Online Marketing - Aalborg Universitet
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
1
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
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