Marketing & Advertising in e-commerce

1. Factors influencing online consumer behaviors

1.1. Personal Characteristics

1.2. Product/Service Factors

1.3. Merchant and intermediary factors

1.4. EC systems

1.5. Environmental factors

2. Online consumer decision-making process

2.1. Step 1: need recognition

2.2. Step 2: information research

2.3. Step 3: Evaluation, negotiation, selection

2.4. Step 4: purchase , payment, delivery

2.5. Step 5: after purchase service and evaluation

3. Major online advertising methods

3.1. GOOGLE

3.2. viral marketing (viral advertising)

3.3. Video ads

3.4. Advergaming

4. Mobile marketing

4.1. Conducting marketing on or with a mobile device

5. Market segmentation and building one to one relationships with customers

6. Increasing loyalty and trust

6.1. Improve website

6.2. Affiliate with an objective third party

6.3. Establish trustworthiness

7. EC consumer market research

7.1. Observing customer's movements online

7.2. Web bugs

7.3. Spyware

7.4. Web analytics and mining

7.5. Clickstream data

7.6. Web mining

8. Objectives and characteristics of Web Advertising

8.1. Save cost

8.2. Richness of format

8.3. Personalization

8.4. Timeliness

8.5. Location based

8.6. Linking

8.7. Digital branding

9. Various advertising strategies and types of promotions

9.1. Spamming

9.2. Permission advertising

9.3. Affiliate marketing

9.4. Selling space by pixels

9.5. Personalized ads

9.6. Webcasting

9.7. AD exchanges