Topic: The Role of Advertising and Internet
It is a group assignment, and my group mates already finished their parts (check the paper file), and my parts are summery and conclusion, the details requirements are in the paper instruction file.
So you need to write 1page 1.5 space APA style summery and 1 page 1.5 space conclusion, in Times New Romans, and 12 points.
There are many ways to construct an academic paper. Below please find one for your reference:
Cover Page
Table of Contents
Executive Summary (1 page)
It is a succinct one-page summary of the paper in terms of its aims, nature and major findings.
It is not an introduction to the paper. The Executive Summary is written after the paper had
been completed.
1. Introduction (~1 – 1.5 pages)
This chapter contains an introduction (like an overview and trailer of a movie) to the topic,
(aim, objectives (the work that must be done to achieve the aim)). Moreover, it is a broad sense
and scope in introducing the topic that leads to what is more specific to the next chapter. You
might also want to include your justification of your chosen topic in the Brand Management
instead of the other three. Towards the end of the chapter, then an outline of your entire paper.
2. Background (~1.5 – 2 pages)
This chapter contains information of your chosen topic in defining the context and scope of the
topic. A more in-depth explanation about your topic such as any theories, concepts, terms, and
ideas of your topic and that could lead to the literature review part.
3. Literature Review (~4 – 5 pages)
This chapter provides the background/history of the topic, reviews/discusses previously
published work on the topic, identifies key issues/aspects that will form the basis of the
(research) findings, leading to your analysis chapter. Any gaps found amongst those
literatures your group had been reading?
4: Analysis (~2 – 4 pages)
This chapter analyses and discusses the (research) findings. How do you come up with the
Concept Map, its usage/implication? In your own words, it is to break down those parts you
found in the literature review and make it more understandable relating to your Concept Map.
You might view this as the description and understand about the findings, your Concept Map.
The analysis must be linked, where appropriate, to the literature review.
Limitation and Future studies (optional)
Limitation found in your Concept Map (e.g., it works under what kind of situation or why it is
not working in some circumstances or settings) and/or literature review. Areas that you
recommended for further research, if any.
Case Study (optional)
Application/illustration of your Concept Map by applying it to a case study.
5: Conclusion (~1 – 1.5 page)
Conclusion is a summary of the major findings. You might also add your recommendation in
using your Concept Map. Remember, conclusion is NOT a précis of a paper.
References – This section provides details of EACH previously published work cited in the
paper using APA referencing style. http://libguides.library.cityu.edu.hk/citing/apa
Appendix – Supporting and relevant data, information, charts and figures.
http://libguides.library.cityu.edu.hk/citing/apa
5
Introduction
In today’s Internet age, people will see the advertisements when they go to any website, even if it’s a non-profit or a government website. it’s just a matter of how many. In fact, today, when people have more and more choices, it is not uncommon to see advertisements embedded in websites. Advertisement is the signboard of an enterprise or a product. Many people choose a brand, or a product based on the good impression the advertisement brings to them.
Traditional advertisers may choose the TV, bus body or the big screen of the square as the delivery channel, but this delivery method has obvious geographical and time limitations. As the only physical carrier that can break the limitation of time and space, network advertising came into being. Through the spread of the Internet, advertisements can be viewed by people all over the world in different periods of time and can be easily shared among people. Nowadays, many companies use Internet advertising to promote their products or businesses.
And Internet advertising is also divided into many kinds, the actual role of advertising will also be different because of the different types of the Internet, the location of advertising (eg.banner or bottom). How to make ads on the site in the position of the highest cost performance (i.e., the advertising companies to spend the least money is easy to visitors to the site notice), how to come into contact with the product information via the Internet’s potential customers, how to turn visitors see the ads for products of users, there are questions each on the online advertising company are thinking about.
The topic of this paper is about how marketers can make good use of the advantages of Internet advertising to better expand the brand through the network as a large transmission channel.
