Competitive Advantage in Online Advertising

Establishing a Position in theOnline Advertising Market Place
By: Elizabeth Kulin
www.Elizabethkulinmarketing.com

Industry Players
Types of players
Advertisers
Networks
Publishers
Affiliates
Ad Serving

Players Ecosystem
Publisher
Ad server
Decides which advertiser in its inventory to show to each individual visitor of their site
Advertiser
Ad server
Decides which ad to show to each individual user of publisher’s site
Advertiser
creates & owns ad
Publisher
owns of website

Online Advertising Stages

Strategic Marketing Plan To gain competitive positioning & advantage in the Online Advertising Market

Common Current Issues

Potential Solutions

Strategic Marketing Plan Outline
Make a positioning map
Conduct a brand audit
Pick marketing tactics
Write marketing communications

Positioning landscape

Potential Available Opportunity
Take available positioning that customers care about and competition is not currently claiming.

Strengthens
Repositioning the brand can establish more compelling PODs

Brand AuditBrand Elements: If brand keeps brand name
NOTE: If brand name changes, and new brand elements are created, a new brand audit would be performed.

Brand AuditSecondary Brand Associations

Brand Audit ExampleWebsiteCurrent Secondary Brand Associations

Potential Changes
Learn More
Our Customers
Customer quote
*Customer name
*Company name
Tagline
Customer
Brand
Customer quote
*Customer name
*Company name
COPY
COPY
Ad Serving Network Optimization Rich Media
Self Service Trafficking/Ad operations Management Technology

Marketing
Goal: To execute cost efficient and effective tactics with messaging inline with positioning to achieve objectives

Comprehensive View of All Marketing Tactics
See Appendix 5 for details of recommendation

Initial Marketing Tactics Recommendation

Going Forward

Future Campaign Examples
Campaigns on New Products and Services as they are created

AgendaNext steps
Strategy for each marketing tactic
Messaging, schedule, management, measurement metrics (qual & quant)
Execute marketing tactics & integrate
Train turn over staff member
Narrow down on a positioning
Create a slogan and tagline
Implement brand elements & secondary brand associations to marketing, website, etc.
Pick marketing tactics (for Liz to build out)
Effective, lost cost, easy to maintain

Department Structure

Branding Team (#1)

Branding team (#2)

Direct Marketing Team (#1)

Direct Marketing Team (#2)

Appendix 1Competitive Landscape

Appendix 2Competitive Landscape

Appendix 3Customer Landscape

Appendix 4Branding Landscape

Appendix 4 Continued

Appendix 5Potential Marketing Tactics to Implement into ZEDO

Appendix 5 Continued

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Competitive Advantage in Online Advertising

by Kulin Marketing on Feb 14, 2010

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