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Digital Marketing & Online Presence

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Digital Marketing & Online Presence. Александър Варов Обучение на eFlag.cc Ноември 201 2. Материалите можете да намерите тук:. http://posteffects.bg/eflag/. Програма. III сесия Българския пазар Планиране Image Планиране Performance IV сесия Социални медии Други техники - PowerPoint PPT Presentation
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Digital Marketing & Online Presence Александър Варов Обучение на eFlag.cc Ноември 2012 http://posteffects.bg/eflag/ Материалите можете да намерите тук:
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Page 1: Digital Marketing & Online Presence

Digital Marketing & Online PresenceАлександър ВаровОбучение на eFlag.ccНоември 2012

http://posteffects.bg/eflag/Материалите можете да намерите тук:

Page 2: Digital Marketing & Online Presence

Програма

I сесия• Дигитални медии• Дигитален маркетинг• Обзор на рекламния

пазар

II сесия• Основни понятия• Рекламни формати• Банер и landing page

III сесия• Българския пазар• Планиране Image• Планиране

Performance

IV сесия• Социални медии• Други техники• Въпроси и отговори

Page 3: Digital Marketing & Online Presence

Обучение

Всичко може да бъде намерено,ако знаете точните key words

В търсенето използвайтеdefinition, how to и best practices

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Източници

Page 5: Digital Marketing & Online Presence

Digital media

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Digital media

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Основни принципи

• Цифровизация / Digital• Свързаност в мрежи / Networks• Интерактивност / Interactive

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3 screens & the cloud

http://www.youtube.com/watch?v=1OpRQMRa270

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Популярни устройства

• Компютри | Desktop, Notebook, Net book• Телефони | Android, iOS, Microsoft, RIM,

Symbian• Таблети | Android, iOS• Гейм конзоли | Xbox, Playstation, Wii• Електронни четци | Kindle• TV

Page 10: Digital Marketing & Online Presence

Техника

• Мрежа | Network• Устройство | Device• Програма | Application• Услуга | Service• Съдържание | Content• Потребител | User• Действие | Interaction• Абонамент | Subscription

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Екосистема

http://www.iab.net/insights_research/947883/economicvalue

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Еволюция

• Web 1.0 : read web• Web 2.0 : open web

http://en.wikipedia.org/wiki/Web_2.0

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Тенденции

• Real time web• Internet of things• Clouds• Social web• Personalization• Augment reality• Location based services

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Digital marketing

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4p vs. 4e

• Product• Place• Price• Promotion

• Experience• Everyplace• Exchange• Engageme

nt

http://www.slideshare.net/theopenroom/the-4-es-of-marketing-ogilvy-pr

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2 streams

• Pull• Inbound

• Push• Outband

http://www.slideshare.net/theopenroom/the-4-es-of-marketing-ogilvy-pr

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Online marketing

http://www.iabuk.net/media/images/IABOnlineMarketingGuide_2667.pdf

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Owned, Paid & Earned Media

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

Page 19: Digital Marketing & Online Presence

Digital marketing mix

advertising• search• performance• advertising• social media• content

presence• site• Community• Content• Service• e-commerce• RSS, SMS, e-mail• API

back end• CRM• Collaboration• Metrics

Page 20: Digital Marketing & Online Presence

Още думички

• User experience UX• Online reputation management• Community management• Real time strategy• Social media marketing• Content marketing

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Преглед на индустрията

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История

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Mind the gap

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US Online AdvertisingQuarterly ad revenue 1999-2011

http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-113011

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Обем на пазара

http://www.iab.net/insights_research/947883/adrevenuereport

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Индустрии

http://www.iab.net/insights_research/947883/adrevenuereport

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Рекламни формати

http://www.iab.net/insights_research/947883/adrevenuereport

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Ценообразуване

http://www.iab.net/insights_research/947883/adrevenuereport

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Основни понятия

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Основни играчи

• Publishers• Ad networks• Ad serving• Metrics• Interactive

agencies• Service providers

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Основни понятия

• user• visit• page view• banner• IMP• click• landing page• subscriber• conversion rate

Page 32: Digital Marketing & Online Presence

Ценообразуване

http://www.iab.net/insights_research/947883/adrevenuereport

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Метрики

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Ad Serving

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Таргетиране

• website content• geo targeting• demographical• behavioral• contextual

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Инвентар

Page 37: Digital Marketing & Online Presence

Метрики

Page 38: Digital Marketing & Online Presence

Метрики

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Image & Performance

ReachFrequencyBrand metrics changes

Cost per Click, CPCCost per Action, CPAReturn on investment

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Performance

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Search & Display

Brand advertising & digital, An IAB Europe White Paper, June 2010

Page 42: Digital Marketing & Online Presence

CTR%

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CTR%

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Промяна

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Какво правим в нета?

http://www.online-publishers.org/internet-activity-index

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Рекламни форми

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Как работи банерът?

