The Creation of Dynamic Visual Objects as a Factor for Optimizing Advertisements in E-Commerce

Introduction: The Covid-19 pandemic has boosted the development of online retail and has created an urgent need to transform digital marketing tools. The purpose of the study is to find ways to optimize advertising in Google and Facebook, which are the superior digital advertising platforms as their top digital advertising platforms in terms of both usage and performance.Methods: An experiment conducted as part of the study showed that the use of the dynamic optimization tool allows you to enrich existing feed data with additional 1st and 3rd party data and automatically compile visuals with additional information obtained from the feed and additional graphical overlays. The proposed method was tested on Facebook and Google with an analysis of click through rate, conversion rate and conversion cost indicators.Findings: The research results showed that the use of the dynamic optimization tool improves the effectiveness of online advertising, all the studied indicators has improved on both platforms. The results obtained complement to the few literature sources devoted to creating enriched feeds on various internet companies, so the work is of significant interest for marketers and business owners who work in the field of e-commerce. Originality: It has been established that in order to increase the conversion rates of ad campaigns and improve the quality of communication with the audience, a deeper study of the behavioral characteristics of visitors of internet resources, as well as high-quality visual content of the ads, are required.

A study of effective Web advertising design to maximize click-through and brand awareness

Technological developments provide important opportunities to advertisers and marketers can now reach large masses of people more efficiently through a variety of media. Web advertising has become widely known as an efficient and effective communication tool, and it is fast becoming the medium for mass communication in the advertising industry. Despite the Web\u27s capability to be a potentially powerful medium for advertising, few research studies have been conducted regarding the effectiveness of visual communication in Web advertising compared to other advertising media. Generally, there are two main purposes for Web advertising: (a) build a brand, or (b) conduct direct marketing. Brand advertising associates the positive qualities or emotions with a company\u27s product or service, while direct marketing attempts to stimulate a direct sale. Visual design elements need to be formulated that specify exactly which advertising objectives are being targeted. The primary objective of this study was to develop a method to analyze the components of Web design elements and communication styles in banner advertisements to enable Web advertising designers to maximize the effectiveness of Web advertising. The research found that click-through and brand-reinforcement design elements have both a comparative and inverse relationship. The findings demonstrate that a higher level of click-through ad design is associated with lower brand-reinforced ad design. Similarly, a higher level of brand-reinforced design is associated with lower click-through. The researcher presented a typology to be used as guidelines to determine the effectiveness of Web advertising design to maximize click-through and brand-reinforcement. Most studies on Web advertising have been conducted primarily on click-through behavior. Since many demands are based on the importance of brand-reinforcement in Web advertising, this study does provide some groundwork in this field. Therefore, further study in this area is strongly recommended

Behavior-based personalization : strategies and Implications

Thesis (S.M.)--Massachusetts Institute of Technology, Sloan School of Management, 2011.Cataloged from PDF version of thesis.Includes bibliographical references (p. 53-55).The personalization of services and products offered to customers is becoming crucial for the success of companies. Firms that can maintain a personalized relationship with their customers will not only gain an advantage from competitors but will also benefit from having more loyal and valuable customers. The recent advances in technology and the associated cost reduction are allowing companies to gather information about their customers and their behavior in an easy and inexpensive way. This collection and analysis of behavior-based information increases the companies' knowledge about their customers and allows a more personalized approach. This thesis studies what has been accomplished in the domain of behavior-based personalization and in more detail what are the techniques and strategies being used and how companies can take advantage of its applications. Moreover, this thesis discusses the critical role of personalization in building effective customer relationships management (CRM) strategies.by João G. Violante.S.M

Empowering People with Cognitive Disabilities to Live Independently By Supporting Their Self-Management of Food and Related Expenses

People with ADHD (attention deficit hyperactivity disorder) often have difficulty in planning and organization that can impact their eating habits and lifestyle. We have created a novel mobile software application to support choosing meals and making healthy food purchases that meet dietary preferences within a specified budget. The core functions allow 1) Managing user profiles to support personalization 2) Obtaining recipe recommendations to fit profile, budget, and foods-on-hand 3) Planning food purchases, and 4) Reviewing foods-on-hand, budget and the nutritional balance of recent meals and food purchases.The application supports self-introspection to help people with ADHD review their history of food purchases and consumption, using both scrollable inventories and visualizations of their aggregated behavior. These functions allow users to easily see how their choices distribute across different broad categories of food. This information provides a basis for them to make more informed decisions on their future purchases, while being mindful of the most and least frequently discarded foods. A user study was conducted to assess the usability of the app and to determine how different patterns of use correlate with food or shopping related behaviors that might impact the target population. 65% of the subjects found that providing the various types of data requested seemed relevant and easy to do. On the other hand, 84% of the subjects feel that charts helped them to understand how well they were doing at keeping a budget, using foods, and not throwing away much

