scholarly journals A REVIEW ON DIGITAL MARKETING

2021 ◽  
pp. 35-38
Author(s):  
Akshay Raju Tandava ◽  
Ms. Vaishnavi Tiwadi ◽  
Mr. Raman Dayama
Keyword(s):  
Digital Media ◽  
Search Engine ◽  
Data Analytics ◽  
Secondary Data ◽  
Mobile Technologies ◽  
Digital Marketing ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Data ◽  
Optimization Search

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital media. Digital marketing has gained full momentum due to technology revolution and sophisticated mobile technologies and as well as due to reasonable data prices. Marketers started different strategies like Search Engine Optimization, Search Engine Marketing, Content Marketing, Data analytics to reach the customers in a better and speedy way. The present study mainly highlights about different digital marketing components taken care of by the marketers for better customer reach and influence. The study is purely conducted with the help of secondary data. KEYWORDS: Digital Marketing, Search Engine Optimization, Search Engine Marketing, search results

scholarly journals Estratégias de marketing digital em empresa do segmento gamer brasileiro: o caso Hoplon

2018 ◽  
Vol 1 (41) ◽  
pp. 52
Author(s):  
Alef Muller Silva de Souza ◽  
Lúcia De Fátima Lúcio Gomes da Costa
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Media Optimization ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Social ◽  
Optimization Search ◽  
E Mail

A finalidade do presente estudo foi analisar as estratégias de marketing digital utilizadas pela empresa desenvolvedora de jogos Hoplon Infortaiment, atuante no segmento gamer brasileiro e no mercado global. Para isso, foi necessário verificar as estratégias de marketing digital da empresa decorrentes de páginas digitais, tecnologias mobile, redes sociais, plataformas de busca, presença digital, e-mail marketing, mobile marketing, social media marketing e social media optimization, search engine marketing e search engine optimization, além do benchmarking como ferramenta de gestão para melhoria de estratégias de marketing digital. Realizou-se um estudo de caso, de base qualitativa exploratória, visando esclarecer o processo de estratégias de marketing digital que ocorrem na empresa. Com base nos dados levantados através de entrevista semiestruturada, verificou-se a importância do marketing digital para as ações da empresa, como forma de entregar valor agregado aos seus usuários. Como resultado, ao utilizar-se da internet como ferramenta de marketing para atingir o público alvo, a empresa mostrou-se eficaz ao adaptar seus conteúdos às características específicas do segmento, firmando o enfoque no uso de plataformas online, páginas digitais e mídias sociais, para aumentar o alcance de publicidade a nível global e atingir a satisfação e manutenção de seus clientes.

scholarly journals Perception of Web Users on the Effectiveness of Search Engine Marketing and Search Engine Optimization in the Era of Digitalization

2019 ◽  
Vol 8 (4S3) ◽  
pp. 70-73
Keyword(s):  
Search Engine ◽  
Considerable Change ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Digital World ◽  
Digital Era ◽  
Technological Growth ◽  
Political Boundaries

The Digital era has revamped many sectors and industries, information sharing is considered as the most important aspect any business now, any industry have not been spared from the technological growth, digital world have given an opportunity to go on business of your product and services online. The attitude of the consumers and their behavior has seen considerable change; the business has to cater the needs of their customer’s. The product or services can be reached the end users much easier through virtual digital marketing cutting across the geographical and political boundaries. The websites created by the business has to be on the internet, not only on the net but have to land on the prime pages of the Search Engines, the marketers have to strive for ranking their webs on the top hit rank in order to be in the market. This article attempts to study the Search Engine Marketing (SEM) and to improvise on the strategies to remain on top by carrying out Search Engine Optimization and to adopt Search Engine Marketing Strategies (SMES) on a more effective way and also provides suggestions based on the empirical facts.

