Lecture 3 eMarketing (2) 课件 资料 文献.pptVIP

2023/1/281Marketing on the Internet”Beijing Institute of Technology Lecture 3: eMarketing (2) 2023/1/282We’ll cover …Why online ad so attractiveForms of internet adScope of TargetingWhat is Rich mediaAd inventory…eCouponing / ePromotion / Loyalty ProgramViral Marketing 2023/1/283Online Advertising -  Why it is attractive to AdvertisersBest tool to track usersCollect transactional data on usersTargetingBehavior tracking user profilingProvide direct quantifiable link between advertising salesInteractivityCost-EfficiencyVast user base 2023/1/284 More Measurable AccountableAnswers “which half of advertising works...”measure relationship between advertising salesReal-Time Measurementdetailed performance reportsallows mid-campaign adjustment to increase effectiveness 2023/1/285TrackingInternet provides better trackingData collection toolsServe as foundation for targetingTrack behavior of usersTrack intent to purchase 2023/1/286Role of CookiesCritical role in tracking usersA unique identifier Stored on a PC hard drive when user visit certain web siteAble to follow user’s trail of browsing, researching transacting processKeep track of transactional data intent of purchase 2023/1/287TargetingPsychographicsbased on user behavioral patternscategories or clustersDemographicsuser provided demographic informationuser privacy assured 2023/1/288TargetingUser Interestsite categoriesspecific site or pagekeywordGeographycountrystatezip TargetingMicro Targetingcompany namedomain targetingcompany sizeindustry typeSIC code targetingTech Targetinghigh level domaineducation (.edu), government (.gov)operating systembrowser typeservice provider 2023/1/2810Who will advertise?Technology telecom-related companiesConsidered Purchases Require research before purchaseeg. Travel automobilesHighly varied items Services - large databaseeg. Job SearchElectronic Delivery Serviceeg. Financial services, insurance, credit card issuers 2023/1/2811US Top Internet Advertising Cat