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Best Sale Application
Balakumar Chittugnanamoorthy
Oulu University of Applied Sciences, Oulu, Finland
[email protected]/[email protected]
Abstract
In this paper we will discuss a way to reduce time and
money between buyer and sellers when it comes to short
term sale advertisement. Also a better way of sale
advertisement channel to reduce paper waste and
advertising in more economical way. Seller can also
make sure the whether the buyer has read the sale
advertisement
paper
than
traditional
paper
advertisement where it is not sure whether the buyer
read advertisement or not.
Keywords: Mobile
Application,
Advertisement, Seller, buyer.
1.
Sale,
Introduction
Internet has made possible the business of
advertising from traditional paper to online
advertisement. In the traditional advertisement the
advertisement paper is delivered to buyers home. The
buyers may not be even interested to read the paper or
having too much advertisement paper from different
shop buyers may lose interest in reading those at home.
Instead buyer may prefer to read while he/she traveling
in bus or train or during his coffee hours at office.
Carrying so many advertisement papers just to read
them when the buyer has spare time is not a feasible
solution. But if we convert the advertisement papers in
to electronic format and push that into the electronic
devices like mobile, PC, table where buyer will have
access to anyone of them when he/she has spare time to
read will definitely profitable for the seller.
1.1
History of online advertising
The founder of the web portal Global Network
Navigator (GNN) Tim O’Reilly claims that the first
advertising appeared in 1993 on GNN and required
“Special dispensation from the National Science
Foundation”. Initially the online ads where charged
depends on the number of times ad was displayed on a
web page (cost-per-impression). Later GoTo.com start
charging auctioning the top results of its each-result
pages, with advertisers’ sites appearing in descending
order or their bids (on a pay-per-click basis)[1].
Google launched its AdWords service in October
2000; the service placed ads on search-results pages on
google.com. These text ads were sold on a cost-per
impression basis then later in 2002 February Google
start charging cost-per-click pricing. In March 2003
Google started offering ads “to the rest of the web” by
“AdSense” by contextually targeted matched advertiser
keywords to the “meaning of the web page” in which
the ads would be displayed. In 2007 Google introduced
AdSense for Mobile, and in June 2009 released a beta
version of AdSense for Mobile Applications that pays
developers when ads are shown in iPhone and Android
applications [1].
1.2
The Objective of Advertising
Companies want to inform, persuade, or remind, or to
build brand awareness or brand loyalty in the form of
advertisements. Successful advertisement increased the
revenues and profits. The publisher who publishes the
company’s ads has to match consumer eyeballs with the
marketing messages of businesses. To make this happen
publisher provides non-advertising content that attracts
the consumer free of charge then embeds the
advertisement in it. The best example is Google
products Gmail, map, Picasa web album and etc. which
are freely available for consumer but Google gain
money by publishing ads in those products [1].
1.3
Targeting of Advertisements
Every advertisement has effect on the sale of the
product. It is also important for the publisher to achieve
the goal of real sale increment of the advertised product
by targeting the right consumer group. The cost of the
advertisement depends on the number of mode and
number of target audience is likely to get. In traditional
paper advertisement it depends on the number or ads
paper printed and number of postal addresses it got
delivered. But in case of online advertisement the
publisher has flexibility actual of number of people read
the advertisement by clicking the online advertisement
on web page or on other electronic devices [1].
The seller of the advertising will always be
ready to pay more or prefer an advertiser depends on the
advertiser capability to target the right consumer. An
advertiser pays for exposures, for a given price per
exposure the advertiser prefers targeting those
exposures to consumers that are more likely to become
customers [1].
2.
Online sale advertisement
2.1
Advertisement on the Web
The Internet has brought about a fundamental change in
the way consumers obtain and process information. It is
well documented now that the online retailing
revolution has established a new distribution channel
that represents a fundamental paradigm shift in
consumer buying patterns. Hence, firms are realizing
that reaching the increasing number of online users by
attracting clients to their websites is the key to
bolstering online sales. In this regard, search engines
are able to leverage the value as information location
tools by selling advertising linked to search terms
entered by online users and referring them to the
advertisers. The phenomenon of sponsored search
advertising—where advertisers pay a fee to Internet
search engines to be displayed alongside organic (nonsponsored) web search results is gaining ground as the
largest source of revenues for search engines. The
global paid search advertising market is predicted to
have a 37% compound annual growth rate (CAGR), to
more than $33 billion in 2010 and has become a critical
component of firm’s marketing campaigns. This is not
surprising given that 94% of consumers use search
engines to find information on the Web (Nielson-Net
Ratings), and 81% who use search engines find the
information they are looking for every time they search
[3].
