Internet Marketing Strategies Approaches and Challenges

Selasa, 24 Januari 2017

welcome to bcis 5379: technology of e-business.my name is dr. schuessler. this is chapter 8: marketing, and advertising in e-commerce.the learning objectives for this chapter include describing the factors that influence consumerbehavior online such as things like personal characteristics, environmental characteristicsand so should understand that this chapter, the decision-making process of consumer purchasingonline will discuss the issue of evil family trust in e-commerce much like you might havethe physical world were so goes to the retailer over and over again because i trust that particularretailer in the same type of issues in an online environment. in some ways it's a differentin the sense that they physical store we can physically visit that that location onlinelocation. my behalf were work around the world

feasibility this with some of the trust issuesand in some ways are similar in some ways are different, segmentation how companiesare building one-to-one relationships with customers using the power of technology willexplain how consumer behavior can be analyzed for creating personalized services shouldbe to describe consumer market research e-commerce describe the object. the objectives of webadvertising in its characteristics describe the major advertising methods used on youthon the web such as banners or pop up somewhere else. email advertising etc. to describe mobilemarketing concepts and techniques should also describe various online advertising strategiesand try and types of promotions chapter finishes up with describing supplementation topicsin some ways operating an online business

is not all that different than operating aface-to-face business in the sense that we have to attract and retain customers. that'swhat goalwin if we can understand the factors that influence customer in their and theirdecisions to make purchases. oftentimes we can market to those those potential customersmore effectively. in general we can identify five basic categories of of characteristicsor factors that might influence a customer in terms of the decisions that they mightmake make make a purchase personal characteristics characteristics about a specific individual.exeter, male or female that took a specific city things that nature the specific productor service that of interest. the merchant and interim intermediary factory factors sothat the retailer that were purchasing from

a merchant that were purchasing various intermediariesthat that exist between us and the editor the e-commerce systems that were actuallyusing it can be a factor in other words, if it's something it's easy to do are more likelyto make purchases and embrace environmental factors, social cultural, etc. maybe includethings like currency exchanges things like the the inflation and the economy as a whole.if your visual person like me could take a look at exhibit a .1, describes this thisrelationship between these various characteristics and ultimately on the the buyers decisionprocess see the various categories are the various factors in the examples of each oneof those those factors listed within each box in any given situation. those factorsexist that we need to go through some sort

of process of making a decision is ready differentpurchasing decision models that are out there rather generic was presented in the text basicallyhas five different stages if you will versus need identification the words we need somethingwe need food from the grocery store we need that new 72 inch plasma tv we need a new car.whatever it is that we we need week we have to identify that need. so there's no needand there's no reason going further in this process. obviously once you've identifieda need we need that new car that work so we for payment things that nature start goingthrough an information server search to do that public ways merchant program productprogramming deciding what to buy some from the via so we go through to find informationabout the product about our different avenues

for obtaining the get evaluation of alternativesnot working my ford house toyota vw these different places the different product productofferings of the god, and we evaluate those different alternatives and we purchase andtake delivery of a particular good or service in this case a good car in the we make toprobe post purchase activities as post purchase activities might include things like dealingwith customer service in essentially you're still forming an opinion about the good ofthe service after you've made the purchase of what that's referring to again for thosethat are more visually inclined exhibit a .2 illustrates this process are some playersin the decision-making process find rules. rules may be played by one or more of thejewels size the organization the needs of

is the initiator which is the person firstadjuster thinks the other provide a particular product or service is the sponsor is a personwhose advice you carry some weight in making a purchasing decision deciders. the personmakes a decision or part of the bar. what are how do i work as a buyer the person actuallymakes the purchase lastly the use of a person consumes or uses a product or service section8.3. loyalty, satisfaction and trust in e-commerce online marketing activity can generate positiveeffects which are generally observed as trust customer-service loyalty. loyalty is the goalmarketing trust customer-service action or factors may affect customer loyalty customeris a deep commitment to repurchase or repay price for product service continually in thefuture. the soffits he might be interested

in you. some people to be loyal coca-colaor dr pepper or pepsi is customer loyalty. you will these the same basic concept is justrefers to an online an online company on program on sunday. loyalty is customer loyalty toe-tailer or loyalty programs delivered online or supportable, e-commerce loyalty to hiscompany such as amazon.com, for example it is affected by the the consumer satisfactionmight have shopping experience. exhibit a .3 test shows you some of those factors talkabout information quality various examples of the accuracy, content up-to-date, etc.,system quality, service quality, all impacting satisfaction. in addition to customer satisfactiontrust is an important issue in e-commerce trust is a psychological status willingnessto the pamela the person one of the organization

