advertisement

How online fits into the marketing mix

50 %
50 %
advertisement
Information about How online fits into the marketing mix

Published on September 26, 2007

Author: matthewbuckland

Source: slideshare.net

Description

A presentation by the South African Online Publishers association on the local online advertising market
advertisement

How online fits into the marketing mix Matthew Buckland OPA Chair GM: Mail & Guardian Online [email_address]

Matthew Buckland

OPA Chair

GM: Mail & Guardian Online

[email_address]

Who & what is the OPA? The OPA is a grouping of SA's most prominent online publishers Promote growth & profitability of online publishing industry Meeting the needs of marketing & advertising professionals Speak english & speak marketing to advertisers not tech talk

The OPA is a grouping of SA's most prominent online publishers

Promote growth & profitability of online publishing industry

Meeting the needs of marketing & advertising professionals

Speak english & speak marketing to advertisers not tech talk

www.opa.org.za

 

 

Path Analysis Measurement and Web Statistics Site Statistics Market Rankings Browser Based Measurement Page Impressions Unique Browsers Frequency Duration Trend Site Demographics Online Surveys Audience Profiling Target Audience Locate Affinity

 

<1% <10%

 

8,114,396 Monthly World-wide readers/UBs 4,159,420 Monthly Local readers/UBs

Less than 10% internet penetration in SA

BUT, what is the internet penetration of your target market or product?

SA online population bigger than country of Ireland

 

 

Info: Adex Apr 05 – Mar 06. AMPS 2005RA LSM 9-10 media usage to media adspend Source: Acceleration Media

#1 Medium for reaching people @ work

The key day-time channel Online has found its niche Reach day-time professionals at their desks, at work Working professionals with disposable income Attractive to advertisers

Online has found its niche

Reach day-time professionals at their desks, at work

Working professionals with disposable income

Attractive to advertisers

Key benefits of going online Access high LSM, working professionals Measureable ROI (clicks, leads, acquisitions) Branding & interactive & transactive Searchable: jobs & classifieds advertising Reach consumer on multiple platforms

Access high LSM, working professionals

Measureable ROI (clicks, leads, acquisitions)

Branding & interactive & transactive

Searchable: jobs & classifieds advertising

Reach consumer on multiple platforms

Interactive Advertising Bureau http://www.iab.net

Future trends Multimedia ads  Convergence of TV and online advertising Broadband  Bigger ads, more creative rich media ads Profiling of users  behavioural targeted advertising More targeted advertsing  Less wastage, higher clickthrough rates

Multimedia ads  Convergence of TV and online advertising

Broadband  Bigger ads, more creative rich media ads

Profiling of users  behavioural targeted advertising

More targeted advertsing  Less wastage, higher clickthrough rates

Future trends New types of content  advertising on UGC & niche audiences Increasing home use  as broadband takes hold Globalisation  advertising local & int’l (eg: facebook) Many platforms  cellphones, playstations, internet enabled fridges!

New types of content  advertising on UGC & niche audiences

Increasing home use  as broadband takes hold

Globalisation  advertising local & int’l (eg: facebook)

Many platforms  cellphones, playstations, internet enabled fridges!

 

 

It’s all going digital It’s all going online

http://www.opa.org.za/advertising OPA Secretary, Theresa Vitale [email_address] | 011 454 3534 OPA Online advertising guide (pdf): http://www.slideshare.net/matthewbuckland

Add a comment

Related pages

PR is spreading its wings within the marketing mix - Aspectus

PR is spreading its wings within the marketing mix. ... their lives online, everybody in marketing knew ... PR fit into today’s marketing mix and ...
Read more

e-MARKETING MIX

The e-Marketing mix refreshes the marketing mix ... We walk into a shop and see ... mix elements if the company is to have a successful online marketing ...
Read more

Where Social Media Fits in the Marketing Mix (Video)

Where Social Media Fits in the Marketing Mix ... The marketing mix has traditionally been ... Social Media Marketing Online Marketing Marketing Strategies ...
Read more

Where Social Media Fits Into The Marketing Mix - blogspot.com

Where Social Media Fits Into The Marketing Mix. ... is online word of mouth and must be treated with the same amount of care as offline word ...
Read more

How Content Curation Fits Into Your Marketing Mix, Pt. 1

How Content Curation Fits Into Your Marketing Mix, ... AllSalesForce.com publishes a mix of original content and links to online articles elsewhere that ...
Read more

10 Minute Guide How to achieve an effective promotional mix

marketing mix. To find out about the ... 10 Minute Guide: How to achieve an effective promotional mix CIM 14280 | DS | May 2009 | 5. An example in practice
Read more

Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix

Before we go into all the elements of the marketing mix, ... in an online store? #4 Marketing Mix ... Marketing Mix 4C’s. The 4Cs marketing model was ...
Read more

The e-Marketing Mix (part 1)

The e-Marketing Mix (part 1) ... the scope of the product offer may be changed online. ... If we take a closer look into the marketing mix, ...
Read more