Ako sme pripravovali tender pre Generali Sigorta (turecko). Vitazna ponuka pre online marketingove riesenie, ktore bude zastresene spolocnostou B2B GROUP
3. Aké jedlo bude
chutiť všetkým?
http://www.flickr.com/photos/66491748@N05/8357719376/in/photolist-dJxuMW-dJxusd-dJs3Gg-dJs2J6-dJs4GR-dJxws7hYj3Rh-dC4LFW-9vBoek-aNcf5z-cCoWr3-byWmAW-eyso1G-eyoFQk-eypjd4-eysjiS-eypheF-eyp1GM-eyoYF8-eys6Sh-eyoD28eysctm-eyshwu-eyspiG-eyoEyp-eyoJ46-eypc4H-eyoQqB-eyrHFJ-eysefW-eyrUQm-eysfS9-eyoBNc-eyrKe3-eyoMbt-eys3dYeyrXD9-9XFRaL-bJUJuH-7KdUQJ-a3h5b9-8K2AFe-8K2AFg-7GXchs-ac2gTX-hWYBnA-hWYsv6-dvWUJE-bErmKd-9tuJms-bugYUx
http://www.flickr.com/photos/73084860@N00/7181500735/in/photolist-bWB4Yc-7TuT8y-dXBkAK-arvU2V-cdaqAN-dSimon-cCqtXoc8dCsf-9mwW2Y-hV63z7-hV5SE9-hV5VgG-8NTQoJ-eVKM8e-eVXfj5-eVWZRY-eVKCxn-eVXgE3-eVLp2K-axhdK2-axjWzN-axhdev-eVKN3Babbqcv-7EGaT6-7VhijS-7Vhiy9-7VhgHA-7HbyaK-9e6Cey-8kn2as-8kiRic-8kiTvX-eVKJQc-dJJjMV-cy6Tib-dn8a8r-aF6yYX-dhe2GV-cKQQ1NbezqgR-dynxej-dtsUeh-9QQFyB
http://www.flickr.com/photos/ampersandyslexia/6346291305/sizes/o/in/photolist-aENpiB-8hZ6xw-8CeJTC-8CeKiq-dSJthHeKuf9h-eKtT6u-dHvVqa-gKY43X-ayaFqQ-dTc1tB-dHgpGm-eKhViT-gKY13P-8fNdBy-dSQ3q1-dfMVNj-d6h8EN-hVtqB1-fkRgei-bRrZJxe4BTpy-d4UQoU-axjnju/
5. Situácia na trhu - MillwardBrown prieskum
• Len 23% ľudí s PZP poistením zmenili poskytovateľa
• Zo všetkých áut s PZP má iba 32% aj havarijné poistenie (Casco)
• Silné postavenie klasických agentov
• Ľudia nehľadajú a neporovnávajú ceny príliš často
• Ľudia hovoria, že neveria internetovým platbám / vyžadujú osobný kontakt
• Veľmi nízke povedomie značky Generali
• Ľudia vnímajú všetky poisťovne rovnako – nutnosť vyzdvihnúť značku Generali
8. • Vhodný a efektívny mediálny mix
• Budovanie povedomia o značke
• Konverzné formáty
• Variabilné rozdelenie rozpočtu (podľa efektivity)
• Testovanie a meranie
• Využitie najnovších formátov
• Silná podpora zo strany Google a Facebook
• Znalosť miestneho trhu a medzinárodné skúsenosti
11. Queries grew by 22% in Q2 2013 in the
Vehicle Insurance Category
Desktop queries grew by 12%, while Mobile queries grew
by 214% and Tablet searches grew by 204% YoY in the
same period
Google Confidential and Proprietary
11
12. Vehicle Insurance:
Cross Platform Search Trends
Vehicle
Insurance:
% of Queries
by Device
Source: Google internal search data, based on pre-categorised queries for the Vehicle Insurance. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
Google Confidential and Proprietary
12
13. Vehicle Insurance:
Q2 2013 Auction Metrics Update
Actual CPC (Q2 2013 Y/Y: 8.14%,
Avg:$0.22)
Clicks (Q2 2013 Y/Y: 24.49%)
Source: Google internal search data, based on pre-categorised queries for the Vehicle Insurance. Note: In-quarter metrics for Query
Volume and Ad Depth are only available.
Google Confidential and Proprietary
13
17. Obsahová sieť - GDN
Google Display zasiahne ~70+% tureckej online populácie
Zahraničné stránky
Source: logos of partners
Turecké stránky
18. Obsahová sieť - GDN
Špecifické cielenie & segmentácia
Obsahové cielenie
Špecifická stránka
Užívateľské cielenie
Demografia
e.g. ženy 20-50 rokov
e.g.. “aktualne.cz”
Geo
e.g. štát alebo mesto
Témy
e.g.. financie
Záujmy
e.g. ľudia so záujmom o varenie
19. YouTube
V porovnaní s TV, YouTube ponúka oveľa viac
1
Vyššia miera pozornosti
… lepšia značka
3
Zákaznícka segmentácia
… retargetovanie tých, ktorí
videli video
2
4
Video zobrazenia zadarmo
… zobrazenie neukončených
zhliadnutí videí
Source: Google
Testovanie kreatívy
… možnosť A/B testovania
33. Ľudia chodia na Facebook a zisťujú, čo kúpiť
+50%
Facebook userov hovorí, že
odporúčania priateľov sú dôležité
pri online nakupovaní.
