北京Internet技术研究所的营销 42页.pptVIP

Marketing on the Internet”Beijing Institute of Technology Lecture 3: eMarketing (2) By Clare Sham Email: sclare@ We’ll cover … Why online ad so attractive Forms of internet ad Scope of Targeting What is Rich media Ad inventory… eCouponing / ePromotion / Loyalty Program Viral Marketing Online Advertising -  Why it is attractive to Advertisers Best tool to track users Collect transactional data on users Targeting Behavior tracking user profiling Provide direct quantifiable link between advertising sales Interactivity Cost-Efficiency Vast user base More Measurable Accountable Answers “which half of advertising works...” measure relationship between advertising sales Real-Time Measurement detailed performance reports allows mid-campaign adjustment to increase effectiveness Tracking Internet provides better tracking Data collection tools Serve as foundation for targeting Track behavior of users Track intent to purchase Role of Cookies Critical role in tracking users A unique identifier Stored on a PC hard drive when user visit certain web site Able to follow user’s trail of browsing, researching transacting process Keep track of transactional data intent of purchase Targeting Psychographics based on user behavioral patterns categories or clusters Demographics user provided demographic information user privacy assured Targeting User Interest site categories specific site or page keyword Geography country state zip Targeting Micro Targeting company name domain targeting company size industry type SIC code targeting Tech Targeting high level domain education (.edu), government (.gov) operating system browser type service provider Who will advertise? Technology telecom-related companies Considered Purchases Require research before purchase eg. Travel automobiles Highly varied items Services - large database eg. Job Search Electronic Delivery Service eg. Financial services, insurance, credit card issuers US Top Internet Advertising