Publicitatea contextuala pentru magazine online

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GPEC 2009

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Publicitatea contextuala pentru magazine online

  1. 1. Publicitatea contextuala pentru magazine online Calin Rotarus
  2. 2. Cuprins:Pietele din jurCanale de comunicare pentru magazine onlineSpecificul utilizatorului de internetExternalizare vs internalizareBranding vs SEMResurseRetele CPC
  3. 3. Pietele din jurPolonia, Rusia, Cehia
  4. 4. Polonia •40 – 50 companii specializate •Mii de companii mici si freelanceri •Aproape toate agentiile de publicitate au departament specializat.
  5. 5. PoloniaSpendings on SEM market in mln EUR 55 2006 - 25% 32 2007 - 35% 17 * 2006 2007 2008 Source: IAB •- forecast on 2008
  6. 6. Motoare de cautare in PoloniaLP Search Engine Numbers of searches shares 1 Google 1 463 287 162 91.10% 2 onet.pl 49 836 345 3.10% 3 Wirtualna Polska 29 784 665 1.90% 4 INTERIA.PL 20 066 336 1.20% Source: Gemius Megapanel
  7. 7. Rusia
  8. 8. SEM market analysis Utilizarea motoarelor de cautare Venituri PPC (% market share) (% market share) Source: http://www.liveinternet.ru/stat/ru/searches.html , http://www.comscore.com/press/release.asp?press=1459
  9. 9. Cehia
  10. 10. SEM market analysis Utilizarea motoarelor de cautare Venituri PPC (% market share) (% market share) Source: www.netmonitor.cz www.navrcholu.cz
  11. 11. Canale de marketing pentru magazine online1. Campanii offline2. Display advertising3. Marketing forumuri/grupuri de discutii4. Marketing comparatoare de preturi5. Marketing site-uri de licitatii6. Marketing bloguri/influentatori de opinie7. Marketing comunitati (2.0)8. Marketing viral9. Comunicare cu clientii existenti si potentiali10. SEM
  12. 12. Specificul utilizatorului de internet1. Dinamic2. Tanar3. Are timp putin4. Neincrezator5. Grabit6. Selectiv7. Sincer si deschis8. Dornic de a participa
  13. 13. Brand vs SEM1. SEM 1. Short tail 2. Oferirea solutiei in momentul in care se pune problema 3. ROI2. Brand 1. Long tail 2. Incredere 3. Alte avantaje (intern, furnizori, top of mind)
  14. 14. Internalizare vs externalizare1. Internalizare 1. Economie 2. Control direct2. Externalizare 1. Cost 2. Control indirect 3. Timp 4. Flexibilitate 5. Experienta
  15. 15. Resurse • Google AdWords Help Centre http://adwords.google.com/support/ • Google Analytics Help Centre http://www.google.com/support/googleanalytics/ • Google Website Optimizer Help (AdWords) https://www.google.com/analytics/siteopt/siteopt/help/FAQ.html • ClickZ - http://www.clickz.com/ • SEO Chat - http://www.seochat.com/ Alte resurse: • SEMPO - http://www.sempo.org/ • Bruce Clay’s website - http://www.bruceclay.com/ • Search Engines Strategies - http://www.searchenginestrategies.com/
  16. 16. Resurse PPC Management software. Omniture SearchCenter™
  17. 17. Retele CPC in RomaniaGoogleNEOGENARBOcontext cuvinte subliniate, texteTarget textAdEvolution 2.0 text, cuvinte subliniate, videoInternet CorpNetbridge cuvinte subliniate
  18. 18. ContactCalin RotarusManaging Director ARBOinteractiveCalin.rotarus@arbointeractive.roAurora TomaProject Manager Logicsearchlogicsearch@logicsearch.ro

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