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GPEC 2009
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Publicitatea contextuala pentru magazine online
Calin Rotarus
Cuprins:Cuprins:
Pietele din jurPietele din jurCanale de comunicare pentru magazine onlineCanale de comunicare pentru magazine onlineSpecificul utilizatorului de internetSpecificul utilizatorului de internetExternalizare vs internalizareExternalizare vs internalizareBranding vs SEMBranding vs SEMResurseResurseRetele CPCRetele CPC
Pietele din jurPietele din jurPolPolonia,onia, Rusia, C Rusia, Cehiaehia
Polonia
•40 – 50 companii specializate
•Mii de companii mici si freelanceri
•Aproape toate agentiile de publicitate
au departament specializat.
Polonia
17
32
55
2006 2007 2008
Spendings on SEM market in mln EUR
2006 - 25%
2007 - 35%
Source: IAB•- forecast on 2008
*
Motoare de cautare in Polonia
LP Search Engine Numbers of searches shares1 Google 1 463 287 162 91.10% 2 onet.pl 49 836 345 3.10% 3 Wirtualna Polska 29 784 665 1.90% 4 INTERIA.PL 20 066 336 1.20%
Source: Gemius Megapanel
Rusia
Utilizarea motoarelor de cautare (% market share) Venituri PPC (% market share)
Source: http://www.liveinternet.ru/stat/ru/searches.html , http://www.comscore.com/press/release.asp?press=1459
SEM market analysisSEM market analysis
Cehia
Utilizarea motoarelor de cautare(% market share)
Venituri PPC (% market share)
Source: www.netmonitor.cz www.navrcholu.cz
SEM market analysisSEM market analysis
1. Campanii offline2. Display advertising3. Marketing forumuri/grupuri de discutii4. Marketing comparatoare de preturi5. Marketing site-uri de licitatii6. Marketing bloguri/influentatori de opinie7. Marketing comunitati (2.0)8. Marketing viral9. Comunicare cu clientii existenti si potentiali10.SEM
Canale de marketing pentru magazine online
1. Dinamic2. Tanar3. Are timp putin4. Neincrezator5. Grabit6. Selectiv7. Sincer si deschis8. Dornic de a participa
Specificul utilizatorului de internet
1. SEM1. Short tail2. Oferirea solutiei in momentul in care se pune
problema3. ROI
2. Brand1. Long tail2. Incredere3. Alte avantaje (intern, furnizori, top of mind)
Brand vs SEM
1. Internalizare1. Economie2. Control direct
2. Externalizare1. Cost2. Control indirect3. Timp4. Flexibilitate5. Experienta
Internalizare vs externalizare
ResurseResurse
• Google AdWords Help Centre http://adwords.google.com/support/
• Google Analytics Help Centre http://www.google.com/support/googleanalytics/
• Google Website Optimizer Help (AdWords) https://www.google.com/analytics/siteopt/siteopt/help/FAQ.html
• ClickZ - http://www.clickz.com/
• SEO Chat - http://www.seochat.com/
• SEMPO - http://www.sempo.org/
• Bruce Clay’s website - http://www.bruceclay.com/
• Search Engines Strategies - http://www.searchenginestrategies.com/
Alte resurse:
LOGICSEARCH ul. Altowa 2 02-386 Warszawa tel: +48 (22) 592 45 08 fax:+ 48 (22) 489 42 19 www.logicsearch.pl
PPC Management software.
Omniture SearchCenter™
ResurseResurse
LOGICSEARCH ul. Altowa 2 02-386 Warszawa tel: +48 (22) 592 45 08 fax:+ 48 (22) 489 42 19 www.logicsearch.pl
Retele CPC in Romania
GoogleNEOGEN ARBOcontext cuvinte subliniate, texteTarget textAdEvolution 2.0 text, cuvinte subliniate, videoInternet Corp Netbridge cuvinte subliniate
Contact
Calin RotarusManaging Director [email protected]
Aurora TomaProject Manager [email protected]