42%
Facebook userov hľadajú pomoc
u priateľov, keď sa rozhodujú pre
rozličné produkty.
Source: Based on Facebook internal marketing study of US users conducted in November 2012
36%
Facebook userov hľadá
pomoc od priateľov, resp.
nápady čo kúpiť.
34. Facebook v Turecku
Every day.
Every month.
>19M
people daily
>9.5M
>33M
people monthly
people daily on mobile
58% of monthly active users return daily
SOURCE: FACEBOOK INTERNAL DATA BASED ON STATED AND INFERRED DATA, AVERAGE FOR JUNE 2013;
PERCENTAGE OF INTERNET AND MOBILE PHONE USERS CALCULATED WITH DATA FROM EMARKETER,
APRIL/MAY 2013
>20M
people monthly
on mobile
36. Page Post Photo Ads
Formát určený na drive engagement a brand awareness
• Ponúka najväčší obrázok v News Feede
• Obrázky svojimi rozmermi pútajú pozornosť
• Pridaním skrátenej URL v texte môžete ľudí
nasmerovať na vaše stránky
37. Page Post Link Ads
Ad format určený pre offsite konverzie
• Obrázky svojimi rozmermi pútajú pozornosť
• Fotka a text smerujú offsite (možete využiť
celú URL a nie len skrátenú)
• Zobrazujú sa v News Feede
41. Lookalike Audiences
Viac ľudí, čo sa podobá na vašich najlepších zákazníkov
Stáli zákazníci eshopu
Zákazníci, ktorí nakúpili za
posledné 3 mesiace
A ľudia, čo sa im podobajú
Odoberajú Newsletter
46. Jednotlivé fázy
1
(1 mesiac)
3
(6 mesiacov)
•
•
Remarketing v GDN
•
Remarketingové publiká - zbieranie
•
Bannery v GDN (len prvé 2 mesiace)
•
2
Len search
YouTube (len prvé 2 mesiace)
(2 mesiace)
(3 mesiace)
•
Search a remarketing vo vyhľadávaní
•
GDN bannery
•
Bežia všetky kampane
•
YouTube – true view video spot
•
Mediálny mix sa prispôsobí výsledkom
•
Social – LOX + promoted posts
1
4
2
3
1 rok
4
47. Ako varí B2B GROUP
http://www.youtube.com/watch?v=ePtWhFh3L-0
48. Ďakujem za pozornosť
Daniel Zaiček
+421 911 55 82 33
daniel.zaicek@b2bgroup.sk
sk.linkedin.com/in/danielzaicek
Hinweis der Redaktion
PPC, SEO, RTB, SOCIAL
Kedze sme boli prizvany do vyberka pre Turecko, museli sme sa rozhodnut, ake jedlo im ponukneme, resp. pripravime.
Muselo to byt samozrejme ich narodne jedlo.
Rozhodovali sme sa teda medzi narodnymi:
Baklava? Kofte? Kebap? (obrazky s tymito jedlami)
Najprv sme teda museli zistit aka je situacia na trhu
Na zaklade prieskumu trhu sme zistili, co su potreby klientov/ludi.
Zistili sme, ze z tychto spominanych jedal vyberieme kebap.
Ale kebabov je vela druhov. Museli sme ponuknut taky, ktory bude pre vsetkych, cize pokryje co najvacsiu populaciu a museli sme zvoli ako ho spravit, aby bol co najchutnejsi.
How to become online leader.
Add graphs directly – normal charts
1. Google's Display Network reaches 80% of CZ population wherever they are across the internet. [learn more]
1. Google's Display Network reaches 80% of CZ population wherever they are across the internet. [learn more]
Success with Dynamic
People are in a shopping state of mind when they’re on Facebook
In this November 2012 internal marketing study of US Facebook users, over 50% say friends’ recommendations are important when making online purchases, 42% sought help from friends to choose between different products, and 36% sought help from friends on ideas of what to purchase
People use Facebook as a key factor in purchase decisions, so it only makes sense for your brand to be in the news feed and part of the experience, right alongside where this social discovery is happening
If you think about a click as the product of lots of channels, interactions and exposure on the customer’s path to purchase, we may be the seed that plants the idea, we may be the link that drives them offsite, or we may be both
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.
**Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
We have a variety of ad formats that drive performance
The domain ad is the most basic of our ad units and has traditionally been the ad unit of choice for performance marketing because of its simplicity and ease of use
However, domain ads are not eligible for news feed and are more limited in creative flexibility
Photo and link Page post ads are multi-purpose ad formats that work across objectives and verticals – and are designed for news feed
We also have Offers and mobile app install ads – these are more tailored ad units for specific objectives
The take-away from this section is that if you’ve been doing domain ads, we encourage you to check out these Facebook ad units – because they’re performing really well
Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.
Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.
Lookalike Audiences: Ayni sekilde yarattiginiz CA datasindaki kisilerin Facebok un sofistike modelleme yontemiyle benzerlerini bularak potansiyel musterilerle iletisim kurabilir ve reklamlarla bu kisileri hedefleyebilirsiniz. Bu sayede hedef kitlenizi daha da buyutebilirsiniz.
Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.
Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.