GPEC 2009

1. Publicitatea contextuala pentru
magazine online
Calin Rotarus

2. Cuprins:
Pietele din jur
Canale de comunicare pentru magazine online
Specificul utilizatorului de internet
Externalizare vs internalizare
Branding vs SEM
Resurse
Retele CPC

3. Pietele din jur
Polonia, Rusia, Cehia

4. Polonia
•40 – 50 companii specializate
•Mii de companii mici si freelanceri
•Aproape toate agentiile de publicitate
au departament specializat.

5. Polonia
Spendings on SEM market in
mln EUR
55
2006 - 25%
32 2007 - 35%
17
*
2006 2007 2008
Source: IAB
•- forecast on 2008

6. Motoare de cautare in Polonia
LP Search Engine Numbers of searches shares
1 Google 1 463 287 162 91.10%
2 onet.pl 49 836 345 3.10%
3 Wirtualna Polska 29 784 665 1.90%
4 INTERIA.PL 20 066 336 1.20%
Source: Gemius Megapanel

7. Rusia

8. SEM market analysis
Utilizarea motoarelor de cautare
Venituri PPC (% market share)
(% market share)
Source: http://www.liveinternet.ru/stat/ru/searches.html , http://www.comscore.com/press/release.asp?press=1459

9. Cehia

10. SEM market analysis
Utilizarea motoarelor de cautare Venituri PPC (% market share)
(% market share)
Source: www.netmonitor.cz www.navrcholu.cz

11. Canale de marketing pentru magazine online
1. Campanii offline
2. Display advertising
3. Marketing forumuri/grupuri de discutii
4. Marketing comparatoare de preturi
5. Marketing site-uri de licitatii
6. Marketing bloguri/influentatori de opinie
7. Marketing comunitati (2.0)
8. Marketing viral
9. Comunicare cu clientii existenti si potentiali
10. SEM

12. Specificul utilizatorului de internet
1. Dinamic
2. Tanar
3. Are timp putin
4. Neincrezator
5. Grabit
6. Selectiv
7. Sincer si deschis
8. Dornic de a participa

13. Brand vs SEM
1. SEM
1. Short tail
2. Oferirea solutiei in momentul in care se pune
problema
3. ROI
2. Brand
1. Long tail
2. Incredere
3. Alte avantaje (intern, furnizori, top of mind)

14. Internalizare vs externalizare
1. Internalizare
1. Economie
2. Control direct
2. Externalizare
1. Cost
2. Control indirect
3. Timp
4. Flexibilitate
5. Experienta

15. Resurse
• Google AdWords Help Centre
http://adwords.google.com/support/
• Google Analytics Help Centre
http://www.google.com/support/googleanalytics/
• Google Website Optimizer Help (AdWords)
https://www.google.com/analytics/siteopt/siteopt/help/FAQ.html
• ClickZ - http://www.clickz.com/
• SEO Chat - http://www.seochat.com/
Alte resurse: • SEMPO - http://www.sempo.org/
• Bruce Clay’s website - http://www.bruceclay.com/
• Search Engines Strategies -
http://www.searchenginestrategies.com/

16. Resurse
PPC Management software.
Omniture SearchCenter™

17. Retele CPC in Romania
Google
NEOGEN
ARBOcontext cuvinte subliniate, text
eTarget text
AdEvolution 2.0 text, cuvinte subliniate, video
Internet Corp
Netbridge cuvinte subliniate

18. Contact
Calin Rotarus
Managing Director ARBOinteractive
Calin.rotarus@arbointeractive.ro
Aurora Toma
Project Manager Logicsearch
logicsearch@logicsearch.ro