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博碩士論文 etd-0727112-123236 詳細資訊
Title page for etd-0727112-123236
論文名稱
Title
尋求網路廣告績效最佳化機制
Optimizing Performance of Internet Advertising Campaigns
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
138
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-07-11
繳交日期
Date of Submission
2012-07-27
關鍵字
Keywords
網路廣告、網路行銷、Seznam Sklik、捷克共和國、點擊付費廣告、Google Adwords、搜尋引擎最佳化、AIDA模式
Pay Per Click Advertising, Seznam Sklik, Google Adwords, AIDA, search engine optimization, Czech Republic, Internet marketing, Internet advertising
統計
Statistics
本論文已被瀏覽 5782 次,被下載 1553
The thesis/dissertation has been browsed 5782 times, has been downloaded 1553 times.
中文摘要
本研究主要在驗證可用來促銷新商品的網路廣告技術和工具,評估其行銷活動積效用和尋找最佳化的廣告宣傳,相關的關鍵績效指標被選出以建立評量機制、找出成功的廣告通路並創造有效的網路行銷組合。在本研究中提出許多廣告活動協助一家捷克企業提升在網路上的銷售。
論文中描述實際在捷克市場引進新產品的過程。在初始階段,進行一些分析以瞭解市場狀況、競爭情況與理想的消費者。根據分析結果,建立了市場進入策略與網站的開發計畫。為此,建立網路商店與其他支援的網頁,以透過線上通路銷售產品。網站是依循著網頁設計、搜尋引擎最佳化及訪客流量統計的最佳實務所建立。
在這專案的執行過程中有推出一些行銷活動,並利用Google Analytics software針對選定的行銷活動進行監視控管,將搜尋引擎最佳化、POEM媒體和每次點擊付費的廣告概念用於田間實驗。每一個田野實驗的部分結果和所有的行銷活動結果都在結論內。
本篇論文提出了在捷克市場上的一個完整的網路行銷工具與通路概述。另外,此篇論文也總結了對於網站發展及對訪客與搜尋引擎的內容最佳化的最佳實務作法。透過比較三個不同的PPC廣告網絡內的三個不同通路的廣告活動,有助於找出捷克市場的PPC廣告策略。根據本篇論文的發現,網路行銷組合最佳化的主要目的是要提高行銷活動效能。本篇論文針對網站內容與推薦的最佳化所提的建議,可用來協助企業進行未來的行銷專案。
Abstract
This paper closely examines Internet advertising techniques and tools which can be used to promote new product at the market. Goal of the thesis is to measure marketing campaign effectiveness and optimize advertising campaigns. Relevant KPIs were chosen to create evaluation matrices, identify successful advertising channels and create efficient internet marketing mix. Advertising activities described in the thesis helped Czech company to increase sales on the Internet.
Practical part of the thesis describes process of introducing new product on the Czech market. In the initial stage several analyses were done to identify market conditions, competition and ideal consumer. Based on the results – market entry strategy and web development plan were created. Internet e-shop and other supportive web pages were developed with aim to sell products through Internet channel. Websites follows best practice for web presentation design, search engine optimization and web audience measurement.
During the project history several marketing campaigns were launched and the results were monitored using Google Analytics software. Selected marketing activities were closely examined. Concepts of Search engine optimization, POEM media, and Pay Per Click (PPC) advertising were used as field experiments. Partial results of each field experiment as well as overall results of all marketing activities are summarized in the conclusion.
The thesis presents a comprehensive overview of the marketing tools and channels at the Czech market. Paper also summarizes best practices for website development and content optimization for visitors and search engines. Comparison of advertising activities in different channels within three PPC advertising networks helps to define PPC advertising strategy for Czech market. Based on the findings - optimized Internet marketing mix was created with aim to increase marketing campaigns effectiveness. Suggestions for optimization of website’s content and recommendation for next marketing activities were summarized with aim to help company for future project development.
