6. So what am I sharing with you? Why online? Types of internet advertising ? Ad Formats of Internet advertising Online planning & strategy Metrics
7. But do I need to go online for my brand Contd Web is the first brand interaction for consumers who want to know about you ,24 X7. Consumers get to know you at their own pace @ leisure Build awareness for your product /Service Promote your products and services Create and build engagement with your consumers
8. Customer feedback ,queries and resolution Low cost reach model Customised and niche communication Multiplier effect Since my competition is online But do I need to go online for my brand
9. Some stats Why Online? 52 Million people present Online * Source :IAMAI Indian Internet Population has been growing Steadily. Growth rate to increase with emergence of Broadband and Rural Connectivity especially from Tier 2 cities.
10. One important thing Online communication, unlike traditional advertising is not one way it is engaging thus making it two way . The most important thing is consumers talk about your brands in the online space. They PARTICIPATE
20. Situation analysis = Relevance Situation Analysis Determine Relevance of online presence & marketing for the brand Do we need an online strategy? Are our consumers online? Do we need just brand presence online? Do we need to defend our online reputation? Is competition online? Are the consumers searching ,talking about us?
21. Consumer = Insights Consumers Insights & digital behaviour Define my target audience? viz. demographics Time spent by them online Online consumption of my digital audience Determine brand /sales transaction approach Specific geographies? What feedback have our consumers given about us online?
22. Competition = Up the ante or.. Competition Insights & digital behaviour What’s my competition doing online? Competition digital reputation ? Is it brand led / transaction or engagement? Increased presence or year long ? Determine their investments? Determine digital weights ?
23. Strategy = Roadmap Strategy Execute & review Determine engagement models? Determine positioning & value Segmentation & targeting? Integrate in Marketing Choose platforms i.e. display ,email etc Metrics?
24. To summarize Digital Roadmap Conclude and execute & Review Finding Relevance of Internet Defining online consumers Comp. digital bench mark
41. Display ads Banner advertisments Oldest & first type of advertising on the net Standard ad shapes with images (static/dynamic) Typically not related to content but audience Linked to a microsite or landing page Sold by impressions or click thrus
52. Contextual Ads Contextual advertisements(Also search engine led) Use keyword matching engine to pick ads related to content on the page Hyperlinks in an article typically sponsored by the advertiser ,when the user follows the link ,they are sent to a sponsors site Typically used by search engines Highly targeted Sold by CPC or CPM
58. Video Ads Advertising served either before during or after the video stream on the internet Similar to a banner ad ,Actual moving clips instead of static/animated banners TV and online clips are usually the same Demonstration of product/service Complementary to other forms Less clutter as few advertisers adopting Option to share and promote
59. Formats in video advertising Pre - Rolls Pre roll is seen by the user before the video begins Typically click based (relevant to the video) Interruptive format Mid – Rolls Ads played during the video which is being played Post – Rolls Post video ads being played Video take overs Ticker based Additionally banners are also used in video advertising
62. Social media marketing(SMM) Well lets keep this simple Encourage conversation ,that allows your consumers to participate, create and develop and share your brand with their friends So its pure engagement with your brand
63. Types of social media Blogging Twitter (micro blogging) Blogs Social networking Facebook,orkut,myspace,HI5,Frienster,Linkedin,Plaxo Bookmarking Del.ico.us,Blogmarks,Digg Photo/Video Flickr, youtube Virtual reality Second life, world of warcraft(WOW) Groups Google,Yahoo
64. Snapshot Facebook Part blog, part community Play with apps,take and share surveys Networking Follow fan sites Follow annoucements Links
65. Snapshot Youtube Share and upload videos Find videos about companies, products and people Linkedin Professional networking Special interest groups Find people whom you want to meet
66. Snapshot Twitter Follow people whom you want to know (opt in) Micro blog Blogging Where you speak your mind and create your stuff Loosely A dairy A View A commentary