ISYS111 Lecture Notes - Lecture 18: Permission Marketing, Buy Side, Online Advertising
17 Jun 2018
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• Online advertising:
• Makes advertising more hynamic, personalised and interactive
• Can be updated at any time
• Cheaper
• Able to reach millions of users
• Effective for targeted audience
• Banners:
o Ideal for short text or a graphical message
• Pop-ups:
o Consumer is forced to look at the ad however may be blocked
• Email:
o Intended for a targeted audience to specific mailing lists
• Spamming, permission marketing and viral marketing;
• Spamming:
o Distribution of electronic ads without permission of the receiver
o Misuse of email advertising
• Permission marketing:
o Strategy in which a company asks consumers if they wish to receive
emails and advertising
• Viral marketing:
o Online "word-of-mouth" marketing
o Consumers who like the marketing message will forward it to their
friends and family
o Helps to spread out the advertising with little effort from the marketer
Business-to-business (B2B) electronic commerce
• Sell-side marketplace and the buy-side marketplace:
• Sell-site e-marketplace:
o Online market
o Organisations sell their products and services to other businesses
o Similar to B2C model except that the buyer is an organisation
• Buy-side marketplace:
o Organisation tries to buy products or services from another organisation
electronically
o Major method for doing this is the reverse auction
• Vertical exchanges, horizontal exchanges and functional exchanges:
• Vertical exchanges:
o Exchange mechanisms for buyers and sellers within a specific industry
o E.g. steel, plastic, chemicals
• Horizontal exchange:
o Mechanism for buyers and sellers from across many industries to
connect and exchange goods and services
• Functional exchanges:
find more resources at oneclass.com
find more resources at oneclass.com
