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Effectiveness of Online Marketing Campaigns: An Investigation into Online Multichannel and Search Engine Advertising

Autor Sebastian Klapdor
en Limba Engleză Paperback – 20 feb 2013
​Internet advertising has come off age; yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields—for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings:- There are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels.- The channel order can influence the conversion probability.- Click-through rates in search engine advertising are influenced through various keyword criteria on semantic and syntactic level The results of this thesis constitute an important starting point for future research in online advertising. Furthermore, the results enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach. Based on its findings, the thesis outlines how a future integrated approach to online advertising could look like.
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Specificații

ISBN-13: 9783658017316
ISBN-10: 3658017317
Pagini: 156
Ilustrații: XXII, 134 p. 34 illus.
Dimensiuni: 148 x 210 x 8 mm
Greutate: 0.2 kg
Ediția:2013
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Locul publicării:Wiesbaden, Germany

Public țintă

Research

Cuprins

Overview on Online Advertising.- ​Existing Research and Conceptual Foundations.- Effectiveness of Multichannel Online Advertising.- Effectiveness of Search Engine Advertising.

Notă biografică

Dr. Sebastian Klapdor completed his dissertation under the supervision of Prof. Florian von Wangenheim at the Chair of Service and Technology Marketing at TUM School of Management, Munich, Germany. He is a project manager at a management consultancy company.

Textul de pe ultima copertă

Internet advertising has come of age, yet little is known in research and practice about how advertising on digital channels really works. Sebastian Klapdor has conducted two studies that focus on multichannel online advertising and search engine advertising. In an interdisciplinary approach the author develops comprehensive models based on existing research. He empirically validates them with large real-life datasets from ad campaigns and cookie-based user tracking systems. His findings show that there are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels. In addition, the channel order can influence the conversion probability and click-through rates in search engine advertising are influenced by keyword criteria on semantic and syntactic level. The results can be used to increase the effectiveness of ad campaigns. Based on these findings, the author outlines how a future integrated approach to online advertising could look like.
 
Contents
·         Overview of Online Advertising
·         Multichannel Online Advertising
·         Search Engine Advertising
 
 
 
Target Groups
·         Researchers and students in the fields of business economics and business information systems with a focus on marketing
·         Practitioners responsible for online marketing, online marketing agencies
 
 
The Author
Dr. Sebastian Klapdor completed his dissertation under the supervision of Prof. Florian von Wangenheim at the Chair of Service and Technology Marketing at TUM School of Management, Munich, Germany. He is a project manager at a management consultancy company.

Caracteristici

Publication in the field of economic sciences