SMG IS 223 Study Guide - Final Guide: Behavioral Targeting, Venmo, Native Advertising
24 May 2018
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• Internet storefronts are available on almost every
computer connected on the internet
• Price benefits
• Online retailers are efficient, high volume and
low overhead allow for very competitive pricing
o Drawbacks:
• Trust
• Direct product experience
• Product delivery and returns
• Content provider
• Transaction broker
• Market creator
o Buyer and sellers can meet
o C2C or B2B transaction
o Ex C2C:: Airbnb, etsy, ebay
o Ex B2B: Paypal, venmo
• Service provider
• Community provider
o Online meeting place where people can meet and communicate
o Ex: Facebook, twitter, instagram
▪ Revenue models
• Advertising
• Sales
• Subscription
• Free/Freemium
o Something for free even if its a trial
• Transaction Fee
• Affiliate
o Capabilities & Benefits
o How has e-commerce transformed marketing?
▪ The internet provides new ways to identify and communicate with customers
▪ Longtail marketing
• Based on search engines
• Trying to get rid of things
▪ Internet advertising formats
▪ Behavioral targeting
• Tracking online behavior or individuals
▪ Programmatic ad buying
▪ Native advertising
• Click-fraud- an individual or a comp program clicks on ads - increasing rank in google, or help
company look like people are
• Intenet marketing methods
find more resources at oneclass.com
find more resources at oneclass.com
