1. บทที่ 6 การโฆษณาออนไลน์ Online Advertisements

2. Agenda Social Networks and Online Communities
E-commerce Marketing Concepts
E-commerce Marketing Communications

3. 1. Social Networks and Online Communities

4. Social Networks and Online Communities
Internet began as community building technology for scientists, researchers
Early communities limited to bulletin boards, newsgroups
2002: Mobile Internet devices, blogs, sharing of rich media began new era of social networks
Social networks one of most common Internet activities

5. What Is an Online Social Network?
Online area where people who share common ties can interact
Participants do not necessarily share goals
Portals and social networks:
Moving closer together
Portals adding social network features
Community sites adding portal-like services
Searching
News
E-commerce services

6. Top Social Network Sites, 2013
SOURCE: Based on data from comScore, 2013b.

7. Turning Social Networks into Businesses
Social networks monetizing audiences through advertising
LinkedIn – fees for professional recruiters, premium services
Business use of social networks
Marketing and branding tool
Reaching younger audience than Web sites and
Listening tool
Monitoring online reputation
Extension of CRMs

8. U.S. Ad Spending on Social Networks 2014
SOURCES: Based on data eMarketer, Inc., 2014h.

9. Social Network Features and Technologies
Profiles
Friends network
Network discovery
Games, widgets, apps
Favorites
Storage
Instant messaging
Message boards
Online polling
Chat
Discussion groups
Experts online
Membership management tools

10. Types of Social Networks and Their Business Models
Early social network sites relied on subscriptions. Today primarily advertising
General communities:
Offer opportunities to interact with general audience organized into general topics
Advertising supported by selling ad space on pages and videos
Practice networks:
Offer focused discussion groups, help and knowledge related to area of shared practice
May be profit or non-profit; rely on advertising or user donations

11. Types of Social Networks and Their Business Models (cont’d)
Interest-based social networks:
Offer focused discussion groups based on shared interest in some specific subject
Usually advertising supported
Affinity communities:
Offer focused discussion and interaction with other people who share same affinity (self or group identification)
Advertising and revenues from sales of products
Sponsored communities:
Created by government, non-profit or for-profit organizations for purpose of pursuing organizational goals

12. 2. E-commerce Marketing Concepts

13. The Consumer Decision Process and Supporting Communications

14. Marketing Activities: From Products to Brands

15. The Revolution in Internet Marketing Technologies
Three broad impacts:
Scope of marketing communications broadened
Richness of marketing communications increased
Information intensity of marketplace expanded
Internet marketing technologies:
Web transaction logs
Cookies and Web bugs
Databases, data warehouses, data mining
Advertising networks
Customer relationship management systems

16. Data Mining and Personalization
SOURCE: Adomavicius and Tuzhilin, 2001b ©2001 IEEE. 16

17. The Mass Market-Personalization Continuum

18. 3. E-commerce Marketing Communications

19. Online Advertising Advantages: Internet is where audience is moving
Ad targeting
Greater opportunities for interactivity
Disadvantages:
Cost versus benefit
How to adequately measure results
Supply of good venues to display ads

20. Online Advertising from 2004–2016
SOURCES: Based on data from eMarketer, Inc., 2012a, 2012b

21. Forms of Online Advertisements
Display ads (banners, pop-ups)
Rich media (Flash, HTML5, Java, JavaScript, 5% of online ad expenditures. Includes interstitials)
Video ads (linear, non-linear, in-banner, in-text)
Search engine advertising
Social network, blog, and game advertising
Sponsorships
Referrals (affiliate relationship marketing)
marketing
Online catalogs
Mobile ads (50% of which local ads)

22. Online Marketing Metrics: Lexicon
Metrics that focus on success of Web site in achieving audience or market share
According to Laudon and Guercio-Traver (2010), in order to understand the process of attracting prospects to your web property by way of marketing communications and converting them into customers, you will need to become familiar with Web marketing terminology.

23. Driving Shoppers to the Site
Impressions
Number of times an advertisement is served.
Click-through-rate (CTR)
The percentage of times an advertisement is clicked.

