The Present and the The Present and the Future of Future of (e) (e) Advertising Advertising Dragan Varagic, E-business Consultant, Program Manager for E-business postgraduate studies – FTN, Novi Sad www.draganvaragic.com , www.iimeuro.ns.ac.yu , www.pretraga.co.yu FONKLAME 2009 FONKLAME 2009
The Present And The Future Of Online Advertising
Jan 20, 2015
What are the roots of crisis in the triangle of classic media, marketing and PR. What are the actual situation in e-advertising, and what we can expect in near future.
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The Present and the Future ofThe Present and the Future of (e)(e)AdvertisingAdvertising
Dragan Varagic, E-business Consultant, Program Manager for E-business postgraduate studies – FTN, Novi Sadwww.draganvaragic.com, www.iimeuro.ns.ac.yu, www.pretraga.co.yu
FONKLAME 2009FONKLAME 2009
Present of Advertising & PRPresent of Advertising & PRFONKLAME
TraditionalMedia
Present of AdvertisingPresent of Advertising - AIDA - AIDAFONKLAME
Copyright © Zenit OptiMedia 2008
ATTENTION INTEREST DESIRE ACTION
AWARENESSADVERTISING PUBLIC RELATIONSPERSONAL SALESMASS SALES SALES PROMOTIONHYPERMEDIA
Copyright © 2003 Prentice Hall - E-marketing 3rd edition, Strauss, El-Ansary,Frost
Present of AdvertisingPresent of Advertising – – Brand Vs. DirectBrand Vs. DirectFONKLAME
Branding Vs. Direct-Response Advertising
Copyright © 2008 2HotMarketing
Present of AdvertisingPresent of Advertising – Media Consumption – Media ConsumptionFONKLAME
2005
Present of AdvertisingPresent of Advertising – Media Consumption – Media ConsumptionFONKLAME
2005www.online-publishers.org
Present of AdvertisingPresent of Advertising – Media Consumption – Media ConsumptionFONKLAME
2005
Online Advertising ShareOnline Advertising Share
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FONKLAME
Copyright © Microsoft India 2008
Online Advertising ShareOnline Advertising Share - Medi - Mediaa
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FONKLAME
Copyright © IAB 2008
www.iab.net
Online Advertising ShareOnline Advertising Share - ROI - ROI
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www.marketingsherpa.com
Context in Problems – Context in Problems – PPC “PPC “blindnessblindness””
Copyright © 2005 Cornell university Copyright © 2008 Cornell university
When did you click on contextual ad last timeWhen did you click on contextual ad last time??
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Correct Online Advertising – Correct Online Advertising – KPIKPI
Do you know what areDo you know what are KPI? KPI?FONKLAME
Correct Online Advertising – Correct Online Advertising – KPIKPI
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Measure Campaign A Campaign BImpressions 1,000,000 1,000,000 Clicks (from search engines) 8,000 15,000Clickthrough rate (CTR) 0.80% 1.50%Cost Per Click (average) £1.30 £0.60Total promotion cost (PPC fees) £10,400 £9,000Site conversion rate (average) 1.50% 1.50%Average order value £131 £131Number of sales 120 225Margin 40% 40%Cost of goods sold £9,432 £17,685Total Revenue (total sales value) £15,720 £29,475Total costs £19,832 £26,685Cost Per Sale (PPC fees) £87 £40Cost Per Sale (All costs) £165 £119Net profit (after PPC fees) £5,320 £20,475Net profit (after all costs) -£4,112 £2,790Return on Investment (PPC costs) 51% 228%Return on Investment (all costs) -40% 31%
Campaign-related measures
Sale-related measures
Budget-related measures
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Do you know what areDo you know what are KPI? KPI?
Copyright © 2007 eConsultancy.com
Inbound Vs. Outbound MarketingInbound Vs. Outbound Marketing
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Copyright © 2008 HubSpot.com
Content MarketingContent Marketing
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www.vizedu.com
Content Marketing – Content Marketing – Content SharingContent Sharing - SMO - SMO
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Social MediaSocial Media
Content MarketingContent Marketing ~ PR ~ PR
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ONE-TO-MANYONE-TO-MANY
Emails, Ads, PR, Emails, Ads, PR, PPC, Offline tacticsPPC, Offline tactics
DEEP DIVESDEEP DIVES
White Papers, White Papers, Case Studies, Case Studies, Brochures, etc.Brochures, etc.
ONE-ON-ONEONE-ON-ONE
PowerPointsPowerPointsLettersLetters WarrantiesWarranties
Copyright © 2007 Paul McKeon
Copyright © 2008 Junta42
Content Marketing –Content Marketing – Future: Future: Open WebOpen Web
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Content Marketing - Content Marketing - ExampleExample
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www.positive.rs
Online Advertising and SerbiaOnline Advertising and Serbia
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• More than More than 33 million million EUREUR is the estimation of e-advertising market in Serbia (unofficialy it is more than 5 million EUR) for 2008.
• Blic.rs Blic.rs andand B92.net B92.net hold more thanhold more than 50 50 percentpercent of that marketof that market..
•PPPC PC share for 2008 is aboutshare for 2008 is about 25 25 percentpercent..
• The most visited Serbian sites have more thanThe most visited Serbian sites have more than 500.000 500.000 uniue visitors per monthuniue visitors per month..
• Serious traffic in Serbia have the sites withSerious traffic in Serbia have the sites with more more thanthan 20.00 20.0000 visitorsvisitors per dayper day oror more thanmore than 300.000 300.000 per monthper month..
What to Take From This LectureWhat to Take From This Lecture??
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Study actual types of (online) advertising.
Create a blog, add Google Analytics, and have a good look of RSS usage.
Learn to create relevant content (text, pictures, audio, video – as you wish).
Study how to use social media for the organization’s goals achievement.
Concentrate on the results (KPI).
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I na kraju…I na kraju…
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Aktuelno Aktuelno stanje stanje oglaoglašavanja u šavanja u svetu i budućnost (e)-oglašavanjasvetu i budućnost (e)-oglašavanja
Dragan Varagić, www.draganvaragic.com, www.iimeuro.ns.ac.yu, www.pretraga.co.yu
FONKLAME 2009FONKLAME 2009
Questions?Questions?
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