Consumer behavior study in the field of tourism

Today, the Internet is assumed to be an important channel for services marketing and is leading to profound changes in the way firms interact with consumers. Consumers now have increased access to informational electronic marketplaces and use this information in a sophisticated way to select their services. The Internet provides accurate and specific information that can reach the target audience with the accuracy of more personalized information sources. This new interactive medium can be considered as a rational medium of difficult classification. The Internet is not easily classified as either impersonal or a mass media channel.marketing, destination, internet, site, market, consumer

Influencing Factors Analysis on Advertising Effectiveness of News feeds Ads

News feeds ads has became one of the mainstream mobile ads. However, there are also a series of problems behind the success of feeds ads: inaccurate recommendations, information security issues, and so on.This paper studies the influencing factors of advertising marketing effect of information flow, and puts forward corresponding suggestions, which has important guiding value for enterprise marketing under the age of big data. This research uses news feeds ads as the object, adopts literature research methods, questionnaire analysis methods, etc. Through combing related documents, we have selected three evaluation indicators: advertising cognition, advertising attitude and advertising sales. In terms of aspects and advertisements, there are seven factors influencing the reliability of the platform, the popularity of the platform, the familiarity of consumer brands, the degree of consumer participation, the degree of consumer rejection of advertisements, advertising creativity and performance, and the targeting of advertisements. Put forward relevant hypotheses and verify the sample data through SPSS to draw relevant con+clusions. The research shows that the reliability of the platform, the sensitivity of consumers to advertising, the familiarity of consumer brands, the degree of consumer participation, and the creative and targeted advertising all have a positive impact on the effectiveness of advertising. Based on the above conclusions, the author is the enterprise information. Streaming ads have made some targeted recommendations

The adoption intention of travel-related app: a framework integrating perceived characteristics of innovation and software quality

This thesis aims to analyze the views of customers who have great appetite for tourism on the tourism application. According to the perception characteristics of technology acceptance model, innovation diffusion theory and software quality model, the thesis sets up the research model and puts forward the corresponding research hypothesis on the combination of current research results. In the manner of questionnaire design and collection and data processing, data analysis and hypothesis verification will be conducted by the use of structural equation model. The research result implies that application design attributes and application performance features are key to promote the adoption of mobile travel application. In addition, this research broadens our horizons on the accidental impact of application attributes on adoption behavior through adding user gender as a variable to the model, and increases an awesome theoretical basis for future research in this field.Esta tese tem como objetivo analisar as visões de potenciais turistas com grande interesse por aplicações turísticas. De acordo com as características de percepção do modelo de aceitação de tecnologia, teoria da difusão da inovação e modelo de qualidade de software, a tese estabelece o modelo de investigação e propõe hipóteses de investigação correspondentes, sobre a combinação de resultados da pesquisa atual. Uma vez realizado o desenho do questionário e feita a recolha e processamento de dados, a análise de dados e a verificação de hipóteses foram conduzidas pelo uso do modelo de equações estruturais. O resultado da pesquisa implica que os atributos de design do aplicativo e os recursos de desempenho do aplicativo são fundamentais para promover a adoção do aplicativo móvel de viagem. Além disso, esta pesquisa amplia os horizontes sobre o impacto acidental de atributos de aplicação no comportamento de adoção, adicionando o gênero do usuário como uma variável ao modelo, e aumenta uma importante base teórica para pesquisas futuras neste campo

An Empirical Study on the Influencing Factors of Customers\u27 Acceptance Intention towards Online Behavioral Advertising

Big data mining and analysis technology greatly influence the development of the advertising industry. In order to capture large information on consumers\u27 online behaviour, cookie files and Hadoop are widely adopted by advertisers to reach targeted consumers, which leads to online behavioural advertising. Based on an empirical study, this research mainly analyzes the factors influencing customers\u27 acceptance intention towards OBA from developing a conceptual framework. By collecting data through questionnaires and using SPSS and AMOS for data analysis, the result indicates that the factors of performance expectancy, effort expectancy, social influence and facilitating conditions have a positive relationship with customer acceptance intention. Moreover, performance expectancy, effort expectancy, and facilitating conditions have a positive relationship with attitudes towards OBA. However, attitudes do not positively impact customer acceptance intention and social influence has no significant relationship with attitudes, which could attribute to privacy concern and the rising of personality consciousness respectively. The result of this study is of great significance to the way of improving advertising effectiveness