Online Marketing and Conceptual Thinking college 5 - Pay Per Click, Social Media, ELM-model

Online Marketing and Conceptual ThinkingLecture 5 – PayPerClick, SOME, ELM Model

Press stories last week?

Fairphone

Fairphone

#Soup2Go

#Soup2Ta

pas

#Soup2Go

#Soup2Ta

pas

#Soup2Go

#Soup2Ta

pas

#Soup2Go

#Soup2Ta

pas

#Soup2Go

#Soup2Ta

pas

Concept DevelopmentSoup2Go?Trends:

Pure, healthy, quick

Target group: YUP

Annoyance:

Whenever I go to a restaurant, I never get enough vegetables!

Two concepts:

•Soup to Go

•Soup to Tapas

Marketingmix

Product:

Fair Soup

Price:

McDonalds menu

€5,- regular soup

€6,- for an extra potato (SoupXL)

(Earn money on the drinks)

Place:

Amsterdam / AmsterdamCS

Promotion

:

Free publicity (take your ingredients home!)

Social Media

#Soup2Go

#Soup2Ta

pas

Name is still available!

Short intro Research new media use in 2014

What to do today? - Pay Per Click

- Social Media

- ELM Model (!)

- Rich Content

Pay Per Click (ch. 7)Let’s get serious

Pay Per Click (ch. 7)With PPC advertising, the advertiser does the following:

• Creates the content fora n advertisement (listening report!)

• Selects the keywords for which the advertisement should appear Dia 30!

• Chooses the maximum amount they’re willing to pay for a click on the advertisement

Search engine algorithm • Checks the advertisement for compliance to editorial guidelines

• Displays the advertisment for relevant search queries

• Determines the rank, or position, of the advertisement based on the advertiser’s maximum bid and the relevance of the advertisment

Advertisers can choose to have their advertisements displayed on:

• Only the search network

• The content network (case study politics)

Match types for certain keywords

Geo targetting• Being able to target your campaigns and knowing that the traffic you’re getting is relevant to your product

•The long tail. The sum of the low-volume searches matches the high-volume searches

Planning and setting up a campaign: Step 1: Conduct a full online and an offline analysis of the business, customer demographics, the industry, and competitors

Step 2: Define your goals

Step 3: Determine your budget, cost per action, and targets

Step 4: Research key words

Step 5: Write the advertisements

Step 6: Place your bids

Step 7: Measure, analyze, test, optimize

Discussion What is the difference between the display URL and the landing page URL - and what is the function of each?

Using some of the free keyword tools listed above, develop a samle list of keywords for a client of your choice.

Social MediaEngagement, Rich Content, and use of ELM Model!

Social Media (ch. 8) Engagement!

Marketers can engage in the conversation and can lead it but cannot control it

Supply content creators with the tools and resources they need so that they can easily talk about your product

To reach out to content consumers, go where your consumers are

Label marketing messages as marketing messages, with a disclaimer added if necessary

Make it as easy for content sharers to share by using chicklets and unique and easy to read URLs

Example KLM

Use Rich Content Video and Photo’s

Use Stockphoto’s

http://www.morguefile.com

Video:

Vine

Instagram Video

ELM Model

Pinterest case ‘persuasion’

Enough information Let’s start with the literature reports!

Assignment next weekTwitter Measurement

For next week: Read ch. 15 Find your favourite Twitter application via https://blog.bufferapp.com/free-twitter-tools?utm_content=bufferd9f6d&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer Mail me your 1st, 2nd, 3rd list

thesis and Internship instructor