JETGİLLER vs ÇAKMAKTAŞLAR BURCU TÜZÜN Nokta Internet Teknolojileri
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 reklamlarını daha” Kaynak: 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!
Customer = FRED 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
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!