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Relevantnost, kompleksnost, lokalnost i drugi oblici budućnosti Internet oglašavanja

Relevantnost, kompleksnost, lokalnost i drugi oblici budućnosti Internet oglašavanja. Zoran Savin Direktor digitalnega oglaševanja Sonce.net, digitalni marketing. For those who can’t see it, The man has Metallica Written on his back (under the shirt). Što je target grupa?.

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Relevantnost, kompleksnost, lokalnost i drugi oblici budućnosti Internet oglašavanja

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  1. Relevantnost, kompleksnost, lokalnost i drugi oblicibudućnosti Internet oglašavanja Zoran Savin Direktor digitalnega oglaševanja Sonce.net, digitalni marketing

  2. For those who can’t see it, The man has Metallica Written on his back (under the shirt) Što je target grupa? • Dali se može definirati: • Starošču • Po gradu u kojem žive • Po izgledu Playstation target group German famus transvestit

  3. Znači, koja smo mi to target grupa? • Znači, moramo jih definirati drukčije: • Muški in ženske od 25-55 • Poprilično iz Hrvatske ali i iz drugih zemalja • Dobro situirani • Ali mene zanima vaš lifestyle? • Imamo li zajedničkih interesa? • Izlazimo li van u isti kafič? • Upotrebljavamo isti set medija? • Čitamo li knjige? • Kako in kada smo najotvoreniji za informacije? • Kako jih onda obradimo? • In kde ji nađemo?

  4. Znači, više me zanima ovo… • Man and women trend and fashion-oriented, identifying our brand as a trendy brand, urban and multicultural, living an authentic way of life, standing by their own principles. • They live in close groups, sharing ideas and emotions. They use mostly a wide array of electronic media, concentrated on the use of mobile phones and instant messaging.

  5. Više njih u jednoj osobi • Život Superman-a • superman@krypton.net • Clark.Joseph.Kent@thedailystar.com • mysuperhero@myspace.com • Život nekog drugog super heroja • George.bush@whitehouse.com • george@texasrangers.org • yourcouboy@dating.com

  6. Behavioural marketing Ponaša se tako kao što je i traži ono što hoče Zato i ne treba znati ko je Nobody lies on Google! Svako može biti “gambler” ako ga uhvatite na pravom mestu u pravo vreme i u pravom “mood-u”

  7. Kako ga uloviti? Media Media Media Media Media Media Media Media Media Media Media Media

  8. Multichannel internet marketing • Klasično oglašavanje • Search engine marketing • Video oglašavanje • Digital PR • Posebne web stranice • Email oglašavanje • Virusni marketing • Gverilla marketing • Mobile marketing • Community management

  9. Znam što ga zanima, ako znam što ga zanima.. • Media strategy – media selection Rich & famous

  10. I svako na Internetu može nači ono što ga zanima…

  11. Timely and relevant (Admap February 2007) • …it takes two to tango, and the leader on this particular dance floor is the consumer.. • …consumers will, by and large, interact with commercial media messages on thier terms, not the marketers’…

  12. To nije lov, to je pecanje Pravo vreme Prava vaba Cona pecanja

  13. Be relevant Da sam na pravom mestu u pravo vreme in nosim pravi “message” Tako da posle ne budete sami sebe izpitivali ko je na drugoj strani in kako izgleda ili odakle je…

  14. Šta jim zaista treba? Online store Looking for a computer Buying a computer Check out process

  15. Ili što jim ne treba… Automobile catalog Browsing for the Right car Banner with a used car at the same buđet Find the car for your buđet Database Of used cars

  16. Internetni servisi

  17. Internetni servisi

  18. Budem li putovao za Milano…

  19. Lokalnost • Internet nije više samo “v glavnom gradu” • Pretraživanje nije vezano samo na urbane cone • Buduči da interaktivnost donosi informacije o tome, koliko hočem da budem “širok” a koliko ne, “lokalnost” ne donosi dodatnih komplikacija.

  20. Budem li putovao za Treviso…

  21. Tražim li Crikvenicu..

  22. Multichannel, multiform, multiface • Internet je kompleksna mapa touchpoint-a • Širok izbor taktika znači, da moramo dobro osmisliti sve moguče opcije • Najprije moramo analizirati sve “touchpoint”-e, da bi smo se mogli odlučiti

  23. Internet je mapa vašeg branda percepiton-a…

  24. Za kraj • Pokažite jim ono šta žele vidjeti kada to žele vidjeti – Budite relevantni • Pokažite jim ono što žele videti, kde to žele vidjeti – Budite lokalni • Dokažite, da je kompleksnost stvar današnjice – Budite dobri oglašivači • Znajte svoju target grupu dobro: Vrlo dobro • Ne pitajte se “ko su oni” nego “šta i kako rade” • Budite relevantni onima kojima je vaš produkt zanimljiv. Oni če vas pronaći. Prije ili kasnije.

  25. Neki kažu, da je internetno oglašavanje bez emocija! http://www.cpbintegrated.com/staging/awards/smoke/smoke.html http://www.cpbintegrated.com/staging/awards/pinball/pinball.html http://www.kodoish.com/2006/multibras/purificador/en/peca.html http://newmedia.saatchi.de/awards/audi/banner/ski_trail/en/index.html http://www.judgehere.com/crash/crash.htmlhttp://www.youtube.com/watch?v=yrWIgVy8ChQ&search=rooney%20cola%20can http://www.shaveeverywhere.com/

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