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ON THE INTERNET, SEARCH ENGINES INFLUENCE THE BEHAVIOR OF AN INCREASING PART OF CUSTOMERS. BANKS MAKE USE OF SEARCH ENGINES TO PROMOTE PRODUCTS BY USING KEYWORD AUCTIONS TO PURCHASE A PLACE OF THEIR ADVERTISEMENTS IN THE SPONSORED SEARCH LISTINGS. WE DESCRIBE HOW TO BID IN KEYWORD AUCTIONS AND HOW TO MEASURE THE SUCCESS OF SEARCHENGINE MARKETING.
THE TERM WEB 2.0, COINED FOR A VARIETY OF RECENT WEB APPLICATIONS, RESOUNDS THROUGHOUT THE LAND AND FIRES ONLINE MARKETERS’ IMAGINATION IN MANY INDUSTRIES. WE EXAMINE EMPIRICALLY HOW FAR THOSE APPLICATIONS ARE USED BY RETAIL BANKING CUSTOMERS AND WHICH ROLE THEY PLAY IN THE RETAIL CUSTOMERS’ PURCHASE PROCESS.