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Campaigns Powerpoint - Employee Web Site

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					Online Advertising
  & Marketing
Internet Advertising
   in the Marcom
        Matrix
• Websites
• Email Marketing
• Instant Messaging
        New Media
• Social Networks
• Vertical Networks
• Widgets
• Pod Casting
• Blogging
• Online Video
• Desktop Apps
• Mobile Ads
• Online & In-Game
• Buzz Marketing
• Online Display
• Organic Search
  Search Engine
Optimization (SEO)
•   SEO seeks to increase a site’s visibility in search
    engines and enhance its value to visitors through
    topical page design, consistent HTML tagging,
    and focusing content on core keywords.

    www.maxdirectory.eu/news/SEO-Terms-n10.html
 Who is the largest
  online retailer of
              shoes?
• Nike? Footlocker? Payless? Timberland?

•Answer - Zappos.com more than the online sales
In 2006 zappos.com sold
of all these well known brands, combined.
•WHY?
     Basics of SEO

• Relevant, well written copy list
• Proper Website structure (table
• In-boundDescriptive Page Titles
  design, css, etc...)
• Smart &  links (Quality over Quantity)
• Meta-Keywords are Over-ratedvideos,
• Create Link Bait (blogs, online
• Know Google’s WebMaster Guidelines
  whitepapers, etc...)
 The Case for PPC

• Indirect mediumadvertising a yearget a as
     what           can you spend under
  $400,000.00 in that advertising and
  a        result of ROI?
• Pay-Per-Click (PPC)mediuman incredibly
  consistent 212%
  effective advertising can be or it can be
• I’m not even particularly good at bybut I’ve
  a huge liability.
  decreased our advertising costs
  while maintaining our Volume.
                                    it 50%
     Basics of PPC

• WhenPer Click (CPC) (CTR)down up
          Click-thru Rate goes goes
• Always, Always, Always split test your
  Cost
• Never, Never, Never bunch keywords
  ads
• Keep looking for keywords that others
  together in one huge group
  haven’t discovered yet
• 1st fact it rarely is)
  (in  Position isn’t always the Best Position
   Email Marketing

• Never from (thisinmeansto build the recipient
         ever be doubt where BUY
  came Take the time DON’Tyour own
• Don’t even e-mail. sending an
  LISTS).
              think about
• Use a reputable and proven e-mail
  unsolicited
• Subject line is the key that opens the door
  marketing company
• Keep a clear call to stuff above the fold
• Have  the important
                       action
                                AIM
•   how and where can we best reach currnt and potential AIM users? If you are
    placing any significant amount of your budget on traditional media you’re
    wasting your money and time
•   Stop thinking that display advertising (banner ads) is going to do anything for
    you. Stop, seriously, stop. Only do those on Time-Warner owned sites where it
    might be FREE. ( I don’t care how cool you think it will look, just don’t do it)
•   Social Networks are so cool aren’t they? Just look how much of our target they
    reach! True, but in order to catch their attention you have to offer something
    they can’t resist. Whatever that is has to be free, easy to do/use/setup, different
    than anything anyone else is doing, etc... Perhaps your promotion can be used
    here.
•   We have such an amazing idea! Oh yeah? What will the blogs say? Will they
    love the experience you provide?
•   UGC - You’re greatest success or your worst nightmare?
•   Hey you advertisers we know how smart and creative you are, but those public
    relations people can make or break you. Use them, believe them, love them,
    pay them.
•   Need something to fill up your creative section that won’t cost you much money?
    Try a widget . They’re delicious.
                  AIM Cont.
•   Go Viral. Everyone else is, think “simpsonizeme.com” that cool Optimus Prime
    email voice thing or that over-worked, over-used chicken. It’s good for a laugh
    and some positive reinforcement.
•   Don’t have a desktop app yet? It’s a bit cheesy, possibly pointless, but done
    right it can certainly bump those frequency numbers up. Less is definitely more
    here. Think pimped out widget.
•   Remember those AOL music sessions? Do they still do those? Is there a
    promotion there for chatting with the artists? Maybe that’s a dead horse. Does
    that horse have a cousin I wonder? When do questions get excessive?
•   If you absolutely have to use traditional media at least make it worth it by
    focusing on your promotion. Your target market doesn’t care how cool your ad
    looks or how clever you can be. They want to know “What’s in it for me?”. As
    David Ogilvy once said “If it doesn’t sell, it isn’t creative.”
•   If one Ogilvy quote wasn’t enough how about this one “Our business is infested
    with idiots who try to impress by using pretentious jargon.” Say something that’s
    worth saying. Seriously, if you wouldn’t want to read your ad then what makes
    you think someone else would?
•   Okay this is the last one “Advertising people who ignore research are as
    dangerous as generals who ignore decodes of enemy signals.” You’re welcome
    Sister Hendricks.

				
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posted:3/26/2011
language:German
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