The document discusses the People-Based Marketing strategy, which focuses on understanding individual consumers rather than targeting large groups. It involves collecting online, offline, and mobile data to build rich profiles of customers and deterministically matching devices to individuals. This allows marketers to create highly customized, humanized campaigns that reach each person through their preferred channels, cutting out fraud and improving targeting. People-based marketing provides a more effective way to communicate with customers than previous data-driven approaches.
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISINGShadina Shah
The document discusses various topics related to online consumer behavior and online marketing. It begins by explaining how the internet provides new opportunities for marketers to reach customers at low costs. It then discusses models of consumer decision making, including the five stages of awareness, search, evaluation, purchase, and post-purchase behavior. It also discusses factors that influence online purchasing decisions like trust and utility. The document also outlines different online marketing techniques such as search engine marketing, display ads, social media marketing, and mobile marketing. It provides details on various types of online ads, tracking and data collection methods used by marketers, and metrics to evaluate marketing performance.
Presentation on social marketing, mobile marketing, local marketingMd. Sohag Miah
Walmart uses various social media platforms like Facebook, Twitter, Pinterest and mobile applications to engage customers and promote its products and services. It has a large physical retail footprint in addition to its online presence. Walmart strives to make its website and mobile experiences easy to use through features like personalized recommendations, consistent design, and optimized product pages. It accepts several payment methods and implements security measures like passwords, encryption, and access controls to protect customer information and payments.
This document provides an overview of e-marketing, including its past, present, and future. In the past (Web 1.0), organizations created content that users consumed. Today (Web 2.0), users are also content producers through social media and user-generated content. The future (Web 3.0) may include artificial intelligence and seamless social networking. E-marketing strategies have shifted power from sellers to buyers and require engaging users through content marketing, social media, and other inbound tactics. The internet provides opportunities for global reach, personalization, and measurable results but also challenges like media fragmentation.
The document discusses key concepts relating to electronic commerce including defining electronic commerce and electronic business. It categorizes different types of e-commerce transactions and organizations. The dominant business models that emerged are described as well as common revenue models. Emerging trends in technology such as web 2.0 and social media are also summarized.
The document discusses the People-Based Marketing strategy, which focuses on understanding individual consumers rather than targeting large groups. It involves collecting online, offline, and mobile data to build rich profiles of customers and deterministically matching devices to individuals. This allows marketers to create highly customized, humanized campaigns that reach each person through their preferred channels, cutting out fraud and improving targeting. People-based marketing provides a more effective way to communicate with customers than previous data-driven approaches.
CHAPTER 6 E-COMMERCE MARKETING AND ADVERTISINGShadina Shah
The document discusses various topics related to online consumer behavior and online marketing. It begins by explaining how the internet provides new opportunities for marketers to reach customers at low costs. It then discusses models of consumer decision making, including the five stages of awareness, search, evaluation, purchase, and post-purchase behavior. It also discusses factors that influence online purchasing decisions like trust and utility. The document also outlines different online marketing techniques such as search engine marketing, display ads, social media marketing, and mobile marketing. It provides details on various types of online ads, tracking and data collection methods used by marketers, and metrics to evaluate marketing performance.
Presentation on social marketing, mobile marketing, local marketingMd. Sohag Miah
Walmart uses various social media platforms like Facebook, Twitter, Pinterest and mobile applications to engage customers and promote its products and services. It has a large physical retail footprint in addition to its online presence. Walmart strives to make its website and mobile experiences easy to use through features like personalized recommendations, consistent design, and optimized product pages. It accepts several payment methods and implements security measures like passwords, encryption, and access controls to protect customer information and payments.
This document provides an overview of e-marketing, including its past, present, and future. In the past (Web 1.0), organizations created content that users consumed. Today (Web 2.0), users are also content producers through social media and user-generated content. The future (Web 3.0) may include artificial intelligence and seamless social networking. E-marketing strategies have shifted power from sellers to buyers and require engaging users through content marketing, social media, and other inbound tactics. The internet provides opportunities for global reach, personalization, and measurable results but also challenges like media fragmentation.
The document discusses key concepts relating to electronic commerce including defining electronic commerce and electronic business. It categorizes different types of e-commerce transactions and organizations. The dominant business models that emerged are described as well as common revenue models. Emerging trends in technology such as web 2.0 and social media are also summarized.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
E-Commerce Chap 7: soCiaL, MoBiLe, and LoCaL MaRKeTinG (D3 A 2018)Shandy Aditya
1. The document discusses social, mobile, and local marketing. It provides information on popular social media platforms like Facebook, Twitter, and Pinterest including their founding dates, founders, user numbers, and revenue.
