ABSTRACT

Digital marketing offers entrepreneurs a variety of alternatives to market globally and generate revenues. Recent studies show that there is a strong research interest in developing analytical models to increase the firms’ profit, by considering either key variables of specific advertising forms in isolation or cross-channel effects of online and offline channels. This article proposes a new analytical model, which assumes a trade-off between concurrent online marketing channels. Despite their different models, search engines and e-commerce platforms can be seen as competing in the same market when they are targeting the same set of consumers. Accordingly, advertisers need to constantly analyze which of the online activities perform better and why. The proposed model aims at capturing the main parameters a firm should carefully master in order to assess the effectiveness of alternative online channels in a comparative perspective, by suggesting the maximum cost per click that a firm should pay to benefit from search engine marketing, as much as from e-commerce platform.

摘要

数字营销为企业家提供了多种选择以进行全球营销并产生收入。最近的研究表明，通过单独考虑特定广告形式的关键变量或线上和线下渠道的跨渠道效应，开发分析模型以增加公司利润具有强烈的研究兴趣。本文提出了一种新的分析模型，该模型假设在并发在线营销渠道之间进行权衡。尽管它们的模式不同，但当搜索引擎和电子商务平台针对同一组消费者时，它们可以被视为在同一市场中竞争。因此，广告商需要不断分析哪些在线活动表现更好以及原因。