5. Display
Navigation Inserted Advertising
Banners with text, graphics, images and/or
videos that appear when we are browsing by:
• Webs
• Blogs
• Forums
• Youtube
• Other Social Networks
• (…)
7. Display
How does it works?
payment methods
• CPM (Cost per mile)*
• CPC (Cost per Clic)
• CPA (Cost per Action)
• CPL (Cost per Lead)
*CPM is the most frequently and cheap method of payment
8. Display Ads
Handicaps
Low Impact
Bad Targeting
High Competition on
Websites
Intrusive advertising
Bad user experience
Ignored
Usually blocked
9. Display
Advantatges
• Branding
Perfect for spreading
new brands or products
• Easy to create a Campaign
Multiple platforms where to publish
• Cheap
Low cost on CPM payment method
• Easy ROI Optimization
Multiple factors for A/B testing and
tracking results
10. Search Engine Marketing {SEO & PPC}
Promotion of Websites by increasing their
visibility in Search engine results pages (SERPs)
The market approach is performed by increasing the visibility of the
website, for the Search Queries (Keywords) normally done by the
users interested in our product
• Keyword Research specific for each niche/industry
• Competition analysis and ROI of each Keyword
11. Search Engine Marketing {SEO & PPC}
Purchase cycle based on keywords
Iphone 5
features
Iphone 5
or galaxy
s3
Iphone 5
prices
Buy Online Iphone 5
12. Search Engine Marketing {SEO & PPC}
Two main strategies:
Search Engine
Optimization
Pay per Clic
Organic results (natural placement)
generated by the search engine index,
based on the relevance of the pages for
a particular keyword through an
algorithmic process.
Cream colored ads that appear on the
top and on the right column of the
search results on SERP’s
Free*
Cost per each click
Long-term positioning
immediate positioning
17. Social Media
Most of the Goals in Social Media somehow covers
viral marketing, branding, visibility and even sales.
Social Media also includes Reputation Management,
and positive influence actions
Through advertising on Social Networks we can
target the audience of our ads by:
•
•
•
•
•
•
geographic location
sex
age
interests
keywords
language
•
•
•
•
•
•
relationship status
educational level
social connections
group affiliations
working position/company
(...)
20. Email Marketing
Acquisition and retention of
customers through email.
Email marketing is the online channel adaptation for:
• Direct mailing
• Traditional newsletters and catalogs
• Mailshot
22. Email Marketing Advantages
Direct and Non-invasive
Allows High Segmentation
Why
Email
Marketing?
Easy ROI Optimization
Generates Immediate Response
Direct Communication channel
Increases Customer Loyalty
And it’s…
CHEAP
23. Video Marketing
The video marketing is experiencing a huge
increase in companies' annual budgets
800 million people visit YouTube worldwide every month
Youtube is the medium with the highest intention of increasing the advertising
investment for 76% of advertisers
What you can do video marketing for your business?
Reach engaged viewers
Make a really lasting impression
Paying only when people choose to watch
your video
Connecting with your audience in the most
memorable way
Drive direct Results
Make your brand go viral
It will help your Business reaching visits and
purchases
Let your audience talk about your new funny or
emotional video, and make your brand closer
25. Video marketing is the main
channel for small businesses to get
millions of users to know about their
brand and product, by the
ridiculous cost of making a video
(even with a smartphone! )
26. Affiliation Marketing
Business rewards affiliates for each visitor or
customer brought by his own marketing efforts
Affiliates are responsible for carrying out their own strategies:
SEO, PPC, Display, email marketing (...)
The most commonly payment methods are:
-Sales commission
-CPA (previously agreed price for each sale)
27. Affiliation Marketing
Advantages
Disadvantages
The cost of marketing
is assumed by the affiliated
Audience reach
Brand awareness
Paying only for proven results
Bad advertising can destroy a
merchant’s reputation
Affiliates usually cheat for their
own benefit
Brand corporative communication
will be on the hands of others
Sales objectives depend on third parties
28. Online Marketing spend evolution
Percentage of digital marketing budget:
20
18
16
14
12
10
8
6
4
2
0
Display
Search Engine
Marketing
Social Media
2011
Email Marketing
2012
Video
Afiliation
2013
*Data gathered from Gartner studies