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From Personalisation to Satisfaction: New Communication Strategies in Web Marketing
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Author(s): Jorge Figueiredo (Lusíada University, Portugal), Isabel Oliveira (Lusíada University, Portugal), Sérgio Silva (University of Porto, Portugal), Margarida Pocinho (Coimbra School of Health Technology, Polytechnic Institute of Coimbra, Portugal), António Cardoso (University Fernando Pessoa, Portugal)and Manuel Pereira (Polytechnic Institute of Viana do Castelo, Portugal)
Copyright: 2024
Pages: 23
Source title:
Connecting With Consumers Through Effective Personalization and Programmatic Advertising
Source Author(s)/Editor(s): Jorge Remondes (Instituto Superior de Entre Douro e Vouga, Portugal & ISCAP, Instituto Politecnico do Porto, Portugal), Paulo Madeira (Instituto Superior de Entre Douro e Vouga, Portugal)and Carlos Alves (Instituto Superior de Entre Douro e Vouga, Portugal)
DOI: 10.4018/978-1-6684-9146-1.ch003
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Abstract
With the increasing diffusion of technologies and the use of the Internet, we are witnessing a rapid growth of cyberspace. This becomes a new means of communication in which, with the use of the Internet, rapid exchanges of information are possible in the context of commercial exchanges between consumers and sellers or companies. With the integration of the internet into marketing, we are witnessing changes from transactional marketing to relationship marketing. It becomes possible to segment the market more closely, understand the online consumer, and focus on personalisation. Since the objective is to satisfy consumer needs, the authors will address issues related to new communication strategies that have been implemented in the scope of Web marketing, starting from personalisation to satisfaction by the consumer.
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