‖Advanced Internet Marketing‖    EDISTYNYT INTERNET-    MARKKINOINTI1
Edistynyt Internet-markkinointi    ‖Edistynyt Internet-markkinointi on viimeisimpien    tekniikoiden, työkalujen ja tiedon...
Miksi startup-markkinointi on ”advanced”?    Startup on täällä    •   ei rahaa    •   ei markkinointi-        osaamista   ...
Miksi startup-markkinointi on ”advanced”?    1. Useimmat markkinoinnin teoriat koskevat       amerikkalaisia suuryhtiöitä ...
Esimerkkejä startup-markkinoinnin    innovaatioista…    •   AARRR (Dave McClure) (acquisition, activation, revenue,       ...
Customer development (Blank 2009)                                                                   Yhteensopivuudet      ...
Business model canvas (Osterwalder 2010)                     ?7
Startup-markkinoinnin ongelmia    •    monet startupit päätyvät antamaan         tuotteensa ilmaiseksi käyttöön,         k...
”Build it and they will come!”     (startup fallacy)     NO                         Why?     THEY9     WON’T
”We’ll just make it viral” (startup fallacy)                                     “Let‟s imagine the                       ...
Kumpaa on helpompi markkinoida?                         t                         o                         t             ...
Kysymys: Millainen olisi täydellinen     markkinointijärjestelmä     •   vaatimukset:          – reagoi automaattisesti se...
Maailman ensi-ilta…     Täydellinen markkinointijärjestelmä (perfect     online marketing system) (Salminen 2012)         ...
•    profiilit•    benchmark•    …•    kaikki data                                                                        ...
Tulevaisuuden visio: Täydellinen     monimuuttujajärjestelmä     •   Käyttötapauksia (use cases):          – syötä eri ver...
Vrt. Webhooks (Performable 2010)     ―Webhooks are a really powerful way to automate your marketing,     but it‘s not alwa...
Automated sharing (Carter 2012)        ‖One of the things we know about viral marketing is that        it requires two thi...
”Open Graph apps allow third-partydevelopers to create „frictionless‟ apps that,after a user provides permission once,auto...
• “One-click sign up eliminates virtually all  friction in the sign up process (other than  the anxiety over potential pri...
“With access to profile data, web sites canpersonalize based on keywords in both theConnected user’s profile and his/her s...
••
♥
“Connected users can view what their friendshave viewed, commented on, or reviewed onyour site. This ‘social proof’ builds...
•                                     •                                     •“Folks who frequent Facebook more than theire...
• “Remember that most community  features require active participation  from a large number of users to  make them useful....
”While reviews, endorsements, andactivities from real friends are moretrustworthy, these are few and farbetween; even Levi...
Miten motivoida asiakkaita antamaan     palautetta? (tai tuottamaan sisältöä?)     Tai YLIPÄÄNSÄ tekemään mitään?     Jos ...
1.   charity     ”Linas bought an experience gift and by doing so     financed a microcredit in Bangladesh. Hooray!”2. gam...
Avoin graafi ei ole vastaus kaikkiin     maailmankaikkeuden markkinointiongelmiin     ―As brand marketers, your task now i...
Haasteita     •   Algoritmit vs. ihmiskognitio (HITs)          ratkaisu: crowdsourcing     •   Google testaa 40 sinisen e...
Esimerkki automaattisen järjestelmän         problematiikasta: fluktuaatio (Libby 2010)     • Bidin kehitys       avainsan...
Käyttäytymisen tulkinnan ongelma (Stiles     2012)     ‖Some obvious questions naturally come up. Just     because I read ...
34
What is good content?     ―That‘s a great question. While there are many things in     the minds of Google engineers that ...
(cont’d…)     ─ ―This inequality of heavily linked content != best content is exactly       what the non link related rank...
Tulevaisuuden visio: Automaattinen     markkinointijärjestelmä     •   hankkii tietoa asiakkaista ja sivun vierailijoista ...
Online-mainosverkot (advertising networks)     ―The key function of an ad network is aggregation of ad     space supply fr...
