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  1. 1. ONLINE ADVERTISING & NEW TECHNOLOGIES
  2. 2. Digital Marketing Social Media Semantic Analysis Opinion Mining Cloud Computing Expert Choice &
  3. 3. Online Advertising. digital marketing , social media digital. , semantic analysis ( ) , opinion mining , , interactive agency online . , Expert Choice.
  4. 4. Digital Marketing digital marketing : Digital strategist, PR Manager, Copy Writer, Art/ Designer, Developer Front/ Back End, Community Manager/ Curator, Account Manager, SEO Manager, PPC Manager, Video Team, Media Manager, Commercial. , Online Advertising Agency : Web design & development E- shop development Search Engine Marketing Optimisation or Pay Per Click (SEO or PPC) Mobile Marketing PR/ Bloggers relations UI/ UX Optimization ( site)
  5. 5. 1. Content Management System (CMS) , . , franchise , Developers end-to-end project. , printed . 60% Digital Marketing online . (Gerald Heneghan, Why the Future of Digital Marketing Is Pure PR, Marketing Profs, 2014)
  6. 6. 2. Marketing Automation (MA) , . , MA (Custom Branding), Tracking & Analytics banners links .(Jaspn Bowden, The Impact of Social Media Marketing Trends on Digital Marketing, Social Mredia Today, March 17, 2014 ) ROI (Return on Investment) . (Jack Loechner, Mobile Use Impacts Digital Marketing, But Budgets Lag, Media Post, February 28, 2014)
  7. 7. 3. Customer Relationship Management (platform) & Social Media Toolset . 2013 53% Digital Marketers social media (multichannel) 2014 . T . M , . T CRM . (engagement) (integrated communication). 2012 20% heavy user . (Alley Hannaford, CRM and its impact on Digital Marketing, creative-jar, August 15, 2013)
  8. 8. Marketers Google Universal Analytics mobile marketing , 30% 60% superfast . Data: 400 , , 53% , , . 93% 55% 38%. SEO. Google , . (Jack Loechner, Mobile Use Impacts Digital Marketing, But Budgets lag, February 28, 2014)
  9. 9. : : http://www.mckinsey.com/insights/marketing_sales/four_ways_to_get_more_value_from_digital_marketing 1. end-to-end , 10- 20% online . 2. .
  10. 10. 3. , : http://www.mckinsey.com/insights/marketing_sales/four_ways_to_get_more_value_from_digital_marketing
  11. 11. Social Media ) Social News: Digg & Reddit B) User- Generated Content: ou Tube, Blog, Pinterest & Instagram ) Social Networking: Facebook, LinkedIn & Twitter : (share) (63,1%) (visit) blog (57,2%) application (50,2%) download podcast (34,2%) (33,3%) forum Wiki (25,7%) (RSS READER, DIGG) (22,6%) RSS feed (15,0%)
  12. 12. 2013 (ELTRUN) You Tube (93%) Facebook (82%) LinkedIn (61%). L. Safko & D. Brake Social Media Sites multimedia , (: )
  13. 13. RSS Technology H RSS (Rich Site Summary) Netscape . RSS Reader (Courtney Seiter, RSS: Your Social Media Monitoring Secret Weapon, arkting Land, May 21, 2012) . brand awareness, , . You Tube Insight video site , You Tube, You Tube Insight (Jennifer Beese, Real-Time Analytics and More YouTube Metrics to Watch, Sprout Social, October 15, 2014) : ) , ) : You Tube Search (Viral) You Tube You Tube sites Google Search Related Videos (: e-mail) You Tube ) , ) ) hot spots: .