2.2
store
Stickiness of electronic retailers’ web
Stickiness refers to the amount of time a person
spends on a Web site during a visiting session or over a
specified time period. E-tailing offers an exciting global
virtual channel for marketing. According to the U.S.
Department of Commerce, the e-retailing industry has
grown at 29% compounded annual rate between 2000
and 2004, amounting to $81 billion in sales in 2005 and
it reached $144 billion by 2010. To survive in this
highly competitive market, e-tailers must be effective in
converting their web site visitors into paying customers.
Stickiness serves as a common indicator of customer
loyalty to e-tailers. Accordingly, firms have focused on
effective Web site design and business strategies to
“lock in” visitors by making their Web sites
increasingly sticky. Despite the salient beliefs about the
business value of stickiness in e-tailing, empirical
evidence of its direct economic impacts is surprisingly
limited [4].
Consumer behaviours vary with products which can
be broadly classified as search or experience goods. We
Therefore further examine whether the focal stickiness–
conversion relationship is robust across different
product categories. In addition, many consumers gather
product/service information online but choose to
execute transactions in familiar channels, such as
conventional store outlets. There are group of
consumers who visit e-tailers Web sites frequently and
extensively but have never made any purchases online;
for example, hard-core never-buyers. These never
buyers offer minimal direct financial contributions to etailers, which therefore should prioritize the attention
and resource allocation towards serving those who are
more likely to purchase from their Web sites [4].
2.3
Consumer Centric Content
There is more number of customers searching for
good deals in the web stores by comparing deals
between stores. Since the number web stores have
grown huge the time spend on searching and comparing
of product is frustrating for the consumer. Nowadays
consumer has start searching for web portal which
offers only best sale advertisement in local stores. The
best example could be groupon.com. This web portal
offers crazy deals of specific product in local stores and
travel and etc., This model still doesn’t suite for
seasonal offers like Christmas, midsummer and new
year where the number of product on sale offer is huge
from different stores.
There is clearly a need for such application which
could displays all local store seasonal offers. As those
offers are only few days valid grouping all local stores
such advertisement in one web portal makes consumer
life easier and makes to the stick with the web portal
and finally triggers to buy the product.
2.4
Use of Mobile Applications
Over the past few years, smartphone have
experienced explosive grown. Sales of these devices
increased 74% year-on-year in second quarter of 2011
and late last year, smartphones already outsold the
personal computers of the first time in history. The
ability to download the third-party apps provided new
features to the existing devices. As part of the mobile
eco-system, the app developers, largely motivated by
financial incentives, submit their apps to centralized app
markets for user to access[2]. People spend more time
browsing from their Mobile Phones than they do on
their computers. Also this group of people spends more
money than most any other groups, for items they
search for and find on their Mobile Phones. Studies
show people are getting more information through the
use of APPs than thru the internet. Logically, this makes
APPs and Mobile Optimized Websites critical, musthave marketing tools. APPs and Mobile Optimized
Websites are used more than old Standard computer
website.
2.5
Mobile Apps with Ads
Mobile Advertising APPs have integrated Opt-in
SMS text messaging services built in. This allows you
to take advantage of a most important marketing tool
PUSH
technology.
With
dedicated
systems
advertisements can be sent to the customers who want
products. It is also possible to send an remainder to the
customer whom we think will most likely buy. This type
of Advertising has a 98% open rate. Meaning we know
that customer are seeing special offers, promotions, ads.
Already in 2011, iPhones, Droids, and other
smartphones have out sold computers, & laptops &
conventional low-feature cell phones. The use of Apps
and Mobile Optimized Websites has become the new
standard by which customers engage with the brands
and businesses they patronize. Consumers are quickly
adapting to new mobile standards, and marketing to
customers is forever changing right before us. Every
business, professional, and organization – must have
their own Mobile Advertising App & Mobile Optimized
Website to compete in today’s highly mobile
marketplace.
A mobile application can also show an advertisement
embedded into its apps and the advertisement could be
more relative to the type of the application or location
based. This definitely helps to reach the right customer
from an advertiser point of view. But seasonal
advertisement offer for valid for only few days has more
ads in less time span with limited number of time that
the user will use those ads embedded applications. The
window for this kind of short time seasonal ads is much
bigger and has high requirement from the advertiser to
increase the number of consumer viewed the ads.
3.
