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‘ TOYOTA ZENTIVA COKE „ SONY“ KOZEL ...........

1 0 History of people, advertising and media :0

Seth Godin

„ We buy ads. You must watch them. “

„ We buy ads. You have a remote control. You skip them. You are watching a cable channel. “

„ We send junk mail to your house and spam to your inbox. You delete it. “

„ We buy banner ads, you ignore them. “

„ Uh. Oh.” Internet arrived and something even worse has happened.

We buy search ads. „ We pay by the click. Wow! It works. “ (Seth Godin)

2 The loooooooong tail Two options.

Chris Anderson

„ Why the Future of Business is Selling Less of More “ Long Tail 80/20

longtail.typepad.com

ETARGET – search long tail in Slovakia CK markíza socialna poist. bailando radio expres den matiek sms plastove okna vub klimatizacia slsp autosedacky pneumatiky o2 recepty kupaliska porno

3 Three simple rules of life Why did the complexity appear?

John Conway

create destroy live

video http://video.google.com/videoplay?docid=-7044753105944203252 Time: 7 minute

Place your company’s message within that scheme . From simplicity a comprehensive system emerges. What is your company saying? What is the competition saying? Rules: The change of media. What are the customers saying?

4 Amateur imitates, genius steals

T.S. Eliot

BLOGS www.marketingexperiments.com http://adverlab.blogspot.com http://www.micropersuasion.com Slovakia idealne.medialne.sk pastier.medialne.sk

BLOGS

www.marketingexperiments.com

http://adverlab.blogspot.com

http://www.micropersuasion.com

Slovakia

idealne.medialne.sk

pastier.medialne.sk

5 We are not target groups We are people

Jakob Nielsen

„ People all over the world are experiencing unprecedented levels of empowerment.”

Conversation Blogs We love to talk to people like us 1. information as value 2. entartainment as... well, entartainment

Blogs

We love to talk to people like us

1. information as value

2. entartainment as... well, entartainment

PPC (and search marketing) Marketing permission Information Respecting the needs of individuals

Marketing permission

Information

Respecting the needs of individuals

Usability Win-win design No thinking is lot of thinking Searching for useful stuff

Win-win design

No thinking is lot of thinking

Searching for useful stuff

6 Ideal measures 40/40/20

Ilya Vedrashko

40/40/20 40% in traditional media 40% in new media (long tail) 20% to the sock. Just to make sure.

40% in traditional media

40% in new media (long tail)

20% to the sock. Just to make sure.

7 How to do it in our region ?

Michal Pastier

“ Do not forward the link to this blog to other people. As soon as your competition arrives here, you’ve got a problem. “ (pastier.medialne.sk)

Internet 70% vs 20% print JOER case study PPC vs print advertising

I sneezed on my blog . In one day I received 130 e-mails because of sneezing . Half of those people are today ETARGET’s customers.

Infinite opportunities Three pieces of advice 8

Don’t miss the revolution as Bo Novak did Steel from geniuses Seek opportunities in your country

Don’t miss the revolution as Bo Novak did

Steel from geniuses

Seek opportunities in your country

video http://www.youtube.com/watch?v=RZDXfB0Rd4Q

martin kováč, ETARGET ján šifra, Neopublic Porter Novelli

our emails martin.kovac (at) etarget.sk jans (at) neo.sk

idealne.medialne.sk remember to check our blog