  14. 14. O social media plan . . networking . , . Social Media . - 50% . - 65% Facebook LinkedIn 52% Twitter. - 90% social media (he social media bible, L. Safko, D. Brake, Wiley, 2009). Social Reviews Word of Mouth Marketing. : Yotpo: social review app 8% . : https://www.youtube.com/watch?v=5yo6NVRm6mw
  15. 15. : 2013, 9% marketers ROI. . SMM (Social Media Metrics) . : Social Media ROI: 11 FREE Tools for Measuring Social Media Success, Search Engine Watch, Nov 24, 2013
  16. 16. Nicole Harrison, social media : HootieSuite: , , 30 reports SocialMention: Google Alerts. . RSS feed, e-mail, widget . , CSV / Excel Klout: Twitter, Facebook, Google .. Facebook insights: -analytics- Facebook. Google Analytics: , UTM (Unified threat management). E ROI Bitly: share . Bitly , , Tweet Reach: Twitter. hashtag TweetReach Eyhole: TweetReach Facebook Instagram, Twitter, hashtag - . Social Tracker tracker .
  17. 17. Semantic Analysis Semantic . Explicit Semantic Analysis (ESA), , . . . , ESA . r = 0,56 - 0,75 r = 0,60 - 0,72
  18. 18. (explicit semantic analysis), . H , WordNet. , ESA feedback . : 1) Evgeniy Gabrilovich & Shaul Markovitch, Computing Semantic Relatedness using Wikipedia-based Explicit Semantic Analysis, 2006, 2) George W. Furnas, and Thomas K. Landauer Bell Indexing by Latent Semantic Analysis, University of Chicago, Communications Research, 445 South St., Morristown, NJ 07960, 3) http://www.softwareevolution.it/en/technology/viki-functions/sentiment-analysis-api.html
  19. 19. Opinion Mining & Sentiment Analysis Entity & Aspect Level: document sentence . aspect (Hu Liu, 2004) (, ), . ( ) ( ). , . . , " , " , . , () ( ). . , , . , , regular opinions comparative opinions (Jindal Liu, 2006). regular opinion , ..: Coca-Cola , Coca-Cola. comparative opinion , ..: Coca- Cola Pepsi Coca-Cola Pepsi ( ) , Coca-Cola. comparative . : 1) Pravesh Kumar Singh & Mohd Shahid Husain, METHODOLOGICAL STUDY OF OPINION MINING AND SENTIMENT ANALYSIS TECHNIQUES, International Journal on Soft Computing (IJSC) Vol. 5, No. 1, February 2014
  20. 20. Cloud Computing cloud computing , on- demand, (.., , servers, , ) . : On demand self-service, Ubiquitous network access, Location independent resource pooling, Rapid elasticity & Measured service : Software as a service (SaaS) -> consume Platform as a service (PaaS)-> build on it Infrastructure as a service (IaaS)->migrate to it , : Private Community Public Hybrid
  21. 21. Wolfgang Feisst SAP Cloud , Online Advertising. O , , , 24/7 , . , . , David Eisner & Dataprise . Advertising Agencies , . Occams Research Business & Consulting cloud advertising 40% Community cloud (B2B). ROI : Growth ( , ) Synchronic ( Smasrt Company cloud responsive laptop, tablet mobile ) Specificity ( 52% -B2B) : 1) By David Eisner, The BIG Impact: How Cloud Computing is Changing the Face of Small Business, Jun 19, 2014 2) Fred Waldner, Cloud Computing: What is it, and How Will it Affect Organizations, pril 2010 3) Leslie Willcocks, Will Venters
  22. 22. Expert Choice Expert Choice, Online , , : Digital Marketing (0,382), Social Media (0,245), Opinion Mining (0,168), Cloud Computing (0,123) Semantic Analysis (0,082. : content rules interactivity visual lures behavioral advertising creative attraction customer experience geographies welcoming imagery target audience contextual approach customer needs identification data storage security product placement (0,131), (0,119) (0,115) . , (Jack Loechner, Jindal Liu), inconsistency 0,10 .
  23. 23. he social media bible, L. Safko, D. Brake, Wiley, 2009 Social media marketing, an hour a day, D. Evans, Wiley, 2008 Lateral marketing new techniques for finding breakthrough ideas, P. Kotler & F. Trias de Bes John Wiley & Sons, Inc, 2003 Evgeniy Gabrilovich & Shaul Markovitch, Computing Semantic Relatedness using Wikipedia-based Explicit Semantic Analysis, 2006

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