(BQ) Part 2 book "E-Commerce 2014" has contents: E-commerce marketing and advertising concepts; SOCIAL, mobile, and local marketing; ethical, social, and political issues in e-commerce; online retail and services, online content and media; social networks, auctions, and portals,. and other contents. | 323 Part 3 Chapter 6 E-commerce Marketing and Advertising Concepts CHAPTER 7 Social, Mobile, and Local Marketing CHAPTER 8 Ethical, Social, and Political Issues in E-commerce Business Concepts and Social Issues C h a p t e r 6 E-commerce Marketing and Advertising Concepts Learning Objectives After reading this chapter, you will be 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 digital commerce marketing and advertising strategies and tools. Identify and describe the main technologies that support online marketing. Understand the costs and benefits of online marketing communications. Vi de o Ads: Shoot, Click, Buy I he age of online video ads is upon us, just in case you haven’t noticed. Improvements in video production tools, higher bandwidth, and better streaming quality have fueled an online video surge. Video production is no longer the exclusive province of just a few major players in New York and Hollywood, but 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 videos is huge. In July 2013, 187 million . Internet users watched online video content during the month, with each viewer spending an average of hours! Because this is where the eyeballs are, video is an obvious advertising medium. And just in time: Internet users have learned how to avoid traditional banner ads by instinctively moving their eyes to a different part of the screen. Click-throughs on banner ads are miniscule but videos are another story: next to search engine advertising and focused e-mail campaigns, videos have the highest click-through .
