Journal of Marketing Management

The Advertising Effectiveness: Fighting Between Ecommerce and Traditional Retailers--An Empirical Study
Chiang-Nan Chao; Yanni Ping, Ph. Ds; Yingchuan Wang

Abstract
Electronic commerce has experience tremendous growth over the past twenty years and become a driving force in retail industry. Since apple introduced its first iPhone in 2007, smartphone has penetrated more than 70% of American population, further fueled the growth of ecommerce. The American adults spend more time on their digital gadgets and do commerce. The marketers have spent more advertising dollars on ecommerce, as they can better target the potential buyers through programmatic advertising, particularly when they find that the digital users are interested in particular products they browse. This study compares the advertising effectiveness on digital users and traditional retail shoppers. The results of this study reveal some useful insights for marketers in their future marketing endeavors.

Full Text: PDF     DOI: 10.15640/jmm.v7n1a6