盛世长城广告-Digital Marketing Specialists.ppt

,digital marketing specialists,online marketing ideas for triatop,october 2000,increasing trial of triatop 2%,objectives,tactical build awareness and trial for triatop generate a database for one-on-one loyalty marketing. long term build caile as the preferred anti dandruff solution in china,who are our target audience?,dandruff suffers age 20 and above. have used anti dandruff shampoos before. dissatisfied with anti dandruff shampoo because dandruff returns. not accustomed to buying dandruff product from drugstore (does not know product exist?) concern about side effects harshness.,mindset of dandruff suffers,the ad shampoo users: “i tried all kinds of shampoo but none seems to work because when i stop using the shampoo, my dandruff comes back!”,consumer mindset,why would one buy triatop?,tried all kinds of anti- dandruff shampoo but dandruff keeps coming back!,image conscious. dandruff will spoil my good dress sense,health conscious. personal hygiene and scalp health is important,confidence. dandruff affects confidence on daily lives business meetings, interview, dates ,ad shampoo users,mindset: i have tried all kind of anti dandruff shampoo, but my dandruff keeps coming back. how can i get rid of it?!,image conscious,mindset: i like the latest fashions, but whatever i wear, i will not look good if i have dandruff. winters coming so dark coloured fashions will be the in thing how can i survive winter if i have dandruff?,confidence,mindset: with no dandruff, i can face the world with confidence!,online media goals,build high coverage in order to generate fast awareness and familiarity aggressively surround and interact with our audience in most relevant online environments to build awareness and database for triatop identify and implement data points that are readable and actionable evolve campaign based on key response drivers for maximium effectiveness.,visibility,action,measure optimise,media objectives,recommended sites can be broken down into driving 2 key objectives: to inform and enhance interactivity and generate action with the target audience. to collect and profile a database of quality customers in order to nurture and sustain dialogue.,media strategy,to develop a two-phase on-line campaign that will interact with the target audience and nurture and sustain dialogue cum relationship with potential customers phase 1: to select an anchor site and vertical sites and subsequently identify & test out the most “hard-working” sites and creative tools phase 2: active planning and optimisation of campaign to maximise reach and capture database for triatop.,campaign overview,popup window,big button,text link,e-magazine,minisite,fill form,trial for triatop & collect user database,media recommendation,anchor sites netease homepage lady channel life s homepage fashion women email magazine soim - fashion magazine,advertising type recommendation,try to use triatop,use the popup windows to attract more target audience,advertising type recommendation(cont),select the fashion magazine of soim to because of the low cost and high ots. the circulation of soim e-magazine is 3,600,000,budget summary,popup window,button,text link,e-magazine,d1 d2 d3 d20 budget,51%,35%,10%,4%,e-magazine,360 degree accountability,delivering roi through 360 degree accountability we deliver “active planning” to our clients online campaigns serve your ads to enhance greater targeting & control in-depth ongoing analysis of multiple variables for every campaign weekly re-planning based on campaign metrics to ensure your budget is applied to most effective opportunities,test + measure + optimise,website message timing,lower $/lead,campaign strategy,awareness database trial,using multi format of online advertising to surround target audiencethey cannot miss ciale message more than one way to collect database and ecnourage trial. banner, button, floating, viral-email using direct sales message to induce trial together together with multi online format,sustain integrated,essays to further sustain the campaign message and effectiveness tone and manner is consistent with offline campaign,how do we drive trial of triatop?,collect database, send coupon for redemption at drugstore,banner advertising,online registration,e magazine,netease e magazine,relevant content,content sponsorship,stylist and tricologist chat room,button,driving awareness and building our brand equity,key word search,buy key words eg: hair, dandruff, health,driving qualified traffic to site,triatop banner,website top 3 position,appendix,新浪网(),网站类型：mass portal 网站特点： 大型中文综合网站，提供全面、及时的中文信息内容，以及高效、方便的网络工具，是最受欢迎的中文 网站服务简介： 1、新、全、广的信息 2、网上购物 3、免费50m电子邮件，各种论坛 4、城市生活的相关服务 5、优秀的搜索引擎,新浪网背景,据iamasia的资料显示，目前新浪网的覆盖率为43.2%，月浏览量为287,312cpm。 北京新浪网()的前身为四通利方中文网站“利方在线” ()启动于1996年4月，是四通利方公司的一项重要产品，也为互联网上最早的大型中文网站之一。 它集中了数十个大型中文论坛和聊天室，以及一系列倍受网友青睐的中文资源与服务，如：时事新闻、体育、游戏、生活时尚、中文搜索引擎、天气预报、电视节目预告、网上实用工具等。 1998年12月1日，“利方在线”随新浪网的推出而更名。1999年4月，北京新浪网成功改版。改版后的北京新浪网分新闻中心、搜索引擎、财经纵横、网上交流、生活空间、竞技风暴、游戏世界、科技时代等多个栏目。 新浪网是目前全球最大规模的中文网站。,网易（）,网站类型：mass portal 网站特色： 中国第一家提供中文全文搜索、第一个大容量免费个人主页基地、第一个免费贺卡站、第一个网上虚拟社区，精彩中文网站导航中文网站排行榜。 是信息量大、新闻更新更快的综合性站；免费个人主页与电子信箱 网站提供服务简介： 1、最新社会新闻与热点问题报道 2、it行业和互联网业新闻 3、证券市场报道：个股查询与股票指数。 4、开展网上调查；设有个性化的聊天室 5、吸引广大青年人虚拟社区和聊天室,网易背景,据iamasia资料显示，网易的覆盖率为50.7%，月浏览量为354,880cpm 网易公司是中国领先的互联网技术公司，在开发互联网应用、服务及其它技术方面，网易始终保持国内业界的领先地位。自1997年6月创立以来，凭借先进的技术和优质的服务，她深受广大网民的欢迎，目前注册用户已达590多万，曾两次被中国互联网络信息中心（cnnic）评选为中国十佳网站之首。 在开发互联网应用、服务及其它技术方面，网易始终保持业界的领先地位，并取得了中国互联网业的多项第一：第一家中文全文检索，第一个大容量免费个人主页基地，第一个免费电子贺卡站，第一个网上虚拟社区，第一个网上拍卖平台。 网易正在成为一个集丰富的网上内容，活跃的虚拟社区和大规模的电子商务平台于一身的精彩网站。,e龙(),网站类型：live & entertainment 网站特点：各大城市综合生活信息网站，分为城市频道和专题频道，内容十分丰富，条理比较清晰 网站服务简介： 1.各大城市新闻 2.各大城市饮食、交通、娱乐、文化艺术活动的内容及地点介绍 3.容量大的电子信箱 4.完善的网上社区 5.新闻、生活、娱乐、游戏等专题频道，内容详尽,e龙背景,据iamasia资料显示，e龙的覆盖率为11.3%，月浏览量为6