•Digital marketing is often detrimental if it is done by unskilled service providers.•The hyped services of search engine marketing are not as successful as they seem to be.•SEM services provided by ...small organizations and freelancers are generally detrimental.•SEM services provided by established players are relatively more beneficial and reliable.
The study highlights how digital marketing is often detrimental, when it is done by unskilled service providers. It highlights how the hyped services of search engine marketing (SEM) are not as successful as they seem to be and sometimes affect firms negatively. This study uses social media analytics to derive insights from Twitter using descriptive, content and network analytics. Methods like hashtag analysis, polarity and emotion analysis, word analysis, topic modeling and other relevant approaches have been used to mine user generated content. A qualitative case study on an e-market is used for validation of findings. SEM services provided by small organizations and freelancers are not as beneficial as the ones by established players. The services provided by these firms proved detrimental for the customers based on user experiences surrounding these services in the social media and forum specific discussions. This study highlights how SEM often not only fails to provide benefits but also destructs value if not done properly. Transaction costs like agency problems, coordination costs, loss of non-contractible value and cost of fit are also identified with potential fallouts which affect the long-term benefits. Inputs will be beneficial to practice in planning SEM and outsourcing.
► Destination image phrases follow the power-law distribution and long tail pattern. ► Travelers use destination image phrases to search destinations on Google. ► Aggregated volume of niche image ...phrases could be more than that of the head phrases. ► Online marketing demands a paradigm shift focusing on niche markets.
This study examines the linguistic structure of destination image using China as an example. The phrases the tourists use to describe China’s image follow the power-law distribution and exhibit the long tail pattern. The destination image is dominated by a few very popular phrases, but contains a large amount of phrases in small niches. Analysis on Google keyword search volumes shows that those phrases are likely to be the keywords tourists use when searching destination information online. In addition, the tourists who use those niche phrases are more likely to travel to China. Thus, Destination Marketing Organizations should promote the niche images as well as the commonly held images in their online marketing effort.
The authors evaluate the impact of ad placement on revenues and profits generated from sponsored search. Their approach uses data generated through a field experiment for several keywords from an ...online retailer's ad campaign. Using a hierarchical Bayesian model, the authors measure the impact of ad placement on both click-through and conversion rates. They find that while click-through rate decreases with position, conversion rate increases with position and is even higher for more specific keywords. The net effect is that, contrary to the conventional wisdom in the industry, the topmost position is not necessarily the revenueor profit-maximizing position. The authors' results inform the advertising strategies of firms participating in sponsored search auctions and provide insight into consumer behavior in these environments. Specifically, they help correct a significant misunderstanding among advertisers regarding the value of the top position. Furthermore, they reveal potential inefficiencies in current auction mechanisms that search engines use. The authors' results also reveal the information search strategies that consumers use in sponsored search and provide evidence of recency bias for immediate purchases.
We extend latent Dirichlet allocation by introducing a topic model, hierarchically dual latent Dirichlet allocation, the output of which provides a basis for estimating consumers’ content preferences ...on the fly from their search queries.
We extend latent Dirichlet allocation by introducing a topic model, hierarchically dual latent Dirichlet allocation (HDLDA), for contexts in which one type of document (e.g., search queries) are semantically related to another type of document (e.g., search results). In the context of online search engines, HDLDA identifies not only topics in short search queries and web pages, but also how the topics in search queries relate to the topics in the corresponding top search results. The output of HDLDA provides a basis for estimating consumers’ content preferences on the fly from their search queries given a set of assumptions on how consumers translate their content preferences into search queries. We apply HDLDA and explore its use in the estimation of content preferences in two studies. The first is a lab experiment in which we manipulate participants’ content preferences and observe the queries they formulate and their browsing behavior across different product categories. The second is a field study, which allows us to explore whether the content preferences estimated based on HDLDA may be used to explain and predict click-through rates in online search advertising.
