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Advertising On Online Marketplaces
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Book Synopsis Advertising on Online Marketplaces by : Vibhanshu Abhishek
Download or read book Advertising on Online Marketplaces written by Vibhanshu Abhishek and published by . This book was released on 2019 with total page 42 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product listings, is a large and growing phenomenon. In this paper, we both theoretically and empirically study whether including sponsored listings improves or hurts the overall quality and relevance of the set of products displayed to consumers. Our theoretical analysis reveals that the relevance of the ads to the consumers' search queries depends on the level of information asymmetry between the marketplace owner and the sellers who sell products with different degrees of relevance. Specifically, when information asymmetry is low (high), i.e., the platform can (cannot) easily distinguish between high- and low-relevance sellers, then low-relevance (high-relevance) sellers have a greater incentive to advertise. However, even when low-relevance products are displayed as ads, consumers end up finding well-matching products as long as search and evaluation costs are reasonable; therefore, the overall impact on sales is relatively small while the marketplace benefits from the additional revenue from selling ads. We obtain data from a large-scale field experiment run at Flipkart, a leading online marketplace in India, and find that various empirical patterns implied by our theoretical results hold in the data. Our study provides several practical implications for managers of online marketplaces.
Book Synopsis The Lean Marketplace by : Juho Makkonen
Download or read book The Lean Marketplace written by Juho Makkonen and published by . This book was released on 2018-02-23 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inspired by the success of platforms such as Airbnb, Etsy or Fiverr? Want to know how to build an online marketplace business? This is the book for you. In this step by step guide, we will go through everything you need to know about developing your idea into a sustainable business, offering lots of practical advice and actionable ideas along the way. This book is the result of two experts putting almost two decades of experience together, in order to create a repeatable method for creating a successful online marketplace. The applicable tactics and techniques can be studied in advance, helping you avoid the most common pitfalls. It's a handbook for anyone building an online marketplace. The same methods will apply whether your organization is a startup, a cooperative, a non-profit, or a big brand. Not every marketplace will be as big as Airbnb and Uber, but we believe there are thousands of marketplace ideas out there that can make for great, sustainable businesses. With the help of this book, you're one step closer to building the next one. Critical acclaim "Juho and Cristóbal have written a practical in-the-weeds guide on marketplace execution that will prove invaluable for all entrepreneurs looking to start a marketplace. No fluff, just actionable ideas." - Sangeet Paul Choudary, best-selling author of Platform Revolution and Platform Scale "Building marketplaces can be hard. The Lean Marketplace is a very useful step-by-step guide to help entrepreneurs think through the challenges and solutions to create the next Uber or Airbnb." - Boris Wertz, Founder and General Partner, Version One Ventures "Must read for every marketplace entrepreneur. I'm going to ask everyone in our team to read this book." - Bram de Zwart, Co-founder and CEO, 3D Hubs "As I'm friends with both authors, I know first hand that the information in their book is hard won from long experience helping dozens of marketplaces succeed and consulting the top experts from around the world. However, the quality and comprehensiveness of the content speaks for itself. It covers all the essentials of growing an online marketplace, and in the most straightforward way possible. It is an impressively practical, must read resource for any current or aspiring marketplace entrepreneur. I can't recommend it highly enough, but please see for yourself." - Neal Gorenflo, Co-founder of Shareable "The essential guide to building an essential marketplace." - Tristan Pollock, Co-founder, Storefront, Partner, 500 Startups "Reading Juho's and Cristobal's advice online before launching our platform helped us save so much time and avoid the most common mistakes. If you're considering building a marketplace business, read this book first. Seriously." - Agne Milukaite, Co-founder and CEO, Cycle.land "Envisioning, validating, building and growing a marketplace is no small challenge: the most important aspect to nailing this challenge down is all about avoiding losing time and energy in the myriad of wrong directions that can come up your way. This book is an essential guide, the lifeboat for the marketplace founder that faces the ocean of bootstrapping." - Simone Cicero, platform strategist and consultant, creator of Platform Design Toolkit "I bootstrapped my marketplace business from launch to profitability in 6 months. Reading this book will help you do the same." - Mike Williams, CEO and Founder, Studiotime
Book Synopsis The Face-to-Face Book by : Ed Keller
Download or read book The Face-to-Face Book written by Ed Keller and published by Simon and Schuster. This book was released on 2012-05-22 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: THE BEST MARKETING BOOK OF THE YEAR Winner of the American Marketing Association’s Berry-AMA prize In 1848 gold was discovered in California, setting off a frenzy that sent men and women from across the American continent flocking to the West Coast in search of fortune. The Gold Rush brought wealth to some, but most left empty-handed. Today, marketing consultants Ed Keller and Brad Fay say social media is unleashing a new kind of frenzy. Blinded by the shiny allure of sites like Facebook and Twitter, companies are spending billions, pinning their hopes on social media marketing without appreciating how social influence truly functions in the marketplace. That’s where Keller and Fay come in. For the past six years, they have undertaken a unique, ongoing study of consumer conversations. The surprising result? Over 90 percent of consumer conversations still