Page 275 - Introduction to Electronic Commerce and Social Commerce

Marketing and Advertising 9
in E-Commerce

Contents Learning Objectives
Opening Case: Market Research
Helps Del Monte Improve Dog Food .......................................... 261 Upon completion of this chapter, you will be able to:
1. Describe factors that influence online consumer behavior.
9.1 Learning About Online Consumer Behavior ................... 262
2. Explain how consumer behavior can be analyzed for cre-
9.2 Personalization and Behavioral Marketing ...................... 265
ating personalized services.
9.3 Market Research for E-Commerce ................................... 267 3. Understand consumer market research in e-commerce.
9.4 Web Advertising .................................................................. 270 4. Describe the objectives and characteristics of Web
advertising.
9.5 Online Advertising Methods: From E-Mail
to SEO and Video Ads ........................................................ 272 5. Describe the major advertising methods used on the Web.
6. Learn mobile marketing concepts and techniques.
9.6 Mobile Marketing and Advertising ................................... 280
7. Describe various online advertising strategies and types
9.7 Advertising Strategies and Promotions ............................. 282 of promotions.
Managerial Issues ......................................................................... 285 8. Understand some implementation issues.
Closing Case: Johnson & Johnson Uses
New Media Marketing ................................................................. 289
OPENING CASE: MARKET RESEARCH
References ..................................................................................... 290
HELPS DEL MONTE IMPROVE DOG FOOD

The Problem

Del Monte operates in a very competitive global food indus-
try. In addition to manufacturing canned fruits and vegeta-
bles for human consumption, Del Monte produces pet food
such as Gravy Train, 9 Lives, and Meow Mix. Therefore,
using market research, the company constantly looks for
innovative ways to increase its competitive edge. The com-
pany noticed the fast growth of social media and decided
to deploy social media projects. Their primary goal was to
decide how best to use social media-based market research to
support its diverse product line—in this case, dog food.

The Solution

The basic idea was first to connect and collaborate with dog
Electronic supplementary material: The online version of this chapter
(doi:10.1007/978-3-319-50091-1_9) contains supplementary material, lovers via social networks. The corporate IT department was
which is available to authorized users. unable to conduct social network research; therefore, the Pet

© Springer International Publishing AG 2017 261
E. Turban et al., Introduction to Electronic Commerce and Social Commerce,
Springer Texts in Business and Economics, DOI 10.1007/978-3-319-50091-1_9