E-Marketing Strategy for Businesses

Author

Grzywaczewski, Adam ; Iqbal, Rahat ; Shah, Nazaraf ; James, Anne

Author_Institution

Dept. of Comput. & the Digital Environ., Coventry Univ., Coventry, UK

fYear

2010

fDate

10-12 Nov. 2010

Firstpage

428

Lastpage

434

Abstract

The Internet provides an easy and uniform way for businesses to make their brands and products visible to their customers. Due to the vast number of companies that take advantage of the Internet to conduct their business, it is very challenging for them to increase their sales and market awareness. In this paper, we investigate two techniques which are used to improve the visibility of an e-business in order to generate more traffic and sales. We describe a process of capturing the Return on Investment (ROI) from Search Engine Marketing (SEM) and focus on two main techniques: Search Engine Optimization (SEO) and Pay Per Click campaign (PPC). The investigation is carried out based on two UK-based small and medium sized enterprises (SME). We describe the results of optimization and its impact on the companies´ future strategy in this paper.

Keywords

Internet; electronic commerce; investment; marketing data processing; sales management; search engines; small-to-medium enterprises; Internet; e-business; e-marketing strategy; pay per click campaign; return on investment; sales; search engine marketing; search engine optimization; small and medium sized enterprises; Companies; Google; Investments; Marketing and sales; Optimization; Search engines; e-business; e-marketing; pay-per click; return on investment; search engine optimization;

fLanguage

English

Publisher

ieee

Conference_Titel

e-Business Engineering (ICEBE), 2010 IEEE 7th International Conference on

Conference_Location

Shanghai

Print_ISBN

978-1-4244-8386-0

Electronic_ISBN

978-0-7695-4227-0

Type

conf

DOI

10.1109/ICEBE.2010.61

Filename

5704353