Online Marketing - Aalborg Universitet

[Pages:120]Online Marketing

New models of advertising?

Aalborg University Cand.Merc.Ibe Fibigerstr?de 2

DK 9220 Aalborg ?st

Kim Eriksen @ : kim@keriksen.dk

Claus Hemmingsen @ : claus.hemmingsen@

John Kuada Supervisor

Table of contents

1. Table of contents

1. Table of contents ............................................................................................................................. 1 2. Abstract ............................................................................................................................................. 5

2.1. Introduction .............................................................................................................................. 5 3. Problem formulation ....................................................................................................................... 9

3.1. Structure of the project .........................................................................................................11 4. Conceptual framework..................................................................................................................13

4.1. What is marketing?.................................................................................................................13 4.2. Limitations ..............................................................................................................................13 5. Methodology...................................................................................................................................15 5.1. Why consider methodology? ................................................................................................15 5.2. Paradigms ................................................................................................................................15

5.2.1. The six social science paradigms ..................................................................................17 5.3. Different approaches .............................................................................................................18 5.4. Relating paradigms to the methodological approaches ....................................................19 5.5. The chosen approach ............................................................................................................20

5.5.1. Applied Methodology ....................................................................................................21 6. Does the Internet provide new options?....................................................................................25

6.1. The Internet ............................................................................................................................25 6.2. Traditional Marketing ............................................................................................................26 6.3. How is marketing conducted online?..................................................................................26

6.3.1. Banner ads .......................................................................................................................27 6.3.2. Pop-ups ............................................................................................................................28 6.3.3. Search advertising...........................................................................................................29 6.3.4. Email/Newsletters .........................................................................................................30 6.3.5. The herd-behaviour........................................................................................................30 6.4. Traditional marketing strategy..............................................................................................31 6.4.1. The four Ps......................................................................................................................31 6.5. New marketing theory...........................................................................................................38 6.5.1. On Demand Model ........................................................................................................39 6.5.2. Engagement Model ........................................................................................................41

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Table of contents

6.5.3. Advertising as a service..................................................................................................44 6.6. New Strategy...........................................................................................................................48

6.6.1. SIVA.................................................................................................................................49 6.7. Part conclusion .......................................................................................................................53 7. Are the companies aware? ............................................................................................................59 7.1. The companies........................................................................................................................59

7.1.1. Marketing as a service ....................................................................................................60 7.1.2. Advertising on demand .................................................................................................61 7.1.3. Engaging the visitor/customer.....................................................................................62 7.1.4. Other advertising considerations .................................................................................63 7.2. Informed opinion poll...........................................................................................................64 7.2.1. Validity and representation ...........................................................................................66 7.3. Empirical data.........................................................................................................................67 7.3.1. Own design......................................................................................................................67 7.3.2. Advertising.......................................................................................................................67 7.3.3. Communication ..............................................................................................................68 7.3.4. Optimisation....................................................................................................................69 7.3.5. Engaging ..........................................................................................................................69 7.4. Part conclusion .......................................................................................................................70 8. What do the customers want?......................................................................................................71 8.1. Questionnaire..........................................................................................................................71 8.1.1. Validity and representation ...........................................................................................73 8.2. Empirical data.........................................................................................................................74 8.3. Part conclusion .......................................................................................................................83 9. Conclusion ......................................................................................................................................85 10. Reflection ......................................................................................................................................89 10.1. The project............................................................................................................................89 10.1.1. Critique of the methods...............................................................................................89 10.2. The topic ...............................................................................................................................90 11. References.....................................................................................................................................91 12. Appendix.......................................................................................................................................95 12.1. Methodological appendix....................................................................................................95 2

Table of contents The analytical approach............................................................................................................95 The systems approach ..............................................................................................................96 The actors approach .................................................................................................................96 12.2. Informed opinion poll appendix......................................................................................101 12.3. Survey appendix .................................................................................................................103 The questionnaire....................................................................................................................103 The Data...................................................................................................................................107

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Abstract

2. Abstract

This paper will serve as the Master Thesis on the Cand.Merc.Ibe education. The paper is designed to give the reader an insight to if, and how companies utilise the possibilities of Internet advertising and branding.

2.1. Introduction

Even before the Internet there were many different ways to advertise, in different media such as radio, TV, newspapers, magazines, as well as via telemarketing or pamphlets. Usually the goal was to get a company- and/or product name, a statement etc. communicated to as many people as possible for the smallest price possible.

When the Internet arose, a number of search options became available. Companies had the option to advertise themselves on a larger scale. Due to advertising perception at the time, many businesses were assumed to have great value, and thus traded on the stock exchange at extraordinary high rates. This collapsed in 2001 at what is commonly known as the dot-com bubble.

After the dotcom collapse, the Internet was almost disregarded because of many failing website-based businesses that had expectations to the market and assumptions about consumers. However, both consumers and companies continued exploring online options. Soon more substantial business models emerged; search advertising1 and e-commerce were the new possibilities. Enhancements in targeting advertising, and understanding how websites maintain visitors, became relevant. Researching consumer's behaviour and buying patterns online began to interest scholars.

Due to the technologies available today, as well as broadband implementations in most homes, advertisers are able to make massive leaps and create global campaigns (become

1 When you advertise on a search engine, you purchase keywords that relate to your product or service. Internet users type in your keywords and see your ad on the same page as their search results.

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