Mainospalvelinten edistyneisyys     ―The typical common functionality of ad servers includes:          –   Uploading adver...
Uudelleenkohdentamisen ”strateginen”     dilemma (vrt. Bloch 2010)     ―Imagine this scenario – an online shopper visits y...
Mitä on ’retargeting’?     (uudelleenkohdistaminen)     ―Retargeting, or remessaging, is an advertising strategy     that ...
Miten uudelleenkohdistaminen toimii?     ―It basically starts with a client who visited your site, then before     complet...
”Online advertising channel” (Salminen         2010), kuva toimijoista (actors)     •   goals relate to        •   goals r...
Laatuongelmat Internet-mainonnassa     (Salminen 2010)                         Suuri haaste: toimijat                     ...
Workflow dilemma and, subsequently,     ethics of scheduling     ―The problem lies with the fact that social networking is...
Johtopäätös: automaatio on alkemiaa?                             …vai onko?46
This was pretty close…     ―A Performable user simply selects an action he wants     to carry out—he may want to capture v...
I WILL     RETURN     UNTIL48     INFINITY
MA8 Digitaalinen markkinointi (luento 6)
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MA8 Digitaalinen markkinointi (luento 6)

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Aiheesta "Edistynyt Internet-markkinointi" .

Turun kauppakorkeakoulu, 19.4.2012.

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  1. 1. ‖Advanced Internet Marketing‖ EDISTYNYT INTERNET- MARKKINOINTI1
  2. 2. Edistynyt Internet-markkinointi ‖Edistynyt Internet-markkinointi on viimeisimpien tekniikoiden, työkalujen ja tiedon käyttöä innovatiivisessa markkinointisuunnittelussa ja -toteutuksessa, joka pohjautuu sekä perinteiseen markkinointia (erit. kuluttajakäyttämistä) että Internet- käyttäytymistä tutkivaan teoriaan.‖ (Salminen 2012) EdInMa on: – innovatiivista – edelläkäyvää (tekniikoiden soveltaminen ennen massoja) – tehokasta (parhaimmillaan ‖ilmaista‖, huonoimmillaankin halvempaa kuin muissa medioissa) – oikeasti mitattavaa (tulokset mitataan koko asiakkuuden ajalta) – markkinointietiikan mukaista2
  3. 3. Miksi startup-markkinointi on ”advanced”? Startup on täällä • ei rahaa • ei markkinointi- osaamista • ei kasvukäyrää • ei toivoa… Mutta ei myöskään • byrokratiaa Niukkuus + Mahdollisuus • organisaatioinertiaa innovointiin! • vanhoja oppeja paine3 • rahaa haaskata
  4. 4. Miksi startup-markkinointi on ”advanced”? 1. Useimmat markkinoinnin teoriat koskevat amerikkalaisia suuryhtiöitä (korporaatioita); 2. näillä on rajattomasti rahaa ja resursseja, joten ne eivät välitä markkinointiaktiviteettien optimoinnista. 3. Kuitenkin monen suomalaisen yrityksen, etenkin aloittelevan, suurin haaste on saavuttaa kasvuvaihe, ei sen ylläpitäminen (pl. Rovio!). 4. Erityisesti startupit taistelevat niukkuuden kanssa äärimmäisen kilpailussa ympäristössä, joten ne joutuvat innovoimaan tavoitellessaan nopeaa skaalautumista.4
  5. 5. Esimerkkejä startup-markkinoinnin innovaatioista… • AARRR (Dave McClure) (acquisition, activation, revenue, retention, referral) • markkinatutkimuksen uusi teoria – Customer Development, Steve Blank – Lean Startup, Eric Ries • Business model canvas (Alexander Osterwalder) • Sisäänrakennettu viraalisuus – Double-side referral incentives, Dropbox (kaksisuuntainen suosittelukannustin) – verkostoefektit (network effects; Google vs. Facebook) • kaikki Andrew Cheniltä ♥5
  6. 6. Customer development (Blank 2009) Yhteensopivuudet • ongelma- ratkaisu • tuote- markkina • liiketoi- mintamalli 2. järjestelmällinen tapa 1. rinnakkainen 3. tuotteen ei tarvitse testata asiakkaisiin tuotekehityksen olla valmis, vaan liittyviä oletuksia ja kanssa, ei ennen minimihyvä korjata tuotetta saatujen6 tai jälkeen varhaisille omaksujille tietojen perusteella
