El Desafío del Marketing Online
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Transcript of El Desafío del Marketing Online
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El desafío del marketing online
¿Qué hacer y cuanto invertir?
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Inversión en medios
~4% Online
37% Online 37
Consumo de medios
La oportunidad
El eterno lamento de los medios online
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¿Qué porcentaje invertir en Internet?
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¿Qué porcentaje invertir en Internet?
Medio Inversión ShareTV 950$ 24,7%Cable 250$ 6,5%Print (sin clasificados) 1.800$ 46,8%Internet 317$ 8,2%Vía Pública 300$ 7,8%Radio 150$ 3,9%Cine 80$ 2,1%Total publicidad 3.847$ 100,0%% internet 8,2%% internet sin search 4,6%
MERCADO ARGENTINO - ESTIMACION 2009
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Cada industria tiene su respuesta
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Prepared by Greg [email protected]
Confidential 6
Less-addressable
AddressableM
ed
ia c
ap
ab
ilit
ies
Yellow pages
Direct mail
Online display Online search
Interactive television
Mobile searchMobile display
Broadcast & CableTelevision
Brand Building Driving Action
Digital OOH
Online Video
Awareness Imagery Consideration Purchase
Mar
kete
r Goa
l
Print – Magazines & Newspapers
Que en realidad depende del objetivo
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El objetivo determina el formato
• SEARCH ENGINE MARKETING
TRANSACCIONAL
• DISPLAY BANNERSPROMOCIONAL
• RICH MEDIA FORMATS• ESPECIALES DE
CONTENIDOBRANDING
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Search engine marketing is KING
Marketing transaccional
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Conclusiones
La publicidad en Internet ha probado ser efectiva para el marketing transaccional.
En particular la dinámica de relacionar avisos con resultados de búsqueda.
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La asignatura pendiente
Encontrar una solución de branding válida para los productos y servicios de consumo masivo
EL DESAFIO DEL MARKETING ONLINE
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TargetingInteracción Core values Brand equity
El gran desafío
Marcas + Agencias + Medios
Generar una fórmula efectiva para el desarrollo de brand equity a partir de la publicidad online
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Google y las búsquedas
El modelo más exitoso hasta el momento
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Todos buscamos algo
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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.
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Monetización por usuario
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Intención de compra
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Intención de compra
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Google.comIntención de compra
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Intención de compra
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Intención de compra (moderada)
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Intención de compra (leve)
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El camino incorrecto
El modelo de transacciones aplicado al branding
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La gran tentación para los anunciantes
6%
9%
13%
13%
59%
Share de pageviews mensuales
Yahoo + Terra + FOX + La Nacion + Clarín + Infobae
MSN
Otros
Miles de pequeños si-tios dispuestos a entre-
gar sus inventarios “casi gratis”
Comscore ArgentinaSeptiembre 2009
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Prepared by Greg [email protected]
Confidential 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)
Prepared by Greg [email protected]
Confidential 31
Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods
Virtually no one clicks anymore
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Prepared by Greg [email protected]
Confidential 32
Un 35% de los marketineros usan como metrica los clicksPero los Click son solo un porcentaje muy pequeno de la actividad
Prepared by Greg [email protected]
Confidential 32Source: DoubleClick DART for Advertisers: 2008
• Los Click lo eran todo. Pronto van a ser nada (o un poco) • Solo un 8% de los navegantes clickea regularmente
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El camino correcto
Soluciones a medida para branding online
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Creating purchase intent 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.
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Clickear en Display Ads es una metrica confusa y no refleja los efectos de Brand Building
1. Solo deben ser usadas para Direct Response o para Search Engine.
2. Los Clicks no miden todo el impacto de venta de la campana, incluyendo la acumulacion de impactos y el impacto offline.
3. Clicks no dicen nada de los efectos de brand Building.
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Aquellos que vieron la publicidad pero no clickearon direccionaron el mayor compromiso y compra
% of Exposed People% of Exposed People
Debemos incluir el efecto de View Through cuando medimos una campana. Los clicks ya no alcanzan.
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Nuevos formatos
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Especiales de contenidos
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Sección Sentimiento hincha (Quilmes)
Consigna
Notas editoriales
Mapa de Twitter y listado de los últimos tweets del hashtag #Mundial2010
Player con videos
Promo para hacerse fan de la página en FB
Mapa con los recorridos del bar Móvil
Listado de fotos enviadas por los usuarios
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Consumer engagement
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NATURA
Espacio Marca/Campaña
Gama de Producto
Concurso y Premios
Participación y Fotos Usuarios