what is smart publishing?
DESCRIPTION
Smart Publishing is the use of technology and content to create a “match” between consumers and products or services. Welcome to the new publishing based not in content but technology, ideas and ethics.TRANSCRIPT
SMART PUBLISHINGWHAT DO WE DO?
3 FACTS ABOUT THE INTERNET
KONTAGIOUZ.org
INTERNET IS THE BIGGEST INFORMATION SPOT IN THE WORLD
ACCORDING TO http://www.internetworldstats.com/stats.htm
ACCORDING TO http://www.worldwidewebsize.com
2.400 MILLION
INTERNET PAGES IN 201314.3 BILLION
1
KONTAGIOUZ.org
INTERNET USERS IN 2013
ACCORDING TO PriceWaterhouseCoopers
SPENT ON ONLINE ADS
2013
46.500 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON PRINT ADS
COMPARED TO
35.000 MILLION $ 2
ONLINE AD SPENDING AND PERFORMANCE MODELS ARE GROWING
KONTAGIOUZ.org
ACCORDING TO PriceWaterhouseCoopers
SPENT ON ONLINE ADS
2013
46.500 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON PRINT ADS
COMPARED TO
35.000 MILLION $ 2
ONLINE AD SPENDING AND PERFORMANCE MODELS ARE GROWING
KONTAGIOUZ.org
ACCORDING TO PriceWaterhouseCoopers
SPENT ON ONLINE ADS
2013
46.500 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON PRINT ADS
COMPARED TO
35.000 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON PERFORMANCE MODELS
2013
29.400 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON CPM MODELS
COMPARED TO
14.200 MILLION $
2
ONLINE AD SPENDING AND PERFORMANCE MODELS ARE GROWING
KONTAGIOUZ.org
ACCORDING TO PriceWaterhouseCoopers
SPENT ON ONLINE ADS
2013
46.500 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON PRINT ADS
COMPARED TO
35.000 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON PERFORMANCE MODELS
2013
29.400 MILLION $
ACCORDING TO PriceWaterhouseCoopers
SPENT ON CPM MODELS
COMPARED TO
14.200 MILLION $
2
ONLINE AD SPENDING AND PERFORMANCE MODELS ARE GROWING
KONTAGIOUZ.org
FROM AD SPACES AND ADREPORTS TO BANNERS, POPUNDERS, INTERSTITIALS AND EMAILS
ADVERTISEMENTS
ONLINE PUBLISHERS HAVE NOT EVOLVED TOO MUCH FROM OFFLINE
3
KONTAGIOUZ.org
FROM AD SPACES AND ADREPORTS TO BANNERS, POPUNDERS, INTERSTITIALS AND EMAILS
ADVERTISEMENTS
ONLINE PUBLISHERS HAVE NOT EVOLVED TOO MUCH FROM OFFLINE
3
KONTAGIOUZ.org
MODELONLY AVAIlABLE FOR THE BIG PUBLISHERS WITH WORLDWIDE AUDIENCES
FROM AD SPACES AND ADREPORTS TO BANNERS, POPUNDERS, INTERSTITIALS AND EMAILS
SUBSCRIPTION
ADVERTISEMENTS
ONLINE PUBLISHERS HAVE NOT EVOLVED TOO MUCH FROM OFFLINE
3
KONTAGIOUZ.org
MODELONLY AVAIlABLE FOR THE BIG PUBLISHERS WITH WORLDWIDE AUDIENCES
FROM AD SPACES AND ADREPORTS TO BANNERS, POPUNDERS, INTERSTITIALS AND EMAILS
SUBSCRIPTION
ADVERTISEMENTS
ONLINE PUBLISHERS HAVE NOT EVOLVED TOO MUCH FROM OFFLINE
3
KONTAGIOUZ.org
MODELONLY AVAIlABLE FOR THE BIG PUBLISHERS WITH WORLDWIDE AUDIENCES
EVOLUTION FROM WEEKEND PRO-MOTIONS, TO COUPON PROMOTION AND E-COMMERCE
FROM AD SPACES AND ADREPORTS TO BANNERS, POPUNDERS, INTERSTITIALS AND EMAILS
SUBSCRIPTION
ADVERTISEMENTS
PROMOTIONS
ONLINE PUBLISHERS HAVE NOT EVOLVED TOO MUCH FROM OFFLINE
3
KONTAGIOUZ.org
MODELONLY AVAIlABLE FOR THE BIG PUBLISHERS WITH WORLDWIDE AUDIENCES
EVOLUTION FROM WEEKEND PRO-MOTIONS, TO COUPON PROMOTION AND E-COMMERCE
FROM AD SPACES AND ADREPORTS TO BANNERS, POPUNDERS, INTERSTITIALS AND EMAILS
SUBSCRIPTION
ADVERTISEMENTS
PROMOTIONS
ONLINE PUBLISHERS HAVE NOT EVOLVED TOO MUCH FROM OFFLINE
3
KONTAGIOUZ.org
WHAT IS SMART PUBLISHING?
