JETGİLLER vs

ÇAKMAKTAŞLAR

BURCU TÜZÜN Nokta Internet Teknolojileri

ABOUT DIGITAL MEDIA

% 74 : internet is the most effective channel

% 5: TV and radio are the most effective channels% 41 : no media plan without internet

“New media is the most effective channel in Europe. Because the target audience receives the offline media messages reklamlarını daha”

Kaynak: RedShift Research –UK 2008 2. Q

WHY IS NOT DIGITAL MARKETING SO WORTHY AS EXPECTED?

% 40 budget problem

% 28 lack of ability and experience

Greatest Barriers

ONLINE ADVERTISING

BANNER

SOCIAL NETWORKS

BLOG - VLOGWEB SITE

?ADVERGAME

WEB SITE

No investment for airport, Nowhere to land!

BLOG - VLOG

ADVERGAME

ONLINE MEDIA PLAN

URBAN LEGENDS

Perfect online media plan

DOES NOT EXIST!

Right AdRight Product

Right PlaceRight Time

forin the

at the

İf you don’t say:

ALARM BELLS are ringing!

If the plan is immediately ready

25 – 35 agemetrosexual

Earns ...College / bachelor

grad.Credit card user

Cares himselfsportive

man

Plan matches your target audience?What was my target?

Plan matches your target audience?What happened? Plan: Football based sport sites

Socio- economics + demographic touchstone

Limited site alternatives

Age and sex are not enough to describe the target audience!

great shot!

We provide such many impressionsthat our CTR rates are low!

How many times can a unique user see my ad?

Homepages mean the best ROI!

Generally provide high impression.

Well known sites give the best results!

The most important one is the best shot!

Impression ≠ Unique user

ONLINE AD BUDGET

STRATEGIES

Online Ad Budget

Campaign

Image

Competition

Test

Online Ad Budget

Campaign

İnternet = campaign announcement media

Extra budget needed!

Online Ad Budget

Competition

competitive analyse and control

Online competitive strategy

Block the competitor “i m here”

Image

Online Ad Budget

Branding message

Encourage the agency for creativity

“no try to sell, we did something for fun.”

Test

Online Ad Budget

experiment: new site, new format

FRED FLINTSTONE : Classic media & marketing

ELROY JETSON: digital media

Universal Language

cpm

cpc

cr

ctr

cpa

Ad corner

Roll over

300 * 250

virütikİn text

ugc

advergame

Micro site

blog Social network

Web 3.0

728 * 90

impressioninteractive

mobile

Web 2.0

rss

Rich media

mashup

wiki

Customer = FRED

What should Fred know about online media plan?

Site visitors informations and harmony with the audience

Numbers and graphics for the site history

Banner size, format, placement

Target

Costs

General CTR rates on the site category

ONLINE reports

Revision, cancellation

Stay away from prejudgements! Squeeze Elroy!

Stay away from terms!

Take the risks with 3. parties TOGETHER!

Play together!

Dear Fred;

Test!

Develope the process and results! Non-stop!

Try on the new ones!

Never tell “we don’t know internet, manage my budget !”

Dear Fred;

Don’t educate Fred! Update Fred!

Customer = Fred, minimum disappointment

Don’t use standard report diagramms!

Offline ≠ online. Be patient, assertive, stable!

Be 5 steps forward than Fred!

Be ready for the prejudgement!

Dear Elroy;

You are not a fortune teller! Confess the mistake!

Learn by the mistakes.

Be friends with sites management! They are not your slaves!

Dear Elroy;

Spend the budget as your own!

Don’ t leave 3. party flock! Or face the wolf!

Social Networks

Social Network Ads

Social Network Ads

Ads: Sponsored story, sponsored social story, Box ad unit, Display ads

Pages: brand advocates, conversations, interactivity and CRM

Box Ad Unit

Social Network Ads

Social Network AdsAppl. – Pokey Hill’s

• 4.7 points rating by 12.250 + user.• 1.579.079 monthly visitor and player.• 30.264 fans. • 12.482 wall posts.

Social Network AdsAppl.– Pokey Hill’s

Ürün avukatları

Diyalog

İnteraktivite

CRM

Social Network Ads Pages -

Body Shop Strawberry Body Butter

Social Network Ads Pages – Adidas

Social Network Ads Pages – Adidas