2. It then discusses basic features of these social media and some of their common marketing tools. Mobile marketing is growing rapidly and most users spend their time on mobile using apps rather than browsers.
3. The document outlines steps to start a mobile or location-based marketing campaign including developing mobile-optimized websites, apps, and ads as well as measuring campaign results. Location-based marketing targets users based on location to provide local services and information.
This document provides an overview of programmatic advertising, which refers to the automated process of buying and selling online advertising. It has grown rapidly in recent years, with programmatic ad spending projected to reach $9.8 billion in the US in 2014 and $33 billion worldwide by 2017. However, the adoption of programmatic by advertisers and agencies has outpaced academic research on the topic. The document then discusses the history and development of programmatic advertising, including the role of technologies like cookies and data tracking companies in enabling targeted ad delivery. It also outlines the IAB's classification system for different types of programmatic transactions.
Direct marketing involves direct communication with targeted consumers to elicit an immediate response. It provides benefits to both customers and companies. Some key benefits include convenience for customers and access to growing customer databases for companies. Common direct marketing channels include catalogs, kiosks, online marketing, direct mail, television, telemarketing, and in-person selling. While online marketing provides benefits like convenience and information, it also faces challenges such as limited exposure, security issues, and clutter. Effective direct marketing campaigns use multiple media and stages to improve response rates and profits.
Brand Strength using Traffic Share - revisedAkshat Misra
Direct traffic, when consumers directly type a brand's website into the address bar, is the best indicator of a brand's online strength, awareness, and recall according to the document. The document analyzes several industries and brands to compare levels of direct traffic versus other traffic sources like organic search. Strong, developed brands have direct traffic shares above 50%, while most brands, even large ones, have direct traffic under 40% due to consumer search behaviors. The analysis can determine if a brand is developed or still developing based on its direct versus organic traffic metrics.
Internet marketing involves promoting products or services over the Internet. It includes tactics like search engine optimization (SEO), search engine marketing (SEM), email marketing, display advertising, and social media marketing. An effective internet marketing plan involves setting objectives, determining a business model and budget, identifying target markets, and implementing tactics like content marketing, paid advertising, and affiliate programs. Internet marketing allows businesses to reach global audiences cost-effectively.
This document proposes a technique for preserving user privacy while still achieving effective behavioral targeting for advertising purposes. It does this by injecting noise into the user behavior data before sending it to advertisers, in a way that maintains high targeting performance. The authors tested their technique on location-based targeting data from an online travel agency. Their results showed the technique could enhance or preserve user privacy without significantly reducing targeting accuracy.
Strategy Comparison of WiPromo to FacebookAlex Tilt
The document compares the business model of WiPromo to that of Facebook. It outlines that both provide online services that complement existing offline communities - Facebook provided an online student directory for offline university communities, while WiPromo plans to provide localized merchant discounts for offline chambers of commerce communities. Both also aimed to attract users by restricting registration to members of these communities to foster exclusivity and local connection. Finally, the document argues that like Facebook monetized by aggregating data across many communities, WiPromo can aggregate audiences across chambers of commerce to provide targeted local advertising opportunities.
Mobile technology adoption continues to grow, and recent consumer trends include rise in wearable tech and VR / AR, as well as growing use of chatting apps, mobile commerce, and consumption of mobile video content. Marketers are responding to these trends with location based marketing, video content and ramification, among other tactics, in order to offer a more relevant and instant shopping experience.
This document discusses content marketing strategies for businesses. It notes that content marketing involves creating and distributing valuable content to attract and retain an audience to ultimately drive customer action. The document reviews tactics like social media, videos, and blogs. It also discusses trends from a survey that found 69% of marketers are creating more content than a year ago. Additionally, it provides tips for developing a content strategy including segmenting content, breaking up content into multiple posts, and using a content calendar to plan a variety of content types and monitor performance.
The document discusses behavioral targeting in online advertising. It explains that audience targeting uses audience data from various online and offline sources to identify consumers most likely to be interested in specific ads or campaigns. This allows advertisers to efficiently reach the right audience and helps publishers monetize their audience. The document also discusses how behavioral targeting is growing significantly and transforming media buying across channels.
This document discusses people-based marketing, which uses customer relationship management (CRM) data to target ads to known individuals across devices. It notes that people-based marketing can help address issues like ad blocking by showing more relevant ads without over-exposing individuals to the same ads. The document outlines how people-based marketing works by matching CRM data to individuals across devices, and provides examples of how it can be used for retargeting, driving site traffic, and other marketing use cases. It also discusses challenges to implementing people-based marketing and provides tips for getting started.
