Ch. 6 E-commerce marketing and Advertising concepts – Flashcards
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consumer behavior
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social science to understand human behavior in a marketplace
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consumer behavior models
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attempts to predict/explain what consumer purchases and where/when/how/why
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5 stages in consumer decision
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1. Awareness of need 2. search for info 3. alternatives 4. actual purchase decision 5. post-purchase contact with form
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clickstream behavior
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refers to transaction log that consumers establish as they move about the Web
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Browsers and buyers
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online consumer categories
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Types of purchases on web
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Big ticket items ($1000 or more) Small ticket items ($100 or less) -level of experience is a factor
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Trust and utility
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important factors in shaping decision to purchase online
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Traditional online marketing
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search engine marketing, display ads, e-mail campaigns and affiliate programs
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online advertising
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paid message on a web site, online service, or other interactive medium
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search engine marketing
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using search engines to build and sustain brands
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search engine advertising
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support direct sales online 1. keyword paid/sponsored links 2. keyword advertising 3. Network keyword advertising SEO
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display ad marketing
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1. banner ads 2. rich media ads/animated ads 3. interstitial ads 4. sponsorships 5. video ads
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advertising networks
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specialized marketing firms connecting online marketers with publishers by displaying ads to consumers based on detailed customer information
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ad exchanges
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create a market where many ad networks sell ad space to marketers
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RBT
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real-time bidding process marketers bid for slots based on marketing criteria (google double click ad exchange)
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Direct e-mail marketing
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e-mail marketing messages sent to interested users
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click through
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clicking ads in an email
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in-house lists
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personalized email list to market to
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spam
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unsolicited commercial e-mail
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Affiliate marketing
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a firm pays commission to other sites for sending customers to their site
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viral marketing
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social marketing involves getting friends, family to pass along marketing message (online word of mouth)
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lead generation marketing
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generate leads for businesses who later can be contacted and become customers via phone, email, etc. (in-bound marketing)
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personalization and one-to-one marketing
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market segmentation based on individuals needs, personalize and position message to them (amazon)
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Interest-based advertising
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use search engine queries and clicks to target customers (behavioral ads)
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clickstream history
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browsing history and links you click on
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retargeting ads
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showing same or similar ads to individuals across multiple web sites
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customization
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changing product to user preference
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customer co-production
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allowing customer to interactively create the product
