Professional Documents
Culture Documents
E-Commerce 2013
E-Commerce 2013
Kenneth C. Laudon
Carol Guercio Traver
Chapter 6
E-commerce Marketing Concepts: Social, Mobile, Local
Media choices
Traditional media competes with Internet for attention
Television viewing has increased with Internet usage
Figure 6.1, Page 348 SOURCE: Adapted from Kotler and Armstrong, 2009.
Psychological profile
Clickstream behavior
Copyright © 2013 Pearson Education, Inc. Slide 6-11
A Model of Online Consumer Behavior
Clickstream marketing
Developed dynamically as customers use Internet
Trust:
Asymmetry of information can lead to opportunistic
behavior by sellers
Sellers can develop trust by building strong reputations
for honesty, fairness, delivery
Display ad marketing
Advertising networks
Ad exchanges, real-time bidding
Affiliate marketing
Lead-generation marketing
Sponsorship marketing
Other formats:
Quick Response (QR) codes
Couponing
Price discrimination
Selling products to different people and groups
based on willingness to pay
Flash cookies
Beacons (“bugs”)
Apps