Online advertising, which mostly consists of sponsored links and display, is essential to digital marketers that want to increase their online visibility. However, customers don’t trust anymore advertising messages, and tend to look for information before purchasing goods or services. Content marketing techniques enables brands to improve their e-reputation.

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5th year
INTERNATIONAL GLOBAL
COMMUNICATION
Online advertising
21th October 2014
by: David Chelly
Copyright © Postenergie Espagne SL

2.  Since 2006 - website publisher & domain name
professional
 1995-2006 - Consultant and professor specialized in
Eastern European business
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YOUR LECTURER: DAVID CHELLY
 Ph.D in Management Sciences
Post-graduate diploma in Finance
Degrees in Sociology, Money and Banking, Law,
Accounting
@: davidchelly@energie-online.fr

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AIMS OF THE COURSE
 Understanding how work sponsored links and display
advertising
 …and their limits
 Discovering the future of online advertising : native
advertising and inbound marketing

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METHODOLOGY
 The course is a workshop-oriented class, designed for
active participation.
 It focuses on the standards of the industry: major
players, best practices, leading professional tools, etc.

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MULTIPLE CHOICE QUESTIONS
http://bit.ly/iscomparis

6. SEARCH ENGINE ADVERTISING (SEA)
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WHY PURCHASING SPONSORED ADS?
 SEO has no impact for competitive keywords
 The only way to get a lot of targeted traffic is to buy it
from Google
 You can fix the price of each acquired visitor
 Any business, regardless its size, can (in theory)
buy Adwords

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DIFFERENT TYPES OF SPONSORED ADS
 Sponsored ads in SE results
 Contextual ads in websites
 Facebook ads

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GOOGLE ADWORDS CASE STUDY: OVH
 You’ve got a €50,000/month Adwords budget
 How many announces are you going to write?
 Give a few examples of keywords you are going to
buy, with at least 1 in exact match, 1 in broad
match. Give examples of negative keywords for
your campaign
 What will be your max. CPC ? How many visitors
and how many clients do you expect to get each
month through Adwords?

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HOW ADWORDS WORKS
 Purchasing keyword(s) with a daily
budget and a max. CPC
 Possibility to target a specific region
 Google Adwords campaigns
 Each ad groups has its own keywords
 the budget is defined for the whole
campaign
 Broad match, exact match, phrase
match, negative keywords

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HOW TO GET THE BEST AD SPOTS?
 The ad with the highest CPC
may not rank on 1st place
 The quality score depends on :
 the attractivity of the ad
(clickthrough rate)
 the characteristics of the arrival
page (display speed, keywords
in Url, keywords in text content,
age of Adwords account)…

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DISPLAY ADVERTISING

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WEB BANNERS
 Best sizes:
 300x250, 728x90,
160x600
 Best location

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RICH MEDIA
 Finding the best
way to increase
the CTR
 The performance
of video ads
 Mobile advertising

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AD EXCHANGES AND AD NETWORKS
 Ad network : group of websites publishers
 ad exchange : automated platform used to buy and
sell ads
 retargeting

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REAL-TIME BIDDING (RTB)

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MORE ONLINE ADVERTISING TECHNIQUES
 Affiliation
 emailing
 Social media advertising

18. NEW TRENDS FOR MARKETING AND
COMMUNICATION
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A REDUCED EFFECTIVENESS OF TRADITIONAL
PROMOTIONAL METHODS
 The fragmentation and saturation of conventional media
channels
 Brands need to create a relationship with their
customers

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CUSTOMER EMPOWERMENT
 New consumers don’t trust brands
 they search for information and are able to decrypt promotional
messages
 Customers purchase goods on their own, print their own
documents, write comments and reviews…

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CORPORATE SOCIAL RESPONSIBILITY

22. INBOUND MARKETING
 From interruption to permission
 Techniques: native advertising & content marketing

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YOU ARE BUILDING A WEBSITE ABOUT
DIGITAL COMMUNICATION AT ISCOM
 Choose 2 strategies/tactics and explain how this
could help promoting your website
 New strategies: Inbound marketing, Social CRM,
Marketing automation, real-time marketing
 New tactics: curation, SoLoMo, earned customers,
brand advocacy, crowdsourcing, customer insight
management
 Example of tools, services and websites:
HootSuite, Eloqua, Klout, Pearltrees, SocialBakers,
Hubspot, Talkwalker, Google Alerts, Addthis, Disqus,
SurveyMonkey

24. WEB 2.0 COMMUNICATION BEST
PRACTICES
Size is no longer an advantage, speed and agility win
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CONTENT MARKETING
 Earning
customers with
content

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RELATIONSHIP
MARKETING
 Create a relationship
between the customer
and the salesperson or
business.
 Opposed to
transactional
marketing, which
focuses on the
actual sales process
for an item

27. SOLOMO
 convergence of collaborative, location-based
and on-the-go technologies

28. SOCIAL MEDIA 2014

29. HOW TO USE SOCIAL NETWORKS
Social media is like a party; barging into a group
already talking and saying ‘buy my stuff’ is rude
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SOCIAL CRM
What is Social CRM?
 Answering customers with
the Social media tools and in
an adapted form
 The point of social CRM:
Customer satisfaction
 Best Buy Turned Twitter into
a Customer-Satisfying,
Employee-Motivating, and
PR-Generating Machine

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FACEBOOK FAN PAGES

32. FACEBOOK ZERO

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COMMUNITY MANAGEMENT
 Engage conversation with consumers in social media
 Crowdsourcing helps customer engagement
 Brand advocates must be valorized and helped
 Customer insight management : understanding what
customers think through social networks and online
surveys

34. CREATING ENGAGEMENT
 Online communication campaigns aim at creating
engagement from customers rather than just displaying
ads
 Brand advocacy
 Identify the best advocates of a brand
 Brand Advocacy Platform (BAP): tools to help brand advocates

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MEASURING RESULTS
 trial and error to see what
kind of posts the
audiences like
 A/B testing
 Define tone and frequency
and adjust it
 Calculating the ROI on
social media expenses

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E-REPUTATION

37. MANAGING ONE’S DIGITAL IDENTITY

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STORYTELLING

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ONLINE WATCH
 Online alerts
 offer a permanent watch of what is said about us
 Help Controlling one’s brand names in the web and in
social networks

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REAL-TIME MARKETING

41. NEWSJACKING
 Taking advantage of the
buzz
Ellen DeGeneres Oscars selfie (3rd of March
2014) - the most retweeted tweet in the history of
tweets

42. CRISIS COMMUNICATION
 Managing crisis and bad
buzz
It takes 20 years to build a reputation and
five minutes to ruin it. If you think about
that, you'll do things differently.
Warren Buffet

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VIRAL CONTENT
 Word of mouth marketing (WoMM)
 Viral contents
 an image is worth a thousand words
 Prizes and awards, infographics, advergames, flash mobs,
widgets…
 … need to be promoted by influencers or/and brand
advocates
 The limited efficiency of press
release and digg-like websites

44. EARNING CUSTOMERS WITH INBOUND
MARKETING
Social media is built around engagement, and it requires
continuous input from social marketing managers
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INFLUENCERS
 The new digital consumer is a media
 Any blogger can be as credible as an expert
 A new job: web evangelist

46. WEB SERIES
 Burning love : Yahoo!

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GAMIFICATION
 Gaming is a huge market, with different types of
games: Social games, Casual games, MMOPRG,
Serious games
 Advergames

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PRIZES AND COMPETITIONS
 Jetblue’s example
 Participation to promotional actions (ie. IKEA)

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CONCLUSION

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END
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