Internet markets & e-advertising active models in Pakistan: Signifying e-advertising artifacts apposite for e-business startups
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Date
2012
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Abstract
In recent years internet market continues to maturely expand at even more pace than ever before. In Pakistan entrepreneurs and organizations are accepting web technologies to expand businesses utilizing the robust dynamics of Internet Marketing and e-Advertising. The e-Advertising artifacts offer wide range of benefits to business community such as interactive and personalized e-ads, social media and use of SEO to reach target customers precisely. This study is focused on attempt to mark the trend for adoption of such models in Pakistan e-Business startups and their effectiveness. There are variety of advertising models available in e-Advertising i.e. Search engine marketing, permission advertising, affiliate advertising etc each with its own unique features. The core benefits of e-advertisement are measured in terms of creating brand awareness, attracting customers and improving brand loyalty. The literature review establishes a sphere highlighting use of internet in businesses around the globe generally and Pakistan especially. Furthermore, a close study of Pakistani environment has been taken as a test case to understand and develop an e-Advertising model for e-Business startups. The e-Advertisement adoption model suggests artifacts that are most suitable for e-Business startups considering their specific needs. This model will be helpful for organizations in Pakistan who wish to utilize the exciting features of e-Advertisement artifacts such as feedback of e-Advertisement campaigns or just in time advertisements.
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Keywords
E-Advertising, E-Business Startups, Online Brands, Web Marketing, Suitable e-Advertising Artifacts
Citation
Paper presented at 2nd International Conference on Business Management, 28th – 29th March 2012, Lahore - Pakistan