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Overview of Electronic Commerce Read chapter Read first chapter

2015 | OriginalPaper | Chapter

9. Marketing and Advertising in E-Commerce

Authors : Efraim Turban, David King, Jae Kyu Lee, Ting-Peng Liang, Deborrah C. Turban

Published in: Electronic Commerce

Publisher: Springer International Publishing

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Abstract

Del Monte operates in a very competitive global food industry. In addition to manufacturing canned fruits and vegetables for human consumption, Del Monte produces pet food such as Gravy Train, 9 Lives, and Meow Mix. Therefore, using market research, the company constantly looks for innovative ways to increase its competitive edge. The company noticed the fast growth of social media and decided to deploy social media projects. Their primary goal was to decide how best to use social media-based market research to support its diverse product line – in this case, dog food.

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previous chapter Social Enterprise and Other Social Commerce Topics
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Appendix
Available only for authorised users
Glossary
Advergaming (in-game advertising) 
The insertion of an advertisement into video games, especially computer-based ones, to advertise a product or a service.
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.
Affiliated marketing 
A type of ‘performance-based-marketing’ used mainly as a revenue source for the referring organization and as a marketing tool for the sellers.
Affiliate network 
A network created as a marketplace where publishers (affiliates) and merchant affiliate programs can collaborate.
Banner 
A display that is used for advertising on a Web page (words, logos, etc. embedded in the page).
Banner exchanges 
Marketplaces that allow multiple websites to barter space for banners.
Banner swapping 
Company A agrees to display a banner of company B in exchange for company B’s displaying company A’s banner.
Behavioral targeting 
Targeting that uses consumer browsing behavior information to design personalized ads that may influence consumers better than mass advertising does.
Biometric 
One of an individual’s unique physical or behavioral trait that can be used to authenticate an individual precisely (e.g., fingerprints).
Button 
A small banner that is linked to a website; may contain downloadable software.
Click (ad click) 
A count made each time a visitor clicks on an advertising banner to access the advertiser’s website.
Click-through rate/ratio (CTR) 
The percentage of visitors who are exposed to a banner ad and click on it.
Clickstream behavior 
A pattern of customer movements on the Internet, which can be seen in their transaction logs.
Clickstream data 
Data that describe which websites users visit, in what order and the time spent on each. This is done by tracking the succession of “clicks” each visitor makes.
Collaborative filtering 
A method that attempts to predict what products or services are of interest to new customers without asking or viewing their previous records.
Conversion rate 
The percentage of clickers who actually make a purchase.
Cookie 
A data file that, without the knowledge of users, is placed on their computer hard drives.
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.
Customer loyalty 
The chance that previous customers will continue to repurchase or repatronize a product/service from the same vendors over an extended period of time.
E-loyalty 
A customer’s loyalty to an e-tailer or a manufacturer that sells directly online, or to online loyalty programs.
E-mail marketing 
The use of e-mail for sending commercial messages to users.
E-mail advertising 
Ads are attached to e-mails.
Hit 
A request for data from a Web page or file.
Interactive marketing 
A marketing concept that enables marketers and advertisers to interact directly with customers.
Interactive video 
A technique used to mix user interaction with videos.
Landing page 
The page a viewer is directed to after having clicked on a link. In online marketing, this page is used to convert the person from a viewer to a buyer.
Live banners 
Ads where the content can be created or modified at the time the ads pop up instead of being preprogrammed like banner ads.
Localization 
The transformation and adaptation of Web content media products and advertising materials to fit the Web environment of a certain region or country.
Market segmentation 
The strategy that involves dividing a large group of consumers into smaller segments and then implementing suitable advertisements to target each segment.
Merchant brokering 
From whom to buy in the purchasing decision-making process.
Mobile advertising (m-advertising) 
“Advertising tailored to and delivered through wireless mobile devices such as smartphones (e.g. Blackberry, iPhone, Android, etc.), feature phones (e.g. lower-end mobile phones capable of accessing mobile content), and media tablets (e.g. iPad, Samsung Galaxy Tablet, etc.)” (IAB 2014).
Mobile marketing 
The use of mobile devices and wireless infrastructure as a means of marketing and advertising.
One-to-one marketing 
A way for marketers to get to know their customers more intimately by understanding their individual preferences and then providing them with personalized marketing communication.
Online trust 
Trust in e-commerce.
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.
Pay per click (PPC) 
A popular Internet advertising payment formula where advertisers pay sites only when someone clicks on their ad.
Permission advertising 
Advertising (marketing) strategy in which customers agree to accept advertising and marketing materials (known as opt-in).personalization The matching of advertising content and vendors’ services with customers based on their preferences and individual needs.
Personalized banners 
Banners that are tailored to meet the need of target customers.
Pop-up ad 
An ad that appears due to the automatic launching of a new browser window when a visitor accesses or leaves a website, when a delay occurs; also known as ad spawning.
Pop-up banner 
Banners that appear in a separate window when its affiliated Web page is activated.
Product brokering 
Considering what product to buy in the purchasing decision-making process.
Random banners 
Banner ads that appear randomly, not as a result of some action by the user.
Relationship marketing 
Marketing method that focuses on building long-term relationships with customers.
Reputation-based systems 
Systems used to establish trust among members of online trading systems where parties who have never done business with one another use feedback from others (e.g., reputations).
Search advertising 
Placing online ads on web pages that show results from querying a search engine.
Search engine optimization (SEO) 
A process that improves the position of a company or brands on the results page displayed by a search engine. Ideally, the results should be in the top five on the first page of the results.
Spyware 
Software that enters your computer like a virus does, without your knowledge. It then enables an outsider to gather information about your browsing habits.
Static banner 
Banners that stay on a Web page regularly.
Sticker advertising 
Advertisers develop free funny stickers that include their messages for distribution in mobile social media (such as Line) to gain brand awareness.
Transaction log 
(for Web applications) A user file that records the user’s activities on a company’s website from the computer log.
Trust 
The willingness of one person to believe in the actions taken by another person.
User profile 
Customer preferences, behaviors, and demographics.
Viral marketing (viral advertising) 
Electronic word-of-mouth marketing (WOM) that spreads a word, story, or some media.
Viral video 
A video that is spread rapidly through the process of online information sharing. This way, people share videos that receive more attention, sometimes drawing millions of viewers in a short time.
Web bugs 
Tiny (usually invisible) objects concealed in a web page or in e-mail messages. Web bugs transmit information about the user and his or her movements to a monitoring site (e.g., to find out if the user has viewed certain content on the web page).
Web mining 
The use of data mining techniques for both Web content and usage in Web documents in order to discover patterns and hidden relationships.
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Metadata
Title
Marketing and Advertising in E-Commerce
Authors
Efraim Turban
David King
Jae Kyu Lee
Ting-Peng Liang
Deborrah C. Turban
Copyright Year
2015
Book
Electronic Commerce

Print ISBN: 978-3-319-10090-6

Electronic ISBN: 978-3-319-10091-3

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-10091-3_9

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