消费者行为、市场调研与广告.ppt

6 Internet Marketing in B2B 6 Internet Marketing in B2B Methods for B2B Online Marketing Targeting customers Electronic wholesalers Other B2B marketing services Digital cement National systems Business town Affiliate Programs， Infomediaries, and Online Data Mining Services 7 Web Advertising 1 interactive marketing Online marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers and consumers can interact with advertisers/vendors 7 Web Advertising 2 Some Internet Advertising Terminology ad views The number of times users call up a page that has a banner on it during a specific period; known as impressions or page views click (click-through or ad click) A count made each time a visitor clicks on an advertising banner to access the advertiser’s Web site CPM (cost per thousand impressions) The fee an advertiser pays for each 1,000 times a page with a banner ad is shown 7 Web Advertising conversion rate The percentage of clickers who actually make a purchase click-through rate (or ratio) The percentage of visitors who are exposed to a banner ad and click on it click-through ratio The ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad 7 Web Advertising hit A request for data from a Web page or file visit A series of requests during one navigation of a Web site; a pause of a certain length of time ends a visit unique visits A count of the number of visitors entering a site, regardless of how many pages are viewed per visit stickiness Characteristic that influences the average length of time a visitor stays in a site 7 Web Advertising Precise targeting Interactivity Rich media (grabs attention) Cost reduction Customer acquisition Personalization Timeliness Location-basis Linking Digital branding 3 Why Internet Advertising? 7 Web Advertising 4 advertising networks Specialized firms tha