Oulu University of Applied Sciences, Oulu, Finland
In this paper we will discuss a way to reduce time and money between buyer and sellers when it comes to short term sale advertisement. Also a better way of sale advertisement channel to reduce paper waste and advertising in more economical way. Seller can also make sure the whether the buyer has read the sale advertisement paper than traditional paper advertisement where it is not sure whether the buyer read advertisement or not.
Keywords:Mobile Application, Sale, Advertisement, Seller, buyer.
Internet has made possible the business of advertising from traditional paper to online advertisement. In the traditional advertisement the advertisement paper is delivered to buyers home. The buyers may not be even interested to read the paper or having too much advertisement paper from different shop buyers may lose interest in reading those at home. Instead buyer may prefer to read while he/she traveling in bus or train or during his coffee hours at office. Carrying so many advertisement papers just to read them when the buyer has spare time is not a feasible solution. But if we convert the advertisement papers in to electronic format and push that into the electronic devices like mobile, PC, table where buyer will have access to anyone of them when he/she has spare time to read will definitely profitable for the seller.
Navigator (GNN) Tim O’Reilly claims that the first advertising appeared in 1993 on GNN and required “Special dispensation from the National Science Foundation”. Initially the online ads where charged depends on the number of times ad was displayed on a web page (cost-per-impression). Later GoTo.com start charging auctioning the top results of its each-result pages, with advertisers’ sites appearing in descending order or their bids (on a pay-per-click basis).
Google launched its AdWords service in October 2000; the service placed ads on search-results pages on google.com. These text ads were sold on a cost-per impression basis then later in 2002 February Google start charging cost-per-click pricing. In March 2003 Google started offering ads “to the rest of the web” by “AdSense” by contextually targeted matched advertiser keywords to the “meaning of the web page” in which the ads would be displayed. In 2007 Google introduced AdSense for Mobile, and in June 2009 released a beta version of AdSense for Mobile Applications that pays developers when ads are shown in iPhone and Android applications .
The Objective of Advertising
Companies want to inform, persuade, or remind, or to build brand awareness or brand loyalty in the form of advertisements. Successful advertisement increased the revenues and profits. The publisher who publishes the company’s ads has to match consumer eyeballs with the marketing messages of businesses. To make this happen publisher provides non-advertising content that attracts the consumer free of charge then embeds the advertisement in it. The best example is Google products Gmail, map, Picasa web album and etc. which are freely available for consumer but Google gain money by publishing ads in those products .
Targeting of Advertisements
Every advertisement has effect on the sale of the product. It is also important for the publisher to achieve the goal of real sale increment of the advertised product by targeting the right consumer group. The cost of the advertisement depends on the number of mode and number of target audience is likely to get. In traditional paper advertisement it depends on the number or ads paper printed and number of postal addresses it got delivered. But in case of online advertisement the publisher has flexibility actual of number of people read the advertisement by clicking the online advertisement on web page or on other electronic devices .
The seller of the advertising will always be ready to pay more or prefer an advertiser depends on the advertiser capability to target the right consumer. An advertiser pays for exposures, for a given price per exposure the advertiser prefers targeting those exposures to consumers that are more likely to become customers .
Online sale advertisement
Advertisement on the Web
The Internet has brought about a fundamental change in the way consumers obtain and process information. It is well documented now that the online retailing revolution has established a new distribution channel that represents a fundamental paradigm shift in consumer buying patterns. Hence, firms are realizing that reaching the increasing number of online users by attracting clients to their websites is the key to bolstering online sales. In this regard, search engines are able to leverage the value as information location tools by selling advertising linked to search terms entered by online users and referring them to the advertisers. The phenomenon of sponsored search advertising—where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results is gaining ground as the largest source of revenues for search engines. The global paid search advertising market is predicted to have a 37% compound annual growth rate (CAGR), to more than $33 billion in 2010 and has become a critical component of firm’s marketing campaigns. This is not surprising given that 94% of consumers use search engines to find information on the Web (Nielson-Net Ratings), and 81% who use search engines find the information they are looking for every time they search .
