Banners, e-mail, advertainment and sponsored search: proposing a value perspective for online advertising

In this paper, we describe the state-of-the-art in online advertising, addressing particularly the service innovation in the industry, at least partly developed as a solution to the crisis of the end 1990s. We claim that the approach based on cognitive intrusion does not fit the value expectations of the consumers and ultimately, the strategic goals of the firm. Our conclusion is also that permission marketing (on which the e-mail marketing techniques are based) does not solve the problems of online advertising, because it does not fit the needs of the advertisers, or those of the consumers, in the early stages of the relationship. We provide arguments and empirical evidence (primary and secondary) for supporting our statements. We propose a new model of evaluation and management of online advertising, based on the customer value perspective. Since the service innovation in the field is not limited to rich-media banners and e-mail marketing, we try to find the new techniques that better fit a customer value philosophy of online advertising. Lastly, we also highlight the critical aspects of these new online advertising domains.

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