  7. 7. Business model canvas (Osterwalder 2010) ?7
  8. 8. Startup-markkinoinnin ongelmia • monet startupit päätyvät antamaan tuotteensa ilmaiseksi käyttöön, koska – on kova kilpailu – asiakkaiden ei uskota haluavan maksaa/asiakkaat eivät oikeasti halua maksaa – monetisoinnin ajatellaan olevan helpompaa kun ollaan saatu miljoona käyttäjää • ”ilmaisen kaljan syndrooma”8
  9. 9. ”Build it and they will come!” (startup fallacy) NO Why? THEY9 WON’T
  10. 10. ”We’ll just make it viral” (startup fallacy) “Let‟s imagine the conversation at the marketing STARTUP MARKETING department of the wireless phone companies. „Let‟s see. Should we spend $4 Billion on advertising this year…or should we just make it viral?‟.” Virality is something that has to be engineered from the beginning…and it‘s harder to create virality than it is to create a good product. That‘s why we often see good products with poor virality, and poor products with good virality. The reason ‖We just make it viral!‖ that over $150 Billion is spent on US advertising each year is because virality is so hard. If virality was easy, there would be no advertising industry.‖ (Kopelman 2010)10
  11. 11. Kumpaa on helpompi markkinoida? t o t u u s o n t ä lt Markkinointi ei ä Hyvä tuote ei ole ole taikaluoti v taikaluoti ä li (Markkinointi- (Hyvän tuotteen lt harha) ä harha)11
  12. 12. Kysymys: Millainen olisi täydellinen markkinointijärjestelmä • vaatimukset: – reagoi automaattisesti sekä kysynnän vaihteluihin, kilpailijoiden toimiin ja makrotason trendeihin – toimii erilaisten sääntöjen perusteella automaattisesti – testaa erilaisten markkinointiviestien toimivuutta ja muokkaa toimintaansa sen mukaan (machine learning) • haasteet: – hehe :) ….mistä alkaa?12
  13. 13. Maailman ensi-ilta… Täydellinen markkinointijärjestelmä (perfect online marketing system) (Salminen 2012) Starring:13
  14. 14. • profiilit• benchmark• …• kaikki data Mitä se osaa? APIs, open graph THE • budjetin säätäminen • mielipidevaikuttajien K CORE ja allokointi löytäminen ja • kampanjoiden kontaktointi sisällön • asiakkaan mukauttaminen tunnistaminen, • sisällön ja kustomointi/ päätöksenteko- kohderyhmän personointi järjestelmä (DS) sovittaminen • monitoroi omaa ja • automaattinen • järjestelmällinen kilpailijan brändiä ja persoonien placement‘ien reagoi Materiaalin rakentaminen läpikäynti ja valinta sentimenttimuutoksiin • some-tiedon Required Science? tuotanto yhdistäminen content team profiileihin (vrt. • AI (HAL 9000) Performable) • data mining (”content • input/output- • machine learning factory”) funktiot • sentiment analysis • Taguchi-metodit crowdsourcing-alustat …ja/tai • choice modelling (unstated preferences) (vrt. Transfluent, 99designs, community • small world networks (opinion14 Mechanical Turk) (UGC) leaders)
  15. 15. Tulevaisuuden visio: Täydellinen monimuuttujajärjestelmä • Käyttötapauksia (use cases): – syötä eri versioita eri elementeistä • copy-tekstit • kuvamateriaali • koko layout (fluid grids) – kohdista ne tuotteille/sivuille – järjestelmä luo sivut dynaamisesti ja jakaa liikenteen niiden välillä – anna järjestelmän laskea automaattisesti parhaiten menestyvä variaatio (optimal design) – anna järjestelmän suositella potentiaalisia variaatioita historiallisen datan pohjalta (ts. ehdottaa hypoteeseja) • siis: tuota vain materiaali ja lataa järjestelmään, järjestelmä päättää miten ja missä se kannattaa esittää • järjestelmä kykenee analysoimaan itseään ja oppii onnistuneista kampanjoista (esim. värit, sijoittelut, semanttiset valinnat)15
