文档介绍："Marketing on the ” Beijing Institute of Technology
Lecture 3:
eMarketing (2)
By Clare Sham
Email:
11/11/2017
1
We’ll cover …
Why online ad so attractive
Forms of ad
Scope of Targeting
What is Rich media
Ad inventory…
eCouponing / ePromotion / Loyalty Program
Viral Marketing
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2
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
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3
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
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4
Tracking
provides better tracking
Data collection tools
Serve as foundation for targeting
Track behavior of users
Track intent to purchase
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5
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
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Targeting
Psychographics
based on user behavioral patterns
categories or clusters
Demographics
user provided demographic information
user privacy assured
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7
Targeting
User Interest
site categories
specific site or page
keyword
Geography
country
state
zip
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8
Targeting
Micro pany name
domain pany 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 & -panies
Considered Purchases
Require research before purchase
eg. Travel & automobiles
Highly varied items & Services - large database
eg. Job Search
Electronic Delivery Service
eg. Financial services, insuranc