from e-commerce e-commerce market. sometimes,stress is referred to as online trust, which is the belief online website or other additionalentities can deliver what they promised. so the reset reset interests them. others numberedtrust files that exist if you look at exhibit that the online file exhibit that the 8.2to give you an example of a of a trust all that's been used in the past to illustratetrustworthiness and the role it plays because for the worthiness of the merchant trustworthinessof the shopping channel and structural assurance and how these all impact trust and internetmerchant trust shop trust in business regulatory environments. these all impact e-commercetrust. so, trust is important issue. we need to figure out ways to manipulate trust wouldincrease the trust in order to be to attract

customers and retain customers personal islooking to what we can improve our website make it easier to navigate make it securemake it seem like a lot of time and effort designed to it. we can trust sites that theylook clean very easy easily navigated those who lots of misspellings. a lot has startto wonder what else they they slipped up on we can fill it with an objective third-partyalerts for finances such as paypal or it's so severe the trust organization such as trusteeor better business bureau online credit established trustworthiness basically by trying to developand our customers are our consumers, our perception of our integrity, our competence about oursecurity methods first facilitate trust british-based systems. we think of is the search engines.obviously, there is a vast amount of information

is available on the web across the internetand search engines allow consumers to find this information to manage your online reputationvery closely by consistently using search engines to find this information correct allthe information and try to backup positive information or encourage positive information.this can lead online word-of-mouth meager) so like we seein the face-to-face environment where you put traffic this generated by word-of-mouthcases for small businesses is important for online businesses as well of the dynamic natureof the internet what when technologies allow consumers to comment on books and servicesand and reviews of movies and things like that tends to spread very quickly so is itsomething definitely be used to increase trust

section 8.4. massmarketing market segmentationand relationship marketing traditionally massmarketing it in an advertising is the way companiesreach their customers basically that it was that they would that is the same advertisement.everybody sotelo was mad was broadcast would be sent everybody within the region. everybodyin the region would see the exact impartial of the exact same time, the newspaper usingsame newspaper the same ads something already the same as already was. it was heard by everybody.this led to the that you are is patient trying to to divide the consumer market into logicalgroups conducting market research and analyzing personal information to you. i don't whichare our key areas which how should we target our our advertising is going everyone to tryto grab the attention of those that were really

trying to focus the sony consider a new trend,there is this concept of relationship marketing which is coming up and is different from traditionalmarketing and the marketing another focuses on building long-term relationships with customersin order to be able to do so. the seller must have a much developed understanding of itscustomers from segmentation individuals say that the this is a ship. this is somethinglistening i will went to point to a classic movie about individuals listening to this,but i and my family very good christmas. there's classic christmas movie on 34th st. rehab.mr. gamble and mr. macy concept of us department stores, retailers, and mr. macy's that thethe santa claus chris pringle ends up suggesting other retailers to customers in an effortto to make sure they get the product that

they want society to work put the interestof the customer before the individual sale and the idea is that we built long-term loyaltyby doing chemistry on relationship marketing so i go it's kind of put forth is that isa new concept. the council's been around for a long time implementation may be a differentissue, but has been around for a long time. one things the technology was also allowsus to conduct one-on-one marketing and this is a nice thing to do is parsons consumer'sperspective you get this one-on-one treatment from your from your retailers from your serviceproviders one-on-one marketing marketing treats each customer in a unique way. they must customerloyalty cards another said hotel i resemble my customer loyalty cards and not exactlythe type of i'm interested in of the amenities

that i'm interested in and are able to sendme advertisements and coupons and things like that ever specific to microsoft. exhibit 8.4gives you, a graph or presentation of the the different types of marketing market massmarketingversus segmentation versus 1.1 marketing and compares the interactions focus recipientcampaigns reach and market research that is involved in each one of those wild categories.i think they left out, though, was probably conversion ratio conversion rate that if youlook at the conversion rate for massmarketing is coming much lower than it is for 11 marketingwhy is online marketing is tailor fit to each individual conversion about that marketinghad to a sale is much greater traditionally been very expensive approach to take to marketto each individual, customer technology really

