Ebook E-Commerce 2014 (10/E): Part 2
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Ebook E-Commerce 2014 (10/E): Part 2
Business Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2e able to:■Identify the key features of the Internet audience.■Discuss the basic concepts of consumer behavior and purchasing decisions.■Understand how consumers behave online.■Identify and describe the basic digita commerce marketing and advertising strategies and tools.■Identify and describe the m Ebook E-Commerce 2014 (10/E): Part 2ain technologies that support online marketing.■Understand the costs and benefits of online marketing communications.Video Ads:Shoot, Click, BuyI he aEbook E-Commerce 2014 (10/E): Part 2
ge of online video ads is upon US, just in case you haven't noticed. Improvements in video production tools, higher bandwidth, and better streaming quBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2ut instead has expanded to a much larger group of potential creators, including users themselves. In addition, the ways online video can be viewed have also expanded, from desktop PCs and laptops to smartphones, tablet computers, netbooks, and Web-enabled television sets.The online audience for vide Ebook E-Commerce 2014 (10/E): Part 2os is huge. In July 2013, 187 million U.S. Internet users watched online video content during the month, with each viewer spending an average of 22.5Ebook E-Commerce 2014 (10/E): Part 2
hours! Because this is where the eyeballs are, video is an obvious advertising meoium. And just in time: Internet users have learned how to avoid tradBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2ther story: next to search engine advertising and focused e-mail campaigns, videos have the highest click-through rate. In addition, nearly 100% of online spenders are video viewers, and they provide a highly desirable demographic with strong buying power. Research by comScore has also found that re Ebook E-Commerce 2014 (10/E): Part 2tail site viewers who view videos are 64% more likely to purchase. As a result, advertisers are jumping on the bandwagon. Americans viewed nearly 19.6Ebook E-Commerce 2014 (10/E): Part 2
billion video ads in July 2013, more than double the amount in July 2012. Video ads reached 55% of the total U.S population. Google Sites (YouTube) dBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2video ad exchange) also with 2.1 billion. Hulu served about 1.2 billion video ads.Firms are using online video for marketing in a variety of ways. Many companies produce their own videos to promote their brands and sell products. User-generated video reviews are another effective marketing mechanism Ebook E-Commerce 2014 (10/E): Part 2. EXPO is a consumer network that aggregates hundreds of thousands of video reviews created by over 200,000 members on its Web site, ExpoTV.com. EXPOEbook E-Commerce 2014 (10/E): Part 2
also distributes the product review videos to retailers such as Amazon, Walmart, and Target, to social media sites such as Facebook and YouTube, to maBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2ding provider of& EXPO Communíatonỉ, 2012I 325326 CHAPTER 6 E-commerce Marketing and Advertising Conceptsrich product information to a network of more than 1,000 retailers in North America and Europe. EXPO has created a trusted database of videos that can be used as advertising by accepting reviews Ebook E-Commerce 2014 (10/E): Part 2for any nationally available product and publishing all videos received, regardless of positive or negative opinion, as long as they meet quality stanEbook E-Commerce 2014 (10/E): Part 2
dards. EXPO screens each video for relevance and quality, and rewards members who submit quality reviews by offering recognition, contests, loyalty poBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2hese videos have generated over 50 million views. A study by comScore and EXPO using a sample of 25 video product reviews across various categories, such as electronics and consumer packaged goods, found that the highest performing reviews contained many of the same effective elements seen in profes Ebook E-Commerce 2014 (10/E): Part 2sionally produced television commercials, and that the rates of presence of many of these elements were greater than those seen in regular online dispEbook E-Commerce 2014 (10/E): Part 2
