E-Commerce Marketing And Advertising Concepts

Case Study

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 to you, (b) sort of interesting or relevant but not now, and (c) not interesting or relevant. Do these 10 times and calculate the percentage of the three kinds of situations. Describe what you find and explain the results using this case.

a.     I was forced to turn off my ad-blocker like an animal for this exercise. I chose to use the highly accurate search engine “ask.com”.

Search #

Relevant

Somewhat

Not Relevant

1

0

0

1

2

1

0

1

3

1

0

1

4

1

0

1

5

1

0

0

6

1

0

0

7

1

0

0

8

1

0

0

9

1

0

0

10

1

0

0

 

The ads were mostly relevant and related to the content I was searching. There were a few odd balls mixed in that were rather concerned with removing wrinkles. 

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

a.     Advertisers use profiles to gather and group information about individuals to more accurately target the ads and content to their users.

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

a.     Your browsing history can be stored and that information can be used to create profiles that target users and enable advertisers to create more appropriate and relevant advertising content.

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

a.     I feel that search engine marketing techniques are a more effective advertising tool because it is based on user driven information that the user actively engaged with versus the more general banner ads that aggregate from the users’ entire browsing history.

Chapter Questions

1.     Is growth of the Internet, in terms of users, expected to continue indefinitely? What, if anything, will cause it to slow?

a.     I feel this will slow. When the internet became mainstream, it was no longer the new thing and people slowed to adopt it. Now, everyone who has internet already has it. It will continue to slow until everyone is connected and then the trend will halt.

5.     What are some of the changes that Google has made to its search engine algorithms to improve search results and user experience?

a.     Google has introduced a feature called Hummingbird that enables them to evaluate an entire sentence.

10. What pricing strategy turned out to be deadly for many e-commerce ventures during the early day of e-commerce? Why?

a.     The deadly pricing strategy for e-commerce retailers was giving away free products. It’s almost impossible to have a profitable company when you are giving your products away for free.

15. What are some reasons why online advertising still constitutes only about 28% of the total advertising market?

a.     The major factors and concerns online advertisers have are the costs versus the benefits of online advertising.

20. What are Web analytics and how are they used?

a.     Web analytics involve the tracking and viewing behavior of internet users .

 

Project Question

7 . Visit Facebook and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to you interests or online behavior?

            Facebook incorporates the information from content I have viewed on the internet. If I was shopping on Amazon for new shoes, Facebook displays similar shoes in an attempt to make me purchase shoes.