scholarly journals Digital Marketing in the Business Environment

2017 ◽  
Vol 8 (2) ◽  
pp. 67-75 ◽  
Author(s):  
Marin Ištvanić ◽  
Dominika Crnjac Milić ◽  
Zdravko Krpić
Keyword(s):  
Search Engine ◽  
Business Environment ◽  
Digital Marketing ◽  
Business Networks ◽  
Search Engine Marketing ◽  
Advantages And Disadvantages ◽  
Business Environments ◽  
New Business ◽  
Optimization Search ◽  
E Mail

Promotion of products has become an increasingly important component in the new digital age, mostly thanks to digital marketing. The traditional form of marketing is lagging behind digital marketing, which offers users new opportunities like personalized messages or answers to a search query. There are several ways to advertise on the internet, and in this paper, ways and tools will be presented that allow digital advertising as well as their advantages and disadvantages. Specifically, search engine optimization, search engine marketing, display advertising, social networking marketing and e-mail marketing will be discussed. Also, the goal of the paper is to enable more efficient creation and implementation of similar contents in new business environments through an insight into internet advertising, social and business networks

scholarly journals Big Data Analytics for Search Engine Optimization

2020 ◽  
Vol 4 (2) ◽  
pp. 5 ◽  
Author(s):  
Ioannis C. Drivas ◽  
Damianos P. Sakas ◽  
Georgios A. Giannakopoulos ◽  
Daphne Kyriaki-Manessi
Keyword(s):  
Big Data ◽  
Cultural Heritage ◽  
Search Engine ◽  
Data Analytics ◽  
User Behavior ◽  
Big Data Analytics ◽  
Data Types ◽  
Search Engine Optimization ◽  
The Impact ◽  
The Web

In the Big Data era, search engine optimization deals with the encapsulation of datasets that are related to website performance in terms of architecture, content curation, and user behavior, with the purpose to convert them into actionable insights and improve visibility and findability on the Web. In this respect, big data analytics expands the opportunities for developing new methodological frameworks that are composed of valid, reliable, and consistent analytics that are practically useful to develop well-informed strategies for organic traffic optimization. In this paper, a novel methodology is implemented in order to increase organic search engine visits based on the impact of multiple SEO factors. In order to achieve this purpose, the authors examined 171 cultural heritage websites and their retrieved data analytics about their performance and user experience inside them. Massive amounts of Web-based collections are included and presented by cultural heritage organizations through their websites. Subsequently, users interact with these collections, producing behavioral analytics in a variety of different data types that come from multiple devices, with high velocity, in large volumes. Nevertheless, prior research efforts indicate that these massive cultural collections are difficult to browse while expressing low visibility and findability in the semantic Web era. Against this backdrop, this paper proposes the computational development of a search engine optimization (SEO) strategy that utilizes the generated big cultural data analytics and improves the visibility of cultural heritage websites. One step further, the statistical results of the study are integrated into a predictive model that is composed of two stages. First, a fuzzy cognitive mapping process is generated as an aggregated macro-level descriptive model. Secondly, a micro-level data-driven agent-based model follows up. The purpose of the model is to predict the most effective combinations of factors that achieve enhanced visibility and organic traffic on cultural heritage organizations’ websites. To this end, the study contributes to the knowledge expansion of researchers and practitioners in the big cultural analytics sector with the purpose to implement potential strategies for greater visibility and findability of cultural collections on the Web.

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

scholarly journals A STUDY OF VARIOUS DIGITAL MARKETING TRENDS USED BY VARIOUS BUSINESSES DURING THE PANDEMIC

2021 ◽  
pp. 56-60
Author(s):  
Sanjeevani Pandey ◽  
Dr Pranati Tilak
Keyword(s):  
Digital Media ◽  
Core Competencies ◽  
Secondary Data ◽  
Digital Marketing ◽  
Survival Strategies ◽  
Primary Data ◽  
Website Development ◽  
Life Saving ◽  
Marketing Firms ◽  
Start Ups