helps you bring that cost down significantlyso 11 marketing is so desirable. how does an organization go about trying to implementone-to-one marketing exhibited .5 using one example of what 11 marketing cycle might looklike reality is organizational individual relationship with customer and started anyone of these stages, but probably more intuitively to is to start with side identify the customer'sprofoundly summer behavior website make a purchase there. the hotel around the housepicking suspect it's non-smoking wall there's during my stay. they were room service forbreakfast and then check out late so you started develop a profile that customer is terms oftheir interests and you want that information you can differentiate the custom of the customers.all information is going into a database night

differentiate one customer from the next interactwith that customer. customer sees marketing exposure needs to be modify those needs. sofor example you now identify those needs to differentiate those needs. now centerfiresend them emails that allows you to interact with customer in the lastly customized taylorproper service for purchase decision and postsale customer service again. any of these modelscan order this is an example just one model can be used for others that exist as well.an example of this world it is. for example, emails customers announcements know availabilityof books in areas of interest is available for expedia.com customers were likely to fly.you can email them specials when when those opportunities come up section 8.5 is personalizationand behavioral marketing internet marketing

facilitates internet marketing facilitatesthe use of market segmentation 11 marketing to do this we need to deal address throughthe three key issues related 11 marketing personalization behavioral targeting and collaborativefilter personalization, smashing research products and advertising content with individualconsumers and preferences. oftentimes this is done by generating some sort of a userprofile which is the requirements preferences behavior in the graphic traits of to the customerfor generating this profile of an individual so we can't know they are what their interestsare. last time i logged in products their browsing. oftentimes information stored isa small text file on the users computer is a cookie is used extensively in e-commerceand as a way to keep track of some that information

over to talk about their users name theirbrowsing history of heart browsing your site nature could go around respectively. it isa lot of conveniences you log back in the amazon it got a response to you with yourfirst name say welcome back same time there are privacy kits that are postseason cookieson the idea of keeping track information users is is suspect. some examples of this wouldbe double-click on my google allows you to basically allows them to the site you pleasecook younger on your computer and because i have a presence on thousands of sites allacross the internet. the relabel tracking from one site the next island some peoplesee this is an invasion of privacy. you can disable cookies on your computer and the wayaround, you lose a lot of functionality on

websites. if that's the route that you chooseto go on as far as using personalized techniques to increase sales is a great example, thethey keep track of your browsing history such that when you look up a book or look at themovie that provided with recommendations of other books and movies that were reviewedand/or purchase by the you the same book cillessen library personalized content to you and allowsthem to increase their sales. it same allows you on products that you might not otherwisebeen on another key component of creating a users profile is the use of behavioral behaviorin order to be able to conduct behavioral targeting behavioral targeting is startinguses information collected about individuals. what browsing behavior such as the pages theyvisit toward searches that made slipknot enticements

display to the individual on this leads intocollaborative filtering which is a market research and personalization method uses customerdata to predict based on all strive and behavioral sciences what products or services. customermay enjoy predations can be extended to other customers with similar profiles the stateof the money here is those who bought this item also bought the following would be, thistechnique is employed. the idea is that are able build a profile of the customer thatthey had no information on they have a very basic idea of your demographics you are asan individual, but that no purchasing history whatsoever on the because of similaritiesthat you have based on your demographics our specific search that you make that they canrelate that to searches that other customers

have made purchases to as a result they areable to market something specifically to you create personalized marketing message. othermethods for identifying easy profiles are things like rule-based filtering were companyasked consumers asked consumers a serious yes or no or multiple-choice questions inorder to develop a profile of the consumer content based filtering technique were vendorsidentify customer purposes by the attributes of the products that they intend by example,some websites new and present allows you to select hard drives and hard drives you candrill down my brand by size i interface type on this allows them to system a profile ofsocial activity based filtering filtering rules which are harder built by watching usersactivities and wet how long the sale of your

website. how understand your page when youlook at page things like that there's legal and ethical ethical issues with as it relatesto collaborative filtering glut of this information is collected without users knowledge withoutthe permission sociable legal as well as ethical issues as it relates to this social psychologymorphing and behavioral marketing and social psychology is a branch of psychology thatdeals with how people think about influence and relate one another. researchers has foundshoppers do what is popularly known as and slicing when are out shopping slicing thestyle thinking involves ignoring most of the information available instead uses slicesare a few salient information cues often social in nature, along with the service a simplebut usually smart mental world phone make

