Chapter 10 Internet Marketing News Analysis and Reflections

Internet Marketing News Analysis



Source:http://www.internetretailer.com/dailyNews.asp?id=26029




What I learned:
This article is about a company called aCemo that has spent the last two years collecting anonymous data from about 140 million on-line customers and 375 retail sites. With this data they select which banner ads to display where by how much the advertiser is willing to pay and how likely it will result in a sale. This company claims to be the first to use consumer behavior to determine which ads to display. The systems analytics also determine what a consumer might buy next. Since they only get paid when a transaction is made, they are very picky about where they are placing their ads. In the event that a click on an ad leads to a sale, the advertiser agrees to pay a percentage to a sale or an agreed upon average order-value. Its no wonder that a system like this has been developed with everyone wanting targeted marketing. I think that this means to us as consumers that we will be watched more closely as to what we do on the internet, and also we will be seeing more and more ads that are directed directly at us using the information they have acquired from our history on the internet.






Reflections:
Chapter 10 talks about developing and maintaining effective web sites. The book says that there are two primary roles that a web site plays in the marketing strategy. One is for a channel for providing information, and the other is to generate sales. Thats probably why the book also states that Marketing is clearly responsible for the important step in the Web development of identifying and describing the target market. More and more of the internet is simply marketing.