Online reviews are an important tool that helps consumers decide regarding a purchase of a product or a service.
Today, more than ever, digital reviews are everywhere and it seems that most of the consumers read online reviews before making a purchase decision.
According to BrightLocal survey, 91% of US consumers ‘regularly’ or ‘occasionally’ read online reviews. Online reviews also increase trust in a business, as long as the reviews are positive: 74% of customers say that a positive review makes them trust a business more, while 60% say a negative review makes them question the quality of a business. Usually consumers will stop looking for another business after having read positive reviews.
Online reviews are used for various types of businesses. Restaurant / café is the most common segment in which people use online reviews before deciding, with 60% of consumers saying that they had read online reviews for this segment. Hospitality comes next, with 40%, and Medical / healthcare comes third with 31%. According to Schieber Research, these numbers are expected to rise significantly for every industry with the integration of reviews into search engines and with companies increasingly encouraging consumer to write reviews, it would be almost impossible to make a decision without reading reviews first.
Marketing is defined as the process of identifying, anticipating, and satisfying customer requirements profitably. Internet marketing applies this process via the Internet. While terms like e-marketing, digital marketing, and internet marketing have similar meanings, they each refer to using electronic or digital technologies to achieve marketing objectives. This document provides definitions and explanations of various marketing terms and applications related to conducting marketing activities on the Internet.
1. Social media, websites, and mobile are becoming major influencers in the car buying process. Dealers are adopting mobile and social media marketing.
2. Search is the primary research tool but consumers experience fatigue if not finding what they want in the first 5-7 pages. Dealer websites are important for generating high quality leads.
3. Over 30% of internet leads still go unanswered, demonstrating the need for lead management solutions to handle inbound leads.
E commerce Marketing and Advertising conceptstintingregorio
This document discusses various marketing and advertising concepts for ecommerce, including:
1. The rise of multi-screen video advertising to reach fragmented online audiences.
2. Who shops online - worldwide 2.56 billion people are online, with differences in access along income, education, age, and ethnicity dimensions but a lessening "digital divide".
3. Why some people don't buy online due to trust issues, hassles like shipping costs, and inability to physically examine products.
The future of marketing and advertisingRebekahDower
The document discusses the future of marketing and advertising. It notes that the internet will play a central role, allowing marketing to reach massive audiences more cheaply than traditional methods. Viral marketing through social media will be important where word-of-mouth and user opinions spread brand messages without direct costs. Challenges include getting corporations to change their mindsets and counterfeiting online, though social media sites work to filter inappropriate ads.
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Ebit - Buscape- #34 webshoppers english 2016Brian Crotty
In the first half of 2016, the Brazilian e-commerce market faced challenges from the country's economic and political troubles as well as increased product prices. However, e-commerce sales still grew 5.2% nominally during this period. Major highlights included a 7% increase in average ticket size to R$403.46 and a 31% rise in active online consumers to 23.1 million. While order volumes declined slightly by 2% due to unemployment and weaker class C purchases, mobile sales grew strongly and made up 23% of sales by June 2016. Many e-commerce companies had to rethink their strategies and cut costs to survive in this difficult environment.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
E-Commerce Chap 7: soCiaL, MoBiLe, and LoCaL MaRKeTinG (D3 A 2018)Shandy Aditya
1. The document discusses social, mobile, and local marketing. It provides information on popular social media platforms like Facebook, Twitter, and Pinterest including their founding dates, founders, user numbers, and revenue.
2. It then discusses basic features of these social media and some of their common marketing tools. Mobile marketing is growing rapidly and most users spend their time on mobile using apps rather than browsers.
3. The document outlines steps to start a mobile or location-based marketing campaign including developing mobile-optimized websites, apps, and ads as well as measuring campaign results. Location-based marketing targets users based on location to provide local services and information.
This document provides an overview of programmatic advertising, which refers to the automated process of buying and selling online advertising. It has grown rapidly in recent years, with programmatic ad spending projected to reach $9.8 billion in the US in 2014 and $33 billion worldwide by 2017. However, the adoption of programmatic by advertisers and agencies has outpaced academic research on the topic. The document then discusses the history and development of programmatic advertising, including the role of technologies like cookies and data tracking companies in enabling targeted ad delivery. It also outlines the IAB's classification system for different types of programmatic transactions.
