北京internet技術(shù)研究所的營銷(1)(文件)
【正文】 StrategyMission ObjectivesMarket AnalysislPESTlSWOTlCompetitor Analysis – local globallCustomer Segmentation NeedSamples ? on the web1/27/2023 42靜夜四無鄰，荒居舊業(yè)貧。Marketing on the Inter”Beijing Institute of Technology Lecture 3: eMarketing (2)By Clare ShamEmail: 1/27/2023 1We’ll cover …Why online ad so attractiveForms of inter adScope of TargetingWhat is Rich mediaAd inventory…eCouponing / ePromotion / Loyalty ProgramViral Marketing1/27/2023 2Online Advertising Why it is attractive to AdvertisersBest tool to track usersCollect transactional data on usersTargetingBehavior tracking user profilingProvide direct quantifiable link between advertising salesInteractivityCostEfficiencyVast user base1/27/2023 3 More Measurable AccountableAnswers “which half of advertising works...”l measure relationship between advertising salesRealTime Measurementl detailed performance reportsl allows midcampaign adjustment to increase effectiveness1/27/2023 4TrackingInter provides better trackingData collection toolsServe as foundation for targetingTrack behavior of usersTrack intent to purchase1/27/2023 5Role of CookiesCritical role in tracking usersA unique identifier Stored on a PC hard drive when user visit certain web siteAble to follow user’s trail of browsing, researching transacting processKeep track of transactional data intent of purchase1/27/2023 6TargetingPsychographicslbased on user behavioral patternslcategories or clustersDemographicsluser provided demographic informationluser privacy assured1/27/2023 7TargetingUser Interestl site categoriesl specific site or pagel keywordGeographyl countryl statel zip1/27/2023 8TargetingMicro Targetingl pany namel domain targetingl pany sizel industry typel SIC code targetingTech Targetingl high level domainl education (.edu), government (.gov)l operating systeml browser typel servic
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