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Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
Session 13  E-marketing - 28 Sep 10
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Session 13 E-marketing - 28 Sep 10

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Session 13 …

Session 13
E-Marketing
Elective

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

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