The main body of this paper will be divided into five parts, the first part will explain the development of advertising in the Internet environment and the background of Internet advertising. The second part, literature review, will discuss the relationship between Internet, advertising and marketing from three dimensions. In this part, we will discuss the history of development of the Internet advertising, online advertising model of concrete, the significance of Internet advertising, different strategies in different network marketing environment, and a current Internet advertising can use marketing methods, the website places ads based on preference or content viewed by users, from previously literature. The fourth part of the article will analyze the relationship between advertising and the Internet, with a concept map and a zappos’ case study. The last part is the conclusion which will be obtained by synthesizing the whole paper.
Background
Since the emergence of digital media in the context of the widespread development of the Internet, advertisers need to consider the issue from the advertising channels to the way of delivery. As mentioned in the previous section, there are few websites without embedded advertisements, and more and more advertisers are shifting their brands’ advertising media from physical to online. The development of the two is actually complementary, Internet advertising has become the biggest income of the website, and the development of the Internet also provides a good platform for e-commerce. Through the browsing history of the Internet and the preference provided by visitors, advertisers can quickly find the potential customer groups corresponding to their products or brands, so as to improve the effective exposure rate and user conversion rate of their advertisements.
At the same time, the company will put more and more advertising costs on websites that can cover the product user groups, and for some high exposure of the websites, this will also be bound to cause the website’s counter-selection, which will also cause competition between advertisers. So Internet advertising also faces challenges.
In the face of such a strong competition, this paper from the perspective of advertisers, in the analysis section introduced four kinds of Internet advertising strategies. The first is the use of specific activities and /or events and attach them to the marketing messages or processes. The normal cognitive process is to start with advertising and then move from advertising to products. But this approach cleverly sets up a third party. The Internet’s user base is mostly young, and associating ads with events, events or games can indeed appeal to a younger audience.
Another useful strategy is the method of advertising repetition. Through the repetition of banner information on the website, advertisements will have a lasting impact on the memory of website visitors, thus permanently affecting the brand image or brand name in the mind of consumers.
Another strategy is to gender sensitive. When advertisers look for potential users of their own brands or products, they should also pay attention to the segmentation of users. Only when market segmentation is achieved can vertical advertising be achieved. Gender classification is the segmentation that is the easiest to divide Internet groups. Many products are designed specifically for one group of men or women, so in Internet advertising, it is necessary to find the market segment of the product, so as to best convey the product function and brand image.
In addition, advertisers can adopt a strategy of customer engagement. In the past, customers accepted advertisements as the audience, but now more and more advertisements are willing to enhance the participation of customers in the communication process, which can enhance the awareness of users and reflect the real needs of users, so that the brand can better improve products and services. This kind of personalized advertisement is a two-way communication process, which is of great help to shorten the relationship between users and brands.
Future of Internet advertising is bright. The Internet is developing at a high speed, and digital media is becoming a necessity for People’s Daily life, more and more users are willing to see advertisements on websites and understand them. Moreover, the market of Internet advertising has not been completely carved up, so there are great opportunities.
However, there are many challenges. Advertisers have gradually shifted the channel of advertisement delivery to online. Users will see many advertisements every day, so they will naturally choose high-quality and well-delivered advertisements. This requires advertisers to constantly improve the quality of their products and services and think about the real role of Internet advertisements when they place advertisements on the Internet. Only by making good use of the Internet platform, can Internet advertising have a good development.
Literature Review
These documents illustrate the background, historical development and the specific model of online advertising and the significance of online advertising. For the article Perspectives of Innovation, Economics and Business: Measuring effectiveness of internet advertisement, it explores several advertising models which are combined with Internet for companies. There are ways that potential consumers can be informed about products or services, for example, price comparison services, mailing list, directory services, banner networks, social networks, Google Adwords and Adsense, and search engine optimization. The document points out that, since 1990s, the development of commercialization of the internet, more and more people surf the Internet and browse the web, which made Internet become a good platform for e-commerce. The Internet can increase the exposure rate of products, companies can make more customers know about their products and services through the way of Internet, and pay certain money for advertising through the Internet is also a great way for consumers to have a deeper impression on products and services that companies want to market.