Direct marketing involves direct communication with targeted consumers to elicit an immediate response. It provides benefits to both customers and companies. Some key benefits include convenience for customers and access to growing customer databases for companies. Common direct marketing channels include catalogs, kiosks, online marketing, direct mail, television, telemarketing, and in-person selling. While online marketing provides benefits like convenience and information, it also faces challenges such as limited exposure, security issues, and clutter. Effective direct marketing campaigns use multiple media and stages to improve response rates and profits.
Brand Strength using Traffic Share - revisedAkshat Misra
Direct traffic, when consumers directly type a brand's website into the address bar, is the best indicator of a brand's online strength, awareness, and recall according to the document. The document analyzes several industries and brands to compare levels of direct traffic versus other traffic sources like organic search. Strong, developed brands have direct traffic shares above 50%, while most brands, even large ones, have direct traffic under 40% due to consumer search behaviors. The analysis can determine if a brand is developed or still developing based on its direct versus organic traffic metrics.
Internet marketing involves promoting products or services over the Internet. It includes tactics like search engine optimization (SEO), search engine marketing (SEM), email marketing, display advertising, and social media marketing. An effective internet marketing plan involves setting objectives, determining a business model and budget, identifying target markets, and implementing tactics like content marketing, paid advertising, and affiliate programs. Internet marketing allows businesses to reach global audiences cost-effectively.
This document proposes a technique for preserving user privacy while still achieving effective behavioral targeting for advertising purposes. It does this by injecting noise into the user behavior data before sending it to advertisers, in a way that maintains high targeting performance. The authors tested their technique on location-based targeting data from an online travel agency. Their results showed the technique could enhance or preserve user privacy without significantly reducing targeting accuracy.
Strategy Comparison of WiPromo to FacebookAlex Tilt
The document compares the business model of WiPromo to that of Facebook. It outlines that both provide online services that complement existing offline communities - Facebook provided an online student directory for offline university communities, while WiPromo plans to provide localized merchant discounts for offline chambers of commerce communities. Both also aimed to attract users by restricting registration to members of these communities to foster exclusivity and local connection. Finally, the document argues that like Facebook monetized by aggregating data across many communities, WiPromo can aggregate audiences across chambers of commerce to provide targeted local advertising opportunities.
Mobile technology adoption continues to grow, and recent consumer trends include rise in wearable tech and VR / AR, as well as growing use of chatting apps, mobile commerce, and consumption of mobile video content. Marketers are responding to these trends with location based marketing, video content and ramification, among other tactics, in order to offer a more relevant and instant shopping experience.
This document discusses content marketing strategies for businesses. It notes that content marketing involves creating and distributing valuable content to attract and retain an audience to ultimately drive customer action. The document reviews tactics like social media, videos, and blogs. It also discusses trends from a survey that found 69% of marketers are creating more content than a year ago. Additionally, it provides tips for developing a content strategy including segmenting content, breaking up content into multiple posts, and using a content calendar to plan a variety of content types and monitor performance.
The document discusses behavioral targeting in online advertising. It explains that audience targeting uses audience data from various online and offline sources to identify consumers most likely to be interested in specific ads or campaigns. This allows advertisers to efficiently reach the right audience and helps publishers monetize their audience. The document also discusses how behavioral targeting is growing significantly and transforming media buying across channels.
This document discusses people-based marketing, which uses customer relationship management (CRM) data to target ads to known individuals across devices. It notes that people-based marketing can help address issues like ad blocking by showing more relevant ads without over-exposing individuals to the same ads. The document outlines how people-based marketing works by matching CRM data to individuals across devices, and provides examples of how it can be used for retargeting, driving site traffic, and other marketing use cases. It also discusses challenges to implementing people-based marketing and provides tips for getting started.
Online reviews are an important tool that helps consumers decide regarding a purchase of a product or a service.
Today, more than ever, digital reviews are everywhere and it seems that most of the consumers read online reviews before making a purchase decision.
According to BrightLocal survey, 91% of US consumers ‘regularly’ or ‘occasionally’ read online reviews. Online reviews also increase trust in a business, as long as the reviews are positive: 74% of customers say that a positive review makes them trust a business more, while 60% say a negative review makes them question the quality of a business. Usually consumers will stop looking for another business after having read positive reviews.
Online reviews are used for various types of businesses. Restaurant / café is the most common segment in which people use online reviews before deciding, with 60% of consumers saying that they had read online reviews for this segment. Hospitality comes next, with 40%, and Medical / healthcare comes third with 31%. According to Schieber Research, these numbers are expected to rise significantly for every industry with the integration of reviews into search engines and with companies increasingly encouraging consumer to write reviews, it would be almost impossible to make a decision without reading reviews first.
