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Jan Bednar, Google - Online marketing

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Online marketing Startup Yard 19.7.2012 Jan Bednář, Google CZ
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Page 1: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Online marketing Startup Yard

19.7.2012

Jan Bednář, Google CZ

Page 2: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Proč online marketing?

Page 3: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Cílení

Online TV

Cílová skupina Ženy 18-29

Page 4: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Reklama na míru uživateli

Page 5: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

Interaktivita a zapojení

Tippexperience

Page 6: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Měřitelnost

Page 7: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Potřebujete vidět kompletní obrázek

7

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

Page 8: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Jak se dívat na online reklamu?

Page 9: Jan Bednar, Google - Online marketing

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

Page 10: Jan Bednar, Google - Online marketing

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%$

Page 11: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 11 Google Confidential and Proprietary 11

Možnosti cílení

google.com/ads/preferences

Page 12: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 12 Google Confidential and Proprietary 12

Mobil: nejrychleji adaptovaná technologie

12

Page 13: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 13 Google Confidential and Proprietary 13

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

Page 14: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 14 Google Confidential and Proprietary 14

Prakticky

Page 15: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 15 Google Confidential and Proprietary 15

Marketingové cíle

• Online / Offline konverze

• Audience engagement

•  Launch for Product / Services

•  Loyalty and retention

• Brand awareness

• Reputation management

Page 16: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 16 Google Confidential and Proprietary 16

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

Page 17: Jan Bednar, Google - Online marketing

Google Confidential and Proprietary 17 Google Confidential and Proprietary 17

Online nástroje a zdroje informací

• Google pro váš byznys

•  Statistiky vyhledávání Google

• Adwords keyword tool

• Consumer barometer

• Our mobile planet


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