And in the Theories and Implications for Practice, the review by Chang, Lee, & Liu-Thompkins, it covers various studies conducted in Asia published in advertising journals and providers a wider picture of present research involving various theories, compared and explored countries, approaches, topics, political and social perspectives, similar and different predictions and findings. For every topic, the authors investigate details about the particular explored issues and the general findings. “The digital media development has made possible newer forms of advertising, so studies have compared consumers across various cultures regarding the perception of mobile advertising and online advertising.” For instance, research findings indicate that consumers in the United States perceived digital advertising as comparatively credible and informative but less valuable economically. But contrary to U.S consumers, Hong Kong consumers find online advertising as less credible. The study, however, has a limited understanding of these different markets due to different cultures. The research was explicitly for Asian countries. Advertising studies in Asian countries take the advertisers’ perspectives instead of the general society. Over time, the focus of studies on advertising in Asia is shifting to advertising content and perception. It is important to understand the professional activities of advertisers in Asia. For instance, present studies compare the advertisers’ opinions in China, Hong Kong, and even Japan concerning their media planning, budget setting, message testing, and conditions for advertisement approvals that agencies produce.
Since the initial banner ad appeared, digital advertising is significantly evolving, and it therefore accounts for a significant share of spending as far as advertising is concerned. The article by Liu-Thompkins(2019) provides a synthesis of over three hundred articles about digital advertising that were published in major marketing and advertising journals over the past decade. The summary of this literature is around six themes; the first is the effectiveness of online advertising, then its mechanisms, online advertising creative elements, the context’s role in digital advertising, search advertising and online personalization. The article has also identified the gaps in the existing studies and essential research questions that might come in the future. “Even though present study’s comparison between traditional and online advertising on similar effectiveness measures tends to be informative, recent studies have suggested the possibilities of them excelling in reaching different goals (Liu-Thompkins, 2019, pg.9).” Advertising research in Hong Kong can build a range of what traditional versus online advertising might be superior in achieving. Finally, the current evidence indicates problems involving used metrics like clicks. The discipline of advertising should look more into both strategic and organizational issues involving advertisers in the new environment of technology. The article finds that the online advertisement’s evolving nature brings newer challenges to advertisers and advertising agencies.
In general, there is a necessity for marketers to know whether consumers’ brand awareness improved or not after being exposed to advertisements. In Van Steenburg’s study, the researcher Van (2012) examines the effectiveness of online advertisements by comparing the two types of online ads—brand banner ads and product banner ads. The researcher conducted the questionnaire surveys to measure the consumer’s need for cognition. From the participants’ responses, the researcher found out that consumers who have a higher need for cognition can recall the content of product-type banner advertisements more easily than those consumers who have a lower need for cognition, but people with a low need for cognition can be recalled easily by brand-type online advertisements. What is more, the researcher also found out that the size and color of online ads, and the location of the ads on the website can all influence consumers’ recall. Therefore, this finding is helpful for the brands to advertising their upcoming products online in the future. Also, it implies the companies that it is significant to arouse the consumers’ need for cognition of watching their online advertisements. All in all, this study tends to help the companies to have a better understanding of consumers’ recall ability and acceptance level of two types of online ads and be useful for the companies to come up with effective online advertisement strategies.
And among the literature we have collected, some of them are different strategies for various network marketing environments.
