Online advertising session by Marvin Liao @ HappyFarm

Online advertising session by Marvin Liao @ HappyFarm
  • Why online marketing?
    • CPC marketing was just in the beginning (cost per click)
    • Brand new channels appeared out of nowhere
    • Facebook is big market - currently around 1 billion people - much easier to reach
    • Online marketing is measureable
      • Always compared to TV
      • Paradigm changes from TV to online
      • Media consumption across country usage of print gone down
      • Radio and tv consumption goes up
      • 35% of people spent time on media is spent online
      • Internet speeds continue to grow
      • Youtube had never grown with online penetration
      • CPC CPA is easily measureable
    • Cost effective
      • You get much lower price online
      • You can test and get initial feedback
      • Compare it to tv or print ad
    • Great for testing marketing messages / marketing position
      • Based on low cost per execution
  • Basic rules
    • Think marketing mix
    • Ongoing experiment - require confirmation
    • Always test - much like direct marketing
    • Need to be integrated into product strategy
    • Always need to try new and emerging channels
      • Piniterest is responsible for 5% referrals
  • Don't ever say viral - Viral is dumbest thing. Viral is bound to success - you can't be
  • SEO
    • Can be good or bad
    • Black hat - search engine spam - engines change algorythms - you can loose 60% traffic on site
    • Long term investment - no results for 3-6 months
    • Content marketing is good
    • Search engines value content more than anything else
    • SEO can be responsible on 25% traffic - it is free and sustainable
    • Can be only a part of marketing mix
  • SEM search engine marketing
    • Useful, great tools
    • You only pay for the clicks - CPC
    • Good conversion rate
  • Display ads
    • Images are powerful when you do awareness
    • You can target by demographics
    • You can target by site (Yahoo finance or finance.ua)
  • Social media marketing
    • Dont ignore youtube
    • Sponcor stories on
    • Not viral marketing
    • Twitter audience is 180 million
    • Youtube's one 200-300 million
    • There are big channels to look at
  • There are always new channels coming in
    • Try to find underutilised channels
    • Slideshare
  • Content marketing
    • Content marketing - hubspot, Quora
    • Content marketing talks with people - talking as media company
    • You can bind this with information
    • Position yourself as education or as reference (which connects to an idea of reference power)
    • This would also help you with SEO
  • Direct email marketing
    • Still works on developing markets
    • Email newsletters (mail chimp)
    • People that sign up are your best leads
  • Questions
    • How a startup can get online ads with no budget
      • It's all about unit economics - if your revenue is more than aquision price your budget is unlimited.

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