Marketing is defined as the process of identifying, anticipating, and satisfying customer requirements profitably. Internet marketing applies this process via the Internet. While terms like e-marketing, digital marketing, and internet marketing have similar meanings, they each refer to using electronic or digital technologies to achieve marketing objectives. This document provides definitions and explanations of various marketing terms and applications related to conducting marketing activities on the Internet.
1. Social media, websites, and mobile are becoming major influencers in the car buying process. Dealers are adopting mobile and social media marketing.
2. Search is the primary research tool but consumers experience fatigue if not finding what they want in the first 5-7 pages. Dealer websites are important for generating high quality leads.
3. Over 30% of internet leads still go unanswered, demonstrating the need for lead management solutions to handle inbound leads.
E commerce Marketing and Advertising conceptstintingregorio
This document discusses various marketing and advertising concepts for ecommerce, including:
1. The rise of multi-screen video advertising to reach fragmented online audiences.
2. Who shops online - worldwide 2.56 billion people are online, with differences in access along income, education, age, and ethnicity dimensions but a lessening "digital divide".
3. Why some people don't buy online due to trust issues, hassles like shipping costs, and inability to physically examine products.
The future of marketing and advertisingRebekahDower
The document discusses the future of marketing and advertising. It notes that the internet will play a central role, allowing marketing to reach massive audiences more cheaply than traditional methods. Viral marketing through social media will be important where word-of-mouth and user opinions spread brand messages without direct costs. Challenges include getting corporations to change their mindsets and counterfeiting online, though social media sites work to filter inappropriate ads.
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Ebit - Buscape- #34 webshoppers english 2016Brian Crotty
In the first half of 2016, the Brazilian e-commerce market faced challenges from the country's economic and political troubles as well as increased product prices. However, e-commerce sales still grew 5.2% nominally during this period. Major highlights included a 7% increase in average ticket size to R$403.46 and a 31% rise in active online consumers to 23.1 million. While order volumes declined slightly by 2% due to unemployment and weaker class C purchases, mobile sales grew strongly and made up 23% of sales by June 2016. Many e-commerce companies had to rethink their strategies and cut costs to survive in this difficult environment.
The Incoterms rules are a series of commercial terms published by the International Chamber of Commerce that are widely used in international commercial transactions. The terms are intended to clearly communicate tasks, costs, and risks associated with transporting goods. Some key Incoterms include EXW where the seller makes goods available for pickup and the buyer bears all costs and risk from there, FCA where the seller delivers to a carrier and risk transfers upon loading, and DDP where the seller is responsible for all costs and risk until goods are available for unloading at the destination.
Técnicas de abordaje en intervenciones socialeslula1717
Este documento resume las principales técnicas de abordaje en intervenciones sociales, incluyendo el abordaje familiar, organizacional e institucional. Explora conceptos como la relación entre poder y conocimiento en la intervención profesional, y diferentes tipos de preguntas y estrategias de intervención a nivel familiar y comunitario, con el objetivo de ayudar a las personas y promover el cambio social.
The document discusses the key functions of management for nurses, including:
1. Planning, organizing, staffing, directing, coordinating, and controlling. These functions are important for managers in all fields to learn and implement effectively.
2. Specific aspects of each function are described, such as the hierarchy of planning from strategic to tactical to operational levels. Organizing involves establishing objectives and classifying and grouping activities.
3. Staffing provides adequate personnel, directing gets work done through others using techniques like motivating, and coordinating assembles people and activities harmoniously. Controlling regulates activities according to plans.
Técnicas de abordaje en intervenciones socialeslula1717
Este documento resume las principales técnicas de abordaje en intervenciones sociales, incluyendo el abordaje familiar, organizacional e institucional. Explora conceptos como la relación entre poder y conocimiento en la intervención profesional, y diferentes tipos de preguntas y estrategias de intervención a nivel familiar y comunitario, con el objetivo de mejorar las condiciones sociales.
The document proposes a music festival in the Hunter Valley region of Australia to celebrate local culture and bring the community together. It would feature soul and jazz music alongside local food, wine and produce. The festival would be held on the Newcastle foreshore to take advantage of the scenic views and proximity to the Hunter Valley, while also accommodating a variety of visitors. In addition to music, the festival aims to reflect the Hunter Valley lifestyle through other activities and local community engagement.
