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Lahuerta Otero, Eva; Cordero Gutiérrez, Rebeca. "Advertising Techniques in the Digital World: The New Era of Social Communications". En Encyclopedia of E-Commerce Development, Implementation, and Management, editado por In Lee, 1160-1178. Hershey PA, USA : IGI.Global, 2016
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Category: Issues, Challenges, and Opportunities in E-Commerce Development and Management
Copyright © 2016, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.
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DOI: 10.4018/978-1-4666-9787-4.ch083
INTRODUCTION
Social communication is one of the most significant changes affecting online advertising. Since the In-
ternet is used to buy, sell and exchange products and services, more and more companies need to reach
their customers electronically. As a result, there is a growing tendency in the use of online advertising
techniques (especially through social networks) as they are a reliable and a cost-effective way to increase
customers’ awareness and attraction. The successful application of these techniques provides organizations
with significant opportunities to increase brand reputation, online sales and electronic word-of-mouth.
This chapter will describe the most important measurement tools used nowadays in order to assess
a website’s online exposure and relevance. After that, a set of the most common advertising techniques
both in SEO and in SEM fields will be described. We will describe the uses and applications of Google
AdWords, Facebook Ads and Twitter ads as new, innovative techniques to deliver commercial and pro-
motional messages to segmented, targeted customers. Finally, we will analyze the main digital metrics used to evaluate the real performance of these techniques.
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