E-Marketing Strategy for Businesses
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.
return on investment search engine optimization pay-per click e-business e-marketing
Adam Grzywaczewski Rahat Iqbal Nazaraf Shah Anne James
Department of Computing and the Digital Environment Faculty of Engineering and Computing,Coventry Un Department of Computing and the Digital Environment Faculty of Engineering and Computing, Coventry U
国际会议
2010 IEEE International Conference on e-Business Engineering(2010年电子商务工程国际研讨会 ICEBE 2010)
上海
英文
428-434
2010-11-10（万方平台首次上网日期，不代表论文的发表时间）