The article GFK marketing intelligence review: How Consumers and Brands Alike Are Playing the Web(2014) indicates that, advertising behaviour on social media is more playful and paradoxical, but not that directly like advertising on traditional media platform does. In this paper, the author gives several examples from various companies, in which companies use the Internet and social media to promote their products or services. This form of advertising, instead of directly promoting the products, is to promote the products by attracting the attention of potential consumers by an activity or event, potentially improving the media network exposure and reputation of its brand, so as to make the products in a way that will not cause consumers’ antipathy and make consumers have a stronger interest in the event content itself, such as PepsiCo’s campaign to propose flavor for Lay’s chips. We believe that this kind of strategy, different from the traditional advertising strategy, can use the Internet to create “soft” advertising to achieve a better result. Using “play” the Internet and social media strategy, sometimes it has great effect, sometimes it has no effect at all. If companies and brands want to use this strategy to improve product sales and brand image, the most important thing is to be creative and flexible.
The article by Bakir and Palan(2010) describes how past studies of children’s ads show that content related to gender is prevalent and it has potential effect on the attitude of children towards messages being communicated in commercials and advertisements. Such studies have received limited attention and in order to tackle this gap, a conceptual framework has been developed in this paper to understand the way children tend to develop attitude towards such ads. According to the authors, “as children continue to progress cognitively, they are more exposed to factors of external socialization and as a result, their sense of stereotypes as far as one’s gender is concerned has become stronger and their attitudes become rigid towards gender typing (Bakir & Palan, 2010, pg.42).”
The gender content’s scope to which kids are exposed to in Hong Kong tends to support the essentiality of investigating the effect of gender flexibility and the major construct on theoretical structure on the attitude of children in relation to advertising and commercials. Furthermore, the authors suggest that the examination of the effect of gender flexibility has become highly essential when the researchers in advertising understand the flexibility level. The paper also identifies potential advertising implications based on findings and theoretical structures.
The article by Tsimonis & Dimitriadis(2014) examines the reasons why firms create social media pages for their brands and how they make use of them. Also, they examine the strategies and policies these forms follow and the expected outcomes. Finally, from the viewpoint of the firms, the ways users benefit from these pages. “As a matter of fact, social media has provided the opportunity for companies to connect with the target audience by the use of richer media and has achieved a greater reach (Tsimonis & Dimitriadis, 2014, pg.334).” Digital media is interactive in nature and this will allow sellers in Hong Kong to exchange and share information with their targeted audience. Similarly, customers have the chance to exchange information with each other. According to the author’s findings, the companies’ main actions is to make prize competition, announce new services/products, customer interaction, provision of useful information and advice, and handling issues of customer service. One important motivation is that the popularity of social media has increased but with it, there is an increase of competitors’ presence and pressures of cost reduction. Some of the benefits that companies in Hong Kong can derive from creating social media pages for their brands include; customer interaction, enhancement of customer relationship, customer engagement, brand awareness, increase of sales, and new customer acquisition.
Since the ways of communication have increased in this Internet era, the forms of advertising communication have become diversified. An obvious difference between the traditional advertising method and the current commonly used method is that many brands choose to involve consumers’ responses rather than showing them the advertisements. In the study conducted by Campbell, Pitt and other researchers (2011) introduces a form of advertising—consumer-generated advertising strategy which means that each netizen or consumer can create the content related to the brand and post their own stories or understanding about the product on online platforms, such as Youtube, Instagram, and other websites. For example, the Coca Cola company started a “share a coke” campaign on social media. However, the researchers concerned about the limitations of the effectiveness of using user-generated context as the main advertising method. Because consumers who participated in the advertising are not advertising professionals employed by the brand’s company. Therefore, a group of researchers has selected four advertisements for examining and found out that the videos that post online were not advertising the brand in a positive way. Some users’ posts are not discussed on the brand or the product itself but mention other issues which lose the focus. Although Youtube provide an ideal platform for consumers’ conversations, but the user-generated content sometimes becomes a joking, unserious “advertisements” for the brand. What is more, many consumers degraded the brand’s reputation rather than help to improve it.
Therefore, this study tends to expose the drawback of consumer-generated advertising and suggests the brand’s company test the effectiveness of the campaign.
