This past weekend I gave my first two lectures at SPJain on paid online marketing. I thought it went pretty well, the students seemed really engaged and interested in the material. The slides, course outline and videos are posted below. I’ve also agreed to do a 6 week course at another business school: NMIMS (more or less following this outline), if anyone has any ideas on how to improve this session or the course outline, please let me know.
Video:
The videos from the actual lecture didn’t come out to well (you can see them here and here). Below is the same session I gave to our team internally:
Intro to Paid Online Marketing – Directi from Amit Klein on Vimeo.
Slides:
Course Outline:
Prior Reading:
- Put Ad on Web. Count Clicks. Revise.
- India Digital Outlook Report 2009
- Ads Follow Web Users, and Get More Personal
- Introduction to Google Adwords (video – 15min)
Introduction
iTunes Case Study – You are the marketing manager responsible for launching the iTunes Store in India
- What are your objectives?
- How do you go about achieving those objectives?
Goals:
- Discuss branding vs. performance objectives
- Discuss differences between online and offline marketing (targeting, measurement, reach)
- Discuss the marketing funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy)
- Review options for online advertising in relationship to the funnel
Review terminology:
- Impression, CPM, CPC, CPA/L/S, Goal, Conversion, CTR
Methods of Online Advertising
Search Engine Marketing (SEM) – Google Adwords Example
- How does Google determine which ads to display to users? Keyword, bid, location, quality score / relevance (clickthrough)
- Why are the bulk of most ad budgets allocated to SEM http://mashable.com/2009/07/08/social-media-marketing-growth/#mb – intent
Ads on Social Networks – Facebook Ads
- Targeting based on demographics
Ad networks – Right Media Exchange
- What is the advantage of purchasing an ad on an network rather then directly on a site itself – Non-premium, performance based, auction, reach
Affiliate Sales – Amazon
- Description of the affiliate model
Email Marketing – Email Brain
- Review analytics for email marketing
- Discuss limitations on reach
Revisit iTunes Case Study
How can you determine effectiveness of online marketing campaigns?
- Demonstrate eCPM / eCPA calcualtions
- Link online marketing metrics to sales
Ask students to come up with a marketing plan
- Split class into branding vs. performance
- Determine goals and budget allocation based on historical results
Measurement and Course Correction
Demonstrate Google Analytics
- Show ecommerce analytics
- Glean insights, create hypothesis based on analytics data (i.e. per visit value of certain states are high, let’s see if additional marketing – online or offline – will help us generate more sale with less spend)
Course Correction
- 3 slides for creative, source and keyword performance
- Discuss actively managing campaigns and getting rid of underperforming ads, sources, keywords
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