Search Engine Strategy Report Case Study University of Dundee

It is normal for any organization to have an online attendance on the Internet. With the continued rise of the internet and the growing importance of websites, it has become increasingly difficult for websites trying to reach potential customers/visitors to achieve visibility. Around 4 million new websites appear online every month in Google search engine platform. As a result of this astonishing rise, it has become more difficult for websites to remain visible among the competing sites without using the optimal available search engine tools. In this study, there is one case study from the United Kingdom that was selected to explore this subject. The research considered how University of Dundee could implement Search Engine Optimization (SEO) and paid listings such as Pay Per Click (PPC) to their website. The recommendations of this research can be used to guide the marketers how to improve the visibility of their website to the related target audience. In turn allowing marketers to more accurately determine their choice of an optimal search engine marketing strategy.

Analisis Pengaruh Digital Marketing Terhadap Keputusan Pembelian Grabfood Di Kecamatan Kebon Jeruk

Grab perusahaan jasa terkenal yang berasal dari singapura yang memiliki layanan pesan antar makanan yakni Grabfood yang berkembang pesat. Pesatnya perkembangan dari Grabfood masih kalah jika bersaing di Indonesia terutama dengan pesaing sejenisnya. Tujuan dari penelitian yakni untuk menganalisis dan membuktikan pengaruh search engine marketing, social media marketing, online public relation terhadap keputusan pembelian konsumen Grabfood. Jenis data yang digunakan adalah jenis data kuantitatif dengan populasi yakni konsumen Grabfood di Kecamatan Kebon Jeruk. Dengan sampel 75 responden yang pernah menggunakan jasa layanan Grabfood dan non purposive sampling sebagai metodenya. teknik analisis menggunakan Partial Least Square (PLS). Hasil yang didapatkan yaitu variabel search engine marketing, social media marketing, online public relation berpengaruh dan signifikan terhadap keputusan pembelian konsumen. Berdasarkan nilai koefisien determinasi dijelaskan bahwa search engine marketing, social media marketing dan online public relation mempengaruhi keputusan pembelian pada konsumen Grabfood di wilayah Kecamatan Kebon Jeruk sebesar 0.446 atau 44.6%.

PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE TOKOPEDIA

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh variabel digital marketing berdasarkan indikator website, search engine marketing, e-mail marketing, dan social media marketing terhadap minat beli konsumen pada marketplace Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif. Jumlah responden dalam penelitian ini adalah 40 responden berdasarkan teknik pengambilan sampel purposive sampling. Data primer diperoleh melalui kuesioner dengan skala pengukuran menggunakan skala likert. Teknis analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear sederhana. Hasil menunjukkan bahwa variabel digital marketing memiliki pengaruh positif dan signifikan terhadap minat beli konsumen pada marketplace Tokopedia. Minat beli konsumen dalam penelitian ini dipengaruhi oleh digital marketing sebesar 39,4%, dengan website sebagai indikator yang paling berpengaruh dalam meningkatkan minat beli konsumen. Penelitian ini memberikan implikasi teoretis sebagai referensi bagi penelitian selanjutnya yang berkaitan dengan digital marketing dan minat beli konsumen, khususnya pada marketplace. Implikasi manajerial berupa saran bagi manajemen Tokopedia maupun marketplace lainnya agar meningkatkan kualitas website dan media sosial yang digunakan dalam memasarkan produk sehingga meningkatkan minat beli konsumen. Kata kunci: pemasaran digital, minat beli konsumen, website, search engine marketing, e-mail marketing, social media marketing

IMPACT OF BUYING BEHAVIORS OF YOUNG CUSTOMERS ON SOCIAL MEDIA ADVERTISEMENTS

The Internet today has been hailed as the single most important invention of the 20th Century. with its increasing popularity as noticed from a greater number of users coming ‘online’ and more services being offered ‘online’ in general the internet now occupies a central role in young educated people’s lives, all over India. with its burgeoning population and rapidly increasing Net penetration, India has caught on to the fancy of Internet marketers or.com companies. Marketers today realize the favorable conditions in terms of the huge size of the young population, increasing literacy rate, growing internet penetration and a fast-track economy. They are ready to exploit the opportunity to reap huge gains and rewards. Marketers also realize that young consumers are becoming increasingly technology savvy and are logging -on now more than ever for purchase of personal necessities besides booking an airline or a railway ticket and the famed information search. Consumers in India spend approximately 6 times as much time on information search online as they do offline. Marketers have been quick to hook on to this opportunity by developing marketing strategies to leverage the increased Internet usage. Their strategies include web banners (Pop ups), search engine marketing, email marketing, and interactive web -based marketing. Internet marketing also helps marketers segment consumers into specific consumer groups based on their visits to specific sites, use of specific services, browsing sites, downloading specific content, and so on etc.,...

A REVIEW ON DIGITAL MARKETING

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

Các yếu tố digital marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh

Nghiên cứu này nhằm phân tích các yếu tố Digital Marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh. Qua thực hiện khảo sát trực tuyến và trực tiếp, nhóm nghiên cứu thu thập thông tin đối với 265 khách hàng về “Tác động Digital Marketing đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh” đến từ các công ty bất động sản. Kết quả phân tích dữ liệu cho thấy có 06 yếu tố tác động đến hành vi mua căn hộ chung cư, đó là Social Media Marketing; Content Marketing; Search Engine Marketing; Online Public Relations; Affiliate Marketing; E-Mail Marketing trong đó yếu tố Social Media Marketing có tác động mạnh nhất đến hành vi mua của khách hàng. Kết quả nghiên cứu sẽ là những thông tin hữu ích cho Doanh nghiệp để khai thác triệt để các phương tiện Digital Marketing nhằm thúc đẩy hành vi mua của người tiêu dùng đối với thị trường căn hộ chung cư tại thành phố Hồ Chí Minh.

Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

Estrategias de marketing digital utilizadas por empresas del retail deportivo

Con el fin de determinar qué tan efectivas son en la actualidad las estrategias de marketing en buscadores digitales utilizadas por empresas del retail deportivas, esta investigación ha tomado como caso de estudio las tiendas multideporte Decathlon y Sprinter por la importancia que ambas marcas tienen en el sector deportivo. La metodología empleada para llevar a cabo esta investigación, ha sido un análisis descriptivo mediante el estudio de diversos factores relacionados con el marketing digital, como son el posicionamiento en buscadores SEO (search engine optimization, por sus siglas en inglés), la usabilidad web y la creación de campañas de publicidad SEM (Search Engine Marketing, por sus siglas en inglés. La información se obtuvo usando diferentes herramientas empleadas en el marketing digital como Semrush y Screaming Frog. Se concluye que, a pesar de que ambas empresas realizan notables esfuerzos, los resultados son muy desiguales. Decathlon desarrolla estrategias de marketing digital más eficaces y útiles para la consolidación de la marca en términos de reputación y ventas, mientras que Sprinter presenta áreas con mejoras constantes.