The unprecedented event of the COVID-19 pandemic severely hit every stratum of the economy. Right from local business & start-ups to multinational chains, every enterprise experienced a sag because of a sudden & massive hindrance to their networking & reachability to clientele. Amidst this strenuous financial environment, some budding trends accelerated to become core competencies & survival strategies of these businesses. Digital Marketing & leveraging a presence over the internet expedited as a life-saving, more so, a transformational strategy for many brands. Through this study, the researcher aims to unveil the various approaches, investment trends, & sought-after domains of digital marketing that helped brands survive the pandemic. To effectively do so, the researcher approached various digital marketing firms as sources of garnering preliminary information. For this purpose, the researcher, with the help of primary data & secondary data from the digital marketers, concluded that brands invested in digital marketing during the COVID-19 Pandemic, more than ever. There were also emergence of newer startup ventures & solopreneurs who leveraged the digital media to generate profitable alternate sources of income. The most sought after digital marketing services were, Social Media Marketing(SMM), Website Development & Search Engine Marketing (SEM).

scholarly journals DIGITAL MARKETING 5-GENERATION TECHNOLOGY AND ITS ACCEPTANCE BEHAVIOR

2021 ◽  
pp. 46-59
Keyword(s):  
Data Analysis ◽  
Technology Acceptance ◽  
Digital Media ◽  
New Technology ◽  
Mobile Services ◽  
Perceived Usefulness ◽  
Mobile Technologies ◽  
Digital Marketing ◽  
Cross Sectional ◽  
Factors Affecting

Cumulative usage of digital media by customers, most of the companies are exploitation the digital marketing to get the access towards their target clients and markets. With the development of mobile technologies, mobile services have become an essential part of people's lives. After an ample research a series of advance experimentation and development, the mobile technology emerged and enters into more advance 5-G period. The purpose of this study is to examine various marketing strategies and investigate Pakistani consumers’ approach towards the existing mobile services and classify the factors affecting their preferences towards 5-G acceptance. With a view to accomplish this study. A cross-sectional technique with the help of questionnaire was used to collect data. 15 to 45 years age people male & female were our targeted audience from the different places of Multan city (Punjab province) Pakistan. 500 questionnaires were distributed and received (n) 430 which were completed by all aspects. (F=58%) & (M=42%). SPSS, (22nd) version used for data analysis. After the data analysis and discussion, (r) correlation was retrospection that (DV), (IV) & (MV) have a strong and positive relationship between each other. (r2) regression analysis also showed the confident, positive and durable relation among the all variables. Results show that the convenience, price, service quality, self-efficacy and value are the factors affecting consumers’ acceptance in the presence of a moderator that is perceived usefulness. Suggested an extended TAM (Technology Acceptance Model) for checking consumer’s behavior towards 5-G mobile services. Consumers should adopt the new technology and utilize it for the benefits of him/herself and for the community, nation and state.

New Media Channels in Corporate Communication and Interaction With the New Consumer

2021 ◽  
pp. 1-21
Author(s):  
Pinar Yürük-Kayapinar ◽  
Özgur Kayapinar
Keyword(s):  
New Media ◽  
Search Engine ◽  
Corporate Communication ◽  
Digital Marketing ◽  
Communication Tools ◽  
Search Engine Marketing ◽  
Media Channels ◽  
New Consumer ◽  
Negative Factors ◽  
E Mail

The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.

Search engine marketing and social media marketing predictive trends

2020 ◽  
Author(s):  
Brighton Nyagadza
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Global Scale ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Survey Method ◽  
Research Approach ◽  
Search Engine Marketing ◽  
Continuous Dynamic

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine marketing and social media marketing trends. In terms of research methodology, a systematic literature survey method and an inductive research approach were applied. Social media concepts were critically analysed and evaluated to determine their link to the current research focus area. The main literature findings showed that the main trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of doing business by adopting new search engine marketing and social media marketing techniques. With this in mind, it is important for corporations to utilize social media for the development of marketing strategies. The viral power of social media makes it more attractive to businesses promoting their products to target markets. The article also provides an intuitive apprehension of the predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals in blue oceans.

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