Adoption of Web 2.0 Marketing

2017 ◽  
Vol 9 (4) ◽  
pp. 44-59 ◽  
Author(s):  
Maryam Lawan Gwadabe
Keyword(s):  
Web 2.0 ◽  
Marketing Strategy ◽  
Search Engine ◽  
Digital Age ◽  
Online Marketing ◽  
Brand Awareness ◽  
Effective Management ◽  
Search Engine Optimization ◽  
Marketing Tool

The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefits achieved by the Nigerians SME's are increase in brand awareness and revenue. However, the benefit of getting high search engine optimization (SEO) rank is not leveraged. One major challenge is lack of in house skills is the most common faced in the adoption of Web 2.0 marketing as most of the online marketing is done by unskilled employees in the company; this issue leads to several challenges. It is recommended that the SME's should hire or outsource certified digital marketers for effective management and achievement of optimum Web 2.0 marketing strategy benefits.

Adoption of Web 2.0 Marketing

2021 ◽  
pp. 810-827
Author(s):  
Maryam Lawan Gwadabe
Keyword(s):  
Web 2.0 ◽  
Marketing Strategy ◽  
Search Engine ◽  
Digital Age ◽  
Online Marketing ◽  
Brand Awareness ◽  
Effective Management ◽  
Search Engine Optimization ◽  
Marketing Tool

The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefits achieved by the Nigerians SME's are increase in brand awareness and revenue. However, the benefit of getting high search engine optimization (SEO) rank is not leveraged. One major challenge is lack of in house skills is the most common faced in the adoption of Web 2.0 marketing as most of the online marketing is done by unskilled employees in the company; this issue leads to several challenges. It is recommended that the SME's should hire or outsource certified digital marketers for effective management and achievement of optimum Web 2.0 marketing strategy benefits.

Impact of Search Engine Optimization as a Marketing Tool

2018 ◽  
Vol 7 (1) ◽  
pp. 23-36 ◽  
Author(s):  
Ravneet Singh Bhandari ◽  
Ajay Bansal
Keyword(s):  
Search Engine ◽  
Market Share ◽  
Brand Equity ◽  
Product Information ◽  
Point Of View ◽  
Product Price ◽  
Search Engine Optimization ◽  
Marketing Tool ◽  
Marketing Variables ◽  
The Impact

Today’s world revolves around information that is the driving force behind any economic value chain. The thirst for information has led to the evolution of online “Search Engines” over last few years and are the most widely used instruments currently. Gradually marketers also started using this platform for marketing their products. This study focuses on the impact of search engine optimization as a marketing tool and its influence on various marketing variables like market share, brand equity and others. Literature review highlights many marketing variables getting affected by search engine optimization. Variables like market share, brand loyalty, brand recognition, product price, product information, brand image, brand awareness, consumer online behavior, and user reviews are few of them. The authors have found that most of the researches have highlighted these variables either in isolation or may be in combination of few. Few studies have considered variables only from marketer’s point of view and others from buyer’s point of view. In this study, the authors have attempted to comprehend and understand empirically, the impact of search engine optimization on various marketing variables identified (after the study) as market share and brand equity as the most prominent ones and product awareness, purchase persuasion and consumer insights the other important ones. To analyze the said phenomenon, the initial step was the examination of the significant writing to develop a comprehension about different parameters of search engine for the brand post. The data were gathered through questionnaire from the sample of 338 respondents who were selected by simple random sampling method mostly from the National Capital Region (NCR) of Delhi in India. The data collected from the respondents were loaded on SAS base for exploratory factor analysis and multiple regression analysis.

scholarly journals MARKETING STRATEGY EVALUATION OF MRT JAKARTA'S MOBILE APPLICATION USING MARKETING 4.0 CONCEPT

2020 ◽  
Vol 2 (6) ◽  
pp. 43-54
Author(s):  
Gideon Satria Putra Sugiyanto ◽  
Agung Wicaksono
Keyword(s):  
Marketing Strategy ◽  
Mobile Application ◽  
Digital Age ◽  
Online Marketing ◽  
Strategy Evaluation ◽  
Commitment Level

A mobile application has become a vital tool to provide better service and build relationships with customers in the digital age. MRT Jakarta responded to the trend by launching MRT-J mobile application. A study to evaluate the effectiveness of marketing strategy for MRT-J involving 205 respondents of questionnaires was developed following the Five As Framework from Marketing 4.0 concept (Kotler, Kartajaya, and Setiawan, 2017). The result revealed that MRT-J has a superlative affinity. However, the Company needs to improve the attraction, curiosity, and commitment level. According to the industry archetype, the evaluation of brand productivity metrics reported that MRT-J mobile application has a Trumpet pattern. A combination of conventional (offline) and digital (online) marketing is suggested to increase the number of downloads by improving the stage of Aware, Appeal, Ask, and Act.

