By Irvine Clarke
There are lots of demanding situations dealing with enterprises this present day as they comprise digital advertising and marketing tools into their procedure. Advances in digital advertising examines those demanding situations inside 3 significant topics: the worldwide surroundings, the strategic/technolo
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Extra resources for Advances in Electronic Marketing
Com, which pioneered the “name your own price” practice in its travel booking service, and eBay, which introduced the proxy bidding technology and feedback mechanism in its Internet auction business. Create Value Experiences Online In this section, actionable strategies relating to two important areas – target marketing and enriching the customers’ online experience – will be discussed. Target Marketing. A thorough understanding of one’s target audience is critical. With a better understanding of the target market, businesses will be able to better design their Web sites to match preferences of their target groups.
Second, firms should ensure there is sustained buzz about the firm’s presence. Many online firms use banner advertisements, pop-up windows, and mass e-mails to promote their products. Advertising directly confers brand and product information to consumers, and it serves to increase consumers’ awareness and knowledge of a particular brand (Vakratsas & Ambler, 1999). High levels of advertising expenditures send a strong signal about a firm’s commitment to quality (Shapiro, 1983). com invests more than 23% of its revenues in advertising, thus making it one of the most well-known companies in online book retail business.
Etrust is defined herein as “A set of specific beliefs dealing primarily with integrity (trustee and honesty and promise keeping), benevolence (trustee caring and motivation to act in the truster’s interest), competence (ability of trustee to do what truster needs) and predictability (trustee’s behavioral consistency of a particular e-vendor)”. Corporate Image A growing number of companies have tried to position themselves through the communication channel with the objective of building strong corporate images in order to create relative attractiveness (Andreassen & Lindestad, 1998).