jan bednar, google - online marketing
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Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Online marketing Startup Yard
19.7.2012
Jan Bednář, Google CZ
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Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
Proč online marketing?
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Cílení
Online TV
Cílová skupina Ženy 18-29
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Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
Reklama na míru uživateli
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Interaktivita a zapojení
Tippexperience
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Měřitelnost
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Potřebujete vidět kompletní obrázek
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3/23/11 3/19/11 Konverze
Google PPC
SeznamPPC
3/15/11 3/11/11
Email Google Organic
CentrumOrganic
Google Display
Twitter Google Organic
iDnes.czReferral
Přímý přístup
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Jak se dívat na online reklamu?
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Google Confidential and Proprietary 9 Google Confidential and Proprietary 9 Source: Forrester Research Inc., “European Internet User Monitor” 2010
of European online users start their online session with a Search query
81% SEARCH IS ENTRY POINT FOR ONLINE
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Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
95% času online stráví uživatelé mimo vyhledávání
Source: Online Publishing Association and Nielsen//NetRatings, August 2010 2
Search 5%
Email & IM 20%
Commerce 11%
Content 38%
Community 26%$
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Možnosti cílení
google.com/ads/preferences
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Mobil: nejrychleji adaptovaná technologie
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Aplikace 16 aplikací v průměru vlastní uživatel smartphonu
7 jich aktivně používá1
80 min/ den stráví v průměru uživatel v aplikacích na smartphonu2
Web 42 % uživatelů smartphonů surfuje po internetu (posledních 7 dní)1
Zdroj: 1: Ipsos MédiaCZ (květen 2011), 2: metrics.admob.com
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Prakticky
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Marketingové cíle
• Online / Offline konverze
• Audience engagement
• Launch for Product / Services
• Loyalty and retention
• Brand awareness
• Reputation management
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Checklist
• Jaký je můj cíl
• Jakou má tento cíl hodnotu
• Kdo je moje cílová skupina
• Co dělá moje cílová skupina
• Moje value proposition a konkurenční výhoda
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Online nástroje a zdroje informací
• Google pro váš byznys
• Statistiky vyhledávání Google
• Adwords keyword tool
• Consumer barometer
• Our mobile planet