take place offline, primarily face to face. The implication is clear: Social media is big and growing, but it is dwarfed by the real world in which people live and interact. Make no mistake. There is a hugely important social wave rolling across the world of business today. New scientific evidence reveals that we humans are fundamentally social beings for whom social influence determines nearly every decision we make. And the greatest impact comes when those conversations happen face to face, as emotions and nonverbal cues are communicated along with words. In The Face-to-Face Book, Keller and Fay offer key insights and recommendations for how businesses, both large and small, can best succeed in today’s socially motivated consumer marketplace by looking at how consumers act in real life as well as online. The authors share their extensive research and the stories of companies—large, such as Apple, General Mills, Kimberly–Clark, and Toyota, as well as innovative small businesses—that have hit pay dirt with a balanced and holistic approach to social marketing. They also discuss those that have bet big and lost by overcommitting to online social media alone. The Face-to-Face Book does not overlook the extraordinary growth and importance of social media, which offers important new tools for businesses of all kinds; however, the authors caution against placing too grand a bet on online social media at the expense of other forms of social marketing. This book is a celebration of the supremely social nature of all human beings and how that drives the consumer marketplace. It’s a story that will leave you thinking anew, and talking.
Book Synopsis Advertising and the Marketplace by : Pepall, Lynne
Download or read book Advertising and the Marketplace written by Pepall, Lynne and published by Edward Elgar Publishing. This book was released on 2021-07-31 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues.
Book Synopsis The Art of Digital Marketing for Fashion and Luxury Brands by : Wilson Ozuem
Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem and published by Springer Nature. This book was released on 2021-07-17 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Book Synopsis Multi-Platform Advertising Strategies in the Global Marketplace by : Yang, Kenneth C. C.
Download or read book Multi-Platform Advertising Strategies in the Global Marketplace written by Yang, Kenneth C. C. and published by IGI Global. This book was released on 2017-12-01 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.
Book Synopsis Old versus New Rules of Marketing by : Francis Arackal Thummy
Download or read book Old versus New Rules of Marketing written by Francis Arackal Thummy and published by GRIN Verlag. This book was released on 2019-04-10 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: NA, , language: English, abstract: In this short paper an attempt will be made to present the old and new scenarios of marketing. This paper focuses on the old versus new rules of marketing. The separator of old and new rules of marketing is the web. Prior to the arrival of the web, marketing organizations had only two significant options for attracting attention of clients: Buy expensive advertising or get endorsement, mainly through advertorials, from the media. But the web has changed the rules. Organizations that understand the new rules of marketing develop relationships directly with consumers. In this scenario advertising today is a money pit of wasted resources. The web has opened a tremendous opportunity to reach niche buyers directly with targeted information that costs a fraction of what big-budget advertising costs. With old rules of marketing it simply meant advertising and branding; advertising needed to appeal to the masses; advertising relied on interrupting (for instance a TV show) to gain people’s attention to a product; it was one way, company to consumer; creativity was deemed the most important component of advertising; it was more important for the ad agency to win advertising awards than for the client to win new customers. None of this is true anymore; the web has transformed the rules; this paper would like to argue that a company must transform its marketing to make the most of the web-enabled marketplace of ideas. Old style Advertising and Public Relations firms’ role may have diminished drastically but their role is not extinguished. In the cyber age these have gone online. The wise thing for companies to do is to combine both the old and new ways of marketing, the emphasis perhaps being on the new. Online has provided companies the best opportunity ever to expand into global markets. Marketing has become borderless. This is a paper presented at an international conference.
Book Synopsis How to Market Your Products Online by : Tracey Shaw
Download or read book How to Market Your Products Online written by Tracey Shaw and published by Independently Published. This book was released on 2023-04-07 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online advertising and marketing are one of the most potent tools corporations have at their disposal, and they can be used to reach a wide variety of customers. It could attract new clients, raise income, and grow publicity for your services or products. Any commercial enterprise can benefit from online advertising, regardless of length or location. Online advertising is an ever-growing area this is constantly changing. As the era advances and the internet turns more on hand, companies locate new and revolutionary ways to market their products and services. Whether a small enterprise proprietor or a larger enterprise, online advertising allows you to reach new customers and grow your enterprise. The purpose of online advertising is to attain and interact with clients thru diverse channels, along with online advertisements, online content material, and online services. By using diffusion of advertising channels and targeting unique demographics, you may attain your goal marketplace and pressure site visitors to your internet site. There is a spread of online marketing gear and technologies available to businesses of all sizes. If you need more time to decide where to start, consider using an advertising automation tool or a website optimization carrier. Those services will help you create customized marketing campaigns, set up automated email campaigns, and optimize your internet site for higher search engine ranking.
