How Understanding Your Customers' Ecosystem Increases Search Advertising Response

Posted: 8 Jul 2013

See all articles by Paul Dwyer

Paul Dwyer

Willamette University - Atkinson Graduate School of Management

Date Written: July 7, 2013

Abstract

Years of marketing research has given us well-developed theory for competitive analysis based on consumer and competitor choice behavior. However, there are further insights to be gained from understanding how ad click choices reveal a consumer ecosystem, a complex web of non-competing businesses serving consumers’ diverse needs. Since search engines are situated between businesses and consumers they have an ideal perspective from which to see the ecosystem. This study uses data from one such company to demonstrate ecosystem mapping and how to use it to optimize search advertising.

Keywords: market structure, search advertising, competitive analysis, target marketing, market mapping, consumers’ preferences

Suggested Citation

Dwyer, Paul, How Understanding Your Customers' Ecosystem Increases Search Advertising Response (July 7, 2013). Available at SSRN: https://ssrn.com/abstract=2290787

Paul Dwyer (Contact Author)

Willamette University - Atkinson Graduate School of Management ( email )

900 State Street
Salem, OR 97301
United States

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