Effectiveness of Online Campaign

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online online

online

online ROI & ROAS, KPIs (AHP, Saaty) Expert Choice Software

1 (AdWords) (AdWords) Facebook (SocialAds) 2 (AdWords) (AdWords) Facebook (SocialAds)

. 4 S (Constadinides, 2002)

(. Bang & Ross, 2014).

, (Pinheiro et al., 2014, Breuer & Brettel, 2011). (Leonardi et al., 2013).

ACT (Shama, 2012).

H :

social media , (Camiade & Claisse,2012)

, (Content Marketing Institute, 2015)

SCOPE - SITE- SYNERGY- SYSTEM-

() Junior() Senior () ( ) (KPIs) , - - HR project

: Camiade & Claisse, 2012

. social media :

:

(buzz, e-wom)

:

ACT.

To :

brand - brand brand (Nielsen, n.d).

:- - (Lederer, 2013)

media buying media planning media reach.

H media buying media buying .

.

:

Cobra

(Muntinga et al., 2011)

Word of Mouth :

(Sernovitz, 2012)

e WoM WoM ROI added value ( ) ( Sernovitz, 2012, Moran &Muzellek, 2014)

media planner . (Sernovitz, 2012, Knapp,2015) (IMC):

& &

1.

&

:

1) 2) (European Journalist Center, 2015)

:

11% (outsoursing) 77% 12% (inhouse) (, 2014)

2010 74,8 .2011 91 . (21% )2011 2010-2012 20% 2012 6%-7% (ICAP, 2013).

2. :

:

website search engine marketing display advertising email marketing social media marketing viral marketing mobile marketing (ICAP, 2014).

mobile marketing smartphone,

1. 2. & 3. new media agencies

.1 AdWords:

CTR (click through rate) / brand (Hairong, 2014 & PWC 2011)

CPC (Cost per Click) , * -

CPM (Cost per thousand impressions) 1.000 *

CPC & CPM: / budget (Sundaraha, n.d Hu et al., 2013)

CPA (Cost per Action/ Acquisition)

.2 Viewable Impressions ( ) 50% 1 s (Interactive Advertising Bureau- IAB, 2015 ). (Making Measurement Make Sense - 3MS)

Viewability Rate

Interactiveness ()

Unique Viewers ( ) (remarketing, cookies)

ROI (Return on Investment)

ROAS (Return on Ad Spend) ,

11

. SocialAds:Social Impressions

Social Clicks &

Unique Clicks

Reach

Page Likes like

Engagement : like, share, post, comments ..

Actions : like, , ..

+SOCIAL CTR +SOCIAL CPA +SOCIAL CPC

media buying

Online X 21/05/2014 - 24/06/20141. 2. 2 Facebook

AdWords :

SocialAds :

: (Analytic Hierarchy Process, Saaty 1980)

: Expert Choice.v11

:

.

1

portal 10,37% , lifestyle 4% :

43% 9,2% lifestyle5,1% portal 2,5% 0,6% 0% 0%

0,03