Online Marketing Business Models

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Monetization Models with
Performance based Affiliate Marketing
2008-12-17 | zanox group
Sebastian Wallroth | Director Innovation & Cooperation

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Online Marketing Business Models

  1. 1. Monetization Models with Performance based Affiliate Marketing 2008-12-17 | zanox group Sebastian Wallroth | Director Innovation & Cooperation
  2. 2. Agenda <ul><li>How to moneti z e? </li></ul><ul><li>Schnupperkurs performance marketing </li></ul><ul><li>Case studies </li></ul>
  3. 3. <ul><li>Förderverein (Germany) </li></ul><ul><li>Display Advertisement </li></ul><ul><li>Premium User </li></ul><ul><li>Awards </li></ul><ul><li>Funding Sources </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Shop </li></ul><ul><li>Market Research </li></ul><ul><li>Paid Search </li></ul>How to monetize an Online Community <ul><li>Newsletter Marketing </li></ul><ul><li>Virtual Goods </li></ul><ul><li>Virtual Currency </li></ul><ul><li>Sponsoring </li></ul><ul><li>Data Mining </li></ul><ul><li>Merchandising </li></ul><ul><li>Venture Capital </li></ul><ul><li>Patronat </li></ul><ul><li>Events </li></ul><ul><li>Paid Links </li></ul>
  4. 4. How to monetize? Good news: Market is growing.
  5. 5. How to monetize? Bad news: no. of competitors growing.
  6. 6. How to monetize? No. of competitors growing. Worldwide.
  7. 7. How to monetize? Go!
  8. 8. How to monetize? Bad news: banner blindness. Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements. http://www.useit.com/alertbox/banner-blindness.html
  9. 9. Think ahead banners. Join a Schnupperkurs Performance Marketing. How to monetize?
  10. 10. Schnupperkurs performance marketing Business model
  11. 11. Schnupperkurs performance marketing Advertising media <ul><li>Advertiser: 2,000 programmes, big brands </li></ul><ul><li>Admedia: textlinks, banners </li></ul><ul><li>45 Mio product data: hardware, books, fashion, food, flights, insurance, mobile, etc. description, images, price, trackinglink, etc. </li></ul>
  12. 12. Schnupperkurs performance marketing API <ul><li>API </li></ul><ul><ul><li>SOAP / WSDL </li></ul></ul><ul><ul><li>RESTful XML </li></ul></ul><ul><ul><li>RESTful JSON </li></ul></ul><ul><li>Enrich you application using real products </li></ul><ul><ul><li>Request http://api.zanox.com/xml/products?q={search query} </li></ul></ul><ul><ul><li>Receive XML result </li></ul></ul><ul><ul><li>Integrate it into your application </li></ul></ul>http://wiki.zanox.com/en/Web_Services
  13. 13. <ul><li>Sample advertiser </li></ul><ul><li>Banner: 140 </li></ul><ul><li>Text: 42 </li></ul><ul><li>Flash: 71 </li></ul><ul><li>Interactive Admedia: 6 </li></ul>Schnupperkurs performance marketing Think ahead banners.
  14. 14. Schnupperkurs performance marketing Think ahead banners. 136 2.531 343.588 2 4 0 4 543 1.374.351 Banner Common C 369 116 42.844 2 5 0 5 1.847 214.220 Flash Special A 47 1.112 51.842 2 5 0 5 233 259.212 Banner Special C 47 830 39.022 2 5 0 5 235 195.110 Banner Category B 7 40 296 2 6 0 6 44 1.774 Textlink Special A 72.856 2 138.273 2 6 0 6 437.135 829.637 Banner Special A 3 115 375 3 8 0 8 26 2.998 Textlink Special B 12 1.862 22.803 3 8 0 8 98 182.427 Interactive Admedia B 557 532 296.234 3 8 0 8 4.456 2.369.871 Banner Special B 39 178 6.947 7 17 1 17 663 118.093 Banner Category A 13 1.098 14.554 14 36 2 36 477 523.961 Banner Common A 26 43 1.117 43 108 5 108 2.795 120.593 Interactive Admedia A 53 1 58 -   15 328 17.445 19.043 Product Deeplink 75 480 35.781 -   18 389 29.022 13.918.840 Banner Common B 240 2 526 -   56 1.244 298.980 654.065 Textlink Common Clicks / Sales Views / Clicks Views / Sales % S clean S clean % Sales Sales Clicks Views Ad media
  15. 15. <ul><li>Think </li></ul><ul><li>of advertising media </li></ul><ul><li>as a value </li></ul><ul><li>for the internet user . </li></ul><ul><li>How can the internet user </li></ul><ul><li>benefit from </li></ul><ul><li>the information about </li></ul><ul><li>products and services you have? </li></ul><ul><li>Sebastian Wallroth, zanox </li></ul>Schnupperkurs performance marketing Think ahead banners.
  16. 16. Case study | what should I read next?
  17. 17. Case study | iRead.com
  18. 18. Case study | facebook.com : shoes <ul><li>value: fun, self-expression, shopping list, wishlist </li></ul><ul><li>moneti z ation: display ads, performance marketing </li></ul>
  19. 19. Case study | polyvore.com
  20. 20. Case study | brigitte.de Kleiderschrank (OTTO Group)
  21. 21. Case study | shopotainment
  22. 22. Case study | iliketotallyloveit.com
  23. 23. Case study | slifter.com
  24. 24. Case study | tripit.com
  25. 25. Case study | cokefridge.de
  26. 26. Case study | smeet.de
  27. 27. Case study | Viigo
  28. 28. Case study | infoclips.tv
  29. 29. Think ahead banners. http ://xing.com/profile/Sebastian_Wallroth http://twitter.com/real68er http ://slideshare.com/sebastian/68/online-marketing-business-models

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