Download or read book Remarkable Retail written by Steve Dennis and published by LifeTree Media. This book was released on 2021-04-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Physical retail isn’t dead—but boring retail is! Remarkable Retail equips the savvy retailer with eight essential strategies to thrive in an increasingly volatile and uncertain future. Digital technology has profoundly altered the competitive landscape for retailers. In Remarkable Retail, industry thought leader Steve Dennis argues that in a world of nearly infinite choice, where the lines between digital and physical are increasingly blurred, even being very good is no longer good enough. To win and keep customers today, retailers must be nothing short of remarkable. In most retail categories, digital channels are often central to the consumer’s journey, but that doesn’t mean people aren’t also shopping in stores; they’re just using them differently, often browsing in one channel and buying in the other. The notion of a physical store channel and an ecommerce channel is increasingly a distinction without a difference; the customer is the channel. The future belongs to those who embrace the blur of digital and physical that represents modern retail today and work to deliver an experience that is more harmonized and more memorable, regardless of how consumers decide to shop. Packed with illuminating case studies from some of modern retail’s biggest success stories—and leveraging Dennis’s more than thirty years as a senior executive and strategic consultant to dozens of brands—Remarkable Retail lays out the case for going beyond a slightly better version of mediocre and forging a path to being truly remarkable. To help retailers on this transformation journey, Dennis presents eight essential strategies for visionary leaders who are prepared to reimagine their way of doing business. A remarkable retailer is digitally enabled, human-centered, harmonized, mobile, personal, connected, memorable, and radical. In an age where consumers have short attention spans, myriad options, and a digitally integrated relationship with every brand, Remarkable Retail is your indispensable guide to creating a powerful retail experience that keeps your customers coming back for more.
Book Synopsis Ultimate Guide to Amazon Advertising by : Timothy P. Seward
Download or read book Ultimate Guide to Amazon Advertising written by Timothy P. Seward and published by Entrepreneur Press. This book was released on 2019-05-21 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This timely book is perfect for every brand or product marketer who wants to fully leverage the Amazon platform—both for sales and brand exposure. Timothy’s practical step-by-step advice is simple to follow and put into practice." —Steve Fisher, team lead, retail marketing, Lenovo "This book should be called the Ultimate Guide to Amazon because it’s so much more than just advertising. It’s really about building your brand on Amazon. Timothy is able to walk someone through how to do this step-by-step. It was easy to follow. I really enjoyed it." —Michelle Reed, senior vice president, Perry Ellis International Expand Your Brand Online and Offline with Amazon Advertising Amazon is where consumers search, learn about, and shop for your products (whether from you or another seller). And with 310 million active users and counting, this is the ecommerce platform you can’t afford to ignore. Amazon advertising and customer growth expert Timothy P. Seward shares nearly two decades of expertise in retail and ecommerce to lift the veil on doing business on Amazon. Seward shows you how to build an aggressive, streamlined advertising campaign, increase your search visibility, consistently capture consumer demand, and accelerate new product sales without big-budget national ad campaigns. You'll learn how to: Determine if Vendor Central or Seller Central is right for your brand Capture new customers through Sponsored Product Campaigns Apply the five essential elements of a high-quality product detail page Establish metrics, evaluate performance against keyword types, and perform competitive analyses Add negative keywords that can benefit your advertising campaigns Apply Amazon’s secret formula for long-term winning
Book Synopsis Creating Brand Cool by : Joan Abraham
Download or read book Creating Brand Cool written by Joan Abraham and published by Routledge. This book was released on 2021-05-16 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings. Leveraging her 26 years of experience in online marketing and branding, Joan Abraham reveals the thought process behind successfully addressing today’s marketing challenge: clearly defining the business’s brand essence using its owned social media channels to personalize the full character of the brand. Creating Brand Cool addresses the importance of developing a unique state of being that personally resonates with today’s consumer. Abraham energizes the creative and strategic thinking for attracting and maintaining brand loyalty when the competition is a click away. Appealing to branding and social media marketing professionals, as well as students in these fields, this book is a primer for building an online community and distinguishing a brand from the competition. It is relevant to all types of business, from small businesses to globally recognized brands.
