Databases Reference
In-Depth Information
These are some of the issues with major components of sponsored search.
There are other related components to consider:
•
Customer Component: How can we determine what the customer is really after?
How will the customer behave when shopping online? What causes the customer
to make a purchase?
Marketing Component: How does our business engage in the sponsored search
•
process? What are the business's overall goals and objectives?
Advertising Component: How can we leverage sponsored search to achieve the
•
objectives of our advertising efforts?
Branding Component: What is the image that we want for our business in the
•
online marketplace? Can we leverage sponsored search to increase our brand
worth?
Conclusion
It is for the understanding of these issues that this topic is written. No tactics, no
checklist, and no implementation advice will address these questions. For this, we
must venture into the place of theory and models.
Let's begin.
References
[1]
Wiktionary. 2010. Context. Retrieved January 15, 2011, from
http://en.wiktionary.org/wiki/
context
.
[2]
Brin, S. and L. Page . 1998. “The Anatomy of a Large-Scale Hypertextual Web Search Engine.”
Computer Networks and ISDN Systems
, vol. 30(1), pp. 107-117.
[3]
Gibson, J. J. 1977. “The Theory of Affordances.” In
Perceiving, Acting and Knowing
, R. Shaw
and J. Bransford, Eds. Hillsdale, NJ: Erlbaum.
[4]
Jansen, B. J. and Spink, A. 2003. “An Analysis of Web Information Seeking and Use: Documents
Retrieved Versus Documents Viewed.” In
4th International Conference on Internet Computing
,
Las Vegas, NV, pp. 65-69.
[5]
Toffler, A. 1970.
Future Shock
. New York: Random House.
[6]
Johnson, C. H. 2009.
Google's Economic Impact United States 2009
. Mountain View, CA:
Google.