lay ads. comScore research indicates that after seeing a video product review, 40% more consumers considered the product unique and differentiated, anBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2ny others, as well as consumer electronics firms such as LG. For example, for LG, EXPO collected 720 video product reviews of LG products that were viewed over 280,000 times, totaling over 6,000 hours of engagement. On ExpoTV, there is an 11% click-to-commerce rate for the electronics category, whic Ebook E-Commerce 2014 (10/E): Part 2h EXPO believes is driven by genuine and credible video reviews posted by peers that provide deeper knowledge and greater purchasing confidence to conEbook E-Commerce 2014 (10/E): Part 2
sumers.Many large firms are moving into the online video advertising marketplace with sophisticated campaigns and big budgets. For instance. Rite Aid Business Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2ite Aid introduced its Video Values program. Online visitors who watch videos about Rite Aid products receive a coupon that can be redeemed at the store. If you watch 20 videos, you receive a $5 bonus coupon in addition to product coupons. Currently, Rite Aid is streaming 500,000 videos a month, whi Ebook E-Commerce 2014 (10/E): Part 2ch are generating a 20% coupon redemption rate. The coupons are personalized and participants have to register. Rite Aid generates extensive demographEbook E-Commerce 2014 (10/E): Part 2
ic data on its most engaged customers who can later be contacted in e-mail campaigns. In turn, bargain hunting sitesand blogs add a social component tBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2ith over 250,000 videos that have attracted 9.6 billion views. Brands with over 40 channels include 3M, Disney, Nike, IBM, and Google. The top 100 brands have invested over $4 billion in the creation of video assets. Disney, Google, and Sony have achieved over 1 billion total views, and 15 out of th Ebook E-Commerce 2014 (10/E): Part 2e 100 brands had more than 100 million views. Media and consumer technology companies are by far the most active producers of online videos.Smaller fiEbook E-Commerce 2014 (10/E): Part 2
rms are also using video. Online fashion retailer KarmaLoop offers Karma LoopTV, with the objective of creating a community focused on Verge Culture, Business Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2, brands, artists, and musicians.Video Ads: Shoot, Click, Buy I 327As of September 2013, KarmaLoopTV has more than 40,000 subscribers and over 21 million video views on YouTube, as well as a dedicated Web site, KarmaloopTV.com, with 5 million unique visitors and 16 million page views per month.Orabr Ebook E-Commerce 2014 (10/E): Part 2ush is another small firm that has successfully used video ads on YouTube, in its case, to build its business from the ground up. Dr. Robert Wagstaff,Ebook E-Commerce 2014 (10/E): Part 2
a dentist who invented a breath-freshening tongue cleaner, was unsuccessful marketing it through traditional channels. Jeffrey Harmon, an MBA studentBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2e video called "How to tell if you have bad breath" on Orabrush’s landing page, and found that it tripled Orabrush's conversion rate. From there, they decided to create Orabrush's own YouTube video channel. Today the channel has more than 100 videos, over 190,000 subscribers, and more than 50 millio Ebook E-Commerce 2014 (10/E): Part 2n video views, and more importantly, has resulted in sales of over 3 million units. YouTube continues to account for 80% of Orabrush's marketing efforEbook E-Commerce 2014 (10/E): Part 2
t, although it now also has a Facebook page.People care and get excited about videos far more than banner ads and e-mail. This makes videos an ideal aBusiness Concepts and Social IssuesCHAPTERE-commerce Marketing and Advertising ConceptsLEARNING OBJECTIVES Ệ ;.After reading this chapter, you will be Ebook E-Commerce 2014 (10/E): Part 2nce, it is now possible to make video ads interactive so viewers can click on a product and add it to their shopping cart as the video is playing. It's sort of like "streaming e-commerce." These "interactive video ads" are appearing throughout the Web, especially at newspaper sites as an alternative Ebook E-Commerce 2014 (10/E): Part 2 to display ads that are increasingly ignored. Video ads can also be optimized, allowing retailers to change elements of the videos and measure the imEbook E-Commerce 2014 (10/E): Part 2
pact in near real time. The introduction of the iPad in 2010 made viewing videos much more pleasant and mobile. Interaction rates with videos displayeGọi ngay
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