Dokumen tersebut membahas tentang jenis-jenis valve dan fungsinya dalam sistem perpipaan. Terdapat lima jenis valve utama yaitu gate valve untuk membuka dan menutup aliran, globe valve untuk mengatur laju aliran, angle valve untuk mengubah arah aliran 90 derajat, check valve untuk mencegah aliran balik, dan ball valve yang mudah dibuka tutup dengan bola sebagai pengontrol aliran. Setiap jenis valve memiliki kelebihan
This document discusses the evolution of online advertising and marketing strategies. It provides background on how online advertising developed from early banner ads in the 1990s to today's diverse online marketing approaches. Key points discussed include:
- Online advertising started with banner ads but has expanded to include paid search results, social media marketing, and integrating online and offline advertising strategies.
- Technologies like tracking IP addresses allow online platforms to learn more about users than traditional media, enabling targeted advertising.
- Successful companies now take a customer-centric approach, using social media to engage customers and build long-term relationships rather than just focusing on transactions.
- Modern marketing recognizes that customers are in control, so strategies must start by understanding customer
This document defines and explains key terms related to programmatic advertising. It provides definitions for various acronyms and concepts in a dictionary-style format. Programmatic advertising allows advertisers and publishers to buy and sell digital ad space through real-time auctions using technologies like demand-side platforms and data management platforms.
Internet advertising an interplay among advertisers,online publishers, ad exc...Trieu Nguyen
Internet Advertising An Interplay among Advertisers,Online Publishers, Ad Exchanges and Web Users, Computational Advertising, contextual advertising, sponsored search, user behaviour targeting
This document provides an introduction and overview of e-marketing. It defines e-marketing as the application of marketing principles and techniques via electronic media, specifically the internet. The document discusses the types of e-marketing, including banner advertisements, sponsorship, classified listings, email marketing, partnership/affiliate marketing, and search engine marketing. It also outlines some key characteristics of e-marketing like longevity, reach, accountability, and flexibility. Finally, it discusses the objectives and benefits of e-marketing compared to traditional marketing.
LUMA Digital Brief 010 - Power to the PeopleLUMA Partners
This document discusses the emergence of people-based marketing as a solution to issues with digital advertising. People-based marketing uses first-party data to directly target individuals across devices and channels, unlike cookies which are tied to browsers. Major players like Google and Facebook have benefited from implementing people-based marketing within their own walled gardens using logged-in user data. The document argues that people-based marketing could simplify the supply chain and lead advertising to focus on real business outcomes rather than proxies like impressions. Identity solutions will be important to enable people-based marketing at scale across the wider digital ecosystem.
White Paper: Marketing in a World without CookiesGigya
Three ways the logged-in user revolution is crumbling the third-party cookie:
1. Responsible access to data through social login which allows users to choose what data to share and builds trust.
2. Access to users' identity data through social login which provides valuable first-party insights about users to personalize experiences.
3. Cross-channel unification by tying user activities to a single identity across devices and channels to create more complete user profiles.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
Today, online display spans across desktop and mobile websites, mobile apps, and video platforms. It has become an integral part of online marketing as a whole, offering advertisers a unique full-funnel view of the consumer that no other form of advertising can boast.
Behavioural retargeting
Programmatic real-time bidding
Mobile display
Video marketing
Supporting case studies
Digital marketing utilizes electronic devices and platforms like websites, apps, and social media to promote products and services online. There are 5 components of a digital marketing strategy: know your business, know your competition, know your customers, know your goals, and know your results. Compared to traditional marketing, digital marketing allows you to reach a much larger potential customer base worldwide in a more engaging, two-way communication.
1. The document discusses behavioral targeting, where advertising companies track users' online behaviors across websites through cookies and other methods to build detailed profiles about individuals in order to serve targeted ads.
2. It describes how there are over 100 companies that tracked the author's online movements in a single day to gather data and target ads.
3. Behavioral targeting allows advertisers to buy audiences directly rather than media space, targeting people with ads for products they have shown interest in by browsing certain sites or putting items in shopping carts.
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
4 Strategies to Unlock Value From Your Mobile Customer DataJim Nichols
Many mobile-minded marketers are now looking to their customer data as a tool to drive extraordinary business growth. Historically, data is harder to collect on mobile screens. Tracking cookies, the workhorses of the PC web, are very problematic on mobile, especially with Apple devices and apps. But the data problems have diminished. If you are looking for ways to unlock value from your mobile data, consider starting with these four tips.
