Small Businesses and Their Online Breakthrough | Online Marketing Solutions | Online Marketing
Online Marketing Business Models
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Transcript of Online Marketing Business Models
Monetization Models with
Performance based Affiliate Marketing 2008-12-17 | zanox group
Sebastian Wallroth | Director Innovation & Cooperation
zanox | 2008-12-17 2
Agenda
2
How to monetize?
Schnupperkurs performance marketing
Case studies
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Förderverein (Germany)
Display Advertisement Premium User
Awards
Funding Sources
Affiliate Marketing Direct Marketing
Shop
Market Research
Paid Search
How to monetize an Online Community
Newsletter Marketing Virtual Goods
Virtual Currency
Sponsoring
Data Mining
Merchandising
Venture Capital
Patronat
Events
Paid Links
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How to monetize?Good news: Market is growing.
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How to monetize?Bad news: no. of competitors growing.
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How to monetize?No. of competitors growing. Worldwide.
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How to monetize?Go!
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How to monetize?Bad news: banner blindness.
Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.
http://www.useit.com/alertbox/banner-blindness.html
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Think ahead banners.
Join a Schnupperkurs Performance Marketing.
How to monetize?
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Schnupperkurs performance marketingBusiness model
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Schnupperkurs performance marketingAdvertising media
Advertiser: 2,000 programmes, big brands
Admedia: textlinks, banners
45 Mio product data: hardware, books, fashion, food, flights, insurance, mobile, etc.description, images, price, trackinglink, etc.
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Schnupperkurs performance marketingAPI
API
– SOAP / WSDL
– RESTful XML
– RESTful JSON
Enrich you application using real products
– Request http://api.zanox.com/xml/products?q={search query}
– Receive XML result
– Integrate it into your application
http://wiki.zanox.com/en/Web_Services
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Sample advertiser
Banner: 140
Text: 42
Flash: 71
Interactive Admedia: 6
Schnupperkurs performance marketing Think ahead banners.
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Schnupperkurs performance marketing Think ahead banners.
Ad media Views Clicks Sales % Sales
S clean
% S clean
Views / Sales
Views / Clicks
Clicks / Sales
Textlink Common 654.065 298.980 1.244 56 - 526 2 240
Banner Common B 13.918.840 29.022 389 18 - 35.781 480 75
Product Deeplink 19.043 17.445 328 15 - 58 1 53
Interactive Admedia A 120.593 2.795 108 5 108 43 1.117 43 26
Banner Common A 523.961 477 36 2 36 14 14.554 1.098 13
Banner Category A 118.093 663 17 1 17 7 6.947 178 39
Banner Special B 2.369.871 4.456 8 0 8 3 296.234 532 557
Interactive Admedia B 182.427 98 8 0 8 3 22.803 1.862 12
Textlink Special B 2.998 26 8 0 8 3 375 115 3
Banner Special A 829.637 437.135 6 0 6 2 138.273 2 72.856
Textlink Special A 1.774 44 6 0 6 2 296 40 7
Banner Category B 195.110 235 5 0 5 2 39.022 830 47
Banner Special C 259.212 233 5 0 5 2 51.842 1.112 47
Flash Special A 214.220 1.847 5 0 5 2 42.844 116 369
Banner Common C 1.374.351 543 4 0 4 2 343.588 2.531 136
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Think
of advertising media
as a value
for the internet user.
How can the internet user
benefit from
the information about
products and services you have?
Sebastian Wallroth, zanox
Schnupperkurs performance marketing Think ahead banners.
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Case study | what should I read next?
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Case study | iRead.com
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Case study | facebook.com : shoes
value: fun, self-expression, shopping list, wishlist
monetization: display ads, performance marketing
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Case study | polyvore.com
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Case study | brigitte.de Kleiderschrank (OTTO Group)
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Case study | shopotainment
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Case study | iliketotallyloveit.com
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Case study | slifter.com
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Case study | tripit.com
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Case study | cokefridge.de
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Case study | smeet.de
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Case study | Viigo
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Case study | infoclips.tv
Contact
zanox Group | Stralauer Allee 2 | 10245 Berlin
Telefon +49 (0)30 50 9691-0 | Fax +49 (0)30 50 9691-99 | [email protected] | www.zanox.de
Think ahead banners.http://xing.com/profile/Sebastian_Wallroth
http://twitter.com/real68er
http://slideshare.com/sebastian/68/online-marketing-business-models