Annotated+Bibliography

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**Summary :**
====With several companies entering online marketing, certain features are pertinent in drawing today’s end consumer to one’s site.firstly, every site must be easy to navigate such that the viewers can view all of the site’s information at once, without much difficulty. Also, the site must be interactive, in order to develop an atmosphere of consistent dialogue between the seller and the consumers. it must have a data entry system for each user in order to create a permanent personal profile, for each user. In addition, the company must optimize its search engine by using proper coding so that the company is easily accessible on the web. lastly, no longer considered an accessory, but technology like macromedia flash and motion graphics have become must-haves for every website, to liven the site at always.====

On the other hand, a company must ensure that it doesn’t overspend on online marketing be picking the features which would best suite its products and its end-consumers.
**Name**:Nengi Adoki **Article Two**: “ Five online advertising trends to expect in 2012 ” **Source:** " Ed Stevenson, Ed . "Five online advertising trends to expect in 2012 | Econsultancy." //Econsultancy | Become a smarter digital marketer//. EConsultancy Digital Marketers United, 17 Jan. 2012. Web. 23 Mar. 2012. @http://econsultancy.com/us/blog/8693-five-online-advertising-trends-to-expect-in-2012 .

**Tags/Key Word**s: Trends, Advertising, Online.

**Summary:** Most companies are now very aware of the advantages of online advertising and are continuously in the process of optimizing the process for their purposes. With the information, wide range of possibilities and the constantly changing environment of the online advertising industry, it is important to continually be alert as to the fast evolving nature of the industry. The article highlights five trends that the online marketers should be aware of this year.

First is the concept of attribution. Ed Stevenson explains that more effort should be put into how to allocate budgets for online advertising.With the number of channels increasing online, it is difficult to pinpoint where spending is allocated hence making it difficult to trace conversions to channels providing the platform. A more efficient method of doing this will avoid blind and unnecessary spending. Secondly, the article highlights that Google Ad networks will start becoming less relevant as other companies such as Facebook are taking more initiative to " make more efficient use of ad inventory." In addition there will also be an improvement in managing quality scores for advertisers which will in turn provide better discounts and optimization of match types. Furthermore, new ad formats will also be provided and will also improve opportunities for advertisers on different formats such as travel search and local offers to name a few.

Thirdly, Advertisers have to make friends. Collaboration effort between high fliers such as Google "+1's" and Facebook open doors for "social likeability" which will in turn cause advertisers to promote "+1's" and Facebook "likes". Consumers will also gain from this as they will be receiving information on popular brands and products. Although advertisers and consumers have something to gain but suppliers however will be at a loss since companies are focusing budgets for online purposes. Fourth, Paid search's are now more dominant than apps in mobile marketing. For advertiser's it is the problem of blindness after a user logs onto a marketplace from an app. Paid searches are more effective in analyzing and tracking and hence sums up the reason why this trend and the simplification of the overall mobile web experience by their host companies will be common place in 2012.

Lastly, Stevenson predicts that both advertisers and consumers will benefit from more exchanges as this will lead to more visibility on the part of the consumers and more investments for advertisers. In short for these exchanges there will be "better insight in how much biddable media is costing them" for costumers and trading desks will be forced to respond with "more transparent and standardised pricing".