Book Synopsis Advertising on the Internet by : Robbin Zeff
Download or read book Advertising on the Internet written by Robbin Zeff and published by Wiley. This book was released on 2009-02-03 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt: How today's most successful online advertisers and marketers maximize their online presence, and how you can too This updated and expanded Second Edition of the bestselling guide to online advertising is must reading for everyone who wants to take advantage of the most important new advertising medium since television. A complete primer on online advertising for businesses of all sizes, it gets you up to speed on the crucial issues, hot new trends, and most effective new technologies in Internet advertising. Loaded with examples of some of today's most successful online advertising and marketing initiatives, it gives you the inside track on: * Successful online ad models * Market research online * Direct marketing, including opt-in e-mail, promotions, and sweepstakes * Targeting and personalization * Internet advertising management tools * Traffic measurement and gauging the effectiveness of your ads * Buying and selling ads on your Web site * Advertising locally * Advertising to an international market * Legal aspects of Internet advertising * How to advertise for free, or almost free (contributed by Eric Ward, the father of grassroots advertising strategies) On the companion Web site at www.wiley.com/compbooks/zeff you'll find: * Links to additional training and tool resources
Book Synopsis Computational Advertising by : Peng Liu
Download or read book Computational Advertising written by Peng Liu and published by CRC Press. This book was released on 2020-05-12 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Features · Introduces computational advertising and Internet monetization · Covers data processing, utilization, and trading · Uses business logic as the driving force to explain online advertising products and technology advancement · Explores the products and the technologies of computational advertising, to provide insights on the realization of personalization systems, constrained optimization, data monetization and trading, and other practical industry problems · Includes case studies and code snippets
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Consumer Perceptions of Sponsored Listing and Their Impact on Online Marketplaces by : Kalyan Chakravarthy Rallabandi
Download or read book Consumer Perceptions of Sponsored Listing and Their Impact on Online Marketplaces written by Kalyan Chakravarthy Rallabandi and published by . This book was released on 2022 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this dissertation I explore consumer perceptions towards sponsored listings, a digital marketing innovation. Chapter 1, shares the background details that provide the motivation for my dissertation. In the first essay (chapter 2), I note that consumer perceptions of these digital ads are influenced by a signal of quality due to the sponsored status and by a bias against it due to a natural preference for organic (``non-sponsored") listings. In this essay I propose to reconcile these opposing mechanisms and analyze, from a consumer behavior perspective, the evolution of the combined effect of these two mechanisms. In doing so I am able to address how the presence of sponsored listings affect consumers' engagement with the online marketplace. Using reduced form models, I first show evidence to support the presence of these two opposing mechanisms and then show how the net combination of these two mechanisms manifests in the empirical context of online hotel bookings. I then estimate a structural model of sequential search to rationalize the combined effect, while accounting for potential endogeneity bias due to targeted advertising. Using counterfactual analysis I compare how sponsored listings fare against organic listings towards consumer engagement with the online marketplace. I find that if sponsored listings are replaced with organic listings at the top of the page, then (a) the total clicks are likely to improve by 34\% and 30\% on laptops and mobiles respectively and, (b) conditional on clicking, the booking rate is likely to improve by 44\% and 39\% on laptops and mobiles respectively. Additionally, consumer engagement with the online marketplace is at its optimal best with organic listings at the top ranks and sponsored listings at the middle \& lower ranks. As search cost increases, I find evidence that sponsored listings play a direct information role and become valuable for all concerned (marketplace, consumer and seller). Finally, I find that consumer welfare is higher under the marketplace assigned ranking with only organic listings (and no sponsored advertising In the second essay (chapter 3), I investigate the mechanism(s) behind these sponsored advertisements and assess the impact of sponsored listings along the consumer shopping and purchase process. I do this using a structural model of consumer sequential search and a novel data set from an online travel agent. Since online marketplaces return rank ordered lists in response to consumer searches, I assume that based on historical browsing, consumers form priors regarding the quality at each rank. In response to the noisy signal of quality conveyed by sponsored ads, consumers are assumed to update their quality priors in a Bayesian fashion. I find that sponsored listings induced rank (position) change has a major impact on user awareness and that advertisers use sponsored listings for not just lift but also for prominent locations where consumer attention experiences spikes. I also find that advertising disclosure associated with sponsored listings has an impact, so that consumer consideration and choice probabilities are impacted at the top ranks (positions) of a page. This is however not the case at other ranks (positions) further down the page.
Book Synopsis Digital Privacy in the Marketplace by : George Milne
Download or read book Digital Privacy in the Marketplace written by George Milne and published by Business Expert Press. This book was released on 2015-01-14 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Privacy in the Marketplace focuses on the data ex-changes between marketers and consumers, with special ttention to the privacy challenges that are brought about by new information technologies. The purpose of this book is to provide a background source to help the reader think more deeply about the impact of privacy issues on both consumers and marketers. It covers topics such as: why privacy is needed, the technological, historical and academic theories of privacy, how market exchange af-fects privacy, what are the privacy harms and protections available, and what is the likely future of privacy.
Book Synopsis Social Communication in Advertising by : William Leiss
Download or read book Social Communication in Advertising written by William Leiss and published by Psychology Press. This book was released on 1990 with total page 442 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now available in a significantly updated second edition featuring two new chapters, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry; popular culture; and the mass media which manages the constellation of images that unifies all three.
