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1. Introduction
2. Steps in the process for advertising on the web
3. Fish where the fish are (1)
4. Outline
5. Ten steps in online media
6. Digital Strategy's media planning model: 10 steps
7. Things to consider when applying the 10 steps
8. Traditional approach to media planning
9. Tracking the time and channels of connection (1)
10. Tracking the time and channels of connection (2)
11. Selecting the channels and times for planning
12. Problems with this approach
13. Using the 10 step model
14. The 10 step framework - consumer research
15. Step 1: understanding the consumer
16. Consumers, media saturation and data smog
17. We live in exponential times
18. Rapid pace of development
19. What does this feel like for the consumer?
20. Consumers are bombarded from all sides (1)
21. Media saturation
22. Consumers are bombarded from all sides (2)
23. Don't let your campaign add to the noise
24. Consumer understanding research should show
25. People are retaking control of their focus
26. 10 step framework - consumer segmentation
27. Step 2: consumer insight segmentation
28. Start by picking a brand
29. Variables for segmenting the digital consumer
30. Questions to ask in consumer segmentation
31. 10 step framework - marketing objectives
32. Step 3: setting effective marketing objectives
33. How can you measure the success of a campaign
34. Brand building and direct response - importance
35. 4 types of marketing objectives
36. What are the ingredients for a campaign objective?
37. Setting SMART objectives
38. SMART or VAGUE test
39. 10 step framework - the creative concept
40. Step 4: the idea and creative
41. The idea and creative
42. Step 5: website selection for online media
43. Familiar concepts to classic media planning
44. Familiar concepts still matter
45. The Web as a mirror to classic media, marketing
46. How to mirror classic media online - examples
47. Selecting the sites for your schedule
48. Reasons to reject specific websites
49. What could knock a site off your schedule?
50. 10 step framework - targeting techniques
51. Step 6: targeting techniques
52. Marketing's journey
53. The evolution of marketing
54. Evolution of online targeting techniques
55. Use targeting techniques to...
56. Cookies (1)
57. Cookies (2)
58. 10 step framework - the final creative
59. Step 7: developing the final creative
60. Developing the final creative
61. Step 8: campaign launch or flight
62. Campaign launch or flight
63. Step 9: evaluating online media campaigns
64. Step 10: optimisation
65. 5 ways to optimise a campaign while it's running
66. Managing online campaigns
67. Think digital from the beginning
68. Getting the most from your agency
69. Structuring campaign teams effectively
70. Working together
71. Practical hints and tips
72. Tips for the client marketing team
73. Summary
74. 10 step framework for online planning - summary
75. Fish where the fish are (2)
76. Topics covered in the talk
77. Online media - concluding remarks
78. Digital training academy

Topics Covered

• What are the steps in the process for advertising on the web?
• The 10 step framework for online media plans
• Researching consumer understanding
• Applying consumer segmentation
• Setting marketing objectives
• Website selection for online media
• Targeting techniques
• Working well with your agency

Links

Series:

• Online Advertising

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on September 30, 2009
• Archived on April 11, 2022