  16. 16. Vrt. Webhooks (Performable 2010) ―Webhooks are a really powerful way to automate your marketing, but it‘s not always easy to know how to use them or what to use them for. Here is a list of some really cool webhooks that our customers have created. – Push In-app Notifications: Send a push notification to a user through an iOS native app. – Send SMS Alerts: Text a sales person when a hot lead returns to the pricing page. – Auto-Follow: Auto-follow users who follow your account on Twitter (uses Performable pre-integration with Twitter) – Trigger Offers: Trigger a special on-site offer for qualified returning customers. – Follow Up: Leave someone a voicemail saying that their support ticket has been received. – Facebook Posting: Post to someones Facebook Wall thanking them for mentioning you on Twitter. – Internal Chat Alerts: Send alerts to your company‘s internal chat stream that lets employees know something interesting/important has happened.‖16
  17. 17. Automated sharing (Carter 2012) ‖One of the things we know about viral marketing is that it requires two things: a click and a share. We had use interesting compelling content to get both, but the fact that there were two actions required made it harder to achieve the viral effect. What a custom action will do for you is basically eliminate one obstacle - since you only opt-in to an action once, every following action you take is automatically shared with all your friends.‖ (Carter 2012) Evolution of sharing in the Internet amount of (Salminen 2012) sharing effort of sharing Copy-paste Click Open graph17
  18. 18. ”Open Graph apps allow third-partydevelopers to create „frictionless‟ apps that,after a user provides permission once,automatically share users’engagement with the app onFacebook. Furthermore, users‟ friends areeasily able to join in on this shared activity.So if one Facebook user was listening to asong on Spotify and a friend saw that storyin their News Feed or Ticker, they couldstart listening to that song, too, with just aclick.”
  19. 19. • “One-click sign up eliminates virtually all friction in the sign up process (other than the anxiety over potential privacy concerns), and solves the „dang, I forgot my password again‟ problem. Most Facebook users are perpetually logged in, or they log in frequently enough their login info is committed to memory.”• “Depending on your business, you may require customer information that does not exist in a Facebook profile, like unique account number, postal code, industry, account type (business or consumer) or mobile number (telco companies).”
  20. 20. “With access to profile data, web sites canpersonalize based on keywords in both theConnected user’s profile and his/her socialgraph (gift suggestions, birthday reminders,etc).”
  21. 21. ••
  22. 22.
  23. 23. “Connected users can view what their friendshave viewed, commented on, or reviewed onyour site. This ‘social proof’ builds trust, aspeople value their friends’ opinions overstrangers’.”
  24. 24. • • •“Folks who frequent Facebook more than theiremail inboxes may prefer to receive productback-in-stock or shipment notificationsthrough Facebook, especially when emailinboxes are already overflowing.”
  25. 25. • “Remember that most community features require active participation from a large number of users to make them useful.”• “Without a critical mass of Connected and active Facebookers, these features add little value, which may cause the Connected to disconnect.”
  26. 26. ”While reviews, endorsements, andactivities from real friends are moretrustworthy, these are few and farbetween; even Levi’s was unable tomeaningfully aggregate Likes fromwithin our social graphs so as toaid in purchase planning.”
