Uspešnost remarketinga v spletnem oglaševanju in odločitvena pot porabnika

empirična primerjava konverzij glede na tip prometa in vrsto obiskovalcev na spletnem mestu

Nina Kolovič (Author), Andraž Petrovčič (Mentor), Urška Tuškej (Co-mentor)

Abstract

Že več desetletij si raziskovalci na področju tržnega komuniciranja prizadevajo razumeti, kako oglaševanje vpliva na nakupne odločitve porabnika preko hierarhičnih modelov doseganja komunikacijskih učinkov in – v zadnjem času – preko odločitvene poti porabnika. Razvoj spletnih komunikacijskih kanalov je prinesel nove izzive, povezane z ustreznim nagovarjanjem vse bolj razpršenih (želja) porabnikov. Eden od načinov, ki omogoča povečevanje učinkovitosti oglaševanja na spletu, je remarketing. Slednji predstavlja način za povezovanje z obiskovalci dotičnega spletnega mesta, ki morda niso opravili takojšnjega nakupa ali poizvedbe. Je tudi tržnikova pot do ciljne skupine porabnikov, ki je že obiskala določeno spletno mesto, pred katero postavi ciljane oglase, medtem ko porabniki brskajo drugje po spletu. V diplomski nalogi je obravnavan empirični primer ocene učinkovitosti Google remarketinga na osnovi dveh raziskovalnih vprašanj, ki se navezujeta na razlike v uspešnosti remarketinga v smislu konverzij oziroma uspešno opravljenih spletnih nakupov glede na organski in zakupljeni promet ob prvem obisku v (RV1) in glede na razlike med prvimi in vračajočimi se obiskovalci ob zakupljenem prometu v spletni trgovini (RV2). Tu predstavljeni empirični rezultati nakazujejo, da je remarketing ključen za doseganje zakupljenega prometa pri prvih obiskovalcih, saj ti oglasov in njihove vsebine še ne poznajo in zato najbrž čutijo potrebo po dodatnem informiranju.

Keywords

modeli sosledja komunikacijskih učinkov;odločitvena pot porabnika;remarketing;Google;Spletno oglaševanje;Tržno komuniciranje;Potrošniki;Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[N. Kolovič]
UDC:	659.1:004.738.5(043.2)
COBISS:	36383325
Views:	783
Downloads:	312
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Effectiveness of remarketing in web advertising and consumer decision journey: empiric comparison of website conversions according to the type of traffic and visitors
Secondary abstract:	For decades, researchers in marketing communications have sought to understand how advertising affects consumer purchasing decisions through hierarchical models of achieving communication effects and, lately, through the customer decision journey. The development of online communication channels has brought new challenges related to the effective addressing of increasingly dispersed (wishes of) consumers. One way to increase the effectiveness of online advertising is remarketing. It is a way to connect with website visitors who may not have made an immediate purchase or query. It is also a marketer's way to a target a customer group that has already visited a particular website and is presented with targeted ads while browsing elsewhere on the web. This diploma thesis deals with the empirical example of the assessment of the effectiveness of Google remarketing on the basis of two research questions that relate to differences in the performance of remarketing in terms of conversions (i.e. successfully completed online purchases) with respect to organic and paid traffic at the first visit to (RQ1) and with respect to the differences between the first and returning visitors when paid traffic in the online store (RQ2). The empirical results suggest that remarketing is key to achieving paid traffic for the first visitors, as they do not know the ads and their content yet, and therefore they probably feel the need for additional information.
Secondary keywords:	Web advertising;Marketing communication;Consumers;Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	70 str.
ID:	11194157