www.BrandLessBox.com White Paper

1.
Aaron
Abbott—www.BrandLessBox.com
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Running head: CONSUMER BEHAVIORS AND ADVERTISER SPENDING
Consumer Behaviors and Advertiser Spending on the Internet:
Insights to When, Where, and How
Aaron Michael Abbott
www.BrandLessBox.com

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Aaron
Abbott—www.BrandLessBox.com
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Consumers have trusted and understood emerging Internet technologies more and more.
Research has shown that trends and behaviors, of the consumer, have affected when, where, and
how advertisers should be spending advertising money (see Table 1). The ability to utilize an
interactive platform that would predict the consumer’s Internet behavioral experiences, leading
to insights of the consumer’s future behaviors, would prove to be invaluable. These insights
could even help develop new Internet technologies and vehicles of mass communication. Thus
far, the evolution of Web 2.0 and social networking sites has redefined online marketing
strategies and opportunities. Further, these opportunities correlate to the availability of research
and experimental findings; regarding the behaviors of the end-consumer’s experience on the
Internet (Cheung, Zhu, Kwong, Chan & Limayem, 2003). “Google Analytics [and the like] are
all about understanding the experience…to influence their behavior,” Avinash Kaushik (2007),
Director of Research & Analytics at Intuit. As marketers and companies begin to understand the
evolving research and the true scope of the consumer’s Internet behavioral experience, spending
of advertising dollars can be mapped and predicted in relation to when, where, and how.
Web 2.0 companies have catered specifically to the behavioral experience of the
consumer. This attention to the experience, predictions of behavior, and development of the
desired interactions has been vital. The eMarketer web site points out the fact that Facebook has
been blowing MySpace away when it comes to user satisfaction. Traffic has shifted and so have
advertising dollars (2009). As a result, innovative methodologies and vehicles for brand identity
and message delivery have surfaced—in tandem with the development of unique user
experiences. Two major variables in this evolution have been that the end consumer: (a) is

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Aaron
Abbott—www.BrandLessBox.com
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capable of understanding how to utilize these emerging web technologies and (b) has wanted to
use the technologies.
Table 1
Evaluation of advertiser spending relating to research of consumer use and behavior.
Website URL Summary of ideas Use of information
MediaPost http://www.media 2009-2014 34% compounded
post.com/publicati Money spent on social growth rate; result of
ons/?fa=Articles.sh media advertising increased consumer use
owArticle&art_aid= $716 million to $3.11 of social media
109611 billion
eMarketer http://www.emark 2008-2009 Changes in spending
eter.com/Article.as Advertising money spent: due to Facebook
px?Ne=1040&N=77 MySpace down $90 outperforming MySpace
9&No=6&R=10071 million; Facebook up $20 (Consumers like, and
65&xsrc=article_he million use, Facebook more)
ad_sitesearchx
BledConfe www.bledconfere 1994-2001 Research is allowing
rence nce.org/proceedi Amount of research in marketers/advertisers to
ngs.nsf/0/.../16Ch publications from less than understand the when,
eung.pdf 5 to more than 120 where, and why
“According to Forrester Research, reported by Richard H. Levey at Directmag.com, 60% of
marketers surveyed will increase their interactive marketing budgets by

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Aaron
Abbott—www.BrandLessBox.com
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shifting funds from traditional media” (Loechner, 2009). This literary review will explore the
realm of the Internet behavioral experience and how the marketer can utilize it to predict more
targeted, and cost-effective advertising spending.

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Aaron
Abbott—www.BrandLessBox.com
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References
Cheung, C. M. K., Zhu, L., Kwong, T., Chan, G. W. W., & Limayem, M. (2003). Online
consumer behavior: A review and agenda for future research. Retrieved July 15, 2009
from www.bledconference.org/proceedings.nsf/0/.../16Cheung.pdf
eMarketer (2009, July 9). Is social network advertising ready for primetime. Retrieved July 17,
2009 from http://www.emarketer.com/Article.aspx?Ne=1040&N=779&No=6&R=100
7165&xsrc=article_head_sitesearchx
Kaushik, A. (2007, September 14). Creating a data driven culture. [Video file]. Video posted
July 17, 2009 from YouTube Web site: http://www.youtube.com/watch?v=OT
u02Gab0Qw
Loechner, J. (2009, July 14). Traditional marketing budgets lose to interactive. Retrieved July
17, 2009 from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid
=109611

