June 2019
Intermediate to advanced
416 pages
11h 5m
German
Content preview from E-Commerce mit Amazon
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Diese defensive Maßnahme dient nicht nur dem Schutz, sondern eignet sich gleichzeitig hervorragend für das Cross- und Up-Selling. So könnte Sony auf den Detailseiten seiner Digitalkameras beispielsweise passendes Zubehör wie Kamerataschen oder Systemkameras mit größerem Funktionsumfang bewerben. Sind die Product Display Ads geschickt aufbereitet und platziert, stellen sie für den Kunden eine Zusatzinformation dar und wecken sein Interesse.
Tabelle 6-4: Zusammenfassung: Einsatz von Sponsored Ads für eine wirkungsvolle Abwehrstrategie
Anzeigentyp |
Targeting |
Ziel |
SB |
produkt- und markenrelevante Keywords (z.B. Sony Digitalkamera, Sony Systemkamera, Alpha 6000) |
• Verhindern, dass Wettbewerber markeneigene Keywords besetzen • Markenpräsenz ... |
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