intuitive decisions. we consider all the differentattributes about heart peace focus on a few, a few things that we really think tend tobe more important that social aspect may be brandon maybe not may have nothing to do withthe technical specifications of a specific hardware and maybe i prefer mac store overwestern digital by only there's no room rational reason to do a a social reason you like theiradvertising matter past experience, friends, recommendations, etc. other socialist conceptof social intelligence the ability to understand and learn each other and profit from suchsocial situations. the idea being that we don't necessarily have to experience everythingourselves where to take advice from her peers and learn from matt and other words when theymake a purchase and experience were able to

learn from matt and it comes time for us tomake a purchase. we can benefit from experience i use a customer database marketing. thereis a lot of this information's profiles are generated and stored in databases to the pointthat this is created a cottage industry of organizations that that's their entire businessis to store profiles of consumers under able to sell it information to to companies thatare interested in identifying customers identify customers of certain age is certain gendercertain ethnicity certain locational countries certain income levels, etc. section 816 talkabout market research for e-commerce in order to sell products well is important to conductproper market research to find information and knowledge about consumers and productsmarket research goal is to discover the marketing

discover marketing opportunities and issuesto establish marketing plans to better understand the purchasing process and to evaluate marketingperformance as far as the objectives and concepts of marketing market research online and investigatorsapproaches that they can take either take traditional market research methods or youcan conduct a lot of those those a lot of research online using the internet, telephoneand shopping mall surveys to something that's traditionally been used throughout is a veryexpensive approach booktalk for example, by telephone surveys costing much the deal herrespondent is pretty expensive online surveys only can be conducted much much cheaper ratea lot of information very quickly markers looking for e-commerce market research bylooking at a personal profile that includes

observed behaviors on the web is possiblefor marketers to explain and predict online buying behavior require some shop customershopping online. where's others are not types questions might be interested might also beinterested in product information requested number of related emails member orders makeproducts and services order or the gender of the user. typical questions on market researchattempts to answer our where the purchase patterns for individuals and groups. whatfactors incurred online purchasing. how can we identify those were real wires. most werejust browsing how does an individual navigator to your website. what is the optimal webpagedesign. if we know the answers to these types of questions mentors can advertise properlyprice her arms are items properly design the

website more efficiently and provide appropriatecustomer service as far as representative market research approaches one of the issueswith especially with traditional marketing research is the it's very expensive to researcheverybody so we can segment the market. there were actually going to research and this allowsto reduce our cost substantially is an example of a of a mail survey on sending out a whatseems like a relatively expensive mail survey dollar 25 a copy but if you send out enoughyou can usually run up a $4 million just and mailing costs on driving up your work costsubstantially when you convert that to the actual number surveys submitted on the priceof the cost was in our survey manager perhaps over hundred dollars per server so very expensive.so by segmenting the market went to research

you can hopefully try to make sure the responserate is going to be much higher as a result, the cost per surveys is much less san diegobehind market segmentation research. first, data collection, analysis on specific methodsfor collecting online. they email communication with customers moderating focus groups conductedin chat rooms questionnaires placed on our website tracking customers movements on theweb so is ready to waste going going back to collecting collecting data as far as onlinesurveys web-based surveys are online for ways to collect a lot of information very quickly.this information tends to be better suited for objective based questions. true falsemultiple-choice matching things like that were acing directly to customers through blogsand wikis, newsgroups, etc. usually allows

you to get a richer data set. it's hard toanalyze in some cases because lawrence text base, but it's usually much richer information.i was really able to hear the the anguish in a person's voice the frustration i thinki have about product or the failure of the service. the money would get when sony; selectingspecific button in an object of a servant web 2.0 on the web 2.0 environment is conduciveto collecting data over 111.0 applications and obviously traditional marketing methodsout for example, your the polling blogging chatting live chat chatterbox collective wisdom,intelligence and expertise folks calmly data in videos, photos and other rich media discussionforms and you're able to use all those to extract data learn about your markets yourcustomers learn to master the interests approximate

their interest in things that nature the wayshe can go out to collecting data. you observe customers movements online will of ways todo for example observe the transaction logs of the web server log files that you willwork with files are located on customers pc on this is a lot of information about thesize of the from how often a return how they navigate through the site and this navigationsite. the site is referred to as clickstream behavior that information can can can be trackedby isps, as well as track by various websites are using cookies related cookies and oftenused in conjunction with cookies are web bugs which are calligraphic files embedded in themoment and email messages and websites that transmit information about users and theirmovements to web server assessments will pop

