online advertising basics
DESCRIPTION
The Internet has completely changed the way companies market to you. Now corporations can use a seemingly infinitesimal number of websites to encourage you to buy their product or service. As a result, your online life is virtually dominated by digital marketing. SOS! In this fun, interactive session, Leigh George, PhD, senior digital marketing strategist at R2integrated, will explore the impact of online marketing and how new technology allows corporations to target their messages to you like never before. She will give you a tour of digital marketing tactics in real-time, including Facebook ads, Facebook sponsored stories, ad retargeting, among others. Finally, you’ll get a chance to show off your digital marketing savvy by putting together an online marketing plan for the Girl Scouts!TRANSCRIPT
#GirlScouts100 @leighgeorge
SOS
Savvy Online Selling
#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011
HAS THIS EVER HAPPENED TO YOU?
SOS!
#GirlScouts100 @leighgeorge
Today we’ll explore:
What’s up with all these online ads and why can’t you escape them?!
How do these ads work? How can you control your online experience?
How could you develop a strategy for using online ads to promote the Girl Scouts?
©R2integrated 2011 #GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge
From search to sale
#GirlScouts100 @leighgeorge ©R2integrated 2011
SEARCH ENGINE MARKETING
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
TRADITIONAL ADS VS TARGETING
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
PANDORA
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
ADS BASED ON INTERESTS
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
ADS BASED ON CONTENT
#GirlScouts100 @leighgeorge
ADS BASED ON FRIEND ACTIVITY
#GirlScouts100 @leighgeorge ©R2integrated 2011
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
TARGETING VS RETARGETING
©R2integrated 2011
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
Cute flats
©R2integrated 2011
RETARGETING
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
RETARGETING
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
RETARGETING
#GirlScouts100 @leighgeorge ©R2integrated 2011
RETARGETING
#GirlScouts100 @leighgeorge ©R2integrated 2011
WHAT ARE COOKIES?
NOT THESE COOKIES!
#GirlScouts100 @leighgeorge
RETARGETING
#GirlScouts100 @leighgeorge ©R2integrated 2011
RETARGETING
#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
RETARGETING
75% of online shoppers abandon their cart, but spend
55% more when brands are able to convince them to return.
#GirlScouts100 @leighgeorge
RETARGETING PROS
#GirlScouts100 @leighgeorge
Convenience
#GirlScouts100 @leighgeorge
RETARGETING PROS
Get noticed!
#GirlScouts100 @leighgeorge ©R2integrated 2011
#GirlScouts100 @leighgeorge
RETARGETING CONS
#GirlScouts100 @leighgeorge
It’s creepy!
#GirlScouts100 @leighgeorge
RETARGETING CONS
#GirlScouts100 @leighgeorge
RETARGETING CONS
Can be embarrassing…
#GirlScouts100 @leighgeorge
1. Clear browsing data
2. Opt out when you see these ads
HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE
#GirlScouts100 @leighgeorge ©R2integrated 2011
Control who can track you
#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE
#GirlScouts100 @leighgeorge
Use online advertising to promote the Girl Scouts
#GirlScouts100 @leighgeorge ©R2integrated 2011
#GirlScouts100 @leighgeorge
PROMOTING THE GIRL SCOUTS
Audience
#GirlScouts100 @leighgeorge ©R2integrated 2011
#GirlScouts100 @leighgeorge
Message
#GirlScouts100 @leighgeorge ©R2integrated 2011
PROMOTING THE GIRL SCOUTS
#GirlScouts100 @leighgeorge
Action
#GirlScouts100 @leighgeorge ©R2integrated 2011
PROMOTING THE GIRL SCOUTS
#GirlScouts100 @leighgeorge
Sites to target
#GirlScouts100 @leighgeorge ©R2integrated 2011
PROMOTING THE GIRL SCOUTS
#GirlScouts100 @leighgeorge
An online advertising plan for the Girl Scouts
Audience
Message
#GirlScouts100 @leighgeorge ©R2integrated 2011
PROMOTING THE GIRL SCOUTS
Action
Sites to target
#GirlScouts100 @leighgeorge
Now it’s your turn!
#GirlScouts100 @leighgeorge
Image Credits:
Magnifing glass: http://tutorialblog.org/magnified/magnifying-glass.jpgTennis icon:http://www.stockphotopro.com/photo_of/tennis/059202NEC/tennis_racket__icon__ball_Hello Kitty: http://writinglikeiampopular.blogspot.com/2011/05/icons.htmlHeadphones: http://www.psdgraphics.com/icons/psd-headphones-icon/TV: http://www.mactalk.com.au/content/mac-app-review-iflicks-1326/Cookie: The Girl ScoutsKeyboard: http://www.realityuncovered.net/blog/2011/07/big-brother-is-watching-you/Shopping cart: http://themeanestmom.blogspot.com/2010/09/shopping-carts.htmlGet noticed: http://www.mergersandinquisitions.com/noticed-when-networking/Computer keys: http://randomthoughtsonlifeblog.com/2011/02/28/be-in-control-of-your-actions/Spread the word: http://northvillefundraiser.com/spread-the-word/Target market: http://www.allfacebook.com/facebook-advertising-laws-2-2010-06What’s your message: http://www.marketcompr.com/URL: http://www.masterjrock.com/php-url-routing-class.htmlCall to action buttons: http://www.backlinkintelligence.com/happening-now/increase-bookmarks-referring-url-call-action/Audience: http://www.pulseresearch.com/tar.htmlMessage: http://www.iconspedia.com/icon/android-messages-16-38.htmlArrow: http://www.veryicon.com/icons/system/arrow/arrow-yellow-04.htmlSites to target: http://www.mset.org.my/index.php?q=content/useful-linksSpotlight: http://www.goodmorning.se/design-our-stage.html