  27. 27. Miten motivoida asiakkaita antamaan palautetta? (tai tuottamaan sisältöä?) Tai YLIPÄÄNSÄ tekemään mitään? Jos viraalimarkkinointi on Graalin malja, niin tämä on Viisasten kivi…!28
  28. 28. 1. charity ”Linas bought an experience gift and by doing so financed a microcredit in Bangladesh. Hooray!”2. gamification ”Almantas has browsed all romantic gifts and has received the Don Juan badge. All romantic gifts to his friends -10% TODAY ONLY.”3. co-shopping ”This gift has been ticked [4] times in the last [5] hours… [1] more tick needed to receive [15%] discount, you have [10] minutes left. Tick now!” (shows countdown, renews automatically, applies to select products)4. invite friends to experiences Like sharing, but with particular friends.5. sky‟s the limit… really!
  29. 29. Avoin graafi ei ole vastaus kaikkiin maailmankaikkeuden markkinointiongelmiin ―As brand marketers, your task now is to get your fans and customers to want to make the decision to share their activity with you automatically from that point forward. How do you make them so proud of their association with your brand that they‘ll want to do that? How will you reward them for doing so? How will you make sure your product is so good, your fan‘s friends will also dig it if they try it?‖ (Stiles 2012) • helpotetaan • se, että voidaan tehdä jotain, ei asiakkaan takaa että se kannattaa tehdä prosesseja • näkevätkö asiakkaat hyödyn? • lisätään kysynnän • asiakkaan intentiota ja ja tarjonnan tavoitteita voi ohjata, mutta kohtaamisen niiden muuttaminen on erittäin todennäköisyyttä vaikeaa30
  30. 30. Haasteita • Algoritmit vs. ihmiskognitio (HITs) ratkaisu: crowdsourcing • Google testaa 40 sinisen eri sävyä, kuitenkin design on jotain muuta kuin osiensa summa • Vaikka tekisi rationaalisempia päätöksiä, miten kone voi olla luova? Mitä on luovuus? AI osaa yhdistellä asioita useammalla tavalla kuin ihminen – jos se kykenee lisäksi testaamaan niiden tehon, eikö se osoita luovuutta? • Parametrointi: hyvien päätösten tekemiseksi tarvitaan PALJON parametreja, osaamista ja tietoa rajapintojen täytyy olla avoimia kanavakitkan välttämiseksi • Resistanssi (rise against the machines…)31
  31. 31. Esimerkki automaattisen järjestelmän problematiikasta: fluktuaatio (Libby 2010) • Bidin kehitys avainsanalle, jonka lähtöarvo on 3,80 $ ja optimiarvo 4,00 $ (jossa CTR=6 %) • Automaattinen sääntö: ‖Jos CTR on korkeampi tai matalampi kuin 6 %, nosta tai laske bidiä 39 %.‖ • Bid ei milloinkaan asetu optimiin. (Vrt. Edgeworthin hintasykli; ja automaattiset sijoitusbotit)32
  32. 32. Käyttäytymisen tulkinnan ongelma (Stiles 2012) ‖Some obvious questions naturally come up. Just because I read a book doesn‘t mean I liked it. Just because I read an article doesn’t mean I’m into that subject. Maybe I‘m just doing research…on lingerie. The point is, it‘s still up to the user to craft what activity they want to share, it‘s just that the sharing will take off on its own once that decision has been made.‖ – epäsuorin (ja joskus myös suorin…) menetelmin saatu tieto asiakkaasta ei välttämättä kuvaa preferenssejä luotettavasti, eikä sitä näin ollen voi käyttää käyttäytymisen ennustamiseen – esimerkiksi mainonnan kohdentaminen hakuprofiilin perusteella ei välttämättä lisää relevanssia33
  33. 33. 34
  34. 34. What is good content? ―That‘s a great question. While there are many things in the minds of Google engineers that I will never understand, a lot of what they do is observing what users do — in other words, they look for things like incoming links, how long readers are spending on pages and sites, and social sharing in venues like twitter and Google+. – That‘s how we measure ―quality‖ as well. We look at what our readers do — which articles they‘re most likely to read, send traffic to, share with social media friends, etc.‖ Joudumme käyttämään etämittareita (proxy) laadun selvittämiseksi; liika testaaminen voi kuitenkin vahingoittaa brändiä.35
