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Advertising Online: Buying Attention in a Distracted World

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An overview of some things to keep in mind when buying online advertising

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Advertising Online: Buying Attention in a Distracted World

  1. 1. ONLINE ADVERTISING: BUYING ATTENTION IN A DISTRACTED WORLD RAMON RAY SMART HUSTLE MAGAZINE
  2. 2. 2 Visit www.SmartHustle.com Get insight to start and GROW your business. Hear and learn from other business owners!
  3. 3. ONLINE ADVERTISING Buying Attention in a Hyper Distracted Market
  4. 4. NO ONE KNOWS ABOUT YOUR PRODUCT/SERVICE
  5. 5. NO ONE CARES ABOUT YOUR PRODUCT/SERVICE
  6. 6. YOU MUST GET YOUR CUSTOMER’S ATTENTION
  7. 7. Who are you?
  8. 8. 4x Entrepreneur, Global Speaker and best-selling author
  9. 9. Expert Witness to Congress
  10. 10. Tweet & Share - @RAMONRAY
  11. 11. ONLINE ADVERTISING Buying Attention in a Hyper Distracted Market
  12. 12. ORGANIC MARKETING • Natural • Authentic • InBound • Conversation Marketing
  13. 13. ORGANIC MARKETING • Blog posts • Social media content • Video • Twitter Chats • Facebook Live • And more
  14. 14. BUSINESSES MUST PAY TO REACH THEIR SOCIAL NETWORK AUDIENCES ONLINE
  15. 15. WHY ONLINE ADVERTISING? • GoWhereYour Customers Are • Reach – Reach a large number of people, quickly and instantly • Cost – Cost-effective. Cheaper than traditional marketing (radio, television and print) • Results – Grow sales. Sales return on advertising ranges from 3 to 5 times your investment (Nielsen study)
  16. 16. WHERE TO ADVERTISE ONLINE? • Search Engines - Search Engine Marketing • Social Networks - Social Media Advertising • Websites & Blogs • Mobile & In-App Advertising
  17. 17. SEARCH ENGINE ADVERTISING
  18. 18. SEARCH ENGINE ADVERTISING • Google Adwords (Biggest SE Advertising Network) • Yahoo, Bing,YP, others • Pay Per Click • Keywords (popular vs long tail) • Understand your audience (peak search times, etc) • Advertising copy is essential
  19. 19. SEARCH ENGINE ADVERTISING IS ABOUT IMMEDIACY
  20. 20. SOCIAL MEDIA ADVERTISING
  21. 21. SOCIAL MEDIA ADVERTISING • Facebook,Twitter, Instagram, Pinterest, LinkedIn • Start Narrow – Go Where Most of Your Customer Base Is At • Narrow DownYour Target Audience Demographic • The power of video and images
  22. 22. WEBSITES AND BLOGS
  23. 23. WEBSITE AND BLOG ADVERTISING • Find niche audiences or go mainstream • Advertise directly with the publisher or through an advertising network (Google Adwords is the biggest)
  24. 24. MOBILE & IN-APP ADVERTISING
  25. 25. MOBILE AND IN-APP ADVERTISING • “Everyone is on their phone” – your advertisement should be too • Mobile advertising includes banners, videos, and more • Mobile location data for more targeting
  26. 26. ONLINE ADVERTISING BEST PRACTICES
  27. 27. ONLINE ADVERTISING BEST PRACTICES • What are your goals • Know your audience • Advertising channels • Copy that speaks to them • Specific targeting • A/B Testing • Measure your results • Retargeting
  28. 28. ADVERTISING TOOL KIT • Copy • Images • Landing pages • Google Analytics (and publisher analytics) • CRM “sales funnel” • Hiring Expertise & Help
  29. 29. ONLINE ADVERTISING +
  30. 30. ONLINE ADVERTISING + • Email marketing (build your list) • Social media (organic) marketing • Search Engine Optimization • Business Listing and Review Sites
  31. 31. FROM ADVERTISING TO SALES
  32. 32. FROM ADVERTISING TO SALES • What are you offering to those who are not quite ready to buy? • Are you nurturing the “browsers” with a lead magnet and follow up • Are you encouraging repeat buyers and referrals • Are you fostering online
  33. 33. 360 DEGREES OF MARKETING
  34. 34. 360 DEGREES OF MARKETING • Word of mouth • Personal branding • Organic marketing • Paid advertising • Sales • Media 360 DEGREES OF MARKETING
  35. 35. ONLINE ADVERTISING: BUYING ATTENTION IN A DISTRACTED WORLD
  36. 36. ONLINE ADVERTISING Buying Attention in a Hyper Distracted Market
  37. 37. 40 Visit www.SmartHustle.com Get insight to start and GROW your business. Hear and learn from other business owners!

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