6. Awareness Imagery Consideration Purchase Marketer Goal Brand Building Driving Action Less-addressable Yellow pages Broadcast & CableTelevision Print – Magazines & Newspapers Digital OOH Media capabilities Direct mail Online Video Addressable Online display Online search Interactive television Mobile display Mobile search Prepared by Greg Stuart greg@gregstuart.com Confidential 6 Que en realidad depende del objetivo
9. Conclusiones La publicidad en Internet ha probado ser efectiva para el marketing transaccional. En particular la dinámica de relacionar avisos con resultados de búsqueda.
10. La asignatura pendiente Encontrar una solución de branding válida para los productos y servicios de consumo masivo EL DESAFIO DEL MARKETING ONLINE
11. El gran desafío 11 Marcas + Agencias + Medios Generar una fórmula efectiva para el desarrollo de brandequity a partir de la publicidad online
12. Google y las búsquedas El modelo más exitoso hasta el momento
15. El éxito de Google When users are actively looking to purchase something, they typically go to search engines or e-commerce sites. Through advertising or direct sales, these sites harvest intent. Google and Amazon are the biggest financial beneficiaries of intent harvesting. The lesson is that the RPMs* of online ads are directly proportional to the degree** to which the user has purchasing intent. This is why when you search Google for “cameras” you’ll see ads everywhere (and those advertisers are paying high CPCs), but when you search for “Abraham Lincoln’s birthday” Google doesn’t even bother to show ads at all. When people talk about search being a great business model (for, say, Twitter), they should distinguish between search with puchasing intent, which is an incredible business model, and search without purchasing intent, which is a terrible one.
31. There are Fewer Clickers and Fewer Heavy Clickers There are fewer heavy clickers today: down from 6% to 4% of Internet users Only 8% of all Internet users account for 85% of all clicks Clickers are predominantly younger (25 - 44) with lower income (under $40K) Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods Prepared by Greg Stuart greg@gregstuart.com Confidential 31 Prepared by Greg Stuart greg@gregstuart.com Confidential 31 Virtually no one clicks anymore
32.
33. Solo un 8% de los navegantes clickea regularmentePrepared by Greg Stuart greg@gregstuart.com Confidential 32 Prepared by Greg Stuart greg@gregstuart.com Confidential 32 Source: DoubleClick DART for Advertisers: 2008
35. Creatingpurchaseintent vs harvesting Today’s link economy is built around purchasing intent harvesting. Most of this happens on search engines or through affiliate programs. Almost no one decides which products to buy based on Google searches or affiliate referrers. They decide based on content sites – Gizmodo, New York Times, Twitter, etc. Those sites generate intent, which is the most important part of creating purchasing intent, which is directly correlated to high advertising revenues. But content sites have no way to track their role in generating purchasing intent. Often intent generation doesn’t involve a single trackable click. Even if there were some direct way to measure intent generation, doing so would be seen by many today as a blurring of the the advertising/editorial line. So content sites are left only with impression-based display ads, haggling over CPMs without a meaningful measurement of their impact on generating purchasing intent.
36. Clickear en Display Ads esunametricaconfusa y no refleja los efectos de Brand Building Solo deben ser usadas para Direct Response o para Search Engine. Los Clicks no miden todo el impacto de venta de la campana, incluyendo la acumulacion de impactos y el impacto offline. Clicks no dicen nada de los efectos de brand Building. 35
37. Aquellosquevieron la publicidadpero no clickearondireccionaron el mayor compromiso y compra % of Exposed People Debemos incluir el efecto de View Through cuando medimos una campana. Los clicks ya no alcanzan.
44. Sección Sentimiento hincha (Quilmes) Mapa con los recorridos del bar Móvil Consigna Player con videos Notas editoriales Promo para hacerse fan de la página en FB Mapa de Twitter y listado de los últimos tweets del hashtag #Mundial2010 Listado de fotos enviadas por los usuarios
Natura es un especial que está corriendo en este momento en OHLALA. Querían tener una fuerte presencia con usuarios OHLALA y alinear con su campaña en múltiples medios de “Chronos”. Aquí es un espacio de participación de OHLALA para concurso con premios y subida de fotos. “Tu Rostro Tiene Historia, Compartila en Fotos”. De las primeras fotos se eligen finalistas y luego votan los usuarios por los ganadores.