Mauro Lupi - Marketing and Advertising 2.0
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Transcript of Mauro Lupi - Marketing and Advertising 2.0
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© 2009 Ad Maiora SpA
Il marketing e la comunicazione online
Mauro LupiPresidente Ad Maiora
Luglio 2009
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© 2009 Ad Maiora SpA – Pag.2
Utenti internet in Italia
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© 2009 Ad Maiora SpA – Pag.3
Profilo demografico degli utenti
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© 2009 Ad Maiora SpA – Pag.4
Gli attori del mercato internet
Centri media
Agenzie di comunicaz
.
Web agency
Servizi pubblicitar
i
Concessionarie
Publisher
Fornitori di
tecnologie Università
Istituti di ricerca
AZIENDE
Formazione/Consulenza
ISP/Provider
Editoria
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© 2009 Ad Maiora SpA – Pag.5
Che ci fa l’azienda con internet
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Ascoltare: perché
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Ascoltare: cosa
Friendfeed
Friendfeed
ForumNewsgroup
Wiki
SearchSearch
Tumblr
Youtube
Flickr
Blog
Yahoo! answers
Social shoppin
g
Siti informazio
ne
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© 2009 Ad Maiora SpA – Pag.8
Pubblicizzare: advertising online in Europa
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© 2009 Ad Maiora SpA – Pag.9
Quota pubblicità online sul totale
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© 2009 Ad Maiora SpA – Pag.10
Strumenti pubblicitari utilizzati
Source: IAB Europe 2009
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© 2009 Ad Maiora SpA – Pag.11
Strumenti pubblicitari utilizzati
Source: IAB Europe 2009
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Pubblicizzare• Principali strumenti
– Display advertising (banner)– Email advertising– Search advertising
• Altri strumenti– Sponsorizzazioni– Mini siti– Mobile advertising
• Possibilità di segmentazione– Canale tematico, profilo utente, keyword di ricerca,
argomenti pagina, criteri tecnici, ecc.
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Pubblicizzare: modelli di prezzo
Impression Click/Visita
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Display advertising• Formati:
– Rich media, video banner, ecc.– Standard IAB (www.iab.it)
• Modelli di prezzo– Principalmente CPM– Anche CPC, CPA
468 x 60 Traditional Banner,120 x 600 Skyscraper,160 x 600 Wide Skyscraper,180 x 150 Rectangle,300 x 250 Medium Rectangle728 x 90 Super Banner
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© 2009 Ad Maiora SpA – Pag.15
Formati pubblicitari online
Banner animati
Video banner
Contextualbanner
Contextual link
Bannerinterattivo
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© 2009 Ad Maiora SpA – Pag.16
Email advertising• Strumenti
– DEM– Newsletter sponsorizzate
• Modelli di prezzo– CPM (costo per migliaia di email spedite)– Più raramente CPC o in base alle mail effettivamente
aperte
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© 2009 Ad Maiora SpA – Pag.17
Search advertising• Principali strumenti
– Search engine optimization (SEO)• Visibilità nei risultati standard (o “organici”)
– Paid search (o Keyword advertising)• Inserzioni nel motore di ricerca (es. AdWords)• Inserzioni contestuali nei siti affiliati (es. AdSense)
– Inserzioni testuali– Inserzioni grafiche
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Risultati di ricerca
Risultati standard (“organici”)
Inserzioni a pagamento
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Contatti• Mauro Lupi
[email protected] blog: www.maurolupi.com
• Ad Maiora SpAwww.admaiora.comtel.0677203200