  35. 35. (cont’d…) ─ ―This inequality of heavily linked content != best content is exactly what the non link related ranking factors are supposed to mediate. Finding the actual best content, not necessarily just the best linkbait. Whether or not they are succeeding is a whole another conversation. – We‘d like to think so, but search engines evaluate quantitatively - which is why theyre so heavily reliant on the link graph to determine quality/relevance. − The day when a machine has true semantic understanding - when it can read a page and decide, without measuring external signals, the ‗quality‘ of that page - that will be the day I go off the grid. Because next we‘ll have machines creating this ‗quality‘ content, and that is too much like an Isaac Asimov story to be a good thing. – I totally agree Mike. Semantic understanding could determine the true subject matter, but when it can actually determine the content to be factually based or even sound theory that will be the day.‖36
  36. 36. Tulevaisuuden visio: Automaattinen markkinointijärjestelmä • hankkii tietoa asiakkaista ja sivun vierailijoista • luo profiileja (marketing personas) • luo automaattisesti lähteviä viestejä • kampanjat alkavat ja loppuvat automaattisesti • luo sääntöjä, joiden pohjalta variaatioihin tehdään muutoksia Dave Bowman: Hello, HAL. Do you read me, HAL? HAL: Affirmative, Dave. I read you. Dave Bowman: Open the pod bay doors, HAL. HAL: Im sorry, Dave. Im afraid I cant do that. Dave Bowman: Whats the problem? HAL: I think you know what the problem is just as • well as I do. Laplacen demoni? Dave Bowman: What are you talking about, HAL? HAL: This mission is too important for me to allow you to jeopardize it. • FRANKENSTEIN?? Dave Bowman: I dont know what youre talking about, HAL. HAL: I know that you and Frank were planning to • SKYNET!!!!? disconnect me, and Im afraid thats something I cannot allow to happen. Dave Bowman: [feigning ignorance] Where the hell did you get that idea, HAL? HAL: Dave, although you took very thorough precautions in the pod against my hearing you, I could see your lips move. Dave Bowman: Alright, HAL. Ill go in through the ”I will not stop until emergency airlock. HAL: Without your space helmet, Dave? Youre going to find that rather difficult. you buy, human” Dave Bowman: HAL, I wont argue with you37 anymore! Open the doors! HAL: Dave, this conversation can serve no purpose anymore. Goodbye.
  37. 37. Online-mainosverkot (advertising networks) ―The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand. The phrase ‗ad network‘ by itself is media-neutral in the sense that there can be a ‗Television Ad Network‘ or a ‗Print Ad Network‘, but is increasingly used to mean ‗online ad network‘ as the effect of aggregation of publisher ad space and sale to advertisers is most commonly seen in the online space. The fundamental difference between traditional media ad networks and online ad networks is that online ad networks use a central Ad server to deliver advertisements to consumers, which enables targeting, tracking and reporting of impressions in ways not possible with analog media alternatives.‖ (Wikipedia 2012)38
  38. 38. Mainospalvelinten edistyneisyys ―The typical common functionality of ad servers includes: – Uploading advertisements and rich media. – Trafficking ads according to differing business rules. – Targeting ads to different users, or content. – Tuning and optimization based on results. – Reporting impressions, clicks, post-click & post-impression activities, and interaction metrics. Advanced functionality may include: – Frequency capping so users only see messages a limited amount of time. (Advertisers can also limit ads by setting a frequency cap on money-spending) – Sequencing ads so users see messages in a specific order (sometimes known as surround sessions). – Excluding competition so users do not see competitors‘ ads directly next to one another. (Usually done by bidding on keywords) – Displaying ads so an advertiser can own 100% of the inventory on a page (sometimes known as Roadblocks). – Targeting ads to users based on their previous behavior (behavioral marketing or behavioral targeting). – Targeting specific IP-addresses i.e. targeting specific individuals or companies‖39
  39. 39. Uudelleenkohdentamisen ”strateginen” dilemma (vrt. Bloch 2010) ―Imagine this scenario – an online shopper visits your site and gets as far as the checkout process, then scoots. The shopper then goes to a competitor‘s site and does the same thing and moves on to yet another site. All other aspects being equal, if the first competitor is using remarketing, they have a far better chance than you of picking up that sale. – The other thing we‘ll see happening with this I think is that consumers will become conditioned to abandon carts in the hope of the follow up email offering a better deal – so timing could be important. Using the same scenario as above, but this time you have implemented email remarketing, if your competitor has his email to the shopper before you, you may still miss out.‖ Automaattisen järjestelmän hyväksikäyttö (gaming)40
