Lịch sử Internet Marketing
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Monday, August 22, 2011
21 Great Advertising Networks For Publishers
Why social networking alone won't make the sale - iMediaConnection.com
"We've been chatting for a while now. And the more I get to know you, the more I see the possibility of our working together somehow. What would you need to know about my solution to know if it would fit, and if your colleagues would be willing to consider adding something new to what they are already doing so well?"
"We're starting to go through the process of an M&A, and won't be able to take on anything new for about a year. Can we revisit this in 6 months? At that time there will be new people on board (I might even be gone!), and I don't know what the hierarchy will be, but we can discuss it."
- What do you want to get out of social media?
- How will you know that one person over another is a prospect?
- At what point is connecting enough, or do you want to connect only with potential prospects or partners?
Saturday, August 20, 2011
Ad Network Tracking - iMediaConnection.com
The need for change
Much of the response was from many of the ad networks themselves, saying that while many advertisers do implement these pixels, many still do not-- anywhere from 40-60 percent of campaigns still run without this enhanced tracking!
And much of the response, I imagine, was out of frustration, since many of those campaigns falling into that 40-60 percent could perform so much better with this additional tracking in place. And the education needs to happen at various places. First, I wonder if the ad networks all inform and encourage the usage of these pixels. I have to imagine that they would be the first to recommend such tracking improvements.
But more importantly, are the agencies educating their clients on the benefits? In my past client positions, I know my agency did a great job in educating us, but from what I understand, that does not always happen. Whether it is too much hassle or the rush to get a campaign up, it seems many agencies are not letting their clients know about this option. They need to push for it to happen. A client's technology resources can definitely be an issue, but this is such an important step to take.
And clients don't get off the hook here either. Marketers need to make sure this gets implemented before launching an ad network campaign. Why start a campaign without all the proper tools in place?
What's up next?
There are actually many advances coming (or just arrived in beta) in this space. And hopefully these advances will help ease the process in the long run of getting more enhanced tracking live more quickly and efficiently.
The folks at Doubleclick are now in beta with their new Floodlight tracking product. This tag would replace the current Spotlight tag. Instead of the normal Spotlight tag that is placed on the confirmation page of the marketer's site, this new Floodlight tag could serve not only as a tracking tag for all online campaigns, but it will also allow insertion of ad network tags on the DFA side of the equation vs. having to add yet another tag to the marketer's website.
The other huge benefit of the Floodlight tag is that it removes duplication of conversions across sites and ad networks. For instance, if a user clicks an ad with Ad Network #1 today and then the next day clicks an ad for Network #2 and converts from the ad with Ad Network #2, both Ad Networks will get credit for that conversion and the advertiser is possibly paying twice for that one conversion (if it's a CPA buy). The Floodlight tag removes that issue, tracking that conversion, and at the same time calling only the Ad Network pixel where the conversion actually happened.
Now it will take additional resources at the beginning to implement this Floodlight tag. But once implemented, there will be a lot less tech time when adding a new ad network to the plan, and the improvement in conversion counting (removing duplications) will add to the efficiency of your plan.
This all said, Atlas has had a similar product in the marketplace for some time now. And I am sure the other ad servers are in the same development path, or possibly already there. Doubleclick was the one that has hit the radar most recently, and with the volume of ad serving they do, hopefully that will help push these sorts of initiative along even more expeditiously. Buying the right media is a big part of the battle, but being able to track and optimize it efficiently can often make an even bigger impact in the long run.
Pam Stein is CEO of Charlotte's Web Marketing. Read full bio.
5 Demographic Targeting Tips - iMediaConnection.com
Smart and successful web marketers spend their working hours determining how their efforts can drive more traffic, traffic that will result in higher volumes of customer conversion. But the smartest of these marketers get the most out of their budgets by developing online campaigns that target their most desired customers.
How? Demographic Targeting (DT) allows marketers to focus online ads on subscribers with their desired demographics (i.e., profession, industry, company size, gender, age group, household income, ethnicity, et cetera).
How to Track an Ad Network Campaign - iMediaConnection.com
Many of us have worked with the ad networks in one way or another. For direct response and brand campaigns alike, we have leaned on the ad networks for efficient pricing, high reach and a plethora of targeting options. But the one mistake many of us make is not investing the time and resources upfront to make these campaigns as successful as they can be.
Working with ad networks, it is crucial to make sure the proper tagging/coding is in place. So, while the advertiser can report on and track the ad networks’ performance in aggregate (via a third party server), the ad network is also able to do their best job for you by seeing which particular sites are performing the best-- based on the advertiser’s particular metrics.
Here's how it's done!