Session 13 E-marketing - 28 Sep 10

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Session 13
E-Marketing
Elective

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Session 13 E-marketing - 28 Sep 10

  1. 1. Online AdvertisingRef: CHAP 8 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 3 Textbook on E-Marketing by Quirk Biz<br />> Discussion on assigned Case Studies<br />> Detailed discussion: Ad Serving & Networks<br />> Search Engine Advertising | Email Advertising | Social Media Advertising (From online advertising perspective)<br />> Strategizing Online Advertising Campaign<br />> Class room Simulation: Online Advertising Campaign<br />Class Presentation | Session 13 | 28 Sep 2010<br />
  2. 2. Ad Serving & Ad Networks<br />Ref: Chap 3 – Textbook on E-marketing<br />Ad Serving<br />A facility to serve ads<br />Helps optimize ads by tracking them<br />Ad server(s) can be setup easily<br />If a page is using ad server, ad is served from a different server than rest of page<br />It is required for tracking the ad, clicks, user behavior etc.<br />Ad serving is offered as solution to advertisers/publishers<br />E-Marketing<br />2<br />
  3. 3. Ad Serving & Ad Networks<br />Ref: Chap 3 – Textbook on E-marketing<br />Ad Networks<br /> Ad Networks offer complete services for serving as well as managing campaigns<br />Ad Networks are used by Publishers to sell advertising spaces<br />Ad Networks are used by Advertisers to buy advertising spaces<br />Bidding Process<br />Publisher places its advertising space<br />Advertiser offer their bids for advertising space (generally not specifically for a publisher)<br />Highest bid gets higher position and so on<br />E-Marketing<br />3<br />
  4. 4. Ad Serving & Ad Networks<br />Ref: Chap 3 – Textbook on E-marketing<br />Key advantages of Ad Serving & Ad Networks<br />Tracking<br /> Tracking for ‘ads’ is not possible using web analytics<br />Basic tracking: Views & Clicks<br />Advanced tracking: ISP, Browser, time of viewing etc.<br />More options: <br />Clickstream analysis i.e. reviewing what user does in subsequent pages) <br /> Conversion analysis of clicks into leads into sales is also possible<br />E-Marketing<br />4<br />
  5. 5. Ad Serving & Ad Networks<br />Ref: Chap 3 – Textbook on E-marketing<br />Key advantages of Ad Serving & Ad Networks (…contd.)<br />Targeting & Positioning<br />Ad serving technology and ad networks can be used to control advertising powerfully<br />Controlling viewing frequency – FREQ. CAPPING<br />Controlling order of view – SEQUENCING<br />Controlling content – EXCLUSIVITY<br />Controlling page – ROADBLOCKS<br /> Strong optimization can be achieved based on what results are there<br />Ad serving allows targeting based on geography, context etc.<br />E-Marketing<br />5<br />
  6. 6. Ad Serving & Ad Networks<br />Ref: Chap 3 – Textbook on E-marketing<br />Schematic Explanation<br />E-Marketing<br />6<br />
  7. 7. Ad Serving & Ad Networks<br />Ref: Chap 3 – Textbook on E-marketing<br />Schematic Explanation<br />Total Ad Inventoryavailable to network:<br />4.5 MM impressions<br />Total Advertising requested:<br />2.0 MM impressions<br />Factors considered in Allocation:<br />Proportionate to trafficBID made by Advertiser<br /> Allocation is done using automated platforms<br />E-Marketing<br />7<br />
  8. 8. Search Engine Advertising | Email Advertising | Social Media Advertising (From online advertising perspective)<br />Search Engines, Emails and Social Media are other platforms to ‘display’ ads<br />Idea is to understand usage of other option for displaying ads other than websites/web pages<br />Key features/benefits<br />Search Engine Advertising<br /> Contextualization<br /> Generally text ads<br /> Served related to search<br /> Follows CPC models (mostly)<br />E-Marketing<br />8<br />
  9. 9. Search Engine Advertising | Email Advertising | Social Media Advertising (From online advertising perspective)<br />Key features/benefits (…contd.)<br />Email Advertising<br /> Serving ads in emails<br /> Limitation: static ads (animated GIF possible)<br /> marking as spam is a problem<br />Social Media Advertising<br />Using social media<br /> Power of targeting is enhanced<br /> Follows CPC models (mostly)<br />E-Marketing<br />9<br />
  10. 10. Online Advertising Campaign<br />Advertising Campaign - Typical<br />Creative Strategy<br />How the message shall be presented<br />Media [Buying] Strategy<br />What media shall be used<br />Options: Print | Electronic | Outdoor | Activation | Digital<br />Digital/Online Advertising is part of the whole picture<br />Complete E-marketing campaign is more than Online Advertising alone<br />Here we will discuss how to create Online Advertising Campaign Strategy<br />E-Marketing<br />10<br />
  11. 11. Online Advertising Campaign<br />Advertising Campaign - Typical<br />E-Marketing<br />11<br />
  12. 12. Online Advertising Campaign<br />Online Advertising Campaign<br />Creative Strategy<br />How ads shall be created online – Key considerations<br /> Ad copy & Graphics<br /> Ad formats<br />Media Buying Strategy<br />Buy media based on campaign objectives<br />Calculate reach using available budget and payment model as well rates for different media<br />Constant monitoring<br />E-Marketing<br />12<br />
  13. 13. Online Advertising Campaign<br />Online Advertising Campaign: Simulation<br />Assignment (2% grade)<br />Create a complete media plan and try to understand how your budget shall be used among different media<br />Objectives:<br />Understanding of reach of different media vis-à-vis spending done<br />Deliverables:<br />One slide presentation<br />Media Plan in Excel file<br />Friday, Oct 1, 2010 (should be emailed before class)<br />E-Marketing<br />13<br />
  14. 14. Online Advertising Campaign<br />Online Advertising Campaign: Simulation<br />Key Assumptions:<br />Newspaper Ad: PKR 2,000 – 2,500 Col. Cm.<br />TVC: PKR 25,000 – 50,000 per spot<br />Outdoor: PKR 500,000 – 1,000,000 per month<br />Online:<br />Yahoo: US$ 3.00 - 10.00 CPM<br />MSN: US$ 3.00 - 7.50 CPM<br />Google Ads: US$ 0.20 - 0.40 CPC<br />Facebook: US$ 0.15 - 0.50 CPC<br />Dawn.com: PKR 300 - 500 CPM<br />SourceOne: PKR 3,000 - 5,000 per email blast (250,000 email addresses)<br />Use any figure for buying spots<br />Establish reach by approximating how many people will see ad from particular media <br />TOTAL BUDGET AVAILABLE: PKR 35MM | 1 MONTH CAMPAIGN<br />E-Marketing<br />14<br />
  15. 15. Online AdvertisingEmail Marketing<br />> Individual Media Plan presentations<br />> Affiliate Marketing – Detailed Overview<br />> Term Project Discussion<br />Email Marketing<br />> Fundamental concepts in Email Marketing<br />Class Presentation | Session 14 | 1 Oct 2010<br />
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