Earticle

초록

영어

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers’ attitude to persuade them to choose to buy the advertisers’ products instead of the competitors’. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Internet Advertising
  2.1. Forms (Channels) of Online Marketing:
  2.2. Measuring Advertising Effectiveness With Web Analytics
  2.3. Previous Work of "Online Advertising":
 Ⅲ. The Evolution of Internet Marketing
 Ⅳ. Social Networking
  4.1. Social Network Analysis
  4.2. Method of Analyzing Social Networks
  4.3. Advertising Using Social Networks:
  4.4. Previous Work of “Social Networking Analysis”
  4.5. Advertising Recommender System:
  4.6. Previous Work of “Social Network Advertising”
 Ⅴ. Challenges and Work Directions
  5.1. Audience Targeting
  5.2. Spatio-Temporal Aspects
  5.3. Budget Optimization
  5.4. Social Network Analytics
  5.5. Customers’ Opinions
  5.6. Security and Privacy
  5.7. Spam Connections
  5.8. Adoption of Cell Phones
 Ⅵ. Conclusion
 

저자

• Anthony Nosshi [ Ph.D. student, Computer and Information System dept. Sadat Academy. Egypt ] Corresponding Author
• Aziza Saad [ Professor, Computers and Information Faculty, Mansoura University, Egypt ]
• M. B. Senousy [ Professor, Computer and Information System dept. Sadat Academy. Egypt ]

참고문헌