24. Driving Shoppers to the Site
Hits
Number of HTTP requests. (Caveat: Hits can be misleading as a measure of Web site activity because a “hit” does not equal a page. A single page may account for several hits if the page contains multiple images or graphics. A single Web site visitor can generate hundreds of hits. For this reason, hits are not an accurate representation of Web traffic or visits, even though they are generally easy to measure; the sheer volume of hits can be huge – and sound impressive – but not be a true measure of activity.)
Page Views
Number of pages viewed.

25. Driving Shoppers to the Site
Stickiness
(Duration)Average length of stay at a Web site.
Unique Visitors
Number of unique visitors in a period.
Loyalty
Measured variously as the number of page views, frequency of single-user visits to the Web site, or percentage of customers who return to the site in a year to make additional purchases.

26. Driving Shoppers to the Site
Reach
Percentage of Web site visitors who are potential buyers; or or percentage of total market buyers who buy at the site.
Recency
Time elapsed since the last action taken by a buyer; such as Web site visit or purchase.

27. Driving Shoppers to the Site
Acquisition Rate
Percentage of visitors who indicate an interest in the Web site’s product by registering or visiting product’s pages.
Conversion Rate
Percentage of visitors who become customers.

28. Driving Shoppers to the Site
Browse to Buy Ratio
Ratio of items purchased to products viewed.
View to Cart Ratio
Ratio of “Add to Cart” clicks to product views.
Cart Conversion Rate
Ratio of actual orders to “Add to Cart” clicks.

29. Driving Shoppers to the Site
Checkout Conversion Rate
Ratio of actual orders to checkouts started.
Abandonment Rate
Percentage of shoppers who begin a shopping cart purchase, but then leave the Web site without completing a purchase (similar to Checkout Conversion Rate).

30. Driving Shoppers to the Site
Retention Rate
Percentage of existing customers who continue to buy on a regular basis (similar to Loyalty).
Attrition Rate
Percentage of customers who do not return during the next year after making an initial purchase.

31. Email Metrics Bounce-back Rate
Open Rate
Percentage of recipients who open the and are exposed to the message.
Delivery Rate
Percentage of recipients who received the .
Click-through Rate ( )
Percentage of recipients who clicked through to offers.
Bounce-back Rate
Percentage of s that could not be delivered.
Unsubscribe Rate
Percentage of recipients who click unsubscribe.
Conversion Rate ( )
Percentage of recipients who actually buy.

32. The Costs of Online Advertising
Cost per thousand (CPM): Advertiser pays for impressions in 1,000 unit lots
Cost per click (CPC): Advertiser pays pre-negotiated fee for each click ad receives
Cost per action (CPA): Advertiser pays pre-negotiated amount only when user performs a specific action
Hybrid: Two or more of the above models used together

33. Search Engine Advertising
Almost 46.5% of online ad spending in 2012
Types:
Paid inclusion or rank
Inclusion in search results
Sponsored link areas
Keyword advertising
e.g. Google AdWords
Network keyword advertising (context advertising)
e.g. Google AdSense

34. An Online Consumer Purchasing Model

35. Web Site Activity Analysis

36. Click-through Rates by Format 2005–2008
SOURCES: Doubleclick, 2007a, b; eMarketer, Inc., 2007c; author estimates.

37. How Well Does Online Advertising Work?
Ultimately measured by ROI on ad campaign
Highest click-through rates: Search engine ads, Permission campaigns
Online channels compare favorably with traditional
Most powerful marketing campaigns use multiple channels, including online, catalog, TV, radio, newspapers, stores

38. Comparative Returns on Investment
SOURCES: Based on data from eMarketer, Inc. 2010b, Direct Marketing Association (DMA), 2009. 38

40. E-mail Marketing and the Spam Explosion
Direct marketing: sent directly to interested consumers who “opt-in” or have not “opted- out”
Spam: Unsolicited commercial
Spam is exploding out of control—92% of all purportedly is spam
Efforts to control spam:
Technology (Filtering software) (only partly effective)
Government regulation (CAN-SPAM and state laws) (largely unsuccessful)
Volunteer self regulation by industry

41. Question

42. References Electronic Commerce
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