While the advertising professionals are concerned about what contents in advertisements need to be included to make the ad more affective to the consumers, the researcher Wang and Sun (2010) discussed the importance of beliefs plays in making the consumers aware of online advertisements. Also, the researchers aim to examine whether the cultural difference can influence consumers’ responses to online ads by conducting questionnaire surveys on 577 Internet users from USA and Romania. The finding showed that the belief factors of “information seeking, entertainment, economy, credibility, and value corruption” can stimulate consumers’ attitudes toward online advertisements. What is more, the research also pointed out that participants in Romania are more easily to be affected by the belief factors in online ads, and more likely to click on the online ads than the U.S participants. Therefore, this finding implies that people in developing countries or relatively backward counties have less exposure to online ads and are more easily to be attracted by the ads that include these belief factors. All in all, the study tends to suggest companies to consider various content of online ads for different countries because of the impact on different cultural backgrounds.
In the article written by Kerr, Gayle; Mortimer, Kathleen; Dickinson, Sonia; Waller, David S. (2012), the author’s research aims to find out what is the power of consumers. The target audience is mainly bloggers in the online environment, and the plan is to apply the final conclusion of the study to the regulation of advertising. The author opens with an explanation of the relationship between consumer power and new media, and an analysis of a tourism bureau blog using four online power strategies proposed by Denegri-knott in 2006. Through the study of this case, the author discovered the process of bloggers forming the power centre in the network environment.
Bloggers circumvent common advertising regulations by publishing or distributing information and advertisements, thus forming a power group cantered on the same kind of people. The authors point out that consumers discuss and evaluate ad campaigns online, whether advertisers encourage or ignore them. Blog activity is a rich source of ads feedback, and if monitored by professionals, it can be an important way to assess the health of a brand. The authors also argue that advertisers have a moral responsibility to all the public. Whether they are customers of the company or not, the company should not send out advertisements or messages that offend the public.
Finally, for bloggers, they can have some real power to deliver controversial or offensive ads to new consumers and countries around the world. With this power, bloggers should be cautious. This is something web bloggers need to be aware of.
In-game advertising (IGA) refers to product advertising or branding embedded in a game. The article named The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games(2013)starts with an analysis of the rising trend of advertising in social network games, and then analyses the digital game framework, which describes the characteristics of the game and the advertising in the game. In the framework, it distinguishes between the psychological response to the game and the brand, and the actual behaviour towards the game and the brand. The authors also use four theoretical models of advertising perception in digital games to better understand the impact of advertising games on players. The authors find that advertising results are influenced by the individual and social factors of players. Consumers of different age groups have different perceptions of advertisements. As time goes by, consumers will gradually understand the purpose of advertisements and the strategies adopted by marketers to achieve the expected effect, and then doubt advertisements. The authors conclude by noting that the high degree of consistency between the brand and the game leads to higher acceptance of ads in digital games.
In addition to the above, many websites now start to use personalized customized ads (users can fill in preference, or place ads according to the content they frequently browse). The following literature discusses the significance and effect of this behaviour on websites, as well as the more applicable crowd — female.
In recent years, more and more advertisers begin to attract customers through the network, but in many cases, this marketing method often fails to achieve companies’ objectives, because people are willing to pay attention to some advertisements, and some other advertisements, that people are ignored because they are not interested in. So, advertisers have begun to use personalized methods to attract people, for example, hulu.com, on this website, people can choose which e-commercial they want to be exposed to. The article Computers in Human Behavior: The effect of advertisement choice on attention(2012), did a study to evaluate the impact of commercial choice on individual follow-up attention to advertisement. In this study is about one Internet marketing technique, which named Choice of advertisement content, the people took part in can decide which kind of commercial to watch, and the results of this research finds out that female potential consumers’ follow-up attention are more likely to be influenced by the commercial choice, but males are not. As this article points out, women’s attention increased after they choose the specific kind of advertisement that they wanted to watch, but men were not influenced by the choice of advertisement content, so that, the Internet Marketing technique, Choice of advertisement content, can be used and targeted on females.