This research examines consumer search behavior across multiple ordered advertisers in sponsored search markets. To consider the sequential nature of consumer search, we model search behavior as a ...set of interdependent ordered decisions: namely, the entry, click, and stop decisions. Using individual-level data obtained from a search engine, we identify the key determinants of consumer search behavior in the sponsored section of search results. Our results reveal that there is significant variation in the effects of advertisers' latent brand equity and website quality on the search decisions. Thereby, search behavior heavily depends on the ordered composition of advertisers in sponsored listing. We highlight the ability of our model to quantify the order effect of advertisers on the number of clicks on sponsored ads, which can assist the search engine and advertisers in predicting the click counts and assessing the value of ad positions.
•We model consumers' sequential search and click behavior in sponsored search markets.•Our model identifies the key determinants of search behavior across multiple advertisers.•We find that there is significant variation in the advertiser-specific effects on search behavior.•Thereby, search behavior heavily depends on the ordered composition of advertisers.•We demonstrate the model's ability to quantify the order effect of advertisers on click volume.
Effects of TV advertising on keyword search Joo, Mingyu; Wilbur, Kenneth C.; Zhu, Yi
International journal of research in marketing,
September 2016, 2016-09-00, 20160901, Letnik:
33, Številka:
3
Journal Article
Recenzirano
This paper investigates the possibility that television advertising influences online search using the AOL search dataset. It uses a novel keyword mining technique to classify keywords as brand ...related, category related (generic), or unrelated, distinguishing between category search and consumers' tendency to search a branded keyword. A three-level conditional choice model is estimated to determine whether hourly changes in brands' television advertising expenditures are related to deviations from baseline trends in search behaviors. The results indicate a statistically significant relationship between TV advertising and consumers' tendency to search branded keywords (e.g. “Fidelity”) rather than generic category-related keywords (e.g. “stocks”) in the dataset. The effect is largest for relatively young brands during standard business hours with an elasticity, .07, comparable to extant measurements of advertising's impact on sales. However, television advertising is not found to influence category search incidence and has limited effects on click-through rates.
Despite a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial ...services brands increases both the number of related Google searches and searchers' tendency to use branded keywords in place of generic keywords. The elasticity of a brand's total searches with respect to its TV advertising is 0.17, an effect that peaks in the morning. These results suggest that practitioners should account for cross-media effects when planning, executing, and evaluating both television and search advertising campaigns.
This paper was accepted by Pradeep Chintagunta, marketing.
Over the past few years, more and more Internet visitors are reaching websites through search engines rather than through direct links from another web page. Search engines have come to occupy a ...prominent position in the online world and are being used to find all kinds of information including things, events, people, and places. The search engine is also coming to play a greater role as a critical link between firms that use the Internet to build their image and find their target customers. How to achieve a high ranking in such search results given certain search words or phrases has become an issue of much interest in Internet marketing. The purpose of the current study is to develop a search engine optimization (SEO) mechanism that can be used by an enterprise to improve the ranking of its website in the search engine results. Social networking sites are included in our exploration of Internet marketing strategy. The proposed mechanism is then applied in the operations of an online ebook store. The website rankings obtained from two well-known online search engines (Google and Yahoo) are evaluated in efforts to explore a better strategy to ensure higher rankings. The results reveal that a well-designed SEO strategy, with the incorporation of social networking, can effectively enhance the website's visibility and exposure. Such a strategy will eventually contribute to overall site traffic and improve interaction with customers. copy 2012 Wiley Periodicals, Inc.
Our research examines the impact of competing ads on click performance of an ad in sponsored search. We use a unique data set of 1,267 advertiser keyword pairs with differing ad quality related to ...360 keywords from a search engine to evaluate the click performance. We find that competing high-quality ads, appearing above the focal ad, have a lower negative effect on the click performance as compared to competing low-quality ads. We also find that this effect of competing ads varies with the ad position and the type of keyword. In general, the negative effect of competing high-quality ads decreases at low positions as compared to high positions. Furthermore, this decrease in the negative effect of competing high-quality ads is more substantial for specific keywords.
Our results reveal consumer behavior in evaluating different quality ads in sponsored search. More specifically, our results suggest that consumers use the presence of high-quality competing ads as a signal of higher quality of the focal ad. Our findings can help advertisers better evaluate their relative performance for different positions for various types of keywords. This can also help evaluate the efficacy of the auction design mechanism.
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