up type window or something is embedded ina webpage embedded in an a in a graphic that creates a link back to another server cracksnot the one you're actually trying visit and because it's so small. often times users don'tdon't notice it because it remains open as it will transfer this information back andforth until it's ultimately close spyware is the viewed as a is a former spyware spywaresoftware that gathers information through internet connection without the users knowledgeversus power with the design to allow people that were creating freeware to make moneyon products in nature spyware applications of really kind of appalled times are bundledwith freeware. this downloaded on machines montages you don't realize that this is occurringselect firewalls really important modeling

ones block incoming packets those also letyou know that an applications to communicate outside of your network as far as web analyticsand mining that women web analytics enables retailers to make some adjustments, fly andmanagement marketing campaigns and e-commerce initiatives and track customer satisfactionto decide which products to promote and in which merchandiser investors achieve a betterunderstanding of the nature of the man related to the web analytics and mining works werewe minus data from where we get this data from welcome to my clickstream data that wetalked about earlier with mine question data data that occur inside the web environmentto provide a trail of users activities users clicks clickstream behavior in the websitewere to send information come from beginning

may come from cookies that are being storedon the user's computer come from the isps of different make the log files the web serversolution different places to find this information regarding six clickstream data can my methodfor information about users also web mining data mining techniques for discovering andextracting information. what documents explore both web content and web usage. so again wecan monitor the actual content on various pages of blog. for example, but a lot of postsabout your company. we may want to mind that for information with learn a lot of our customerswhat the complaints are the goods or services that they like what it is that they like aboutthem so try to incorporate that in future iterations for services or products. unfortunately,there are limitations time on market research

and there is certain are some workaroundsand waste to limit the those limitations if you will but one of the biggest problems isthe fact that there's the majesty too much data too much information available, makesit very hard to properly organize, edit and condense and summarize the information whichis really what we need to do more data there is the more of an issue becomes social limitationson research methods in terms of accuracy responses. lots response because of equipment problemsin the ethics and legality of web tracking so there's there's issues related to thatas well is also the issue of biometrics that biometrics addresses on the reality is whentracking this information or tracking clickstream information. for example, were not reallytracking that individual user were tracking

the computer we don't really know who it issitting behind the mouse and keyboard and watching monitor sort tracking the computerand clickstream serving generated computer but not specific user password biometricscost of sounds an individual's unique physical or behavioral characteristics to be used identifyan individual, precisely so identifying a specific individual seen as a way of overcomingthat limitation but not it really has i mentor devices and their older computers at thispoint. so troy, burgeoning technology, burgeoning approach to overcoming vistacare issue. section8.7 talks about web advertising advertising on the web is an extremely important activitye-commerce and advertising is growing very rapidly, especially in bc i companies arechanging their advertising strategies to gain

a competitive advantage interactive marketingis defined as online marketing, facilitated by the end of which marketers and advertiserscan interact directly with customers and consumers to interact with advertisers or vendors. manycompanies are treating at online advertising as a closed loop worst advertising cycle ifyou will, cyclical process and can see a .66 the cyclical process until stiff with planninga campaign to determine who the target audience is and how to reach that audience and analyzinga campaign after its completion is to assist the company in understanding campaign success.this new knowledge is been used with planning future campaigns web advertising some basicterminology that you probably need to become more familiar with the goal you'll see fromtext to text that you look at from online

site online site they look at when you'reyou're involved in this type of stop. one is the one term is use the number times userscall page has a banner on your express specific. not as impressions or page views button isanother term small banner that is linked to a website and may contain downloadable softwareand other terms page in html hypertext markup language document. it may contain text, imagesand other online elements such as java applets, multimedia files may be generated staticallyor dynamically click right-click his account made each time a visitor clicks on an advertisingbanner to access the hazards website cpm or cost per mel i.e. thousand thousand impressionsis the fee advisor pays for each 1000 times a page with a banner ad is shown conversionrate, i mentioned earlier is the percentage

of clickers actually make a purchase. thosewho actually purchased the service click through rate click through ratio ccr is the percentageof visitors were exposed to a banner ad and were click on and click on ahead is a requestfor data from a webpage or file. the last group term starts with a series request. duringone navigation website possible certain time ends a visit unique visitor count the numberof visitors entering site, regardless of how the pages are viewed per visit lastly stickinesscharacteristic that influences the average length of time a visitor stays in the sitestickiness. often times can be enhanced by keeping the site up to date by making surehas dynamic content, engaging content that sucks users to make someone stay and stayon my site advertising online and its advantages.

