8. Advertising in E-Commerce

Question 1

Advertising in E-Commerce

advantages and disadvantages

Answer 1

• two main purposes of advertising = drive sales and branding
• advantages:
  
  • Internet is where audience is moving
  • Ad targeting = selling of market messages to specific group
  • Interactivity = communication between advertises and potential customers
• Disadvantages:
  
  • cost vs. Benefit
  • adequate results measuring
  • supply of good places to display ads

Question 2

Forms of online advertising

Display ads

Answer 2

= advertising on websites through banners made of text, images and video

Question 3

Rich media

Answer 3

= ad including animation and inetactivity

Question 4

Video ads

Answer 4

= TV-like ad that appears as an in-page video commercial

Question 5

Search engine adverising

Answer 5

= involves the use of search engines to support direct sales to online consumers

Question 6

Social network advertising

Answer 6

= involves the use of online networks and communities to buil brands and drive sales

Question 7

Sponsorship

Answer 7

= a paid effort to tie an advertiser’S name to information or an event in a way that reinforces its branding in a positive commercial manner

Question 8

E-mail marketing

Answer 8

= e-mail maketing messages directly sent to intrested users

Question 9

Mobile advertising

Answer 9

= form of advertising via mobile devices

Question 10

Local advertising

Answer 10

= optimizing delivering ads recording to the users position with the use of Geofencing

Question 11

Online marketing metrics (basics)

Answer 11

• Google Analyics:
  
  • Users: total number of unique visitors to a particular oage on your website
  • Pageviews: total number of times a particular apge on your website is viewed
  • Unique Pageviews: combines pageviews that are generated by the same user during the same session
  • location
  • Source/Medium: channels that assisted with the consumption of your content
  • Mobile: indicates whether or not you should be focusing on long-term content ot formats that are easy to view on mobile such as infographics or video
• E-Mail
  
  • open rates: email headlines are content too
  • Clicks: how many clicks do your emails acquire and where do they go after?

Question 12

Online Marketing Metrics (engagement)

Answer 12

• Google Analytics:
  
  • average time on page
  • Pages/Session: total number of pages a user visits whilst browsing your website
  • New vs. Returning: how many people are negaging with your content for the first time or on a regular basis
  • Referral Traffic: overview of the websites that are sharing and linking to your content
• Social Networks
  
  • Shares: re-tweets, re-pins or any channel-specific social share metric
  • Comments: it takes more effort for a reader to post a comment than to like to mention or to tweet
  • Follower growth: new followers in your regular reporting - think why?

Question 13

Online Marketing metrics (engagement)

Answer 13

• Email
  
  • Subscriber growth: provides overview of the users that have actively chosen to receive your email content
  • Unsubscribers/opt-outs: analyze the reasons!
  • Forwards: can be tracked more effectively if you incorporate a “send to a friend” button

Question 14

Online marketing metrics (lead & conversation)

Answer 14

• Google Analytics
  
  • goal completions: set your goals in Google Analytics yourself! E.g. for lead generation - newsletter signup, brochure download, contact form completion etc.
  • goal conversion rate: divide total number of goal completions by total number of sessions - your personla goal conversion rate
  • Actual conversion rate: compare!
  • Transactions: aplly a filtered view to see what percentage of revenue from online transactions brought e.g. your blog, your newsletter or your Facebook ad
  • Time to purchase
• ​Social Networks
  
  • ​Conversion tracking:conversion tracking on Facebook and Twitter can help you measure the ROI of promoted content by tracking what users did after they sawyour content