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Online advertising


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Online advertising, which mostly consists of sponsored links and display, is essential to digital marketers that want to increase their online visibility. However, customers don’t trust anymore advertising messages, and tend to look for information before purchasing goods or services. Content marketing techniques enables brands to improve their e-reputation.

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Online advertising

  1. 1. 1 5th year INTERNATIONAL GLOBAL COMMUNICATION Online advertising 21th October 2014 by: David Chelly Copyright © Postenergie Espagne SL
  2. 2.  Since 2006 - website publisher & domain name professional  1995-2006 - Consultant and professor specialized in Eastern European business 2 YOUR LECTURER: DAVID CHELLY  Ph.D in Management Sciences Post-graduate diploma in Finance Degrees in Sociology, Money and Banking, Law, Accounting @:
  3. 3. 3 AIMS OF THE COURSE  Understanding how work sponsored links and display advertising  …and their limits  Discovering the future of online advertising : native advertising and inbound marketing
  4. 4. 4 METHODOLOGY  The course is a workshop-oriented class, designed for active participation.  It focuses on the standards of the industry: major players, best practices, leading professional tools, etc.
  7. 7. 7 WHY PURCHASING SPONSORED ADS?  SEO has no impact for competitive keywords  The only way to get a lot of targeted traffic is to buy it from Google  You can fix the price of each acquired visitor  Any business, regardless its size, can (in theory) buy Adwords
  8. 8. 8 DIFFERENT TYPES OF SPONSORED ADS  Sponsored ads in SE results  Contextual ads in websites  Facebook ads
  9. 9. 9 GOOGLE ADWORDS CASE STUDY: OVH  You’ve got a €50,000/month Adwords budget  How many announces are you going to write?  Give a few examples of keywords you are going to buy, with at least 1 in exact match, 1 in broad match. Give examples of negative keywords for your campaign  What will be your max. CPC ? How many visitors and how many clients do you expect to get each month through Adwords?
  10. 10. 10 HOW ADWORDS WORKS  Purchasing keyword(s) with a daily budget and a max. CPC  Possibility to target a specific region  Google Adwords campaigns  Each ad groups has its own keywords  the budget is defined for the whole campaign  Broad match, exact match, phrase match, negative keywords
  11. 11. 11 HOW TO GET THE BEST AD SPOTS?  The ad with the highest CPC may not rank on 1st place  The quality score depends on :  the attractivity of the ad (clickthrough rate)  the characteristics of the arrival page (display speed, keywords in Url, keywords in text content, age of Adwords account)…
  13. 13. 13 WEB BANNERS  Best sizes:  300x250, 728x90, 160x600  Best location
  14. 14. 14 RICH MEDIA  Finding the best way to increase the CTR  The performance of video ads  Mobile advertising
  15. 15. 15 AD EXCHANGES AND AD NETWORKS  Ad network : group of websites publishers  ad exchange : automated platform used to buy and sell ads  retargeting
  16. 16. 16 REAL-TIME BIDDING (RTB)
  17. 17. 17 MORE ONLINE ADVERTISING TECHNIQUES  Affiliation  emailing  Social media advertising
  19. 19. 19 A REDUCED EFFECTIVENESS OF TRADITIONAL PROMOTIONAL METHODS  The fragmentation and saturation of conventional media channels  Brands need to create a relationship with their customers
  20. 20. 20 CUSTOMER EMPOWERMENT  New consumers don’t trust brands  they search for information and are able to decrypt promotional messages  Customers purchase goods on their own, print their own documents, write comments and reviews…
  22. 22. INBOUND MARKETING  From interruption to permission  Techniques: native advertising & content marketing
  23. 23. 23 YOU ARE BUILDING A WEBSITE ABOUT DIGITAL COMMUNICATION AT ISCOM  Choose 2 strategies/tactics and explain how this could help promoting your website  New strategies: Inbound marketing, Social CRM, Marketing automation, real-time marketing  New tactics: curation, SoLoMo, earned customers, brand advocacy, crowdsourcing, customer insight management  Example of tools, services and websites: HootSuite, Eloqua, Klout, Pearltrees, SocialBakers, Hubspot, Talkwalker, Google Alerts, Addthis, Disqus, SurveyMonkey
  24. 24. WEB 2.0 COMMUNICATION BEST PRACTICES Size is no longer an advantage, speed and agility win 24
  25. 25. 25 CONTENT MARKETING  Earning customers with content
  26. 26. 26 RELATIONSHIP MARKETING  Create a relationship between the customer and the salesperson or business.  Opposed to transactional marketing, which focuses on the actual sales process for an item
  27. 27. SOLOMO  convergence of collaborative, location-based and on-the-go technologies
  28. 28. SOCIAL MEDIA 2014
  29. 29. HOW TO USE SOCIAL NETWORKS Social media is like a party; barging into a group already talking and saying ‘buy my stuff’ is rude 29
  30. 30. 30 SOCIAL CRM What is Social CRM?  Answering customers with the Social media tools and in an adapted form  The point of social CRM: Customer satisfaction  Best Buy Turned Twitter into a Customer-Satisfying, Employee-Motivating, and PR-Generating Machine
  33. 33. 33 COMMUNITY MANAGEMENT  Engage conversation with consumers in social media  Crowdsourcing helps customer engagement  Brand advocates must be valorized and helped  Customer insight management : understanding what customers think through social networks and online surveys
  34. 34. CREATING ENGAGEMENT  Online communication campaigns aim at creating engagement from customers rather than just displaying ads  Brand advocacy  Identify the best advocates of a brand  Brand Advocacy Platform (BAP): tools to help brand advocates
  35. 35. 35 MEASURING RESULTS  trial and error to see what kind of posts the audiences like  A/B testing  Define tone and frequency and adjust it  Calculating the ROI on social media expenses
  36. 36. 36 E-REPUTATION
  38. 38. 38 STORYTELLING
  39. 39. 39 ONLINE WATCH  Online alerts  offer a permanent watch of what is said about us  Help Controlling one’s brand names in the web and in social networks
  41. 41. NEWSJACKING  Taking advantage of the buzz Ellen DeGeneres Oscars selfie (3rd of March 2014) - the most retweeted tweet in the history of tweets
  42. 42. CRISIS COMMUNICATION  Managing crisis and bad buzz It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. Warren Buffet
  43. 43. 43 VIRAL CONTENT  Word of mouth marketing (WoMM)  Viral contents  an image is worth a thousand words  Prizes and awards, infographics, advergames, flash mobs, widgets…  … need to be promoted by influencers or/and brand advocates  The limited efficiency of press release and digg-like websites
  44. 44. EARNING CUSTOMERS WITH INBOUND MARKETING Social media is built around engagement, and it requires continuous input from social marketing managers 44
  45. 45. 45 INFLUENCERS  The new digital consumer is a media  Any blogger can be as credible as an expert  A new job: web evangelist
  46. 46. WEB SERIES  Burning love : Yahoo!
  47. 47. 47 GAMIFICATION  Gaming is a huge market, with different types of games: Social games, Casual games, MMOPRG, Serious games  Advergames
  48. 48. 48 PRIZES AND COMPETITIONS  Jetblue’s example  Participation to promotional actions (ie. IKEA)
  49. 49. 49 CONCLUSION
  50. 50. 52 END Thanks for your participation