obviously, there are several of the advantagesto advertising on web cost which is persistent formats that are online ads are sometimescheaper than those in the media. in addition, as can be updated any at any time a minimalcost. it's hard to change that quickly newspaper it just is. richness of format whereas caneffectively use the convergence text, audio, graphics, video and animation so you reallymake a very rich engagement on with consumers personalization whereabouts can be interactiveand targeted to specific interest groups and/or individuals. the way this is much more focusedis much more focused media timeliness internet ask me fresh and up-to-the-minute location-basedusing wireless technology gps web web advertising to be location-based internet ask me sinceconsumers whenever they are in a specific

time location for example near restauranttheater linking. it's easy to link from an online ad to a storefront one click doesn'tlastly digital branding, even the most price conscientious online shoppers are willingto pay premiums for brands they trust you has many click and mortar brands such as p&gor.com such as amazon traditional versus online advertisement is advantages and disadvantagesto each advantages to tv interest medpac high attention getter has the ability to demonstrateproduct and tentative each slice of life situations is very merchant vessel with media buyers.unfortunately, with tvs fragment rate clutter heavy downscale audience q time is sold andin all program packages networks often require major upfront commitments both limited theboth limit the advertisers flexibility there's

radio, which has been open more for both highlyselective station format allows advertisers to choose the time of day or the day of weekto exploit factors in the copy copy can rely on listeners moving or nation. the downsideof the limitations of radio or art audit surveys are limited in scope and provide social economicdemographics difficult to buy with so many stations to consider testing copies difficultbecause there are few statistical guidelines with respect to magazines. they offer uniqueactivities segment markets both demographically and graphically as can be studied in unitleisure and high-impact can be attained good graphics, literate, informative copy the limitationsof magazines including reader controls at exposure was there flipping pages they controlpace with which they're using this information

so i can ignore the campaign is difficultto exploit planning aspects wants magazines out there, it's out there. newspapers arekinder somewhere but high single they reach opportunity reader often shops for specificinformation. remember when the ready to buy. as has a portable format, but they lack createopportunities for most song campaigns is high cost for large ad sizes is lack of demographicselectivity despite increased zoning. many markets have only one paper in this low-qualityreproduction. oftentimes a lot color or for the expense associated the internet's advantagesinclude internet, and cousins are available 24 hours a day, 365 days a year to conservethe same regardless of the audience location access primarily because of interest in thecontent where she go to a site looking for

a product because you're already interestedopportunities to create one-to-one direct marketing relationship with customer it willgenerate a very specific message to the consumer and multimedia will increasingly create moreattractive and compelling at like all the others. there are limitations to an advertisementis no clear standard language of measurement immature measurement tools and metrics, althoughalthough variety of content, format style, but the internet allows can be considereda positive in some respects it also makes applets to apples to apples comparisons difficultfor media buyers is difficult to measure the size of the market therefore is difficultto estimate rating share or reach and frequency in the audience still relatively small session,a pretty talk about online advertising methods

is a large number of advertising methods thatare out there so the major categories that classified ads which are used which used textphotos. these ads are grouped according to classification such as car rental is the mosthorrible approach third display ads as well, graphics, logos, colors or special designs.they are and no stranded advertising answer usually not classified dispenser or properoff-line billboard show pages movie so as you drive a number of the shelf beside outsideof the movie series you see that oregon inside of the yellow pages has yellow pages elementsinteract that caesar are online or off-line interactive media to indicate with consumersand promote products, brands and services usually done online. there usually involvea lot of interaction music video content,

etc. to be able to engage the user get a usersattention a specific category specific type of event is a banner at i went on webpagegraphic appetizing display linked to baptizes webpage system interest to grab your attentionis clickable click on a patient that advertising webpage keyword banners. when predeterminedwords query from search engine there effective is a long narrow down your target audiencemembers companies are spending money on every time a user clicks at if you want to narrowreduce your cost and narrow down your target audience to just those who are more likelyto purchase something you're interested in you can reduce reduce that by using keywordsso that only banners associated with those keywords show up when a user searches forsomething using search engine. this is as

