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MarketingontheInternet”
BeijingInstituteofTechnologyLecture3:eMarketing(2)ByClareShamEmail:sclar2024/4/171
We’llcover…WhyonlineadsoattractiveFormsofinternetadScopeofTargetingWhatisRichmediaAdinventory…eCouponing/ePromotion/LoyaltyProgramViralMarketing2024/4/172
OnlineAdvertising-
WhyitisattractivetoAdvertisersBesttooltotrackusersCollecttransactionaldataonusersTargetingBehaviortrackinguserprofilingProvidedirectquantifiablelinkbetweenadvertisingsalesInteractivityCost-EfficiencyVastuserbase2024/4/173
MoreMeasurableAccountableAnswers“whichhalfofadvertisingworks...”measurerelationshipbetweenadvertisingsalesReal-TimeMeasurementdetailedperformancereportsallowsmid-campaignadjustmenttoincreaseeffectiveness2024/4/174
TrackingInternetprovidesbettertrackingDatacollectiontoolsServeasfoundationfortargetingTrackbehaviorofusersTrackintenttopurchase2024/4/175
RoleofCookiesCriticalroleintrackingusersAuniqueidentifierStoredonaPCharddrivewhenuservisitcertainwebsiteAbletofollowuser’strailofbrowsing,researchingtransactingprocessKeeptrackoftransactionaldataintentofpurchase2024/4/176
TargetingPsychographicsbasedonuserbehavioralpatternscategoriesorclustersDemographicsuserprovideddemographicinformationuserprivacyassured2024/4/177
TargetingUserInterestsitecategoriesspecificsiteorpagekeywordGeographycountrystatezip2024/4/178
TargetingMicroTargetingcompanynamedomaintargetingcompanysizeindustrytypeSICcodetargetingTechTargetinghighleveldomaineducation(.edu),government(.gov)operatingsystembrowsertypeserviceprovider
Whowilladvertise?Technologytelecom-relatedcompaniesConsideredPurchasesRequireresearchbeforepurchaseeg.TravelautomobilesHighlyvarieditemsServices-largedatabaseeg.JobSearchElectronicDeliveryServiceeg.Financialservices,insurance,creditcardissuers2024/4/1710
USTopInternetA
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