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    Online Consumer Behavior, Market Research, and Advertisement

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    Jenneey D Rajani
    This document outlines the key learning objectives covered in Chapter 4, which discusses online consumer behavior, market research, and web advertising. The 10 learning objectives cover understanding consumer decision making and purchasing online, building customer relationships, personalization, loyalty and trust issues, conducting market research online, B2B internet marketing and buyer behavior, the objectives and characteristics of web advertising, major online advertising methods, advertising strategies and types of promotions, and special advertising topics like permission marketing.

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    Online Consumer Behavior, Market Research, and Advertisement

    Uploaded by

    Jenneey D Rajani
    385 views40 pages
    This document outlines the key learning objectives covered in Chapter 4, which discusses online consumer behavior, market research, and web advertising. The 10 learning objectives cover understanding consumer decision making and purchasing online, building customer relationships, personalization, loyalty and trust issues, conducting market research online, B2B internet marketing and buyer behavior, the objectives and characteristics of web advertising, major online advertising methods, advertising strategies and types of promotions, and special advertising topics like permission marketing.

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    Chapter 4

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    This document outlines the key learning objectives covered in Chapter 4, which discusses online consumer behavior, market research, and web advertising. The 10 learning objectives cover understanding consumer decision making and purchasing online, building customer relationships, personalization, loyalty and trust issues, conducting market research online, B2B internet marketing and buyer behavior, the objectives and characteristics of web advertising, major online advertising methods, advertising strategies and types of promotions, and special advertising topics like permission marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    385 views40 pages

    Online Consumer Behavior, Market Research, and Advertisement

    Uploaded by

    Jenneey D Rajani
    This document outlines the key learning objectives covered in Chapter 4, which discusses online consumer behavior, market research, and web advertising. The 10 learning objectives cover understanding consumer decision making and purchasing online, building customer relationships, personalization, loyalty and trust issues, conducting market research online, B2B internet marketing and buyer behavior, the objectives and characteristics of web advertising, major online advertising methods, advertising strategies and types of promotions, and special advertising topics like permission marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 40

    Chapter 4

    Online Consumer Behavior, Market Research, and Advertisement

    Learning Objectives
    1. 2. 3. 4. 5. Understand the decision-making process of consumer purchasing online. Describe how companies are building one-to-one relationships with customers. Explain how personalization is accomplished online. Discuss the issues of e-loyalty and e-trust in EC. Describe consumer market research in EC.

    Learning Objectives
    6. Describe Internet marketing in B2B, including organizational buyer behavior. 7. Describe the objectives of Web advertising and its characteristics. 8. Describe the major advertising methods used on the Web. 9. Describe various online advertising strategies and types of promotions. 10. Describe permission marketing, ad management, localization, and other advertising-related issues.

    Learning about Consumer Behavior and Purchasing Decisions Online

    The Consumer Purchase Decision-making Process


    A Generic Purchasing-Decision Model
    product brokering Deciding what product to buy. merchant brokering Deciding from whom (from what merchant) to buy a product.

    A Customer Decision Model in Web Purchasing

    Learning about Consumer Behavior and Purchasing Decisions Online

    Mass Marketing, Market Segmentation, And One-to-one Marketing


    one-to-one marketing Marketing that treats each customer in a unique way.

    Personalization, Loyalty, Satisfaction, and Trust in EC personalization The matching of services, products, and advertising content with individual consumers and their preferences. user profile The requirements, preferences, behaviors, and demographic traits of a particular customer.

    Personalization, Loyalty, Satisfaction, and Trust in EC Major strategies used to compile user profiles:
    Solicit information directly from the user Observe what people are doing online
    cookie A data file that is placed on a users hard drive by a remote Web server, frequently without disclosure or the users consent, that collects information about the users activities at a site.

    Personalization, Loyalty, Satisfaction, and Trust in EC


    Build from previous purchase patterns Perform marketing research Make inferences
    behavioral targeting The use of information collected on an individuals Internet-browsing behavior to select which advertisements to display to that individual.

    Personalized services Individual services Universal services

    Personalization, Loyalty, Satisfaction, and Trust in EC Customer Loyalty


    E-loyalty Customer Loyalty To An E-tailer Or Loyalty Programs Delivered Online Or Supported Electronically.

    Trust In Ec
    trust The psychological status of willingness to depend on another person or organization.

    Personalization, Loyalty, Satisfaction, and Trust in EC

    Personalization, Loyalty, Satisfaction, and Trust in EC

    Market Research for EC


    Methods For Conducting Market Research Online What Are Marketers Looking For In Ec Market Research?
    Market Segmentation Research

    Market Research for EC


    Market Research For One-to-one
    Direct Solicitation of Information
    Implementing web-based surveys Online focus groups Hearing directly from customers

    Market Research for EC


    Observing Customers
    transaction log A record of user activities at a companys Web site. clickstream behavior Customer movements on the Internet. Web bugs Tiny graphics files embedded in e-mail messages and in Web sites that transmit information about users and their movements to a Web server. spyware Software that gathers user information over an Internet connection without the users knowledge.

    Market Research for EC


    clickstream data Data that occur inside the Web environment; they provide a trail of the users activities (the users clickstream behavior) in the Web site. Web mining Web mining explores both Web content data mining techniques for discovering and extracting information from Web documents and Web usage.

    Market Research for EC


    collaborative filtering A market research and personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy; predictions can be extended to other customers with similar profiles.
    Rule-based filtering Content-based filtering Activity-based filtering

    Market Research for EC


    Limitations Of Online Market Research And How To Overcome Them Biometric Marketing
    biometrics An individuals unique physical or behavioral characteristics that can be used to identify an individual precisely (e.g., fingerprints).