opposed to random banners which are ads thatappear not as a result of any user actions result, they may not be target this is onlysearching for life banners are ads that are created dynamically contents. dynamically,at the time of this place of being fixed content is most things like their benefits limitationsbanner has major benefits of banner ads is that by clicking on the users and transferredto the site frequently directly directly to the shopping page of that site manages theusing banners is the ability customers were marked as servers many cases, customers areforced to see better hallway for a slow before they can get free information or entertainment.the following banners may include attention-getting or attention grabbing me the major disadvantageof banners is the cost cost money to chris

successful back campaign. another drawbackis the limited amounts of information in place and is so much space you can can put informationthat still understandable and interpretable by consumers. however, it seems that viewershave become somewhat immune banners are simply so not notice the missing one step so theclick through rate of time so it's really becoming an issue in terms of trying to keepcost out more interactive enticing back has two to get because that's the most annoyingforms of pop-up and pop under ads, public baths are ads here for after or during internetsurfing the email such as next window pops up pop under add is that if you need the currentbrowser window so the user closes the active yet still there screen. i need a case bothall additional windows on your screen. there

are obviously some some third-party approachesto blocking pop-ups is a third-party. sometimes these are add-ons built into the browser rightonto a browser. the last block these from popping up, but much like these cookies. thesome convenience when you're trying to to navigate to certain sites that are legit lightswill have a pop-up window that you need to be lax other online networking which is aform of direct marketing chooses email as a means of communicating commercial messagesaudience. email advertising advertisements to email messages sent to consumers shouldadvantages to using email. first off is very low. the reason awful lot of customers veryquickly. advertisers can reach their opted in to receive email communications on subjectsof interest to them. over half the internet

users check or send email a typical day soas an interactive medium that can combine advertising customer service and email adscan include direct link more likely respond to email messages related to discounts orspecial sales limitations of using email is really based around the fact that people receivea tony know all the time controverted spamming on soliciting anders is this tendency forusers to screen a lockout messages and because of the line messages trend is expected tocontinue other considerations to to keep in mind the issue of email hoaxes. a breeze heardof the nigerian treasure scam. this fraud which also must be considered's email advertisingmethods enough advertising me down a lot of different ways so these are all considerationsthat we can't keep my other online advertising

methods include search advertising methodplacing online webpages. the show results from search engine queries. this is how wayback to the topic we refer to earlier keyword banners please basically has a wauseon searchengine that are related to mostly search engines provide or allow for submission of urls forweb addresses of your ovaries and this is what allows them on your website and indexthe various pages products and services manager located on your site. also this is also ledto a advertising inverters keyword advertising which allows search advertising to be deliveredon the basis of entered by users in their search keyword one or several words such asbuild indexes webpages using web crawler based on these this advertising comment. this allowsadvertisers to purchase keywords and increase

their rankings based on on on their purchaseskeywords and often their search. this can lead to the cottage industry refer to thisis that in which forms a service for search engine optimization cracked, increasing site.the optimizer uses the ranking algorithm for for the search engine which may be differentfor different search engines and best search phrases. taylor's dad accordingly, the effortis to try to increase the the level at which a hit comes back on on your particular siteideally come back in the first two or three results on the very first page it increasesyour odds of your site and click on much more frequently advertising google truly is the king of onlineadvertising on the programs at words and adsense

which are our really didn't talk about thesetwo domains to science of of the same coin. add words are what provide you the abilityto purchase keywords and increase the rankings of your site. when the user searches for thekeywords on the flip side of things you can host content can host these ads through adsensewhich basically allows those banner ads banner ads to be customized based on your site andsee your advertising. other companies products of the company's goods on your site basedon the content on your site to generate revenue yourself that way. this can lead to anothercottage industry or another segment of marketing will viral marketing, which is a virtual word-of-mouthmarketing allows customers to promote a product or service by telling others about it. asan example here a few years ago of kobe bryant

jumping over a car is an optical illusion.it was a mighty commercial wearing nikes and fears of business extra junkies and jump overthis car as it passes underneath. now he was in any danger optical allusions left behindthe car, but the ideas that went viral related had to get online and watch) jump over thiscar on the way to cheaply reach a lot of customers talk online advertising is the use of videoand consumer generated videos. this is largely due to popularity sites such as youtube, whichis growing at a very fast-paced, nearly 40% annually all continuing won't see you andcontinues to fall year after year. this is largely because of personal the driving factorsbehind this is the availability broadband access, which you also web 2.0 technologiesthat really allow for interactivity between

