Run the direction of contextual advertising in web studios

Hi, Habr! We at Ruward are very fond of making free educational special projects for web studios and agencies, and they were well received at Habré: about marketing and sales along with UMI, about marketing, sales and customer service from Megaplan, about starting a web studio from scratch with Netcat . When Habr divided, it was not very clear where to share new knowledge.

Therefore, we decided to publish the materials of the new project on Megamind. Here we will only tell about it once, as our past projects were published here in “Web Development”, and it is read by many heads of artels, web studios and agencies.

So, meet - "Running context-directions in the web studio . " As usual, completely free.

For the last couple of years we have been talking about the fact that the “design” model of the web-studio’s work gives high risks and low margins. Today you make websites for 30,000 rubles and two weeks, dreaming about projects for 150,000 rubles a month. Making sites for 150,000 rubles, you dream of a turn of half a million. Passing this milestone - about a million budget for six months ... And every time you lay more and more risks for your company. And customers leave after each project, and you constantly need to look for new ones.
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The “service” model is much more profitable from the point of view of the CLV - the total value received from the client during the work with him. Such a model includes an iterative approach to development (or scrum, agile, and other flexible methods), ongoing technical support and development of client sites, as well as other continuously provided services. For example, contextual advertising.

Contextual advertising is an interesting market, especially if you don’t try to butt with the giants ’, but quietly and calmly pre-design your own clients and occupy a market niche. Internet advertising is the only segment of the advertising market that has demonstrated double-digit growth rates in 2014. Thus, display advertising fell by 5%, and the contextual advertising market grew by 27%.

Aori, Ruward and market experts from various companies - from Google Russia to small studios that have recently implemented context and success - give step-by-step recommendations on how web studios launch the direction of contextual advertising from scratch and make money on it. The special project includes 6 materials for company executives, with comments, examples of KP, reports and financial models:

• Immersion in context. The state of the contextual advertising market and customer audience segments, the advantages and risks of introducing a new service in a web-studio and an SEO company.
• Control. A guide to adjusting business processes, developing employees, changing the structure of a company, and controlling a new direction.
• Marketing. Positioning corrections, recommended marketing and advertising activities, emphasis on a new service.
• Sales Effective sales on the existing customer base, drawing up a media plan and KP, customer development. Generate a stream of incoming clients to the context.
• Customer service. Differences between net production and a company with a customer service, measuring customer satisfaction, expanding account activity.
• Production. How to organize the service itself contextual advertising.

The first material has already been published on http://aori.ruward.ru , and the second will be released on Wednesday, June 3. Join to be among the first readers! Materials with a delay of a couple of weeks will appear on our blog on Megamind .