Marketing & Advertising in e-commerce

1. 8.2 The Consumer Purchasing Decision-Making Process

1.1. PLAYERS IN THE CONSUMER DECISION PROCESS

1.1.1. Initiator

1.1.2. Influencer

1.1.3. Decider

1.1.4. Buyer

1.1.5. User

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

1.2.1. customer loyalty

1.2.1.1. A deep commitment to repurchase or repatronize a preferred product/service continually in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts that have the potential to cause switching behavior

1.2.2. e-loyalty

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

2. 8.1 EC Consumer Behavior Model

2.1. A GENERIC PURCHASING-DECISION MODEL

2.1.1. Need identification

2.1.2. Information search

2.1.2.1. product brokering

2.1.2.1.1. Deciding what product to buy

2.1.2.2. merchant brokering

2.1.2.2.1. Deciding from whom (from what merchant) to buy a product

2.1.3. Evaluation of alternatives

2.1.4. Purchase and delivery

2.1.5. Postpurchase activities

3. 8.7 Online Advertising Methods

3.1. GOOGLE: THE ONLINE ADVERTISING KING

3.1.1. Google’s Major Advertisement Methods: AdWords and AdSense

3.2. viral marketing (viral advertising)

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

3.3. VIDEO ADS

3.3.1. Consumer-Generated Videos

3.3.2. interactive video

3.3.2.1. A technique used to blend user interaction and videos

3.3.3. viral video

3.3.3.1. 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

4. 8.5 Personalization and Behavioral Marketing

4.1. personalization

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

4.2. user profile

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

4.3. Cookies in E-Commerce

4.3.1. cookie

4.3.1.1. 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

4.4. Using Personalized Techniques to Increase Sales

4.5. behavioral targeting

4.5.1. Targeting that uses information collected about an individual’s Web-browsing behavior, such as the pages they have visited or the searches they have made, to select an advertisement to display to that individual

4.6. collaborative filtering

4.6.1. 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

4.7. Other Methods

4.7.1. Rule-Based Filtering

4.7.2. Content-Based Filtering

4.7.3. Activity-Based Filtering

4.8. Legal and Ethical Issues in Collaborative Filtering

4.9. Social Psychology and Morphing in Behavioral Marketing

4.10. Use of Customer Database Marketing

5. 8.3 Factors That Affect Consumer Satisfaction with Internet Shopping

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

5.1.1. TRUST IN EC

5.1.1.1. trust

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

5.1.2. EC Trust Models

5.1.2.1. online trust

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

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

5.2.1. How to Increase Trust in EC

5.2.1.1. Improve Your Website

5.2.1.2. Affiliate with an Objective Third Party

5.2.1.3. Establish Trustworthiness

5.2.2. Other Methods for Facilitating Trust

5.2.2.1. reputation-based systems

5.2.2.1.1. Systems used to establish trust among members of online communities where parties with no prior knowledge of each other use the feedback from their peers to assess the trustworthiness of the peers in the community

5.2.2.2. Online Word of Mouth

5.3. Mass Marketing, Market Segmentation, and Relationship Marketing

5.3.1. FROM MASS MARKETING TO ONE-TO-ONE MARKETING

5.3.1.1. Mass Marketing and Advertising

5.3.1.2. market segmentation

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

5.3.1.3. relationship marketing

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

5.3.1.4. one-to-one marketing

5.3.1.4.1. Marketing that treats each customer in a unique way

6. 8.6 Web Advertising

6.1. SOME BASIC INTERNET ADVERTISING TERMINOLOGY

6.1.1. ad views

6.1.1.1. 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

6.1.2. button

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

6.1.3. page

6.1.3.1. 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

6.1.4. click (ad click)

6.1.4.1. A count made each time a visitor clicks on an advertising banner to access the advertiser’s website

6.1.5. CPM (cost per mille, i.e., thousand impressions)

6.1.5.1. The fee an advertiser pays for each 1,000 times a page with a banner ad is shown

6.1.6. conversion rate

6.1.6.1. The percentage of clickers who actually make a purchase

6.1.7. click-through rate/ratio (CTR)

6.1.7.1. The percentage of visitors who are exposed to a banner ad and click on it

6.1.8. hit

6.1.8.1. A request for data from a Web page or file

6.1.9. visit

6.1.9.1. A series of requests during one navigation of a website; a pause of a certain length of time ends a visit

6.1.10. unique visit

6.1.10.1. A count of the number of visitors entering a site, regardless of how many pages are viewed per visit

6.1.11. stickiness

6.1.11.1. Characteristic that influences the average length of time a visitor stays in a site

6.2. Online Advertising Methods

6.2.1. MAJOR CATEGORIES OF ADS

6.2.1.1. Classified Ads

6.2.1.2. Display Ads

6.2.1.3. Interactive Ads

6.2.2. banner

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

6.2.2.2. keyword banners

6.2.2.2.1. Banner ads that appear when a predetermined word is queried from a search engine

6.2.2.3. random banners

6.2.2.3.1. Banner ads that appear at random, not as the result of the user’s action

6.2.2.4. live banners

6.2.2.4.1. A banner ad that is created dynamically (or whose content is created dynamically) at the time of display, instead of being preprogrammed with fixed content

6.2.3. e-mail marketing

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

6.2.4. e-mail advertising

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

6.2.4.1.1. The Major Advantages and Limitations of E-Mail Advertisement

6.2.4.1.2. Implementing E-Mail Advertising