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Digital Media Plan 1222716822402967 9
 

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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    Digital Media Plan 1222716822402967 9 Digital Media Plan 1222716822402967 9 Presentation Transcript

    • 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 - VLOG WEB 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 Ad Right Product Right Place Right Time for in 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 age metrosexual Earns ... College / bachelor grad. Credit card user Cares himself sportive 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 impressions that 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 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
    • 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 Ads Appl. – Pokey Hill’s
    • Social Network Ads Appl.– 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 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