Future of mobile search vertical searchworksKerstin Recker
The document discusses the future of mobile web search and how businesses and advertisers can adapt. It notes that mobile search is currently fragmented but will grow significantly as more users access the internet primarily through mobile devices. It provides tips for marketers, including using location data, clear concise messaging, engaging descriptions, customer reviews, and internal linking on websites. It emphasizes that successful mobile advertising will require relevance, interactivity, and adapting to how users access content through apps on touchscreen devices.
Blog-Crowd Control_ How to Use Audience Marketing Platforms to Your AdvantageJohn Connolly
Audience marketing platforms (AMPs) help marketers target customers more effectively by integrating data from various sources to identify specific audience segments. AMPs allow marketers to combine first and third party data, interpret it to single out individual users to advertise to based on their characteristics and online behavior. This level of audience targeting and personalization increases messaging, creates deeper customer insights, and can improve brand recognition, response rates and conversions. As customers interact across multiple digital channels, AMPs are a valuable tool for marketers to leverage customer data and customize their campaigns.
Behavioral Targeting and Dynamic Content creationSimon Hjorth
Behavioral targeting uses information about individuals' online behavior to select personalized advertising messages. It allows marketers to improve targeting and maximize returns. AdPeople helps clients set up behavioral targeting programs through services like data management, dynamic creative content, and media partnerships. Case studies show behavioral targeting can significantly increase conversion rates and returns on ad spending.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Similar to What Is Behavioral Targeting? - CBS News (20)
1. What Is Behavioral Targeting? - CBS News
How It Works
Most
advertisers rely on ad networks to do their behavioral targeting for them. Ad
networks are essentially middlemen technology companies that partner with
hundreds (sometimes thousands) of websites for access to information about
visitor traffic. With technology that's been around since the
inception of Netscape in 1995, websites drop "cookies," or
small pieces of data, onto consumers' hard drives to keep track of
user preferences, the contents of their electronic shopping carts, their searches,
and details on where and when users click on a site. Websites also collect
visitors' IP addresses -- the numerical code that identifies
each computer connected to the Web and its geographic location. With this raw
data, an advertising network can use software and analytics to identify
consumers with like interests and Web surfing habits. The networks then sell
advertisers access to these niche audiences.
The drawback here is that ad networks can only track consumers
when they click within websites that have partnered with the networks
themselves. In the last year, however, more sophisticated tools for targeting
emerged, which let ISPs track consumers wherever they go on the Web. The ad
serving companies that developed the technology haven't disclosed
usage statistics. (See Key Players.)
Why It Matters Now
Market
research firm eMarketer projects that spending on behavioral targeting will
2. nearly double to $1 billion in 2008 and will hit $3.8 billion by 2011. The
technique is on the rise because it addresses some of the key problems that
have plagued the industry: The cost of Web marketing is rising, customer
acquisition costs are soaring, and conversion rates (the percentage of people
who actually make a purchase after seeing an ad) are decreasing --
primarily because consumers are tuning out online clutter. Behaviorally
targeted ads are a cost-effective way of honing in on potential customers who
have demonstrated some level of interest.
Until
recently, marketers couldn't buy enough space on enough websites for
a truly effective behavioral targeting campaign. Now ad networks have amassed
enough participating websites for marketers to see the big picture of where
consumers are clicking and why. ISPs can now also facilitate data collection,
which makes the picture all the more attractive to marketers.
Why It Matters to Your Company
Compared
to other methods of advertising online, behavioral targeting offers a great
bang for your buck. If you've already placed ads online, or tried to,
you know that "premium" spots -- the spots on
major media sites with lots of traffic-- are highly competitive,
expensive, and less effective at reaching a particular customer that's
right for you. Buying sponsored link spots next to search results is another
option, and one more likely to reach an appropriate audience, but the reach of
such a campaign is still limited by the number of users who search for terms
related to your particular business.
Behaviorally
3. targeted ads, on the other hand, make for a more cost-effective campaign.
Marketers pay to reach only potential customers who have shown demonstrated
interest, and serve ads only on Web pages that these customers visit and have
affordable ad space.
For
example, according to the Wall Street Journal, Pepsi worked with ad network
Tacoda in early 2007 to serve behaviorally targeted ads for the launch of
Aquafina Alive, Pepsi's vitamin-enhanced water. The campaign targeted
"health-conscious" consumers, and then served them ads
wherever they traveled within Tacoda's network of 4,000 sites. Compared
with other kinds of Pepsi Web-based campaigns, Aquafina Alive attracted three
times the number of consumers who clicked on the targeted ads.