Stickiness of electronic retailers’ web store
Stickiness refers to the amount of time a person spends on a Web site during a visiting session or over a specified time period. E-tailing offers an exciting global virtual channel for marketing. According to the U.S. Department of Commerce, the e-retailing industry has grown at 29% compounded annual rate between 2000 and 2004, amounting to $81 billion in sales in 2005 and it reached $144 billion by 2010. To survive in this highly competitive market, e-tailers must be effective in converting their web site visitors into paying customers. Stickiness serves as a common indicator of customer loyalty to e-tailers. Accordingly, firms have focused on effective Web site design and business strategies to “lock in” visitors by making their Web sites increasingly sticky. Despite the salient beliefs about the business value of stickiness in e-tailing, empirical evidence of its direct economic impacts is surprisingly limited .
Consumer behaviours vary with products which can be broadly classified as search or experience goods. We
Therefore further examine whether the focal stickiness–conversion relationship is robust across different product categories. In addition, many consumers gather product/service information online but choose to execute transactions in familiar channels, such as conventional store outlets. There are group of consumers who visit e-tailers Web sites frequently and extensively but have never made any purchases online; for example, hard-core never-buyers. These never buyers offer minimal direct financial contributions to e-tailers, which therefore should prioritize the attention and resource allocation towards serving those who are more likely to purchase from their Web sites .
Consumer Centric Content
There is more number of customers searching for good deals in the web stores by comparing deals between stores. Since the number web stores have grown huge the time spend on searching and comparing of product is frustrating for the consumer. Nowadays consumer has start searching for web portal which offers only best sale advertisement in local stores. The best example could be groupon.com. This web portal offers crazy deals of specific product in local stores and travel and etc., This model still doesn’t suite for seasonal offers like Christmas, midsummer and new year where the number of product on sale offer is huge from different stores.
There is clearly a need for such application which could displays all local store seasonal offers. As those offers are only few days valid grouping all local stores such advertisement in one web portal makes consumer life easier and makes to the stick with the web portal and finally triggers to buy the product.
Use of Mobile Applications
Over the past few years, smartphone have experienced explosive grown. Sales of these devices increased 74% year-on-year in second quarter of 2011 and late last year, smartphones already outsold the personal computers of the first time in history. The ability to download the third-party apps provided new features to the existing devices. As part of the mobile eco-system, the app developers, largely motivated by financial incentives, submit their apps to centralized app markets for user to access. People spend more time browsing from their Mobile Phones than they do on their computers. Also this group of people spends more money than most any other groups, for items they search for and find on their Mobile Phones. Studies show people are getting more information through the use of APPs than thru the internet. Logically, this makes APPs and Mobile Optimized Websites critical, must-have marketing tools. APPs and Mobile Optimized Websites are used more than old Standard computer website.
Mobile Apps with Ads
Mobile Advertising APPs have integrated Opt-in SMS text messaging services built in. This allows you to take advantage of a most important marketing tool PUSH technology. With dedicated systems advertisements can be sent to the customers who want products. It is also possible to send an remainder to the customer whom we think will most likely buy. This type of Advertising has a 98% open rate. Meaning we know that customer are seeing special offers, promotions, ads. Already in 2011, iPhones, Droids, and other smartphones have out sold computers, & laptops & conventional low-feature cell phones. The use of Apps and Mobile Optimized Websites has become the new standard by which customers engage with the brands and businesses they patronize. Consumers are quickly adapting to new mobile standards, and marketing to customers is forever changing right before us. Every business, professional, and organization – must have their own Mobile Advertising App & Mobile Optimized Website to compete in today’s highly mobile marketplace.
A mobile application can also show an advertisement embedded into its apps and the advertisement could be more relative to the type of the application or location based. This definitely helps to reach the right customer from an advertiser point of view. But seasonal advertisement offer for valid for only few days has more ads in less time span with limited number of time that the user will use those ads embedded applications. The window for this kind of short time seasonal ads is much bigger and has high requirement from the advertiser to increase the number of consumer viewed the ads.
