T3 - SC-CONTEXTUALIZED CONTENT COMP(AP)REENSION/ADVERTISEMENT DEPLOYMENT TOOL

João Tedim
Senso Comum Lda. - CEO forOrganization and Resource Management
Avenida Rio de Janeiro nº 24 r/c dto, 1700-335 Lisbon
sensocomum@netcabo.pt

Abstract:  

It is not a discussible matter that the return on investment (ROI) companies expect from the Internet based marketing and advertisement techniques has been decreasing in general, after an euphoric period, for the last two years.

Consequently, the investment volume is accordingly decreasing, promoting strategic partnerships between companies and organizations and so bringing the Internet advertisement business into a span.

In such a framework, new, innovative, low cost, easy to implement, content related Internet marketing tools could bring some “new air” into the business.

 The entertainment/advertisement relation is the most “assumed to work” trade-off client motivation technique.

Nevertheless there is another view into this issue that can be brought into consideration:

 ·          Comprehension/advertisement trade-off

 The base of this binomial is the belief that advertisement success depends on how well you direct it to the right target group. We believe that by associating the advertisement directly to the contents of a website, not interfering with its readability in any way, keeping total independence from the content communication concept, gives the advertisement supplier a much more solid and reliable starting point to the advertisement consumer, making it possible to build up a consume-effective click-through rate. By this mean, new advertisement scopes can be opened and the interested market broadened to other non-usual investors.

 The tutorial we propose to present replies to all these requisites, and gives a new dimension to content related advertisement in the Internet.

 A very strong focus on technology was necessary to develop a general and broad scope solution to accomplish this goal.

Communication issues, database integrity issues and security issues are a part of the total solution framework, providing a totally independent main solution.

 Platform integration and system architecture concepts where developed trying to keep the level of intrusion in the client interface as low as possible.

A ” near to zero” degree of coding customisation was accomplished.

 Nevertheless, other new technologies question the structure of the solution and constant attention to these new players is needed to keep this edge solution there, on the edge.

KEYWORDS

 back to Tutorials home page