Impacts Of Online Advertising On Business Performance
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Impacts Of Online Advertising On Business Performance
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Author : Semerádová, Tereza
language : en
Publisher: IGI Global
Release Date : 2019-11-22
Impacts Of Online Advertising On Business Performance written by Semerádová, Tereza and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-22 with Business & Economics categories.
Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority. Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities.
Digital Impact
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Author : Vipin Mayar
language : en
Publisher: John Wiley & Sons
Release Date : 2011-05-18
Digital Impact written by Vipin Mayar and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05-18 with Business & Economics categories.
Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.
The Effect Of Advertising And Display
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Author : Robert East
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-03-20
The Effect Of Advertising And Display written by Robert East and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-20 with Business & Economics categories.
Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Advanced Digital Marketing Strategies In A Data Driven Era
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Author : Saura, Jose Ramon
language : en
Publisher: IGI Global
Release Date : 2021-06-25
Advanced Digital Marketing Strategies In A Data Driven Era written by Saura, Jose Ramon and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-25 with Business & Economics categories.
In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.
Digital Marketing Which Effect Does It Have On The Financial Performance Of Firms
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Author : Lukmon Fasasi
language : en
Publisher: GRIN Verlag
Release Date : 2019-06-27
Digital Marketing Which Effect Does It Have On The Financial Performance Of Firms written by Lukmon Fasasi and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-27 with Business & Economics categories.
Bachelor Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 5.0, Obafemi Awolowo University, language: English, abstract: This study determined the extent of the use of digital marketing in firms. It examinedthe challenges associated with the use of digital marketing and correspondding mitigating strategies. It also assess the effect of digital marketing on firms financial performance.The study used primary data, which comprised 150 small business using digital marketing in Lagos state. A census sampling technique was used to select all the companies. The study result showed that email marketing was the most used digital marketing tool, as (100%) respondent picked yes to this, followed by social media (96.7%), affiliate marketing (60%), content marketing and search engine optimization were (64.2%) respectively, pay per click marketing (62.5%) TV and Billboard (59.2%) and SMS and radio marketing (88.3%). The result also showed that challenges of digital marketing were lack of trained digital marketing personnel, inadequate digital marketing knowledge and poor application of digital marketing. Finally the result showed that digital marketing had a positive effect on financial performance, as 81.7% of respondents indicated that digital marketing improved their financial performance, while 18.3% showed digital marketing had no effect on their financial performance. In conclusion, the study showed that digital marketing has a positive effect on financial performance. In recent years, information and communication technology has immensely change consumer behavior, and this has greatly impacted on the way businesses communicate with their customers. The speedy advancement in technology has necessitated business organizations to embrace the changing trends by incorporating information technology in their activities. Based Hull (2004) ideas, the innovations on the Internet have transformed the way people communicate, search information and carryout business operation. As a result, business organizations have been left with no option other than embracing the new trends by integrating new information technologies in their systems. In this regard, digital marketing has not only become an effective marketing strategy, but also necessary in the light of the changing consumer behaviour towards digitization and online experiences.
Information Asymmetry In Online Advertising
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Author : Jan W. Wiktor
language : en
Publisher: Routledge
Release Date : 2021-09-30
Information Asymmetry In Online Advertising written by Jan W. Wiktor and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-30 with Business & Economics categories.
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and recipients. This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms, and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies. The theoretical framework presented is based on issues related to online advertising, information asymmetry, and social manipulation. The book describes the ways in which these areas can be explored, and it presents the results of empirical studies. Empirical research allows for identifying companies’ moral hazard strategies and their consequences – e-consumers’ adverse selection. The research provides an empirical answer to the question: to what extent is advertising a transparent form of communication, and to what extent does it represent the world of manipulation? Based on an interdisciplinary theoretical approach, empirical studies conducted by the authors, and theoretical and managerial implication, the book encourages its readers to find their own answers. Given the interdisciplinary nature of this work, it will be of interest to scholars and researchers within the fields of marketing, media and communication, economics, psychology, sociology, and ethics.
Impact Of Digital Marketing On Consumer Psychology
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Author : Shweta Singh
language : en
Publisher: GRIN Verlag
Release Date : 2022-10-04
Impact Of Digital Marketing On Consumer Psychology written by Shweta Singh and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-04 with Business & Economics categories.
Seminar paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10, , language: English, abstract: The research aim is to address the impact of digital marketing on consumer psychology. Traditional marketing strategies are currently being replaced with digital marketing strategies as a result of highly competitive nature of the firm and the technical developments enabled by usage of the internet. Digital marketing spans a wide area in a market with intense competition. It comprises looking at company strategies that use digital technology to save costs while also expanding operations globally. Digital marketing has a greater opportunity for business growth in the coming years since consumers are happy when making purchases online and believe it to be more secure than traditional marketing. Consumers can now review product specifications and compare performance as needed because of digital marketing, providing them the flexibility to choose and the mobility to place orders wherever they are, whenever they want. As a result of improved technology and increased online contact, consumer connectedness is increasing every day, altering consumer preferences as well as requiring that businesses understand consumer psychology. This research investigates how consumer psychology is impacted by digital marketing. Digital marketing may eventually replace traditional marketing due to its positive impact on consumer psychology. The following research objectives are going to be looked at: 1. To explore the conceptual understanding of digital marketing and consumer psychology 2. To analyse impact of digital marketing on consumer psychology toward purchasing decision 3. To select an appropriate framework for assessing the consumer psychology of online shoppers
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Advertising Research The Internet Consumer Behavior And Strategy
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Author : George Zinkan
language : en
Publisher: Marketing Classics Press
Release Date : 2012
Advertising Research The Internet Consumer Behavior And Strategy written by George Zinkan and has been published by Marketing Classics Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
Innovations In Digital Branding And Content Marketing
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Author : Das, Subhankar
language : en
Publisher: IGI Global
Release Date : 2020-09-25
Innovations In Digital Branding And Content Marketing written by Das, Subhankar and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-25 with Business & Economics categories.
In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today’s consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.