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Introduction to Online Marketing,[object Object],VaibhavArya,[object Object],Amit Klein,[object Object],November ’09,[object Object]
Who are we?,[object Object]
Vaibhav & Amit,[object Object],vaibhav@arya.net.in,[object Object],ak@amitklein.com,[object Object]
Goals,[object Object],At the end of today you should be able to: ,[object Object],[object Object]
determine which methods/tools are best to achieve them
measure your results / calculate ROI
and optimize your campaigns,[object Object]
Pricing & Terminology
Methods of Online Advertising
Measurement & Analytics
Budget Allocation
Insights
Q&A,[object Object]
Case Study – iTunes India,[object Object],You are the marketing manager responsible for launching the iTunes store in India,[object Object],- What are your objectives?,[object Object],- How can you go about achieving those objectives?,[object Object]
Objectives - Branding,[object Object]
Objectives - Branding,[object Object]
Objectives - Performance,[object Object]
Objectives - Performance,[object Object]
Marketing Funnel,[object Object],http://adamhcohen.com/wp-content/uploads/New-Marketing-Funnel1-300x294.jpg,[object Object]
Terminology & Pricing,[object Object]
Terminology,[object Object],[object Object]
CTR – Click Through Rate - The number of people who clicked your ad divided by the number of people who viewed it.
Goal – An action performed on your site (download, checkout, registration, etc…)
Conversion Rate – The number of people who completed a goal divided by the total number of visitors to your site,[object Object]
Methods of Advertising Online,[object Object]
List of Methods & Tools,[object Object],[object Object]
Display Ads – DoubleClick, Right Media Exchange
Social Ads – FB, Orkut, LinkedIn
Email Marketing – Blue Sky Factory, EmailBrain
Affiliate – Amazon, Commission Junction,[object Object]
Control: Keyword, geography, demographic, time, budget
Measure: Impressions, clicks, cost, revenue
Limitations: Placement, competition/expensive, obscured,[object Object]
Search vs. Content network
Position of ads depend on location, bid, relevance (quality score),[object Object]
Estimating - https://adwords.google.com/select/TrafficEstimatorSandbox
Bidding (Auto vs. Manual)
Pricing (US vs. India) ,[object Object]
Display Advertising,[object Object]
All Shapes and Sizes,[object Object]
Display Advertising,[object Object],[object Object]
Awareness
Brand Positioning
Can also be used for conversion,[object Object]
Prime Inventory
RemnantInventory
Ad Networks
Ad Exchanges,[object Object]
Exchanges aggregate Networks,[object Object]
Demography - Who do you show it to
Behavior / Intent - What are the persons interests? What else has he seen? What has he been  searching for?,[object Object]
Total number of visitors who see the ad
Total number that click through
More importantly, cost per person who sees the ad
Cost per impression is a proxy
Doesn’t compensate for frequency (one person may see the ad multiple times),[object Object]
Some Sample Banner Ad Data,[object Object]
Email Marketing – EmailBrain,[object Object],[object Object]
Control: Segmentation, frequency, message / look & feel
Measure: Opens, clicks, unsubscribe, forwards

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Intro to Paid Online Marketing

Notas del editor

  1. Guys is having more fun then everyone else
  2. Guys is having more fun then everyone else
  3. Do you have customersDo you have addressable customersDiscussion between offline/online
  4. Guys is having more fun then everyone else
  5. Guys is having more fun then everyone else
  6. Overarching objectives are branding and performance…. Broken down leads to these
  7. Conversions = Goals by Clicks (clicks translate to visitors)….You want to buy an ad on a website what are your options
  8. CPM was the norm… now CPC… only recently starting CPA
  9. Consideration – Music store want to see iTunesPlacement – next to negative stuff about your brandCompetition – expensive, people could be obfuscating, your competitiors could be targeting your brand directlyObscured – sometimes gets lost