Comunicarea Online in Romania Scurta istorie
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Transcript of Comunicarea Online in Romania Scurta istorie
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ComunicareaOnline in Romania
Scurta istorie
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Teoria comunicarii
Emitator ReceptorCanal de comunicare
Zgomot
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-Controlul -> Receptor
-Zgomot -> foarte mare
-Selectivitate -> din ce in ce mai mare
-Efect -> deplasarea increderii
Broadcasting -> Power of users -> Power of communities
Comunicarea in mileniul 3
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Sunt ca noi?
Daca nu, ii putem intelege?
Daca da, putem sa vorbim pe limba lor?
Daca da, reusim sa-I convingem?
Cat de bine ne intelegem targetul?
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Din zorii istorieiPrint
Radio
TV
1920-1950
filme de 30 secunde
segmentarea audientei
adaptarea mesajului la target
Internet
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1st July 1941 – 9$
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0
2000
4000
6000
8000
10000
12000
14000
16000
2001 2002 2003 2004 2005 2006 2007 2008
Piata de media online in Romania (.000 euro)
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1. Dinamic2. Tanar3. Are timp putin4. Neincrezator5. Grabit6. Selectiv7. Sincer si deschis8. Dornic de a participa
Specificul utilizatorului de internet
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Istoria formatelor
• Bannere permanente
• Bannere prin adserver
• Proiecte speciale
• CPC
• Adaptarea mesajului la mediu
• Comunicare complexa
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Date socio-demografice
-2003: Primul studiu socio-demografic pe online
-2004: majoritatea retelelor fac studii socio-demografice
-2005: ratarea momentului studiului sindicalizat
-2007: lansarea proiectului SATI
-2008: succesul
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Tipuri de Media online
-Site-uri cu o audienta afina cu targetul vizat-Site-uri cu un brand puternic-Site-uri cu influentatori de opinie-Direct Marketing-Comunitati-Retele sociale
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Tipuri de comunicare online
-Display advertising-Bannere standard-Bannere non-standard-Casete, pozitionari etc.
-Proiecte speciale-Strategii combinate (cu editorial)-Search/contextuala-Performance
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1. Campanii offline2. Display advertising3. Marketing forumuri/grupuri de discutii4. Marketing comparatoare de preturi5. Marketing site-uri de licitatii6. Marketing bloguri/influentatori de opinie7. Marketing comunitati (2.0)8. Marketing viral9. Comunicare cu clientii existenti si potentiali10.SEM
Canale de marketing pentru magazine online
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1. SEM1. Short tail2. Oferirea solutiei in momentul in care se pune
problema3. ROI
2. Brand1. Long tail2. Incredere3. Alte avantaje (intern, furnizori, top of mind)
Brand vs SEM
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Schimbarea de directie a comunicarii
• Only companies that will be able to serve the new type of consumer will survive.The Economist, 2005
• The power of communities – the biggest change in business communication from the industrial revolution. The Times
• Time Person of The Year is 'You' as inUGC. 17 decembrie 2006.
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Calin RotarusManaging Director ARBOinteractive
mailto:calin.rotarus@arbointeractive.ro-------------------------------------------------------
tel. +40 (0) 372.111.777fax. +40 (0) 372.111.711
mob: +40 (0) 722.972.461http://www.arbointeractive.ro
Adress: Bdul Iuliu Maniu, nr. 7, corp A, etaj 3, sect. 6 Bucuresti