How online fits into the marketing mix

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    How online fits into the marketing mix - Presentation Transcript

    1. How online fits into the marketing mix
      • Matthew Buckland
      • OPA Chair
      • GM: Mail & Guardian Online
      • [email_address]
    2. Who & what is the OPA?
      • The OPA is a grouping of SA's most prominent online publishers
      • Promote growth & profitability of online publishing industry
      • Meeting the needs of marketing & advertising professionals
      • Speak english & speak marketing to advertisers not tech talk
    3. www.opa.org.za
    4.  
    5.  
    6. Path Analysis Measurement and Web Statistics Site Statistics Market Rankings Browser Based Measurement Page Impressions Unique Browsers Frequency Duration Trend Site Demographics Online Surveys Audience Profiling Target Audience Locate Affinity
    7.  
    8. <1% <10%
    9.  
    10. 8,114,396 Monthly World-wide readers/UBs 4,159,420 Monthly Local readers/UBs
    11. Less than 10% internet penetration in SA
    12. BUT, what is the internet penetration of your target market or product?
    13. SA online population bigger than country of Ireland
    14.  
    15.  
    16. Info: Adex Apr 05 – Mar 06. AMPS 2005RA LSM 9-10 media usage to media adspend Source: Acceleration Media
    17. #1 Medium for reaching people @ work
    18. The key day-time channel
      • Online has found its niche
      • Reach day-time professionals at their desks, at work
      • Working professionals with disposable income
      • Attractive to advertisers
    19. Key benefits of going online
      • Access high LSM, working professionals
      • Measureable ROI (clicks, leads, acquisitions)
      • Branding & interactive & transactive
      • Searchable: jobs & classifieds advertising
      • Reach consumer on multiple platforms
    20. Interactive Advertising Bureau http://www.iab.net
    21. Future trends
      • Multimedia ads  Convergence of TV and online advertising
      • Broadband  Bigger ads, more creative rich media ads
      • Profiling of users  behavioural targeted advertising
      • More targeted advertsing  Less wastage, higher clickthrough rates
    22. Future trends
      • New types of content  advertising on UGC & niche audiences
      • Increasing home use  as broadband takes hold
      • Globalisation  advertising local & int’l (eg: facebook)
      • Many platforms  cellphones, playstations, internet enabled fridges!
    23.  
    24.  
    25. It’s all going digital It’s all going online
    26. http://www.opa.org.za/advertising OPA Secretary, Theresa Vitale [email_address] | 011 454 3534 OPA Online advertising guide (pdf): http://www.slideshare.net/matthewbuckland

    + matthewbucklandmatthewbuckland, 3 years ago

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