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.
- How a startup can get online ads with no budget
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