Page 235 - Electronic Commerce
P. 235
Chapter 4
Search engine positioning is a complex subject. A number of consulting firms do
nothing but advise companies on positioning strategy. Entire books have been written on
the subject and several major conferences are devoted to the subject each year.
Figure 4-12 shows the amount of online advertising sold and projected to be sold in
the United States from 2006 through 2016.
210
60
50
40
$ Billion 30
20
10
0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Source: Adapted from reports by ClickZ, eMarketer, Forrester Research,
Nielsen, and Internet Retailer.
FIGURE 4-12 U.S. online advertising expenditures, actual and projected
Online advertising is growing much faster than any other type of advertising or
advertising spending in general. Thus, online advertising is becoming a larger proportion
of all advertising. Figure 4-13 shows how online advertising compares to other U.S.
advertising. Online advertising in the rest of the world is expanding rapidly as well, but
outside the United States, online advertising is a smaller proportion of total advertising.
Outdoor Other
1%
Newspapers
4%
Radio 8%
8% Television
Magazines 8% 38%
31%
Online
Source: Adapted from reports by eMarketer, MagnaGlobal, and Nielsen.
FIGURE 4-13 U.S. advertising expenditures by medium, 2015 estimates
Copyright 2015 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