Even though a lot is written concerning the opportunities and implications of marketing and interactive revolution, the specific emphasis on online advertising and e-commerce has described the impact that it might have on the brand management’s theory and practice. Ind & Riondino (2001) have stated that to understand better, multiple one-on-one qualitative was conducted within firms in Italy and in the United Kingdom, including traditional companies. This article by Ind & Riondino discusses the different attitudes by different companies towards the Web and how the theory and practice of branding is affected by new technologies. Finally, the authors suggest an updated brand management model. “The Web is a vital interactivity aspect and many firms believe that customers are empowered because it makes them more active and knowing and consequently, more cynical about the messages communicated by the company.” The value of the Web is that it is both a tool for communication and distribution of information and in the end, it facilitates interaction, openness, community building, and comparability. Although the Web is not a revolution regarding the seismic shift in the world’s order, it has become an instinctive part as far as business is concerned and the relationship that a brand has with its users will be altered.
The article by Jan H. Schumann, Florian von Wangenheim and Nicole Groene analyzes the Internet’s business model and how it works. The authors point out that the Internet’s main business is free web services, The pillars of this business model are advertising revenue and marketing. At present, the website has selected targeted online advertisements in terms of advertising. Because this type of ad can be selected based on the user’s browsing habits, content preferences, and social demographics. That is, different types of online groups see different ads. As a result, the site’s advertising revenue will increase. But the business model has also revealed some problems, with websites facing increasing regulatory pressure.
Analysis
Introduction
Advertisement is a core marketing strategy that enables businesses to reach out to customers and present their products and services for consumers to consider for purchase. Different initiatives have been used in the contemporary advertising space to improve the competitive advantage and attract more customers. The traditional methods that were used for advertising have become obsolete since the advent of digital technology and many firms currently employ the internet and many other digital media platforms to promote businesses. Advertisement through digital media, specifically the internet has attracted wider public attention since it is more promising than the traditional methods (Liu-Thompkins, 2019). This analysis explores the role of the internet in promoting advertisement as a core marketing strategy the analysis examines the background of advertisement and the internet marketing and assesses the different strategies marketers employ in the contemporary business environment.
Background and historical development
The development of digital media has been the core purpose of the growth and expansion of the many forms of advertising witnessed in the current marketing domain. The new forms of advertising have permitted entry into other market segments characterized by a difference in cultural orientation. The literature reviewed indicated that the internet is continually becoming the most dominant channel for an advertisement that is accessible to the largest consumer base at any given time since 1990 (Steenburg 2012). The development and use of internet for advertising purposes have been on a steady rise thus making it a good platform for e-commerce.
The internet, as well as other advertising models that have featured dominantly in advertising, can help the marketing experts easily reach potential customers and thus enable them insight the customers about the various products and services they specialize in. through the internet, advertisers can use, search engine optimization, Google Adword, and Adsense, mailing list, directory services, price comparison services Banner Networks, Social networks and many more other platforms within the internet. Through such channels, advertisers and marketers have better chances of increasing the exposure rate of a product or service.
The development of digital media has caused a shift in the spending activities of many firms and consequently many rely so much on marketing initiatives related to advertising. Companies and analysts have therefore indulged extensively to understand the role of advertising in promoting service and product sales. They have inclined to the digital media and thus have invested a lot of funds for digital advertisement initiatives. Despite the promising role of digital media in promoting advertisement, the new platform comes with new challenges to advertisers and the advertising firms. The new platform mainly exposes businesses to stiff competition as the small and invisible companies can now use the platform to reach any customer thus strengthening competition and crowding the marketplace.
Strategic Guidelines
There are many guidelines that advertisers and marketers can adopt to improve their marketing initiatives. One of the first strategies marketers can adopt is the use of specific activities and /or events and attach them to the marketing messages or processes. Scholars have shown that social media attracts a consumer base that s more interested in engaging in activities and therefore advertisements that target social media should be structured to be associated with an activity, an event or a game for the younger audience. Therefore, the strategy is not to directly attract the attention of the customer to the product or service, but rather the customer is initially attracted to an activity or event and thereafter introduced to the product or service under promotion (Yaveroglu & Donthu, 2008). Multinational companies like Pepsi have employed the strategy in their social media pages. Supporters of the strategy insist on creativity and flexibility to improve its success and they additionally maintain the method is great for improving product sales and brand image.