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Стандарти на IAB

http://iab.net/guidelines/508676/508767

Page 49: Digital Marketing & Online Presence

UAP | 300x250, 180x150, 160x600, 728x90

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Ad Size

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CTR%

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Clicks

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Creative

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Стандартен Layout на банер

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Добри практики

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Препоръки

• Малък файлов размер• Кратка анимация и статичен екран• Хапки, а не сюжет• Фокус върху статичния екран• Call to action визуален елемент• Постояно присъствие на марката• Изчистени форми• Малко и кратки текстове

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Landing page

http://visualwebsiteoptimizer.com/split-testing-blog/landing-page-best-practices/

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Landing page примери

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Инвентар

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Препоръки

• Баланс conversion и experience• Модел на интеракциите• Измеримост на интеракциите• Ясни headline + 3-5 taglines• Call to action елементи, които

повтаряме при дълга страница

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България

Page 62: Digital Marketing & Online Presence

ПотреблениеFeb 20113 393 9014.6% ръст

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Потребление

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Потребители

http://piero97.com/Medien-pazar

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Рекламен пазар

IAB Europe, Gemius: Interactive Overview of CEE Markets 2009

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Рекламен пазар

IAB Europe, Gemius: Interactive Overview of CEE Markets 2009

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Рекламен пазар

http://piero97.com/Medien-pazar

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Медиа микс

http://piero97.com/Medien-pazar

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Медиа микс

Пиеро 97 | Медийна карта 2009 | piero97.com

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Онлайн реклама

http://piero97.com/Medien-pazar

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Рекламодатели

http://piero97.com/Medien-pazar

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Сайтове

http://http://piero97.com/Medien-pazar

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t

Основни издатели

И други: http://piero97.com/Reklamni-tarifi/6

Page 74: Digital Marketing & Online Presence

Приходи на компаниите

http://www.capital.bg/blogove/digitalk/2010/08/25/948576_infografika_bulgarskata_onlain_ikonomika/

t

Page 75: Digital Marketing & Online Presence

Premium категорииПощаabv.bg, mail.bg, mail.dir.bg

Порталиdir.bg, gbg.bg

Новниvesti.bg, dnes.bg, dnes.dir.bg, dnevnik.bg, dariknews.bg, btvnews.bg, actualno.com, novini.bg …

Забавления и лайфстайлlife.dir.bg, tialoto.bg, lifestyle.bg, zar.bg, yellow.bg, pop.bg, .…

Спортsportal.bg, sportni.bg, gong,bg, topsport.bg, gol.bg, …

Бизнес и финансиinvestor.bg, capital.bg, darikfinance.bg, money.bg, expert.bg, …

Женски сайтовеbgmamma.com, tialoto.bg, rozali.com,

аz-jenata.com, woman.bg, ladyzone.bg ...

Classifieds & B2Bimoti.net, mobile.bg, imoti.bg, lex.bg, jobs.bg, cars.bg, …

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Други играчи

Рекламни мрежи• HTTPool• Easy Ads• Etarget• Think Digital

Медиа агенции• Piero 97• Обслужващите РА

Метрики• Gemius• Nielsen Online

Интерактивни агенции• Z Digital / Cybermark• Easy Ads• Interactive Share

Организации• IAB България• Българска Уеб Асоциация

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Кампании

Page 78: Digital Marketing & Online Presence

Имиджова реклама

• Reach• Frequency• Clicks• CTR%• UCTR%• Channel Unique Reach• Advanced ad serving (Gemius,

DoubleClick)• и други...

Page 79: Digital Marketing & Online Presence

Препоръчителен микс

• OTS: Over the page, CPM: 10-20%• FRQ: UAP Banners, CPM: 60-80%• Traffic: Performance, CPC: 10-20%

Page 80: Digital Marketing & Online Presence

Performance реклама

• CPC / CPA• eCPM• Bid / Fixed

Performance инвентарAdSence, AdWrods, Facebook, HTTPool, Easy Ads, Etarget, Netinfo, Investor, Dir.bg

Page 81: Digital Marketing & Online Presence

Други

Page 82: Digital Marketing & Online Presence

Search engine optimization

• Content strategy• On site SEO• Off site SEO

Page 83: Digital Marketing & Online Presence

Direct Mailing елементи

• E-mail list• HTML и Plain text• Open / Un open / Click / CTR%• Unsubscribe• Персонализация• Защо получавате този e-mail• Opt-in email advertising, permission

marketing

Page 84: Digital Marketing & Online Presence

E-mail list

• House lists• Rented lists• Service notifications• SPAM

Page 85: Digital Marketing & Online Presence

Social Media

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Промяна

Page 87: Digital Marketing & Online Presence

Какво правим в нета?

http://www.online-publishers.org/internet-activity-index

Page 88: Digital Marketing & Online Presence

Owned, Paid & Earned Media

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

Page 89: Digital Marketing & Online Presence

Струтура на социалните мрежи

• Идентичност / Identity• Application / Функционалност• Събитие / Events• Поток / Feed• Връзка / Connections

Social Networking

Page 90: Digital Marketing & Online Presence

social media presence

The goal of a strong foundation is to create a platform that engages and empowers its customers with the opportunity to communicate with the organization.

Page 91: Digital Marketing & Online Presence

How organizations use social media

• Customer service• Broadcasting updates• Promotions• Crowdsorce operations• Behind the scenes look at the organization• Advertising

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Нема общо

http://www.slideshare.net/gamages/advertising-fireworks-social-bonfires

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Adv vs. SMM

• Opportunity to see• Share of voice• Frequency• Campaigns• Image

• Engagement• Subscribers• Interaction• Presence• Reputation

Page 94: Digital Marketing & Online Presence

Branding

http://www.slideshare.net/paulisakson/modern-brand-building-presentation

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Платформи

• Блогосфера• Facebook• Twitter• LinkedIn• YouTube• Wikepedia• foursquare

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KPI’s

• Subscribers• Engagement• Interactions• Virality• Leads

Page 97: Digital Marketing & Online Presence

Препоръки

• You need a blog or social hub• Multimedia Usage• Integrate Offline and Online Advertising• Message Adaptation• Local Social Networks• Contests and Discounts• Use call to actions

Page 98: Digital Marketing & Online Presence

Благодаря!

[email protected]:// linkedin.com/in/alexandervarov

http://posteffets.bg/eflag


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