Affiliate Marketing

2018 ◽  
pp. 11-32
Author(s):  
Ritu Narang ◽  
Prashant Trivedi
Keyword(s):  
Social Media ◽  
Cost Effectiveness ◽  
Search Engine ◽  
Online Advertising ◽  
Online Marketing ◽  
Content Quality ◽  
Search Engine Optimization ◽  
Video Link ◽  
Audio Video ◽  
A Performance

The emergence of internet as a strong medium of communication has led to the emergence of numerous marketing avenues with many companies realizing its potential towards promotion of their products (Liang & Huang, 1998). Online marketing platforms offer various opportunities for directing costumers towards the products through online advertising, affiliate marketing, search engine optimization, direct mailers etc. Affiliate marketing is a performance based marketing and known for its cost effectiveness. we have suggested a framework MECHULUP indicating Mobile Friendliness, E-Commerce, Content Quality, Honesty, Audio/Video, Link Building, Social Media, and Persistence.

How Does Search Engine Optimization Affect Outcomes of Electronic Marketing Strategy?

2021 ◽  
Author(s):  
Gita Aryshandy ◽  
Yudi Fernando ◽  
Rayina Triningsih Dharmaputra ◽  
Ridho Bramulya Ikhsan ◽  
Ika Sari Wahyuni-TD
Keyword(s):  
Marketing Strategy ◽  
Search Engine ◽  
Search Engine Optimization ◽  
Electronic Marketing

A Study on the Relationship between Search Engine Optimization Factors and Rank on Google Search Result Page

2014 ◽  
Vol 931-932 ◽  
pp. 1462-1466 ◽  
Author(s):  
Tamrerk Nasomyont ◽  
Nawaporn Wisitpongphan
Keyword(s):  
Search Engine ◽  
Search Algorithm ◽  
Online Marketing ◽  
Result Page ◽  
Search Engine Optimization ◽  
Effective Strategies ◽  
Search Result ◽  
Search Engine Result ◽  
Google Search ◽  
The Relationship

Nowadays, Google has taken a role as a major platform for the Internet search; its search algorithm has been changed periodically, hence being positioned on the first page of the Google search result has a tremendous impact on the online marketing strategy of the organization. Search Engine Optimization (SEO) has been considered as one of the most effective strategies to place the webpage at the top rank of the search engine result. This paper presents the relationship between various SEO factors and the rank in the Search Engine Result Page. The results unravel the key SEO factors, e.g. Backlinks, Keyword, Site structure, that have high degree of relationship with rank in the search engine result page (SERPs).

scholarly journals The Effects of "Search Engine Optimization" on Marketing of Diving Companies in Bali

2019 ◽  
pp. 130
Author(s):  
Iola Astried Karisma ◽  
I Nyoman Darma Putra ◽  
Agung Suryawan Wiranatha
Keyword(s):  
Search Engine ◽  
Positive Impact ◽  
Internet Marketing ◽  
Brand Awareness ◽  
The Internet ◽  
Search Engine Optimization ◽  
Online Sales ◽  
Internet Users ◽  
Quantitative Descriptive ◽  
Google Search

The strategic location of the island of Bali which is surrounded by sea has a great potential for people in Bali to establish a diving company. Some diving companies in Bali have made various strategies to compete offering diving tour packages. Marketing through the internet is the best way that most diving companies in Bali have recently taken. However, to be able to compete with other similar companies on the internet, the website must be easily accessible to internet users, i.e. by appearing on the first page of the Google search engine. SEO or search engine optimization is an internet marketing strategy that serves to increase website visibility by targeting certain keywords. The use of SEO can have a positive impact on increasing online sales, increasing website visibility and brand awareness on the internet. This study aims to analyze the extent to which SEO techniques have a positive impact on the marketing of diving tourism in Bali through the internet, using quantitative descriptive methods. The research was conducted in three selected companies, namely Bali Diving, Atlantis Dune, and Scuba Adventure. The results of the study showed that diving companies in Bali have obtained all the positive impacts of SEO. These impacts were increasing website visibility, brand awareness, and sales. Keywords: Diving in Bali, Internet Marketing, SEO, Bali Tourism.

scholarly journals A Conceptual Paradigm For Internet And Search Engine Marketing

2011 ◽  
Vol 24 (4) ◽  
Author(s):  
Alyssa Ashley ◽  
Michael V. Laric ◽  
Peter M. Lynagh ◽  
Craig A. Vollmer
Keyword(s):  
Marketing Strategy ◽  
Search Engine ◽  
Market Share ◽  
Evolutionary Process ◽  
Online Marketing ◽  
The Internet ◽  
Communication Industry ◽  
Search Engine Marketing ◽  
Marketing Managers

The Internet continues to affect the relationships between business and their customers, and companies must adjust their online marketing strategy, if they want to increase revenues and market share, respectively. The emergence of the Internet over the last decade has had a major impact on the communication industry. The Internet is constantly evolving and is continually undergoing a rapid evolutionary process in both capabilities and uses. Marketing managers have begun to direct their focus and resources towards the Internet in an attempt to capture and garner new consumers. The Internet has forever changed the customer purchasing experience, and companies must alter their online marketing strategy, if they want to increase revenues and market share, respectively.

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