Best Sale Application
The target audience for this application is to all buyers who are interested to buy thing when it goes on sale for specific duration in the shop. Especially seasonal offers like Christmas sale, summer sale, etc., there are two version of this application. One is for desktop PC and tablet where the target is for those customers who don’t have internet connection in their mobile or wish to read advertisement for in bigger size screen. Second version of this application is a mobile version which can run on buyer’s mobile and make sure the buyers always has all latest sale advertisement in the hand.
The seller provides the server address where the sale advertisement is ready in electronic format and to be delivered to the buyer. Our own server where the buyers have registered their mobile device by installing Best Sale mobile version application will send a push notification to buyer’s mobile device. On next attempt of device connecting to internet the application will download the advertisement to buyer’s handset. With a small UI notification the buyer can notice that there is a new sale advertisement is available now.
In case of PC and tablet version of best sale application the user can browse to know all available sale advertisement in specific shop or city.
The application has a capability to detect the location of the device and shows the nearest local store ads first. This helps the consumer not just read the advertisement also turns them into as buyer on the same day. According to mobileadvertsingapps.com smart phones are used by 79% of people for shopping and in that 70% are using when they are inside the store. They compare prices, and try finding better offers.
In traditional paper advertisement it takes another round of printing the advertisement if the advertiser wants to publish in two different languages. Mobile apps embedded ads into it doesn’t know the user language it always displays the ads on country/region specific language. In Best application it is easy to customize the user language in one click in settings of language selection. This helps everyone to be local on everywhere irrespective of the language they know. The best example could be most of the Finnish store advertisement in paper uses only English language. Foreigner living in Finland find it difficult to understand. Our best sale application will help them better.
Access Any Where
Advertisement printed on paper usually read by the consumer is read mostly at home. When it comes to multiple store advertisement consumer usually leave it at home never carry those in hand. In case Best Sale application consumer always carries all store advertisement in hand as the apps runs in consumer’s mobile. This gives the freedom for the consumer to read the advertisement anywhere. Most of the consumer has a habit of browsing thru internet while traveling between work place and home. Best sale application can help them to read local offer during this time which could lead the ads visitor to turn into buyers soon.
If a person find an interesting sale offer but wants to share the same information with his friend located far from his place then in case of paper advertisement he needs to call or text message about the offer to his friend. Our Best Sale application provided a feature to send any ads as multimedia message to another mobile device. This makes consumer life easier and also makes more profit to advertiser.
Fast and Flexibility Ads
For an advertiser to plan a sale day it takes a month before to prepare the ads and send it for printing and then distribute to consumer home at least a week before sale day start. But in case of Best Sale application an advertiser can plan even just 3 days before and push the ads to consumer mobile using our system. During the day of sale advertiser has the flexibility to lower the price more and publish again to consumer device if needed. This gives more flexibility for the advertiser.
Ads for Profit
In typical paper advertisement the advertiser never gets the information about how many consumers actually read the advertisement. To be more specific which product in the sale advertisement are frequently read by consumers. Best sale application helps the advertiser to get this information. As the consumer flipping thru the advertisement in their mobile / desk top PC our server monitors the consumer behaviour in read the advertisement and these information are analysed and send it back to advertiser to improve their sale advertisement strategy and price fixing.
There is a strong need of such application for buyers in the market. Most of the economical buyers always looks for sale advertisement. So this application will help them to identify any sale on their own city sooner and also the seller can make good profit. Reaching the buyer faster and helping the seller to follow the customer attitude towards reading the sale advertisement will definitly help both buyer and seller to make the best deal.
 Online Advertising: Defining Relevant Markets. James D. Ratliff and Daniel L. Rubinfeld – 2011.
 Unsafe Exposure Analysis of Mobile In-App Advertisements. Michael C. Grace, Wu Zhou, Xuxian Jian, Ahmad-Reza Sadeghi. Published Proceeding of the fifth ACM conference on Security and Privacy in Wireless and Mobile Networks.
 An Emprical Analysis of paid placement in online advertising. Anindya Chose, Sha Yang -2007 Published in ICEC 07 proceeding of 9th international conference on Electronic commerce.
 Is stickiness profitable for electronic retailers. Lin Lin, Paul Jen-Hwa Hu, Olivia R. Liu Sheng, Johnny Lee, Magazine Communication of the ACM Volume 53 Issue 3, March 2010.