目次 Table of Contents
1. INTRODUCTION 1
1.1. Background 1
1.1.1. Ecommerce Background in Czech Republic 2
1.1.2. Internet Users and Sales Statistic 3
1.1.3. Internet Advertisement Overview 3
1.1.4. Domacipalenice.cz – Brief Introduction of the Company and Project 3
1.2. Motivation 4
1.3. Purpose and Objectives 5
1.4. Structure of the Thesis and Thesis Flowchart 7
2. LITERATURE REVIEW 9
2.1. Internet Advertising Introduction 10
2.2. Search Engine Marketing 11
2.2.1. Search Engine Optimization Process 12
2.2.2. Price Aggregators 13
2.2.3. Search Engine Advertising 13
2.3. Display Advertising 14
2.3.1. Types of Ads 14
2.3.2. Advertising Systems 14
2.3.3. Different Payment Models 15
2.4. Online Public Relation 15
2.5. Social Media Marketing 16
2.5.1. Social Network sites 16
2.5.2. Blogging 16
2.5.3. Micro Blogging 16
2.5.4. Forums 16
2.5.5. Bookmarks 17
2.5.6. Multimedia Sharing 17
2.5.7. Social News and Bookmarking 17
2.5.8. Podcast 17
2.5.9. RSS 17
2.6. Email marketing 18
2.7. Viral Marketing 18
2.8. Affiliate marketing 19
2.9. Consumer Behavior Theories 20
2.9.1. Three Component Attitude Model 21
2.9.2. AIDA Communication Model 22
2.9.3. DAGMAR - Hierarchy of Effect Model 23
2.9.4. Diffusion of Innovation for New Product Introduction 23
2.9.5. Four Advertising Frameworks Model 25
2.9.6. Buyer Decision Process 26
2.9.7. FCB Model of Advertising Strategy 28
3. COMPANY 29
3.1. Company Overview 30
3.2. Products Overview 30
3.2.1. Main Product Categories 30
3.2.2. Product Lifecycle 31
3.3. Market Analysis 32
3.3.1. Environment 32
3.3.2. Competition 32
3.4. Customer Analysis 32
3.5. Product Users and Sales Strategy 34
3.6. Web Development Plan 35
3.6.1. Core Ideas about Content Development 35
3.6.2. Website Created for the Project 37
3.7. Company Objectives and project KPIs 39
4. RESEARCH DESIGN AND METHODOLOGY 43
4.1. Media Classification and strategy 45
4.1.1. POEM – Media Classification 45
4.1.2. Media Types Classified by Performance, Cost and ROI 48
4.1.3. AIDA – Media Classification by Traffic Sources 50
4.2. Creating Advertising Campaign 53
4.2.1. AIDA - Creating Advertising Message 53
4.2.1.1. Target Audience 54
4.2.1.2. Advertising Objectives and Purpose 55
4.2.1.3. Campaign Appeal 56
4.2.1.4. Message Strategy – Application Behavioral Theories 57
4.2.2. AIDA – Creating Landing Page 60
4.2.2.1. The AIDA Marketing Model in the Web Design 60
4.2.2.2. Landing Page Optimized for Specific Target Audience - Personas 61
4.2.2.3. Landing Page Optimized for Search Engines 62
4.3. Evaluating Campaign Effectiveness - Evaluation Matrices 63
4.3.1. SEO Matrix 63
4.3.2. Advertising – Ad Performance Matrix 64
4.3.3. Email Campaign Tracking Matrix 64
4.3.4. Extended Channel Based Matrix 64
4.3.5. ROI Based Management Matrix 67
4.3.6. Project Objective Based KPI Matrix 67
4.4. Process of Marketing Campaign Optimization 68
4.4.1. Channel Optimization Process 69
4.4.2. Website Content Optimization Process 71
4.4.2.1. Landing Page Testing 71
4.4.2.2. Study Visitor Behavior and Analyze Data 71
4.4.3. Choosing the Right Channel Mix 72
5. FIELD EXPERIMENTS 75
5.1. Experimental environment 76
5.1.1. PPC Advertising Networks Description 76
5.1.2. Advertising Strategy for Different Channel 77
5.1.2.1. Display network 77
5.1.2.2. Search network 78
5.1.2.3. Price Aggregator 78
5.1.3. Evaluation Tools 79
5.1.3.1. Advertising network 79
5.1.3.2. Analytics software 79
5.1.3.3. SEO Analysis 79
5.2. SEO Experiment 80
5.2.1. Goal of the experiment 80
5.2.2. Experiment design 80
5.2.3. Performance evaluation 80
5.3. POEM Media Experiment 82
5.3.1. Earned Media 82
5.3.1.1. Goal of the experiment 82
5.3.1.2. Experiment design 82
5.3.1.3. Performance evaluation 82
5.3.2. Shared Media 84
5.3.2.1. Goal of the experiment 84
5.3.2.2. Experiment design 84
5.3.2.3. Performance evaluation 84
5.4. Channel Strategy - PPC Experiment 86
5.4.1. Goal of the experiment 86
5.4.2. Experiment design 86
5.4.3. Performance evaluation 86
5.5. Multichannel PPC Advertising Experiment 87
5.5.1. Advertising in Display Network – Context Advertising 89
5.5.1.1. Goal of the experiment 89
5.5.1.2. Experiment design 90
5.5.1.3. Performance evaluation 91
5.5.2. Advertising in Search Engine Network 96
5.5.2.1. Goal of the experiment 96
5.5.2.2. Experiment design 96
5.5.2.3. Performance evaluation 97
5.5.3. Advertising in Price Aggregator 100
5.5.3.1. Goal of the experiment 100
5.5.3.2. Experiment design 100
5.5.3.3. Performance evaluation 101
6. EXTRA ANALYSIS OF MARKETING ACTIVITIES 102
6.1. Marketing Tools Utilized 102
6.2. Audience Overview 104
6.2.1. Visitor and Location Analysis 105
6.2.2. Traffic Sources in General 106
6.2.2.1. Search Engine Traffic 106
6.2.2.2. Referrals and conversions 106
6.2.2.3. Campaigns 107
6.3. Financial Impact of Marketing Activities 108
6.3.1. Statistics of Orders: 109
6.4. Suggestions for optimization strategy 111
6.4.1. Content Optimizing and Development 111
6.4.2. Channel Mix 111
6.4.3. PPC Advertising 112
7. CONCLUSION 113
7.1. Summary of findings 113
7.2. Limitation 114
7.3. Recommendations for future marketing activities 116
7.3.1. Internet marketing campaigns 116
7.3.2. Offline marketing 118
8. REFERENCES 119
9. APPENDIX 122

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