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

If the plan is immediately ready,

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

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;

Stay away from prejudgements!

Squeeze Elroy!

Stay away from terms!

Take the risks with 3. parties TOGETHER!

Play together!

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;

Test!

Develope the process and results!

Non-stop!

Try on the new ones!

Never tell “we don’t know internet,

manage my budget!”

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;

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!

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!

You are not a fortune teller!

Confess the mistake!

Learn by the mistakes.

Be friends with sites management!

They are not your slaves!

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

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 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