Chapter 4 Marketing and Advertising in E-commerce

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Chapter 4 Marketing and Advertising in E-commerce by Mind Map: Chapter 4 Marketing and Advertising in  E-commerce

1. Consumer Behavior Online

1.1. The Major Influential Factors

1.1.1. Personal Characteristics

1.1.2. Product/Service Factors

1.1.3. Merchant and Intermediary Factors

2. Online Advertising Methods


2.1.1. Classified Ads

2.1.2. Display Ads

2.1.3. Interactive Ads

2.2. Banner

2.2.1. On a Web page, a graphic advertising display linked to the advertiser’s Web page

2.3. pop-up ad

2.3.1. An ad that appears in a separate window before, after, or during Internet surfing or when reading e-mail

2.4. pop-under ad

2.4.1. An ad that appears underneath the current browser window, so when the user closes the active window the ad is still on the screen

2.5. e-mail marketing

2.5.1. A form of direct marketing which uses e-mail as a means of communicating commercial messages to an audience

2.6. e-mail advertising

2.6.1. Adding advertisements to e-mail messages sent to customers

2.7. search advertising

2.7.1. A method of placing online advertisements on Web pages that show results from search engine queries

2.8. viral marketing (viral advertising)

2.8.1. Word-of-mouth marketing by which customers promote a product or service by telling others about it


2.9.1. interactive video A technique used to blend user interaction and videos

2.9.2. viral video A video clip that gains widespread popularity through the process of Internet sharing, typically through e-mail or IM messages, blogs, and other media-sharing websites

3. The Consumer Purchasing Decision-Making Process

3.1. Need identification

3.2. Information search

3.3. Evaluation of alternatives

3.4. players in the consumer desicion process

3.4.1. Initiator

3.4.2. Influencer

3.4.3. Decider

3.4.4. Buyer

3.4.5. User

4. Loyalty, Satisfaction, and Trust in E-Commerce

4.1. customer loyalty

4.1.1. A deep commitment to repurchase or repatronize a preferred product/service continually in the future

4.2. e-loyalty

4.2.1. Customer loyalty to an e-tailer or loyalty programs delivered online or supported electronically

4.3. trust in EC

4.3.1. The psychological status of willingness to depend on another person or organization

4.3.2. online trust The belief that an online website or other digital entities can deliver what they promise so that the recipient trusts them

4.4. How to Increase Trust in EC

4.4.1. Improve Your Website

4.4.2. Affiliate with an Objective Third Party

4.4.3. Establish Trustworthiness

5. Mass Marketing, Market Segmentation, and Relationship Marketing

5.1. Mass Marketing and Advertising

5.2. market segmentation

5.2.1. The process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information.

5.3. relationship marketing

5.3.1. Marketing method that focuses on building a long-term relationship with customers

5.4. one-to-one marketing

5.4.1. Marketing that treats each customer in a unique way

6. Personalization and Behavioral Marketing

6.1. personalization

6.1.1. The matching of services, products, and advertising content with individual consumers and their preferences

6.2. user profile

6.2.1. The requirements, preferences, behaviors, and demographic traits of a particular customer

6.3. Cookies in E-Commerce

6.3.1. A data file that is placed on a user’s hard drive by a remote Web server, frequently without disclosure or the user’s consent, which collects information about the user’s activities at a site

6.4. behavioral targeting

6.4.1. Targeting that uses information collected about an individual’s Web-browsing behavior

6.5. collaborative filtering

6.5.1. A market research and personalization method that uses customer data to predict, based on formulas derived from behavioral sciences

6.6. Other Methods

6.6.1. Rule-Based Filtering

6.6.2. Content-Based Filtering

6.6.3. Activity-Based Filtering

7. Market Research for E-Commerce

7.1. Observing Customers’ Movements Online

7.1.1. transaction log A record of user activities at a company’s website

7.1.2. clickstream behavior Customer movements on the Internet

7.2. Web bugs

7.2.1. Tiny graphics files embedded in e-mail messages and in websites that transmit information about users and their movements to a Web server

7.3. spyware

7.3.1. Software that gathers user information over an Internet connection without the user’s knowledge

7.4. clickstream data

7.4.1. Data that occur inside the Web environment; they provide a trail of the user’s activities in the website

7.5. Web mining

7.5.1. Data mining techniques for discovering and extracting information from Web documents

8. Web Advertising

8.1. interactive marketing

8.1.1. Online marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers, and consumers can interact with advertisers/vendors


8.2.1. 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

8.2.2. button A small banner that is linked to a website; may contain downloadable software

8.2.3. page An HTML (Hypertext Markup Language) document that may contain text, images, and other online elements, such as Java applets and multimedia files; may be generated statically or dynamically

8.2.4. click (ad click) A count made each time a visitor clicks on an advertising banner to access the advertiser’s website

8.2.5. CPM (cost per mille, i.e., thousand impressions) The fee an advertiser pays for each 1,000 times a page with a banner ad is shown

8.3. Advertising Online and Its Advantages

8.3.1. Cost

8.3.2. Location-based

8.3.3. Personalization

8.3.4. Digital branding

9. Advertising Strategies and Promotions

9.1. spamming

9.1.1. Using e-mail to send unwanted ads

9.2. permission advertising

9.2.1. Advertising (marketing) strategy in which customers agree to accept advertising and marketing materials

9.3. other advertising startegies

9.3.1. affiliate marketing A marketing arrangement by which an organization refers consumers to the selling company’s website

9.3.2. Selling Space by Pixels

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

9.3.4. Advertisement as a Revenue Model A popular Internet advertising payment model where advertisers pay their host only when the ad is clicked on

9.4. localization

9.4.1. The process of converting media products developed in one environment to a form culturally and linguistically acceptable in countries outside the original target market

10. Mobile Marketing and Advertising

10.1. mobile marketing

10.1.1. Conducting marketing on or with a mobile device

10.2. mobile advertising (m-advertising)

10.2.1. Mobile Interactive Advertising

10.2.2. Types of Mobile Ads

10.2.3. Viral Mobile Marketing

10.2.4. Mobile Marketing and Advertising Campaigns

10.2.5. Representative Examples of Mobile Advertising