The Strong Points
The
breadth of Internet usage data available to marketers is continuously
expanding, making it easier to create detailed consumer profiles. Yahoo, for
example, divides its audience into targetable groups for advertisers, such as "consciously
cruising" (eco-conscious drivers interested in alternative fuel
cars). Consumers in this category have performed a series of Web-based actions
indicating their readiness to purchase. For example, they may have searched
alternative fuels, visited Yahoo's Green Center, and looked up the
price of a Toyota Prius. Compare that level of real buying interest with, say,
the broad swath of people who read Car and Driver, and a marketer gets
seriously interested.
It's
not just about what marketers know from targeted info, but what they can infer
4. from it as well, says Bill Gossman, CEO of ad network Revenue Science. "One
of the more surprising assumptions you might be able to make, for example, is
that someone is a frequent traveler, just by noticing that he or she often
comes in through [geographically] different IP addresses," he says. Using
that IP information, plus cookie data, an advertiser could obtain a very
detailed picture of a traveler's habits --where she goes,
how often she travels, the length of her trips, where she prefers to stay,
which airline she prefers to fly on, and more.
The Weak Points
The
biggest challenge to the widespread adoption of behavioral targeting continues
to be consumer privacy concerns -- recall the recent furor when
Facebook announced it would sell user information to marketers. Even though websites
and ad networks claim they're not collecting and storing personal
data, like usernames or home addresses, many consumers are offended by the idea
that they're being tracked.
In
December 2007, the FTC tried to address consumer fears by proposing five
guidelines for utilizing behavioral targeting. These include informing
consumers when their information is being collected and allowing them to opt out
of the program. But the fact that many websites continue to bury this opt-out
disclaimer doesn't encourage consumer trust in the process.
Another
drawback: Tracking technology still has trouble distinguishing multiple people
using the same computer. In households with a family computer, marketers are
not able to accurately target who is clicking where, and why, unless each user
5. has a separate log-in. Until better technology can address this issue,
behavioral targeting will continue to fall short of its promise.
Key Players
Yahoo/BlueLithium:
Yahoo already knows a lot about the 500
million monthly users who log in around the world for email, news, and other
Yahoo features. The company purchased BlueLithium ad network in 2007 to extend
its global reach and targeting capabilities. Advertisers include P&G,
Best Buy, and Volkswagen.
Revenue
Science: Revenue Science is one of the
largest independent online ad networks and acts as a middleman, analyzing websites'
traffic data and selling advertisers access to specific consumer audiences.
Clients include Barnes & Noble, The Wall Street Journal, and
American Airlines.
NebuAd: This ad company developed proprietary hardware to
allow ISPs to collect surfing data on every person who connects through their services
-- wherever they go on the Web. NebuAd then creates detailed consumer
profiles for ad networks to purchase. The company does not disclose which ISPs
use its technology.
6. How to Talk About It
IP (Internet Protocol) address: A unique numeric address -- four sequences of
digits connected by periods (i.e, 35.352.422.65) -- that identifies a
computer and its geographic location when connected to the Internet.
Cookies: Nearly every website drops cookies, or small pieces of data, onto consumers' hard
drives. Cookies collect user preferences, saved passwords, and contents of
electronic shopping carts, as well as users' searches, and where and
when a user clicks on a site. Cookies can be deleted or even rejected
altogether within specific browsers, but many sites require consumers to set
their browsers to accept cookies.
Retargeting: Serving ads to consumers after they visit a website,, based
on the premise that their visit must imply interest in the advertising company's
products or services. Retargeting does not consider the frequency of a
user's visits, however, to determine interest level.
discover here
Contextual
targeting: In contrast to behavioral
targeting, which serves ads relevant to users' interests and actions,
contextual targeting serves ads relevant to the content on a Web page.
Further Reading
" href="http://online.wsj.com/article/SB118221104155539813.html">How Marketers
Hone Their Aim Online," Wall Street Journal, June 19,
2007, on the evolution of behavioral targeting
"
href="http://www.emarketer.com/Reports/All/Emarketer_2000415.aspx?src=report_head_info_repor
ts">Behavioral
Targeting: Advertising Gets Personal,"
7. June 2007, eMarketer report about why brands are turning to targeting
" href="http://www.cio-today.com/news/Web-Sites-Know-What--
ou-Do-Online/story.xhtml?story_id=12000DEDB220">Web
Sites Are Documenting What You Do Online," CIO Today, March 10,
2008, on the privacy issues of behavioral targeting
http://www.seoscholars.org/