Best Sale Application
The target audience for this application is to all
buyers who are interested to buy thing when it goes on
sale for specific duration in the shop. Especially
seasonal offers like Christmas sale, summer sale, etc.,
there are two version of this application. One is for
desktop PC and tablet where the target is for those
customers who don’t have internet connection in their
mobile or wish to read advertisement for in bigger size
screen. Second version of this application is a mobile
version which can run on buyer’s mobile and make sure
the buyers always has all latest sale advertisement in the
hand.
The seller provides the server address where the sale
advertisement is ready in electronic format and to be
delivered to the buyer. Our own server where the
buyers have registered their mobile device by installing
Best Sale mobile version application will send a push
notification to buyer’s mobile device. On next attempt
of device connecting to internet the application will
download the advertisement to buyer’s handset. With a
small UI notification the buyer can notice that there is a
new sale advertisement is available now.
In case of PC and tablet version of best sale
application the user can browse to know all available
sale advertisement in specific shop or city.
3.1
Location based
The application has a capability to detect the location
of the device and shows the nearest local store ads first.
This helps the consumer not just read the advertisement
also turns them into as buyer on the same day.
According to mobileadvertsingapps.com smart phones
are used by 79% of people for shopping and in that 70%
are using when they are inside the store. They compare
prices, and try finding better offers.
3.2
Language selection
In traditional paper advertisement it takes another
round of printing the advertisement if the advertiser
wants to publish in two different languages. Mobile
apps embedded ads into it doesn’t know the user
language it always displays the ads on country/region
specific language. In Best application it is easy to
customize the user language in one click in settings of
language selection. This helps everyone to be local on
everywhere irrespective of the language they know.
The best example could be most of the Finnish store
advertisement in paper uses only English language.
Foreigner living in Finland find it difficult to
understand. Our best sale application will help them
better.
3.3
Access Any Where
Advertisement printed on paper usually read by the
consumer is read mostly at home. When it comes to
multiple store advertisement consumer usually leave it
at home never carry those in hand. In case Best Sale
application consumer always carries all store
advertisement in hand as the apps runs in consumer’s
mobile. This gives the freedom for the consumer to read
the advertisement anywhere. Most of the consumer has
a habit of browsing thru internet while traveling
between work place and home. Best sale application can
help them to read local offer during this time which
could lead the ads visitor to turn into buyers soon.
3.4
Share Ads
If a person find an interesting sale offer but wants to
share the same information with his friend located far
from his place then in case of paper advertisement he
needs to call or text message about the offer to his
friend. Our Best Sale application provided a feature to
send any ads as multimedia message to another mobile
device. This makes consumer life easier and also makes
more profit to advertiser.
3.5
Fast and Flexibility Ads
For an advertiser to plan a sale day it takes a month
before to prepare the ads and send it for printing and
then distribute to consumer home at least a week before
sale day start. But in case of Best Sale application an
advertiser can plan even just 3 days before and push the
ads to consumer mobile using our system. During the
day of sale advertiser has the flexibility to lower the
price more and publish again to consumer device if
needed. This gives more flexibility for the advertiser.
3.6
Ads for Profit
In typical paper advertisement the advertiser never
gets the information about how many consumers
actually read the advertisement. To be more specific
which product in the sale advertisement are frequently
read by consumers. Best sale application helps the
advertiser to get this information. As the consumer
flipping thru the advertisement in their mobile / desk top
PC our server monitors the consumer behaviour in read
the advertisement and these information are analysed
and send it back to advertiser to improve their sale
advertisement strategy and price fixing.
3.7
Conclusions
There is a strong need of such application for buyers
in the market. Most of the economical buyers always
looks for sale advertisement. So this application will
help them to identify any sale on their own city sooner
and also the seller can make good profit. Reaching the
buyer faster and helping the seller to follow the
customer attitude towards reading the sale
advertisement will definitly help both buyer and seller
to make the best deal.
References
[1] Online Advertising: Defining Relevant Markets. James D.
Ratliff and Daniel L. Rubinfeld – 2011.
[2] Unsafe Exposure Analysis of Mobile In-App
Advertisements. Michael C. Grace, Wu Zhou, Xuxian Jian,
Ahmad-Reza Sadeghi. Published Proceeding of the fifth ACM
conference on Security and Privacy in Wireless and Mobile
Networks.
[3] An Emprical Analysis of paid placement in online
advertising. Anindya Chose, Sha Yang -2007 Published in
ICEC 07 proceeding of 9th international conference on
Electronic commerce.
[4] Is stickiness profitable for electronic retailers. Lin Lin,
Paul Jen-Hwa Hu, Olivia R. Liu Sheng, Johnny Lee, Magazine
Communication of the ACM Volume 53 Issue 3, March 2010.