Chad Nordean

 

ITS-380 Global E-commerce System’s

 

Chapter 6 – E-commerce Marketing and Advertising Concepts

 

Case Study Questions:

 

1.     Pay a visit to your favorite portal and count the total ads on the opening page. Count how many of these ads are (a) immediately of interest and relevant, (b) sort of interesting or relevant, and (c) not interesting or relevant. Do this 10 times and calculate the percentages of the three different situations. Describe what you find and explain the results.

 

I based these percentages off of Yahoo’s main page:

  

Page Visits

1st

2nd

3rd

4th

5th

6th

7th

8th

9th

10th

%

Immediately of Interest

1

1

0

1

1

1

2

2

1

1

22%

Sort of interesting

2

0

2

1

0

1

1

1

1

2

22%

Not interesting

2

4

3

3

4

3

2

2

3

2

56%

                   

I find these results to be very interesting because it looks like there are many ads that we see that are not specifically for us. I had 56% of ads that I am not even interested in pop up. I also found that there were only about 22% of ads that I kind of was interested in and 22% that I was immediately interested. Many ads were of trucks and different types of insurance.

 

2.     Advertisers use different kinds of “profiles” in the decision to display ads to customers. Identify the different kind of profiles described in this case, and explain why they are relevant to online display advertising.

Advertisers use different types of profiles in the decision to display ads. Profiles are created by tracking the behavior of consumers online, and assuming their interests, gender, age, interests, preferences, social attitudes, and location. The list of profiles can be incredibly long and complicated since every company and ad would target a different profile. There is an infinite amount. For instance, Express would target more of the higher end business class around the ages of 18-30, male and female. By having these different profiles it allows display ads to compete with traditional search engine marketing techniques and allows companies to reach their audience at a more efficient rate.

 

 

3.     How can display ads achieve search-engine-like results?

 

Display ads achieve search engine results because when customers are scrolling/ browsing websites or if they clicks ads, their information will be recorded using cookies. When you do this, sometimes companies will take your information and sell it to other companies to help them advertise more specifically to you.

 

4.     Do you think instant display ads based on your immediate prior clickstream will be as effective as a search engine marketing techniques? Why or why not?

 

I believe that instant display ads based on prior clicks is an effective if not more effective way as to traditional search engine marketing techniques. I think display ads is a great tool to generate positive attention and to put your company on the map. With the down fall of the clickstream ads disappearing, if not clicked, I think it will eventually become a necessity to click on great ads so you do not lose them. This is why I believe it could become a more popular and more effective than traditional search engine marketing techniques. I would ultimately say that a combination of the two is the most effective way to display your ads. By doing this you allow your ads to target while also gaining traction from the traditional search engine marketing.

 

 

Project Questions:

1.     Surf the web for 15 min. Visit two E-commerce pages. Make a list describing the different Marketing communication tools being used. Which do you believe is the most effective?

Amazon

Facebook

Email

Post ads

Phone

Video ads

Banner ads

Brand ads

Social Media

Social Media

 

It can be debated on which form of marking communications is best. For many years, companies and organizations have always believed email and traditional forms of advertising was always the most effective. I believe that with social media, banner/ post ads have now jumped to the top of the list in the most effective ways to communicate. The reason I would say this is because of personal experience. I believe users have become deaf to traditional ways f marketing and these new forms catch the users attention.

 

2. Do a search for a product of your choice on two search engines. Examine the results page carefully. Can you discern which results, if any are a result of a paid placement? If so, how did you determine this? What other marketing communications related to your search appear on the page?

Product of choice: Two Harbors Hotels

Google

Bing

Yes, you can tell which ads are a paid placement. You can tell this because on the side of the URL link it will have a little thing that says, “paid ads”. This is very helpful because the paid placements are not always the best.

 

Other marketing communications that showed on this result was social media marketing, email communications, and video ads. Along with directions and picture ads.

Yes, you can tell which ads are paid for because under the URL there is a little box that says, “ads”. Again I believe these search engines do this to allow the user to know that the company has paid to be #1.

 

 

Other forms of communications include, picture ads, directions, blogs and social media sites.