Another useful strategy is the method of advertisement repetition. The strategy has been specifically useful in promoting banner advertisements. Previously, the study discusses that banner advertisement is one of the growing domains of advertising that is continually being explored and exploited by advertisers (Bakir & Palan, 2010). Banner advertisement through the internet allows for a diversity of advertising as one online page can contain several banners advertising different things. The replacement of the traditional methods with the internet has allowed the extensive use of banner advertisements both in single and different executions. Supporters of the strategy maintain that the repetition of advertisement through ha banner message creates a lasting effect in the memory of the advertisement consumer thus impacting a brand image or brand name permanently in the minds of the consumer.
Another strategy that has gained publicity in that target messages must be gender sensitive. Marketers have learned that the traditional market space was overwhelmed by adult shoppers only. The current market setup is different so that there are consumers across all segments and businesses aim to capture as many segments as possible (Tsimonis & Dimitriadis, 2014). Products and services vary I category and there are products specifically created to satisfy the needs of the female segment whereas there are those designed specifically for the male segment. Besides, some fit both the segments and can be used interchangeably amongst males and females. Advertisers need therefore to be sensitive to ensure the right message is targeting the right segment as suggested by Campbell, Pitt (2011). A promotional message that fails to reach the targeted segment will cause many negative impacts including the deformation of a brand name or brand identity. Besides an advertisement that reaches a dead consumer is costly to the business and attracts losses.
Furthermore, the other strategy that advertisers are continually using is the method of customer engagement (Wang & Su 2010). Many marketers have used the strategy because it improves consumer awareness and also increases the information the marketer has on the consumer hence influencing product and service quality. Many marketers are more concerned about the information flow between customers and the firms and thus they have worked to enable the existence of a communication system that permits fast-tracking of consumer data. The internet has proved reliable in this regard and many marketers have clanged to it. Through social media and other platforms, consumers have a way to contribute there through many forms. They can reply to chats and advertisements, can respond to customer surveys and many more methods. The important factor is that consumer response has become an essential strategy in promoting advertisement as the advertisers know and understand the demands and desires of the consumers thus are in a position to provide them with the best products and services they may require.
Meaning and effect of personalized Ads
The literature review noted that personalized ads were also becoming dominant in the advertising domain because they have proved effective in delivering messages to consumers. Besides, the follow-up programs that companies design to determine the number of customers that viewed an advertisement, for instance, have proved useful in the development of the ads. In a study conducted as shown in the literature review, a group of women was monitored to determine the extent of their involvement in particular research, the research showed that more women were involved in following advertisement prospectives that are personalized and the reverse was true for men. The research, therefore, concluded that women are more attracted to personalized advertisements than men. Ther before marketers need to take caution in designing personalized advertisements to mostly target women. Besides, the choice of the advertisement content is equally important and should strike a balance between commercialization prospects and the need to win consumer attention.
The personalized advertisements can accrue to business growth in the advertisement domain if properly designed and used. the ads can improve the advertising revenue of a firm and marketing initiatives. Personalized Ads target specific consumers and consumer segments and can be modified to adhere to the different consumer browsing habits to reach them whenever they are online. Besides the ads can be designed to meet their diverse social demographics, browsing habits, and content preferences. Personalized advertisements are also important in the advertising space and should be considered by advertisers.
