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Online Media Planning & Strategy,[object Object]
Online media planning & strategy
Evolution of Internet,[object Object],Access,[object Object],Find,[object Object],Share,[object Object],Info & Emails,[object Object],Participate,[object Object],User generated,[object Object],Collaborate,[object Object],User created,[object Object],Co-Create,[object Object]
And its still….,[object Object]
Well the future might look like this…,[object Object]
So what am I sharing with you?,[object Object],Why online?,[object Object],Types of internet advertising ?,[object Object],Ad Formats of Internet advertising,[object Object],Online planning & strategy,[object Object],Metrics,[object Object]
But do I need to go online for my brand Contd,[object Object],Web is the first brand interaction for consumers who want to know about you ,24 X7.,[object Object],Consumers get to know you at their own pace @ leisure,[object Object],Build awareness for your product /Service,[object Object],Promote your products and services,[object Object],Create and build engagement with your consumers,[object Object]
Customer feedback ,queries and resolution,[object Object],Low cost reach model,[object Object],Customised and niche communication ,[object Object],Multiplier effect,[object Object],Since my competition is online   ,[object Object],But do I need to go online for my brand 	,[object Object]
Some stats,[object Object],Why Online?,[object Object],52 Million people present Online,[object Object],* Source :IAMAI  ,[object Object],Indian Internet Population has been growing Steadily.,[object Object],Growth rate to increase with emergence of Broadband and Rural Connectivity especially from Tier 2 cities.,[object Object]
One important thing,[object Object],	Online communication, unlike traditional advertising is not one way it is engaging thus making it two way .,[object Object],	The most important thing is consumers talk about your brands in the online space. They PARTICIPATE,[object Object]
Ok that’s enough, now where do we begin,[object Object]
Lets understand what kind of advertising happens on the Net?,[object Object],Brand led advertising,[object Object],Increase website traffic,[object Object],Lead generation,[object Object]
Well ads happen everywhere,[object Object]
So how do we plan?,[object Object],[object Object]
Brand awareness
URL promotion
Increase site traffic
Lead generation/Sales
 Online reputation & management,[object Object]
Situation analysis = Relevance,[object Object],Situation Analysis,[object Object],Determine Relevance of online  presence & marketing for the brand,[object Object],Do we need an online strategy?,[object Object],Are our consumers online?,[object Object],Do we need just brand presence online?,[object Object],Do we need  to defend our online reputation?,[object Object],Is competition online?,[object Object],Are the consumers  searching ,talking about us?,[object Object]
Consumer  =  Insights,[object Object],Consumers,[object Object],Insights & digital behaviour,[object Object],Define my target audience? viz. demographics,[object Object],Time spent by them online ,[object Object],Online consumption of my digital audience,[object Object],Determine brand /sales transaction approach,[object Object],Specific geographies?,[object Object],What feedback have our consumers given about us online?,[object Object]
Competition  =  Up the ante or..,[object Object],Competition,[object Object],Insights & digital behaviour,[object Object],What’s my competition doing online?,[object Object],Competition digital reputation ?,[object Object],Is it brand led / transaction  or engagement?,[object Object],Increased presence  or year long ?,[object Object],Determine their investments?,[object Object],Determine digital weights ?,[object Object]
Strategy  = Roadmap,[object Object],Strategy,[object Object],Execute & review,[object Object],Determine engagement models?,[object Object],Determine positioning & value,[object Object],Segmentation & targeting?,[object Object],Integrate in  Marketing,[object Object],Choose platforms i.e. display ,email etc,[object Object],Metrics?,[object Object]
To summarize,[object Object],Digital Roadmap,[object Object],Conclude and execute   & Review,[object Object],Finding Relevance of Internet,[object Object],Defining online consumers,[object Object],Comp.,[object Object],digital bench ,[object Object],mark,[object Object]
Now lets look at the digital advertising ecosystem,[object Object]
The digital advertisement eco system,[object Object],[object Object]
 Banners
 Games
 Blogs
 SEO
 Email
 Instant Messaging
 Social networking
 Pre Rolls
 Text links
 Videos
 RSS
 Wikis
 Mashing
 Podcasts,[object Object]
Display ads,[object Object],Banner advertisments,[object Object],Oldest & first type of advertising on the net,[object Object],Standard ad shapes with images (static/dynamic),[object Object],Typically not related to content but audience,[object Object],Linked to a microsite or landing  page,[object Object],Sold  by impressions or click thrus,[object Object]
Formats of display ads,[object Object]
Banner on Economictimes.com,[object Object]
Peel Over Banner on Indiatimes.com,[object Object]
Leader Board on Indiatimes.com,[object Object]
Monster Banner on Indiatimes.com,[object Object]
XBOX 360 on Indiatimes.com - Interstitial,[object Object]
300x250 ROS ET.com,[object Object]
Lenovo Popunder,[object Object]
Shoshkele on Economictimes.com,[object Object]
IAB guidelines for banner sizes,[object Object]
Contextual Ads,[object Object],Contextual advertisements(Also search engine led),[object Object],Use keyword matching engine to pick ads related to content on the page,[object Object],Hyperlinks in an article typically sponsored by the advertiser ,when the user follows the link ,they are sent to a sponsors site,[object Object],Typically used by search engines,[object Object],Highly targeted,[object Object],Sold  by CPC or CPM,[object Object]

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Online media planning & strategy