publicitatea contextuala pentru magazine online

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 ARBOinteractiveCalin.rotarus@arbointeractive.ro

Aurora TomaProject Manager Logicsearchlogicsearch@logicsearch.ro