In summary, this analysis has considered the role of advertisement and the internet in marketing and as such has determined that advertisement initiatives that adopt the use of the digital media have greater chances of appealing to the customer and attracting a wide customer base. Many consumers are ware and are conscious of the digital media specifically the internet. Pele shop, seek and share I formation through the internet and therefore internet use in marketing has become dominant. Several strategies for advertisement have been adopted and the study has assessed the following. One of the first strategies marketers can adopt is the use of specific activities and /or events and attach them to the marketing messages or processes. Next, is the method of advertisement repetition that creates a lasting image in the consumers’ mind. Third, is the use of gender-sensitive advertisement. Besides, engaging the customers and the use of personalized ads are the other strategies discussed in the analysis.
The concept maps
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Repetition
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Customers
Attracts
Advertising repetition
INTERNET
ADVERTISING
Introduction
Strategic guidelines
Personalized ADs
General background
Historical Development
Advertising models significance
Specific Activities/events
Gender sensitivity
Consumer Engagement
Meaning
effects
Consists of
Consists of
Leads to
Breaks down to
Links to
Begins with
Ad models
Covers
Ad Strategy
Digital media
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Ad content
Consumer attention
Attracts
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Contains
Zappos Case Study
Introduction
The digital age has forced many companies and firms to endorse the digital marketing techniques to stay I competition by attracting the attention of many customers through influencing their purchasing decisions. Consequently, many firms and business entities have shaped their strategies to align with the demands of the digital marketing age. One such company that has extensively used the digital marketing platform is Zappos. Zappos is a traditional shoe company that has stayed and clamored a considerable market space through digital marketing techniques. The company is among the leading firms that actively use the internet to attract retain and communicate with customers as well as availing their products and services through the internet platform.
Background of the company
Zappos was started in 199 by Nick Swinmurn who was at first just another customer like many other shoe customers. However, Nick was continually frustrated by the inadequacy of choices of shoes since the providers were small retail outlets who merely had an online presence. Nick, therefore, decided to set up a state-of-the-art shoe shop that would offer nearly all the different categories that customers could wish for. The original idea, therefore, was to design a website that offered the best selection I shoes. In 2000, nick, alongside Hsieh partnered to offer the best services online in the shoe and other product categories. They set to be amongst the top leaders in online marketing and consequently joined amazon. The company boasts of operating 10 divisions and an annual sale of not less than $ 1.2 Billion in merchandise (Kopelman et al., 2012).
Advertising strategies
The company’s central focus is on the customer and they aim to ensure maximum customer satisfaction through continual engagement (Brady & Arnold, 2017). The strategy that the company has adopted in attracting and retaining customers involves incentives such as surprise free shipping for loyal customers, offers product return for up to one year and allows for customers to call any time to query about a product or service (Kopelman et al., 2012). The company specifically dwells in the social media and predominantly uses twitter, Facebook and blogs for creating customer awareness and for product promotion.
The company has a strong presence on Twitter and was one of the earliest investors in the twitter platform and created their official twitter page in 2007. the company uses twitter extensively and the page is aligned to many industry sites and blogs that widening the brand image. The company’s CEO Tony Hsieh has over 1.7 million followers and thus has a substantial influence to promote the brand by just a single tweet. Besides, more than 400 employees tweet regularly, and their tweets contain information that promotes brand image and the different shoe varieties they sell (Kumar S. & Mukherjee, 2018). The company’s initiatives to feature dominantly in the twitter platform have helped in search engine Optimisation to spread Zappos Name.
The company also has a wide Facebook base whom they share with a lot of company information like internal activities and the preferences and choices of customers. The company has over 67,000 fans who engage in a continual process of question and answering, and daily status updates that keep the customers and the company in a loop of information sharing at all times.
Zappo’s Family Blogs
Furthermore, the company maintains blogs that publish videos ad articles that prove useful to the wide customer base. The blog posts feature different topics and share information concerning the company, internal activities, and customer relations. Not blog posts indicate that most employees are satisfied with the way they perform their duties.
In summary, Zappos is one of the leading fashion industries in the sale of shoes and other related accessories because of the advertising initiatives that it employs. The company majors in the digital advertisement to capture retain and satisfy as many customers as possible.
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