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 ...
WHY IS NOT DIGITAL MARKETING  SO WORTHY AS EXPECTED?  % 40 budget problem % 28 lack of ability and experience Greatest  Ba...
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
<ul><ul><li>If the plan is  immediately  ready, </li></ul></ul>Legend 4
25 – 35 age metrosexual Earns ... College / bachelor grad. Credit card user Cares himself sportive man Plan matches your t...
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 aud...
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 ...
What should Fred know  about online media plan? <ul><li>Site visitors informations and harmony with the audience </li></ul...
<ul><li>Stay away from prejudgements!  </li></ul><ul><li>Squeeze Elroy!  </li></ul><ul><li>Stay away from terms! </li></ul...
<ul><li>Test! </li></ul><ul><li>Develope the process and results!  </li></ul><ul><li>Non-stop!  </li></ul><ul><li>Try on t...
<ul><li>Don’t educate Fred! Update Fred!  </li></ul><ul><li>Customer = Fred,  </li></ul><ul><li>minimum disappointment </l...
<ul><li>You are not a fortune teller!  </li></ul><ul><li>Confess the mistake!  </li></ul><ul><li>Learn by  the mistakes. <...
 
Social Networks
 
 
 
Social Network Ads
Social Network Ads Ads : Sponsored story, sponsored social story, Box ad unit, Display ads Pages:  brand advocates, conver...
Social Network Ads
<ul><li>12.250 + kişi tarafından ortalama 4.7 puan aldı. </li></ul><ul><li>1.579.079 kişi aylık aktif ziyaretçi / oyuncu <...
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...
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Digital Media Plan 1222716822402967 9

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

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Digital Media Plan 1222716822402967 9

  1. 1. JETSONS vs FLINTSTONES BURCU TÜZÜN Nokta Internet Technologies
  2. 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. 3. WHY IS NOT DIGITAL MARKETING SO WORTHY AS EXPECTED? % 40 budget problem % 28 lack of ability and experience Greatest Barriers
  4. 4. ONLINE ADVERTISING BANNER SOCIAL NETWORKS BLOG - VLOG WEB SITE ? ADVERGAME
  5. 5. WEB SITE No investment for airport, Nowhere to land!
  6. 6. BLOG - VLOG
  7. 7. ADVERGAME
  8. 8. ONLINE MEDIA PLAN URBAN LEGENDS
  9. 9. Perfect online media plan DOES NOT EXIST! Legend 1
  10. 10. Right Ad Right Product Right Place Right Time for in the at the Legend 2
  11. 11. İf you don’t say: ALARM BELLS are ringing! Legend 3
  12. 12. <ul><ul><li>If the plan is immediately ready, </li></ul></ul>Legend 4
  13. 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. 14. Plan matches your target audience? What happened? Plan: Football based sport sites
  15. 15. Socio- economics + demographic touchstone Limited site alternatives Age and sex are not enough to describe the target audience! great shot!
  16. 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. 17. Home pages mean the best ROI! Generally provide high impression. Legend 7
  18. 18. Well known sites give the best results! The most important one is the best shot! Legend 8
  19. 19. Impression ≠ Unique user
  20. 20. ONLINE AD BUDGET STRATEGIES
  21. 21. Online Ad Budget Campaign Image Competition Test
  22. 22. Online Ad Budget Campaign İnternet = campaign announcement media Extra budget needed!
  23. 23. Online Ad Budget Competition competitive analyse and control Online competitive strategy Block the competitor “ i m here”
  24. 24. Image Online Ad Budget Branding message Encourage the agency for creativity “ no sale, we did something for fun.”
  25. 25. Test Online Ad Budget experiment: new site, new format
  26. 26. FRED FLINTSTONE : Classic media & marketing ELROY JETSON: digital media
  27. 27. Universal Language
  28. 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. 29. What should Fred know about online media plan? <ul><li>Site visitors informations and harmony with the audience </li></ul><ul><li>Numbers and graphics for the site history </li></ul><ul><li>Banner size, format, placement </li></ul><ul><li>Target </li></ul><ul><li>Costs </li></ul><ul><li>General CTR rates on the site category </li></ul><ul><li>ONLINE reports </li></ul><ul><li>Revision, cancellation </li></ul>
  30. 30. <ul><li>Stay away from prejudgements! </li></ul><ul><li>Squeeze Elroy! </li></ul><ul><li>Stay away from terms! </li></ul><ul><li>Take the risks with 3. parties TOGETHER! </li></ul><ul><li>Play together! </li></ul>Dear Fred;
  31. 31. <ul><li>Test! </li></ul><ul><li>Develope the process and results! </li></ul><ul><li>Non-stop! </li></ul><ul><li>Try on the new ones! </li></ul><ul><li>Never tell “we don’t know internet, </li></ul><ul><li>manage my budget!” </li></ul>Dear Fred;
  32. 32. <ul><li>Don’t educate Fred! Update Fred! </li></ul><ul><li>Customer = Fred, </li></ul><ul><li>minimum disappointment </li></ul><ul><li>Don’t use standard report diagramms! </li></ul><ul><li>Offline ≠ online. </li></ul><ul><li>Be patient, assertive, stable! </li></ul><ul><li>Be 5 steps forward than Fred! </li></ul><ul><li>Be ready for the prejudgement! </li></ul>Dear Elroy;
  33. 33. <ul><li>You are not a fortune teller! </li></ul><ul><li>Confess the mistake! </li></ul><ul><li>Learn by the mistakes. </li></ul><ul><li>Be friends with sites management! </li></ul><ul><li>They are not your slaves! </li></ul>Dear Elroy; <ul><li>Spend the budget as your own! </li></ul><ul><li>Don’ t leave 3. party flock! Or face the wolf! </li></ul>
  34. 35. Social Networks
  35. 39. Social Network Ads
  36. 40. Social Network Ads Ads : Sponsored story, sponsored social story, Box ad unit, Display ads Pages: brand advocates, conversations, interactivity and CRM
  37. 41. Social Network Ads
  38. 42. <ul><li>12.250 + kişi tarafından ortalama 4.7 puan aldı. </li></ul><ul><li>1.579.079 kişi aylık aktif ziyaretçi / oyuncu </li></ul><ul><li>30.264 fana sahip. </li></ul><ul><li>12.482 duvar yazısı </li></ul>Social Network Ads Appl. – Pokey Hill’s
  39. 43. Social Network Ads Appl.– Pokey Hill’s
  40. 44. Social Network Ads Pages - Body Shop Strawberry Body Butter
  41. 45. Social Network Ads Pages – Adidas
  42. 46. Social Network Ads Pages – Adidas
  43. 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
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