Customized Advertising in E-Commerce Services Provision

Abstract

While traditional marketing is product-focused, e-commerce market is specifically oriented to the customers. The challenge in e-commerce is to actually get the Internet user's interest and customize answers according to his requirements. Recommendations and hints in a form of banner ads or advertising messages not only provide the opportunity of selling products, but also help enterprises to target the right customers with the proper products or services. Starting from this key point, this paper introduces a web-centric system for e-commerce services, which offers ad-hoc advertisements to users during their navigation. In order to address these issues, the system analyzes the asset marketing of the web enterprises for connect advertising to the targeted customer groups. Through an agent-based architecture and fuzzy techniques, the system provides a simple support to an e-commerce market mediation.