user. a video deposit reminded replay it,etc. on the topic of interactive videos, interactive video usually refers to technique used toblend user interaction and videos interactionist control a computer for entertainment advertisementfor educational activities with respect to viral videos when we talked with the systemon the video of our video specific ways a video clip the gains by expert larry throughthe process of sharing, typically through email or im messages, blogs and other mediasharing websites same concept is to specific to many years or advergame in the practiceof using pure games advertise product and organization or viewpoint. think product placementmovies that you seen our television shows a scene where a senior product this placesuch as pepsi or coca-cola, whatever it may

be on the basically allows advertisers tocollect in that movie are in that the tobin show allows for them to collect monies fromthat company because her sister advertisement byproduct for the service advergame aberdeenis the same things just doing this must advertising saliva direct or indirect you physical real-worldenvironment. zealots are augmented by something about second life and some of going your basiccan have products advertised to you in those environments as well. again, coca-cola hasa presence in second life is that a lot of other manufacturers. lastly, at present, chatrooms, and forms industry legal sponsor chat raise brand awareness and name recognitionsection 8.9 start talking about mobile marketing and advertising parcel that were completedefinitions set of practices that enable organizations

to communicate and inject the relevant mannerto any mobile device or network mobile advertising or in advertising and sent to and presentedon mobile devices. some may seem a web to be closely related to in his response. hemakes a lot of common concepts are terms the thing to keep in mind about you is reachesthe real people to stay with consumer customers a lot longer messages delivered to portable devices eitherbe synchronized on were wirelessly so the plasma words include text messages sms messages,mobile video location-based assets earlier. we talked about mobile marketing. she viralmarketing. this is the same thing specified, not the mobile environment. advertisers areable to utilize viral that message to a friend to encourage him to go outside to go to purchasea good or service mobile marketing campaigns.

this classes online classes or campaigns.if you are campaigns of this classes include information for its running information aboutproducts. once interest news, weather, etc. and coupons programs for monitoring sincethe free services representative what are around up the section the second women's 100don't think obama for example 89 posters, what is the process you can see, yet conceptand the requirements for the ad they work with image and video center since applicationsare sauce automatically and generally can be used to facilitate so 8.10 which displaysor outlines the purchase decision making process by using agent class developing an onlineadvertising plan putting advertised timelines compresses these days costs a lot of moneyselector seven money strategically is a child

effective at demos budget constraints again.see exhibit which pressure you process of how to be helpful in various stages of thepurchase partner need to major medical help you identify beneath product brokering mercianbrokering negotiation service migration, etc. and hear 8.115 cycles different. a coupleslides you reset your advertising goals. united is the media cousin tools plan calls developperformance when we decided issues from this chapter do we focus on value creating customercritical part consumer centric an increasing number of online methods are available fromwhich to choose include banners for use to guide advertise prizes as to where to advertisehow design had some cost per thousand impressions as rates may be used to assess the effectivenessof advertising on investment from an organization's

online advertising campaign. once a companyis committed advertising on the web. it must be requires input and vision for marketingcooperation from a legal question systems department should we integrate our internetand not many companies paints, for example, the company's tv or newspaper has directedyour readers to the website business to consumer requires extensive market outsource or toa market research or maintain in-house market research that is a managerial concern shouldwe use for market research and mass as throwing consumer should we use mobile coupons, consumersand advertisers are curious about mobile coupons. the current challenges and limited wants tonot need do not need to be an immediate priority should not feel the pressure to launch a nationwidein the near future, but they should be laying

the ground roundworm that will integrate withexisting loyalty programs. what ethical issues should we consider intentional spamming. anotherissues a selling mailing list designed as a company need the consent of the consumers before their customers beforeselling a list, but also the company should share the profits with customers derived fromthe sale of such lists. so, in this chapter, we talked about factors that influence online consumer behavior. we talkedabout online consumer decision making process and the various steps involved with that.we talked about the issue of trust and ways of trying to increase loyalty and increasetrust. we talked about market segmentation and building one one-to-one relationshipswith customers and how that differs from traditional marketing research to traditional marketingto online marketing. we talked about online

personalization. we talked about e-commerceconsumer market research. we talked about objectives and characteristics of web advertising.we talked about major online advertising methods; banners, email, etc. we talked about mobilemarketing. and then we finished talking about various advertising strategies and types ofpromotion. this concludes chapter 8 marketing and advertising in e-commerce, thank you