Special Report on
Targeted advertising with consumer search
Targeted advertising with consumer search - Trends
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There's no question that the efforts around search engine marketing (SEM) have grown since its inception. Nowadays, it's not uncommon to hear hyperbolic marketing managers hail the discipline as “the most efficient advertising channel yet created.” While it is true that SEM provides marketers a unique ability to reach users when they are actively seeking information relevant to a marketer's products, it is also true that SEM can be particularly challenging in the b-to-b landscape, since b-to-b prospects often behave differently than their consumer-oriented counterparts. Understanding the nuanced ...
This article investigates the role of a search engine as an intermediary between firms and consumers. Search engines enable firms to target consumers who have revealed some specific needs through their query. In a framework with horizontal product differentiation, imperfect product information and in which consumers incur search costs, I show that introducing a « neutral » targeted advertising mechanism reduces social inefficiencies and tends to reduce the equilibrium price. Moreover, the accuracy of the mechanism has a non monotonic effect on the price of the ... Read More
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- Microsoft PowerPoint - Webinar Future of Advertising DeckFINAL.ppt
- Microsoft PowerPoint - Webinar Future of Advertising DeckFINAL