Online Advertising

Crowdsourcing

Chapter 9 Crowdsourcing 9.1 Introduction You’ve used the Internet before, so it’s very possible that you’ve come across one of the best examples of crowdsourcing in the online world: Wikipedia (http://www.wikipedia.org). Wikipedia, the online encyclopedia with over three million articles in the English-language version alone, has been created and maintained by people just like you. Each week, thousands of articles are added and thousands edited by a global community of students,… Read More »Crowdsourcing

Social Media

Chapter 8- Social Media 8.1 Introduction Blogs, wikis, social bookmarks, and tag clouds: these are new words for new things and new ways to use words. You may be living in the world of social media, but to many it’s a jumbled jungle with no clear structure. The many facets of social media are also called Web 2.0, consumer-generated media (CGM), participatory media, and new media. In fact, comparing social media… Read More »Social Media

Pay per Click Advertising

Chapter 7Pay per Click Advertising 7.1 Introduction Pay-per-click (PPC) advertising is an advertising system where the advertisers pay only for each click on their advertisements. While it is most often used as an advertising system offered by search engines, such as Yahoo! and Google, it can also be used for banner advertising (where the advertiser pays for clicks on the advertisement as opposed to impressions). PPC is also the system on… Read More »Pay per Click Advertising

Search Engine Optimization

Chapter 6Search Engine Optimization 6.1 Introduction With millions of people performing millions of searches each day to find content on the Internet, it makes sense that marketers want their products to be found by potential consumers. Search engines use closely guarded algorithms to determine the results that are displayed. However, determining what factors these algorithms take into account has led to a growing practice known as search engine optimization. Search engine… Read More »Search Engine Optimization

Search Engine Marketing

Chapter 5- Search Engine Marketing 5.1 Introduction Every day, all around the world, millions of people use search engines to find content on the Internet. Search engines are Web-based programs that index the Web and allow people to find what they are looking for. “Search,” or “search marketing,” is often used to refer to the industry that has built up around search engines. 5.2 Search Engine Optimization LEARNING OBJECTIVES Learn how search engines work. Understand the… Read More »Search Engine Marketing

Affiliate Marketing

Chapter 4- Affiliate Marketing 4.1 Introduction If you recommend a restaurant to a friend, and that friend visits the restaurant because of your recommendation, the restaurant’s revenue will have increased because of your referral. This is “word-of-mouth” marketing. But you, as the referrer, do not see any of the cash benefit that the restaurant does! Imagine that the restaurant gave you 10 percent of the bill for every person that you… Read More »Affiliate Marketing

Online Advertising

Chapter 3 –Online Advertising 3.1 Introduction Simply put, online advertising is advertising on the Internet. Online advertising encompasses advertisements on search engine results pages, advertisements placed in e-mails, and other ways in which advertisers use the Internet. However, this chapter focuses on display advertising or rich-media advertising. Whether online or off, the main objective of advertising is to increase sales. Advertising also aims to increase brand awareness. Advertising is based on… Read More »Online Advertising

E-mail Marketing

Chapter 2 E-mail Marketing 2.1 Introduction At its core, e-mail marketing is a tool for customer relationship management (CRM). Used effectively, this extension of permission-based marketing can deliver one of the highest returns on investment (ROI) of any eMarketing activity. Simply put, e-mail marketing is a form of direct marketing that utilizes electronic means to deliver commercial messages to an audience. It is one of the oldest and yet still one… Read More »E-mail Marketing

Introduction to eMarketing

Chapter 1 Introduction to eMarketing 1.1 Introduction There is no doubt about it—the Internet has changed the world we live in. Never before has it been so easy to access information; communicate with people all over the globe; and share articles, videos, photos, and all manner of media. The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in the declining distribution of traditional… Read More »Introduction to eMarketing