    Internet Marketing in B2B


    Organizational Buyer Behavior
    A Behavioral Model Of Organizational Buyers

    The Marketing And Advertising Processes In B2B

    Internet Marketing in B2B


    Methods For B2B Online Marketing
    Targeting Customers Electronic Wholesalers Other B2B Marketing Services

    Web Advertising
    Overview Of Web Advertising
    interactive marketing Online marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers and consumers can interact with advertisers/vendors.

    Web Advertising

    Web Advertising
    Some Internet Advertising Terminology
    ad views The number of times users call up a page that has a banner on it during a specific period; known as impressions or page views. button A button is a small banner that is linked to a Web site. It can contain downloadable software. page A page is an HTML (Hypertext Markup Language) document that may contain text, images, and other online elements, such as Java applets and multimedia files. It can be generated statically or dynamically.

    Web Advertising
    click (click-through or ad click) A count made each time a visitor clicks on an advertising banner to access the advertisers Web site. CPM (cost per thousand impressions) The fee an advertiser pays for each 1,000 times a page with a banner ad is shown. conversion rate The percentage of clickers who actually make a purchase.

    Web Advertising
    click-through rate The percentage of visitors who are exposed to a banner ad and click on it. click-through ratio The ratio between the number of clicks on a banner ad and the number of times it is seen by viewers; measures the success of a banner in attracting visitors to click on the ad. hit A request for data from a Web page or file.

    Web Advertising
    visit A series of requests during one navigation of a Web site; a pause of a certain length of time ends a visit. unique visits A count of the number of visitors entering a site, regardless of how many pages are viewed per visit. stickiness Characteristic that influences the average length of time a visitor stays in a site.

    Web Advertising
    advertising networks Specialized firms that offer customized Web advertising, such as brokering ads and targeting ads to select groups of consumers.

    Online Advertising Methods


    banner On a Web page, a graphic advertising display linked to the advertisers Web page. keyword banners Banner ads that appear when a predetermined word is queried from a search engine. random banners Banner ads that appear at random, not as the result of the users action.

    Online Advertising Methods


    banner swapping An agreement between two companies to each display the others banner ad on its Web site. banner exchanges Markets in which companies can trade or exchange placement of banner ads on each others Web sites.

    Online Advertising Methods


    Pop-up And Similar Ads
    pop-up ad An ad that appears in a separate window before, after, or during Internet surfing or when reading e-mail. pop-under ad An ad that appears underneath the current browser window, so when the user closes the active window the ad is still on the screen. interstitial An initial Web page or a portion of it that is used to capture the users attention for a short time while other content is loading.

    Online Advertising Methods


    E-mail Advertising
    E-mail Advertising Management
    E-mail Hoaxes Fraud

    E-mail Advertising Methods And Successes

    Newspaper-like And Classified Ads


    Classified Ads

    Online Advertising Methods


    Search Engine Advertisement
    Improving a Companys Search-Engine Ranking (Optimization) Paid Search-Engine Inclusion
    Advertising in social networks

    GoogleThe Online Advertising King

    Online Advertising Methods


    Advertising In Chat Rooms, Blogs, And Social Networks
    Advertise In Videos

    Other Forms Of Advertising


    advertorial An advertisement disguised to look like editorial content or general information.

    Online Advertising Methods


    Web 2.0 and Advertising Advertising in Newsletters Posting Press Releases Online advergaming The practice of using computer games to advertise a product, an organization, or a viewpoint.

    Advertising Strategies and Promotions Online


    affiliate marketing A marketing arrangement by which an organization refers consumers to the selling companys Web site. Ads As A Commodity viral marketing Word-of-mouth marketing by which customers promote a product or service by telling others about it.
    Viral Marketing in Social Networks

    Advertising Strategies and Promotions Online


    CUSTOMIZING ADS
    Webcasting A free Internet news service that broadcasts personalized news and information, including seminars, in categories selected by the user.

    ONLINE EVENTS, PROMOTIONS, AND ATTRACTIONS


    Live Web Events admediaries Third-party vendors that conduct promotions, especially large-scale ones. Selling Space by Pixels: The Case of Million Dollar Homepage Advertising in Second Life and Other Virtual Worlds

    Advertising Strategies and Promotions Online

    Special Advertising Topics


    Permission Advertising
    spamming Using e-mail to send unwanted ads (sometimes floods of ads). permission advertising (permission marketing) Advertising (marketing) strategy in which customers agree to accept advertising and marketing materials (known as opt-in).

    Special Advertising Topics


    Advertisement As A Revenue Model Measuring Online Advertisings Effectiveness Wireless Advertising Ad Content Software Agents In Marketing And Advertising Applications

    Managerial Issues
    1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Do we understand our customers? Who will conduct the market research? Are customers satisfied with our Web site? How can we use social networks for advertising? How do we decide where to advertise? What is our commitment to Web advertising, and how will we coordinate Web and traditional advertising? Should we integrate our Internet and non-Internet marketing campaigns? What ethical issues should we consider? Are any metrics available to guide advertisers? Which Internet marketing/advertising channel to use?

    Summary
    1. The online consumer decision-making process. 2. Building one-to-one relationships with customers. 3. Online personalization. 4. Increasing loyalty and trust. 5. EC customer market research. 6. B2B Internet marketing methods and organizational buyers. 7. Objectives and characteristics of Web advertising. 8. Major online advertising methods. 9. Various advertising strategies and types of promotions. 10. Permission marketing, ad management, and localization.

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