e-advertajzing - razvoj · pdf fileoglašavanje i direktni efekti . email marketing ....
TRANSCRIPT
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E-advertajzing Kako se efektno oglašavati na internetu
Dragan Varagid, [email protected] www.draganvaragic.com/blog/ twitter.com/varagic
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Sadržaj
• Kako efikasno iskoristiti načine online promovisanja za svoje poslovne ciljeve?
• Kako online mediji da daju ponudu koja odgovara oglašivačima?
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© 2012, Econsultancy
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www.cluetrain.com
1999. g. - Tržišta su konverzacija!
2009. g. – Advertajzing u postojećem obliku biće mrtav!
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Coca Cola 2013.
http://www.coca-colacompany.com/
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Mediji 2013.
© 2012, Altimeter http://www.smartinsights.com/.../new-media-options/
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Konvergentni Mediji
© 2012, Altimeter
http://www.coolinarika.com/
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Kako se promovisati online u 2013.?
© 2013, Econsultancy
Draganvaragic.com/blog/online-advertajzing-danas-kreiranje-online-reklamnih-kmpanja/
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Kako se promovisati online u 2013.?
© 2013, Econsultancy
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Kako se promovisati online u 2013.?
© 2013, Econsultancy
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Kako se promovisati online u 2013.?
© 2013, Econsultancy
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Kako se promovisati online u 2013.?
© 2013, Econsultancy
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Kako se promovisati online u 2013.?
© 2013, Econsultancy
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Kako se promovisati online u 2013.?
© 2013, Econsultancy
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Promocija ili advertajzing?
http://www.draganvaragic.com/blog/marketing-advertising/
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Online mediji su sve čitaniji
350.000
korisnika
dnevno.
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Online mediji su sve čitaniji
6.5% online
učestvuje u
prihodu.
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Promocija u Srbiji 2012.
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Brand Awareness & Brand Recognition
www.audience.rs
Draganvaragic.com/blog/povratak-osnovama-brand-vs-direct-response-advertising/
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Brand Awareness & Brand Recognition
www.iab.net IAB 2008
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Brand Awareness & Brand Recognition
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Brand Awareness & Brand Recognition
www.iabuk.net
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Brand Awareness & Brand Recognition
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Kontekstualno oglašavanje i direktni efekti
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Kontekstualno oglašavanje i direktni efekti
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Kontekstualno oglašavanje i direktni efekti
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Kontekstualno oglašavanje i direktni efekti
Google.rs
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Kontekstualno oglašavanje i direktni efekti
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Kontekstualno oglašavanje i direktni efekti
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Kontekstualno oglašavanje i
direktni efekti
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Email marketing
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Email marketing
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Email marketing
• Najbolja e-mail strategija zasniva se na kreiranju sopstvene mailing liste (newsletter-a) preko veb sajta.
• Važno je odabrati dobar softver i voditi računa o tome da je lista „jača“ od spam filtera.
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Affiliate marketing problemi • Davanje provizije za različite aspekte prodaje jeste
dobra strategija promocije (prodajna promocija), ali je potrebna velika frekvencija prodaje i visoka marža od koje se daje procenat partneru.
www.vizioshop.com
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Affiliate marketing problemi
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Native Advertising perspektiva
http://www.draganvaragic.com/blog/evolucija-reklamiranja-sta-je-prirodan-advertajzing/
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Native Advertising perspektiva
www.buzzfeed.com
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Native Advertising perspektiva
draganvaragic.com/blog/native-prirodni-advertajzing-blogovi-mediji-sajtovi-srbija/
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Native Advertising perspektiva
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Izdvajanje prednosti za ponudu promocije
Gemius Audience, januar 2013.
• 4. najbolji rezultat u Srbiji sa 32.2% posetilaca na blogu sa mesečnim prihodom po domadinstvu od 70.000 din. i više (u odnosu na ostale veb sajtove prema Gemiusu).
• 50.1% posetilaca bloga ima visoku stručnu spremu, što je 5. rezultat u Srbiji.
• 23% posetilaca ima visoku stručnu spremu i prihod po domadinstvu od preko 70.000 din, što je drugi najbolji rezultat u Srbiji.
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Ponuda prema potrebama oglašivača
1. Kreirati Media Kit sa ponudom u kojoj treba da bude odgovor zašto bi se neko baš kod vas oglašavao.
2. Koju vi vrednost dajete time što de se neko oglašavati kod vas na sajtu/blogu?
3. Da li ste postavili kontakt podatke i da li se brzo odazivate na upite?
4. Cene oglašavanja prilagodite mogudnostima ciljnih grupa i stanju na tržištu.
5. Angažujte prodavca oglasa, ako ga nemate.
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Kako se efikasno oglašavati?
1. Da li znate šta radi vaša konkurencija na internetu i koliki je potencijal online efekata za vašu privrednu granu?
2. Da li dete različite tehnike e-promocije raditi samostalno (in-house), ili dete za pojedine aktivnosti ili celokupno ustupiti ovaj posao agenciji?
3. Koliko su zaposleni realno obučeni da samostalno obavljaju aktivnosti online promocije i/ili da prate realne efekte?
4. Koliko ste spremni da izdvojite budžet za aktivnosti čiji se rezultati ne vide odmah?
5. Koliko ste spremni za testiranje novih mogudnosti interneta?
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Trend: Marketing Attribution
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Trend: Spajanje digitalnog i fizičkog sveta
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E-advertajzing Kako se efektno oglašavati na internetu
Dragan Varagid, [email protected] www.draganvaragic.com/blog/ twitter.com/varagic