The Advertising Effectiveness: Fighting Between Ecommerce and Traditional Retailers--An Empirical Study
Material type:
TextPublication details: USA American Research Institute for Policy Development January 2023Description: 76-82Subject(s):
In:
American Research Institute Journal of Marketing ManagementSummary: Electronic commerce has experience tremendous growth over the past twenty years and become a driving force in retail industry. Since apple introduced its first iPhone in 2007, smartphone has penetrated more than 70% of American population, further fueled the growth of ecommerce. The American adults spend more time on their digital gadgets and do commerce. The marketers have spent more advertising dollars on ecommerce, as they can better target the potential buyers through programmatic advertising, particularly when they find that the digital users are interested in particular products they browse. This study compares the advertising effectiveness on digital users and traditional retail shoppers. The results of this study reveal some useful insights for marketers in their future marketing endeavors.
| Item type | Current library | Call number | Vol info | Status | Notes | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|---|
Journals and Periodicals
|
Main Library | MAGAZINE/MAR/Vol 11, No 1/55513557/JA6 (Browse shelf(Opens below)) | MAGAZINE/MAR/Vol 11, No 1 | Not for loan | 55513557/JA6 | ||||
|
Journals and Periodicals
|
Main Library ON SHELF | MAGAZINE/MAR/Vol 11, No 1/55513557 (Browse shelf(Opens below)) | Vol 11, No 1 (20/05/2030) | Not for loan | Journal of marketing management - January - June 2023 | 55513557 |
Electronic commerce has experience tremendous growth over the past twenty years and become a driving force in retail industry. Since apple introduced its first iPhone in 2007, smartphone has penetrated more than 70% of American population, further fueled the growth of ecommerce. The American adults spend more time on their digital gadgets and do commerce. The marketers have spent more advertising dollars on ecommerce, as they can better target the potential buyers through programmatic advertising, particularly when they find that the digital users are interested in particular products they browse. This study compares the advertising effectiveness on digital users and traditional retail shoppers. The results of this study reveal some useful insights for marketers in their future marketing endeavors.
There are no comments on this title.