E-commerce offers a unique opportunity to listen to and understand customers efficiently and cost-effectively. Web advertising has more impact because it is aimed at people who want to see it. It allows them to control the amount of information they receive. The explicit and implicit data collection via the Internet announces the beginning of the end of market research as we know it. Every day, we hear surprising forecasts about electronic commerce’s impact on the global economy. The actions of IT start-ups (and virtually everything related to the Internet) are skyrocketing and collapsing at lightning speed. All these trends make e-commerce so complex and problematic for many managers.
You may be wondering which way to go, and you are convinced that if you react slowly, your competitors will take the opportunity to impose their laws on the e-commerce market. Indeed, companies are increasingly committed to this path, but with many uncertainties and hesitations. The history of radio It is often beneficial to look behind you to better consider the future. Going back in time, we could better understand the problematic relationship between new technologies and the business world. The introduction of the radio is the best illustration. Like e-commerce, the pioneers of the radio program were mostly technology specialists and not experienced people in the business.
The history of radio has experienced many fortunes made (and defeated) before becoming what it is today. Westinghouse is one of the first companies to start programs to create demand for radio sets and generate profits. But first, David Sarnoff (pioneer of radio and TV in the United States) developed a profitable model. He realized the same program could be amortized, reducing production costs and increasing programming quality. For the first time, advertisers had the opportunity to communicate their advertising messages on a large scale. The advent of mass advertising has given rise to new business models; the same goes for e-commerce.
To better design these models, first, we need to understand how customers’ adoption of new information technologies (NTIS) can radically change the cost structure. We will first try to consider the various aspects of communication, which usually occur through the traditional distribution channels (business-to-business or business-to-client), namely, The communication of businesses with consumers through ads and sales. Customers are addressing businesses through market research, complaints, and customer communication. The ad would be more effective. Take the case of a car manufacturer wanting to reach the maximum potential buyers, knowing that people do not buy a car daily. They only do it once every three years on average.
Advertisements on traditional media, such as local newspapers or magazines, are a waste, as most readers do not necessarily want to buy a car. By cons, if we type the word “car” on any search engine on the Web, we note, along with the results of our research, the appearance of commercials for this or that automaker. This means that the user is undoubtedly looking for information about cars and is, therefore, more likely to be a good prospect. Ads on the Web are being made today through ad networks like Fly-cast and DoubleClick.
These networks evaluate ad response rates across many sites. This offers multiple possibilities for improving the effectiveness of the advertising message. The advertiser can more easily determine the most effective ads and sites that guarantee the best locations. Secondly, these new networks can know precisely how often an individual sees their ad and control the number of exposures.
If, for example, a customer sees my ad five times without reacting, it means that my offer does not interest him. I can review my ad to stimulate interest or drop it. Web advertising is more effective because it is aimed at people who want to see it and allows them to control the amount of information they receive.
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