KONTAGIOUZ.org
/smɑːt/ /ˈpʌblɪʃɪŋ/The use of technology and content to create a “match” between consumers and products or services
SMART PUBLISHING
“MATCH” OCCURS WHEN...
Two things happen at the same time.
The needs of the user for a specific service or product are fullfilled.The company find potential consumers that concur with their product rules and specifications.
CUSTOMERSERVICE
ORPRODUCT
Performance MarketingPerformance-based advertising is a form of advertising in whichthe purchaser pays only when there are measurable results. SOURCE: wikipedia.org
SOURCE: wikipedia.org
Content MarketingContent marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.
SOURCE: investopedia.com
Customer CentricA specific approach to doing business that focuses on the customer.
THIS IS NOT NEW, IT IS A MIXTURE OF...
TECHNOLOGYCollect and use data for “match” purposes.All the information is put together to complete the prospect.
NEEDSConsumers and companies must have a need. That need will be solved by the smart publisher.
CONTENTInform the consumers and companies with relevant information.Investigate solutions for their needs.
INNOVATIONConstant improvement of strategies for the fulfilment of needs.
ETHICS Transparency for customers and companies.
IT CAN NOT HAPPEN WITHOUT...
HOW DOES SMART PUBLISHING WORK?
NEED -------------- APPRENTICESHIP / KNOWLEDGE -------------- RESULT
CUSTOMER
PRODUCT
COMPLETEPROSPECT
SOLUTIONS FOR CUSTOMERS
SOLUTIONS FOR COMPANIES
“MATCH”INTELIGENCE
ORIENTEDCONTENT
HOW DOES IT WORK...
NEED -------------- APPRENTICESHIP / KNOWLEDGE -------------- RESULT
CUSTOMER
PRODUCT
COMPLETEPROSPECT
SOLUTIONS FOR CUSTOMERS
SOLUTIONS FOR COMPANIES
“MATCH”INTELIGENCE
ORIENTEDCONTENT
HOW DOES IT WORK...
People that needs CREDIT CARDS
Credit Card AmExCredit Card VISA
Credit Card MastercardWith insuranceWith cash-backWith discount
With anual payment
NEED -------------- APPRENTICESHIP / KNOWLEDGE -------------- RESULT
CUSTOMER
PRODUCT
INDIVIDUAL PROFILING
SOLUTIONS FOR CUSTOMERS
SOLUTIONS FOR COMPANIES
“MATCH”INTELIGENCE
ORIENTEDCONTENT
HOW DOES IT WORK...
People that needs CREDIT CARDS
Credit Card AmExCredit Card VISA
Credit Card MastercardWith insuranceWith cash-backWith discount
With anual payment
Javier30 years
Read article: Travel and credit cards
MadridInterest:
Credit Card VISAGoogle “Credit Card”
Find suitable credit cardsDiscard any card but VISA
Score credit cards
Content Created:Travel and Credit Cards
Forum:How did you save on your
holiday trips?
NEED -------------- APPRENTICESHIP / KNOWLEDGE -------------- RESULT
CUSTOMER
PRODUCT
INDIVIDUAL PROFILING
SOLUTIONS FOR CUSTOMERS
SOLUTIONS FOR COMPANIES
“MATCH”INTELIGENCE
ORIENTEDCONTENT
HOW DOES IT WORK...
People that needs CREDIT CARDS
Credit Card AmExCredit Card VISA
Credit Card MastercardWith insuranceWith cash-backWith discount
With anual payment
Javier30 years
Read article: Travel and credit cards
MadridInterest:
Credit Card VISAGoogle “Credit Card”
Find suitable credit cardsDiscard any card but VISA
Scoring credit cards
Content Created:Travel and Credit Cards
Forum:How did you save on your
holiday trips?
NEED -------------- APPRENTICESHIP / KNOWLEDGE -------------- RESULT
CUSTOMER
PRODUCT
INDIVIDUAL PROFILING
SOLUTIONS FOR CUSTOMERS
SOLUTIONS FOR COMPANIES
“MATCH”INTELIGENCE
ORIENTEDCONTENT
HOW DOES IT WORK...
People that needs CREDIT CARDS
Credit Card AmExCredit Card VISA
Credit Card MastercardWith insuranceWith cash-backWith discount
With anual payment
Javier is contacted 10 minutes later by Bank A
for a Travel VISA
Bank A got a new client for their Travel VISA
Javier30 years
Read article: Travel and credit cards
MadridInterest:
Credit Card VISAGoogle “Credit Card”
Find suitable credit cardsDiscard any card but VISA
Scoring credit cards
Content Created:Travel and Credit Cards
Forum:How did you save on your
holiday trips?