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  • 2 - Digital Marketing - Business Models

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    Jorge C
    25 views40 pages
    The document describes three different business models for catalogues: deep catalogue, selective catalogue, and own brand/product. Deep catalogues have multiple brands and products, use awareness marketing like display ads (50%) and pull informational like SEO, PPC, Google Shopping (30%), and pull transactional tactics like marketplaces (20%). Selective catalogues also have multiple brands but fewer products, relying more on pull informational like SEO, PPC, Google Shopping (50%) and pull transactional like marketplaces (30%) with some awareness (20%). Own brand focuses on existing products and innovations, emphasizing pull transactional like SEO, PPC, Google Shopping (50%)

    Original Description:

    Digital Marketing - Business Models

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    The document describes three different business models for catalogues: deep catalogue, selective catalogue, and own brand/product. Deep catalogues have multiple brands and products, use awareness marketing like display ads (50%) and pull informational like SEO, PPC, Google Shopping (30%), and pull transactional tactics like marketplaces (20%). Selective catalogues also have multiple brands but fewer products, relying more on pull informational like SEO, PPC, Google Shopping (50%) and pull transactional like marketplaces (30%) with some awareness (20%). Own brand focuses on existing products and innovations, emphasizing pull transactional like SEO, PPC, Google Shopping (50%)

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    25 views40 pages

    2 - Digital Marketing - Business Models

    Uploaded by

    Jorge C
    The document describes three different business models for catalogues: deep catalogue, selective catalogue, and own brand/product. Deep catalogues have multiple brands and products, use awareness marketing like display ads (50%) and pull informational like SEO, PPC, Google Shopping (30%), and pull transactional tactics like marketplaces (20%). Selective catalogues also have multiple brands but fewer products, relying more on pull informational like SEO, PPC, Google Shopping (50%) and pull transactional like marketplaces (30%) with some awareness (20%). Own brand focuses on existing products and innovations, emphasizing pull transactional like SEO, PPC, Google Shopping (50%)

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 40

    Business

    models by type of catalogue


    Business models

    Mul6 brand
    Deep catalogue
    Mul6 product

    Mul6 brand
    Selec6ve catalogue
    Mul6 product

    Exis6ng product
    Own brand/product
    Innova6ce products
    Deep catalogue
    Deep catalogue
    Digital marke,ng resources distribu,on
    AWARENESS PULL INFORMATIONAL PULL TRANSACTIONAL

    50%

    30% Seo and PPC Kw


    Google Shopping
    20% Youtube Kw
    Social Commerce
    Seo and PPC Kw
    Marketplaces
    Display Google Shopping
    Video Ads Youtube Kw
    Social Ads Social Profile/Search
    Afilliate Marketplaces
    Influencers
    BBDD External

    * Percentages are conceptual distribu6on


    Selective catalogue
    Digital marke,ng resources distribu,on
    AWARENESS PULL INFORMATIONAL PULL TRANSACTIONAL

    50%
    30%

    Seo and PPC Kw


    Google Shopping
    Display Youtube Kw 20%
    Video Ads Social Profile/Search
    Social Ads Marketplaces
    Seo and PPC Kw
    Afilliate Google Shopping
    Influencers Youtube Kw
    BBDD External Social Commerce
    Marketplaces

    * Percentages are conceptual distribu6on


    Own brand
    Existing product
    Digital marke,ng resources distribu,on
    AWARENESS PULL INFORMATIONAL PULL TRANSACTIONAL

    50%

    Display 30%
    Video Ads
    Social Ads
    Afilliate 20%
    Influencers Seo and PPC Kw
    BBDD External Google Shopping
    Youtube Kw Seo and PPC Kw
    Social Profile/Search Google Shopping
    Marketplaces Youtube Kw
    Social Commerce
    Marketplaces

    * Percentages are conceptual distribu6on


    Own brand
    Existing product
    Digital marke,ng resources distribu,on
    AWARENESS PULL INFORMATIONAL PULL TRANSACTIONAL

    50%

    Display 30%
    Video Ads
    Social Ads
    Afilliate 20%
    Influencers Seo and PPC Kw
    BBDD External Google Shopping
    Youtube Kw Seo and PPC Kw
    Social Profile/Search Google Shopping
    Marketplaces Youtube Kw
    Social Commerce
    Marketplaces

    * Percentages are conceptual distribu6on


    Product innovations shadowed with
    marketing actions
    Thanks
    Fernando Beneitez

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