6.
Aaron
Abbott—www.BrandLessBox.com
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Running head: THE EVOLUTION OF MOBILE SOCIAL MEDIA
Mobile
Social
Media:
The Evolution of Web 2.0 and Business Models
Aaron Michael Abbott
Full Sail University

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Aaron
Abbott—www.BrandLessBox.com
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If technology has advanced, then the Internet has evolved. This evolution has been an
integral part of how businesses and organizations use, share, and control the data, and content,
that is exchanged. Looking into the recent developments of social networking sites, in
conjunction with mobile marketing developments, it shows how this evolution has affected
business models, and practices, all together (Abramovich, 2008). As well, these insights are
showing advertisers and companies where to turn next.
Look at two giants in the Web 2.0 development game—Apple and Google (Mooney,
2008). Apple has manufactured computers, developed software, and has been around since the
beginning. Google, a more recent addition to the marketplace, has been one of the most
significant search engines on the Internet—developing a wide range of free alternative software
solutions like e-mail, maps, calendars, document and spreadsheet applications, video-chat, and
more. So, how did competition surface between a prolific search engine company and the leading
computer manufacture/software company—in the mobile telephone market? These companies
have followed their consumer’s behaviors and developed future solutions/products based on the
existing predicted desires. So with iPhone versus Google Phone, the impacts that Web 2.0
developments have upon the birth of business model opportunities are obvious. We are seeing
more traffic on social web sites, increased spending in the mobile market, and more and more
advertisers are starting to look to social and mobile media outlets for message delivery
opportunities (see Table 1).
Web 2.0 has meant new marketing opportunities, product developments, and even
business model, well, remodeling. It is where these companies turn, to seek out this information,

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Aaron
Abbott—www.BrandLessBox.com
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that Apple and Google have seemingly mastered over the past 5 years. They have had access to
their consumer demographics and online behaviors directly. It is the core of their businesses.
Table 1
Factors of growth, attention, and development for social and mobile media,
Website URL Summary of ideas Use of information
MobileMarketer http://www.mobilem
Percentage of Shows interest of
arketer.com/cms/lib
Advertisers investing advertisers
/294.pdf
in Social Media increasing steadily
38% in 2006 in one year
48% in 2009
MMAGlobal http://www.mmaglobal. US spending on Growing Mobile
com/articles/mobile- Mobile Marketing Market is gaining
marketing-mayberry- $1.7 billion in 2009 revenue streams
or-wild-west $2.16 billion in 2010 from increased use
Mashable http://www.mashable.c More than 7 million Highly visited Blog
om/about/ monthly page views in features, Web 2.0
2009 and Social Media
news
Google gets to see where everyone visits on the Internet, and when. While Apple has mastered
what the consumer wants out of their computer, and it’s interactivity.

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Aaron
Abbott—www.BrandLessBox.com
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Without being a huge corporation, where and how can one access this invaluable
information? This is the power of the social network. Access to the motivations, consumer
behaviors, and desires can be found on any blog, in any corner of the Internet. Blogs are just the
beginning too. With companies like Facebook and Twitter re-writing how people communicate
on a daily basis, mobile media companies are jumping on the bandwagon and are getting ready
for the day when the supercomputers that took up rooms in the past, will be carried around In
pockets and on belts. It is a give and take between ingenuity and predictability. This is the power
of social media merging with mobile media. This literary review will discuss what effects social
media networking have on the development of mobile media companies and the products they
produce. As well as who these companies are likely to be.

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Aaron
Abbott—www.BrandLessBox.com
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References
About Us. (n.d.). In Mashable’s Social Media Guide. Retrieved July 24, 2009 from
http://mashable.com/about/
Abramovich, G. (2008, January 9). Immediacy triggers growth in mobile social networking.
Mobile Marketer’s Outlook 2008, 25. Retrieved July 24, 2009 from http://www.mobil
emarketer.com/cms/lib/294.pdf
Mooney, L. (2008, January 9). A Google face off with Apple? Bite me. Mobile Marketer’s
Outlook 2008, 11. Retrieved July 24, 2009 from http://www.mobilemarketer.com/cms/
lib/294.pdf
Wehrs, M. (n.d.). Mobile marketing: mayberry or the wild west. Retrieved July 24, 2009 from
http://www.mmaglobal.com/articles/mobile-marketing-mayberry-or-wild-west