS are ringing! Legend 3
  • 12.
      • If the plan is immediately ready,
    Legend 4
  • 13. 25 – 35 age metrosexual Earns ... College / bachelor grad. Credit card user Cares himself sportive man Plan matches your target audience? What was my target? Legend 5
  • 14. Plan matches your target audience? What happened? Plan: Football based sport sites
  • 15. Socio- economics + demographic touchstone Limited site alternatives Age and sex are not enough to describe the target audience! great shot!
  • 16. We provide such many impressions that our CTR rates are low! How many times can a unique user see my ad? Legend 6
  • 17. Home pages mean the best ROI! Generally provide high impression. Legend 7
  • 18. Well known sites give the best results! The most important one is the best shot! Legend 8
  • 19. Impression ≠ Unique user
  • 20. ONLINE AD BUDGET STRATEGIES
  • 21. Online Ad Budget Campaign Image Competition Test
  • 22. Online Ad Budget Campaign İnternet = campaign announcement media Extra budget needed!
  • 23. Online Ad Budget Competition competitive analyse and control Online competitive strategy Block the competitor “ i m here”
  • 24. Image Online Ad Budget Branding message Encourage the agency for creativity “ no sale, we did something for fun.”
  • 25. Test Online Ad Budget experiment: new site, new format
  • 26. FRED FLINTSTONE : Classic media & marketing ELROY JETSON: digital media
  • 27. Universal Language
  • 28. cpm cpc cr ctr cpa Ad corner Roll over 300 * 250 virütik İn text ugc advergame Micro site blog Social network Web 3.0 728 * 90 impression interactive mobile Web 2.0 rss Rich media mashup wiki Customer = FRED
  • 29. 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
  • 30.
    • Stay away from prejudgements!
    • Squeeze Elroy!
    • Stay away from terms!
    • Take the risks with 3. parties TOGETHER!
    • Play together!
    Dear Fred;
  • 31.
    • 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;
  • 32.
    • 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;
  • 33.
    • 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!
  • 34.  
  • 35. Social Networks
  • 36.  
  • 37.  
  • 38.  
  • 39. Social Network Ads
  • 40. Social Network Ads Ads : Sponsored story, sponsored social story, Box ad unit, Display ads Pages: brand advocates, conversations, interactivity and CRM
  • 41. Social Network Ads
  • 42.
    • 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 Ads Appl. – Pokey Hill’s
  • 43. Social Network Ads Appl.– Pokey Hill’s
  • 44. Social Network Ads Pages - Body Shop Strawberry Body Butter
  • 45. Social Network Ads Pages – Adidas
  • 46. Social Network Ads Pages – Adidas
  • 47. To keep in touch and for comments, please contact me. Burcu Tüzün Burcu.tuzun@nokta.com, Burcu.tuzun@gmail.com Blog: http://pazarlamacigiremez.blogspot.com Friendfeed: http://friendfeed.com/pazarlamacadisi Twitter: http://twitter.com/pazarlamacadisi To download: http://www.slideshare.net/brctzn