  40. 40. Mitä on ’retargeting’? (uudelleenkohdistaminen) ―Retargeting, or remessaging, is an advertising strategy that allows you to target users who have visited your website with ads to entice them to return to your site. It is generally used to encourage users who didn‘t convert to come back to complete a purchase or other conversion step. But, it can also be used for a variety of reasons including product upsells, branding and social engagement.‖ (Lund 2011) ―Online shoppers looking for new running shoes visit a popular online store, FastSneakers.com, to browse the different styles. Some shoppers leave without buying anything. FastSneakers.com could add these shoppers to a ‗Site Visitor‘ list. This will enable FastSneakers.com to reach out to these potential buyers while they browse other websites, with a compelling call-to-action or offer that will encourage them to return to FastSneakers.com to complete a purchase.‖41
  41. 41. Miten uudelleenkohdistaminen toimii? ―It basically starts with a client who visited your site, then before completing a conversion, the client decided to leave. With retargeting or remarketing in Google AdWords, a tracking code or a third part cookie is inserted into that client‘s browser, enabling you to advertise to them the product they have previously been interested in your site. This only works with a website that has also enabled retargeting. For example, a customer abandoned his shopping cart in Website A. When he browses to another page, Website B, which also has a retargeting mechanism like Website A, a form of advertising either in pop-up style or banner style of the product that was in his abandoned shopping cart will prompt him, thereby persuading him to go back to Website A.‖ (Payne 2011)42
  42. 42. ”Online advertising channel” (Salminen 2010), kuva toimijoista (actors) • goals relate to • goals relate to securing • goals relate to marketing strategy quality of advertising maximizing profit • is the source of (end user experience) • is dependent of revenue within chain • is dependent of revenue provided by • wants access to revenue provided by network (however, customers through advertiser several potential mediators, end goal • aggregates publishers sources) is usually sales and sells them to • joins network to gain advertisers access to advertisers  Matalampi transaktiokustannus!43  Mutta suhdespesifisyys ja informaatioasymmetria
  43. 43. Laatuongelmat Internet-mainonnassa (Salminen 2010) Suuri haaste: toimijat ja tiedon omistajuus!44
  44. 44. Workflow dilemma and, subsequently, ethics of scheduling ―The problem lies with the fact that social networking is an endless task and so if a person starts his day with twitter, then he/she is bound to lose time which was required for doing an important job. It has been a problem faced by many and the solution came in the form of scheduling tweets. Through scheduling tweets one can schedule a tweet at a time, when he can do some other job. So is it ethical to schedule tweets?‖ (Hans 2010) • keskusteluun osallistuminen on tärkeää, mutta jos • koko työpäivä vierähtää somessa, • onko oikein ajastaa/automatisoida osallistumista?45
  45. 45. Johtopäätös: automaatio on alkemiaa? …vai onko?46
  46. 46. This was pretty close… ―A Performable user simply selects an action he wants to carry out—he may want to capture visitors‘ e-mail addresses, or get them to download an application or a whitepaper. Performable gives the user a template optimized to induce that action, along with a URL that can be integrated into a marketing campaign. ‗And if you click ‗clone,‘‘ says Cancel, ‗you can duplicate that page and start testing multiple versions with different marketing copy. You could create 20 versions of a page in 10 minutes, if you wanted to. We‘d automatically start routing traffic to the different pages, then tell you which ones are performing better.‖ Eri alustojen ominaisuuksia yhdistelemällä voi luoda saavuttaa täydellisen järjestelmän etuja ilman täydellisyyttä!47
  47. 47. I WILL RETURN UNTIL48 INFINITY
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