1 Chapter 5 Advertisement in Electronic Commerce.
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Transcript of 1 Chapter 5 Advertisement in Electronic Commerce.
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Chapter 5
Advertisement in Electronic Commerce
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商業交易
不被認知 認知 熟悉
沒有交易過
零星交易
固定交易
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Internet Advertising Terminology
Ad views
Banner
Click (ad click)
Click ratio
Cookie
Effective frequency
Hit
Impressions
Reach
Visit
Search sorting service (reposition service)
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Why Internet Advertisement?
3/4 of PC users gave up some television time
Well educated, high-income Internet users are a desired target for advertisers
Ads can be updated any time with a minimal cost; making them timely and very accurate
Ads reach very large number of potential buyers all over the world
Online ads are much cheaper in comparison to television, newspaper, or radio ads
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Web Advertisement
個人一對一直銷 Web
電視 報紙 廣告手冊
廣告深度
互動
性
低
低
高
高
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Figure 5-1Adoption Curves for Various Media
Source: Morgan Stanley Technology Research.
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Targeted Advertisement
小眾、一對一 one-to-one
Customize ads to fit individuals
Can be expensive as well as rewarding
Gain cost effectiveness by targeting groups (based on segmentation)
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Pros of Internet Advertisement
Accessed on demand 24 hours a day, 365 days a year
costs are the same regardless of audience location
Accessed primarily because of interest in the content
market segmentation opportunity is large
Opportunity to create one-to-one direct marketing relationship with the consumerMultimedia will increasingly make Web sites more attractive and compelling
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Advertisement Methods- Banners
BenefitsCustomized to the target audience or one-to-one ads
Utilize “force advertising” marketing strategy
Direct link to advertiser
Multi media capabilities
LimitationsHigh cost
Declining click ratio—viewers have become immune to banners
Size of banners is too small
Banners--banners are everywhereKeyword banners Random banners
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Advertisement Methods (cont.)
Banner swappingDirect link between one site to the other siteAd space bartering
Banner exchangesFirm submits a bannerReceives credit when shows others’ bannersCan purchase additional display creditsSpecify what type of site where the banner is displayed
Use the credit to advertise on others’ sites
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Standard (pop up boxes that look like newspaper or magazine ads) and classified ads
Micro-sites5 advertising sizes larger than banners
Pop-up boxes at sites they are linked to
Classified adsSpecial sites (classifieds2000.com)
Free or for fee depending upon size
Advertisement Methods (cont.)
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E-mailSeveral million users may be reached directlyPurchase e-mail addressesSend the company information (low cost)A wide variety of audiences (customer database)Target a group of people that you know something aboutProblems:
Junk mail Spamming
Advertisement Methods (cont.)
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Advertisement Methods (cont.)
Mobile phonesInteractive one-to-one ads
Location, situation, weather-related ads
Splash ScreenCapture the user’s attention
Promotion or lead-in
Major advantage: create innovative multimedia
Spot leasingPermanent space on popular portal or Web page
Ads may be small and expensive
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Advertisement Methods (cont.)
URL (Universal Resource Locators)Advantages:
Minimal cost is associated with itSubmit your URL to a search engine and be listedKeyword search is used
Disadvantages:Search engines index their listings differentlyMeta tags can be complicated
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Chat RoomsVirtual meeting ground
Free addition to a business site
Allows advertisers to cycle through messages and target the chatter again and again
Advertising can become more thematic
More effective than banners
Used for one-to-one connections
Advertisement Methods (cont.)
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Advertisement Strategies
Internet-based Ad DesignVisually appealing
Targeted to specific groups or to individual consumers
Emphasize brands and a firm’s image
Part of an overall marketing strategy
Seamlessly linked with the ordering process
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Advertisement Strategies (cont.)
Internet-based ad design: important factorsPage-loading speed
Graphics and tables—simple, meaningful, and match standard monitors
Thumbnail (icon, graphs) are useful
Business contentClear and concise text with compelling page title and header text
Minimal amount of information requested for registration
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Advertisement Strategies (cont.)
Internet-based Ad Design: Important Factors (cont.)
Navigation efficiency and compatibilityLinks—well-labeled, accurate, meaningful Site—compatible with browsers, software, etc.
Security and privacySecurity and privacy must be assuredMust provide option for rejecting cookies
Marketing Customer FocusClear terms/conditions of the purchases—delivery information, return policy, etc. Confirmation page after a purchase
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Advertisement Strategies (cont.)
Pull (Passive) StrategyEffective site provides helpful and attractive contents and displayEffective and economical way to advertise, unidentified potential customers worldwideAdvertising World—non-commercial site that guides the process of finding customer’s requestsYahoo—portal search engine site regarded as effective aid for advertisement
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Advertisement Strategies (cont.)
Push (Active) StrategySending e-mails to relevant people
Obtaining mailing list—process of identifying target customers
Mailing list generation—uses agent technology, cookies, and questionnaires (filled out by customer)
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Advertisement Strategies (cont.)
Associated Ad Display StrategyAssociate the content of a Web page with a related ad like:
Search Yahoo on a topic, a banner pops up offering “search for books at”
Amazon.com Barnesandnoble.com
Keyword banners
Just-in-time strategy
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Push Technology
BenefitsRequested information they delivered automatically to their desktop via Web technology and the InternetDecreases the number of hours used to search the Web
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Push Technology (cont.)
Pointcasting—mass customization of information
Pre-specification profile
Select appropriate content
Download selection
4 types of push technology
Self-service delivery
Aggregated delivery
Mediated delivery
Direct delivery
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Intelligent Agents
Product BrokeringKnows the customer’s profile
Tailors ads to the customers, or asks them if they would like to receive product information
Alerts users to new releases
Recommends products based on: Past selections
Constraints specified by the buyers
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Effectiveness and Pricing of Advertisement
Exposure ModelsMultiple of number of guaranteed ad views
Number of hits
Click-ThroughNumber of times customers click on banner
Only effective for large corporations
InteractivityBased on how customer interacts with the ad view
How much time was spent viewing the ad
Actual PurchaseReferral fee based on customers moving to ad site to make a purchase
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Online Catalogs
Evolution of online catalogsMerchants—advertise and promote
Customers—source of information and price comparisons
Consist of product database, directory and search capability and presentation function
Replication of text in paper catalogs
More dynamic, customized and integrated
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Online Catalogs (cont.)
Classifications of catalogsDynamics of information presentation
Static catalogs—textual description and static pictures
Dynamic catalogs—motion pictures, graphics, sound
Degree of customizationReady-made catalogs: same catalog to all customers
Customized Catalogs: customized contents and display depending upon the customers
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Electronic catalogs allow integration ofOrder taking and fulfillmentElectronic paymentIntranet workflowInventory and accounting systemSuppliers’ extranetRelationship to paper catalogs
Online Catalogs (cont.)
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Customized Catalogs
Assembled specifically for:A company
An individual shopper
Customization systems can:Create branded, value-added capabilities
Allows user to compose order
May include individualized prices, products, and display formats
Automatically identify the characteristics of customers based on the transaction records
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Reposition Service
Affect the sort sequence of Google/Yahoo
Effective exposure
Search behaviorNavigation through a tree
Free text search
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協助中小企業提高曝光
前提:廣告經費有限搜尋服務網站的收費高
明確的廣告效果和中性報導的效果明顯的廣告效果較差
聰明排序較低的廣告費用較高的成效