Abstract
Title: A study of Marketing and Online Marketing tools which improve online success.
Purpose
The objective of this study was to identify and analyse the opportunities of new technologies for companies and how they take benefit of it. The most important online marketing tools were presented in detail to underpin the theoretic concepts of marketing.
Methodology
A literature review about marketing and online marketing objectives were carried out. This was used on recent occurrences and developments in the online marketing sector.
Findings
Online marketing is not only important for companies to increase turnover, it is nowadays necessary to stay competitive to survive. Companies which do not implement online marketing in their classical marketing activities have a strong competitive disadvantage in today’s environment.
Research limitations / implications
More insight could be given on how important online marketing is for different industrial sectors. In some sectors a classical customer relationship could be still more important than others, so one has to be cautious with generalisations about how useful online marketing is for each company individually.
Practical implications
Small and middle-sized companies which still have no idea of how to implement an online marketing campaign or who still only use classical marketing methods should think about hiring online marketing specialists to stay competitive in this rapid changing environment.
Originality / value
The study shows how online marketing tools have to be used to be successful, but it also shows that exaggerated use of these tools could have the contrary effect. Every activity has to be well-planned and well-considered.
Table of Contents
1 Introduction
2 Online Marketing
2.1 Definition
2.2 Objectives
2.3 Marketing strategies
2.3.1 Structure of a marketing strategy
2.3.2 Push Strategy vs. Pull Strategy
2.4 Instrumental view of online marketing
2.4.1 Product policy
2.4.2 Price policy
2.4.3 Distribution policy
2.4.4 Communications policy
2.5 Advertising on the internet
2.6 Ten rules for a successful online marketing
2.7 Internet project management
3 Methodology
4 Online marketing tools
4.1 Web sites & Usability
4.1.1 Functionality
4.1.2 Design
4.2 Email Marketing
4.2.1 Email
4.2.2 RSS-Feeds
4.3 Search Engine Marketing (SEM)
4.3.1 Introduction
4.3.2 Search Engine Advertising (SEA)
4.3.2.1 Overview about SEA
4.3.2.2 Planning a SEA campaign
4.3.2.3 SEA Products
4.3.2.4 Disadvantages of SEA
4.3.3 Search Engine Optimisation (SEO)
4.3.3.1 Introduction
4.3.3.2 Search engine algorithm
4.3.3.3 On-page optimisation
4.3.3.4 Off-page optimisation
4.3.3.5 Negative SEO drivers
4.4 Other Online Marketing tools
4.4.1 Banner and Pop ups
4.4.2 Link Exchange
4.4.3 Social Marketing
4.4.4 Affiliate Marketing
4.4.5 Blogs
4.5 Web Controlling
4.5.1 Definition
4.5.2 Key figures
4.5.3 Methods
4.5.4 Web Controlling Software
5 Conclusion
Research Objectives and Key Themes
This study aims to identify and analyze the opportunities offered by new technologies for businesses and how they can be leveraged. The primary research question explores which marketing and online marketing tools companies should consider when planning their online activities, with a specific emphasis on search engine marketing to enhance online success.
- Analysis of essential online marketing tools for business growth.
- Examination of marketing strategies, including push and pull approaches.
- Exploration of search engine advertising (SEA) and optimization (SEO) techniques.
- Evaluation of web controlling methods for performance measurement.
- Assessment of project management in the digital environment.
Excerpt from the Book
4.3.2.3 SEA Products
Most of the search engines run a partner network where they place their adverts as well. These are huge portals like t-online, but also small web sites. Google generates 30% of its turnover with these partner sites and 70% with adverts within the search results. The most important partner worldwide is Google which has most of the market share. Therefore many companies only focus their efforts on Google’s product and neglect other search engines or advertising networks (v. Bredow, 2010, p.58-69). But one should also keep an eye on other products as well or combine them. It depends on the target group as to which tool one has to choose. A much specified advertising network sometimes can bring more ROI than Google. All networks work with bids and keyword quality factors and in almost all networks there are similar controlling tools like daily or monthly budgets.
Google AdWords is Google’s product to launch a campaign in the paid listing and the content network. Google charges 5€ once to launch worldwide AdWords campaigns. AdWords organizes the campaigns (max.25) in advert groups (max. 100). So it is easy to launch many campaigns parallel for different target groups with different keywords (Google, 2010c). One of the AdWords’ strengths is the Geo Marketing. With a few clicks it is possible to define a worldwide or a regional campaign. On the figure mentioned below only people with an IP from the German state Lower Saxony will see the advert within the search results. This is to avoid wastage in order to save money.
Summary of Chapters
1 Introduction: This chapter provides an overview of how the marketing environment has changed over the last decade and introduces the core research question regarding effective online marketing tools.
2 Online Marketing: This chapter defines online marketing, explores various marketing strategies, discusses the instrumental view of the marketing mix, and outlines key rules for success and project management in the digital space.
3 Methodology: This chapter outlines the research approach, confirming that the study is based on secondary research and an analysis of existing literature and practitioner data.
4 Online marketing tools: This chapter provides a detailed analysis of specific online marketing tools, including web usability, email marketing, search engine marketing, social marketing, and web controlling.
5 Conclusion: This chapter summarizes the findings, reiterates the necessity of online marketing for competitive survival, and provides insights into future trends like mobile and local advertising.
Keywords
Online Marketing, Search Engine Marketing, SEM, Search Engine Advertising, SEA, Search Engine Optimization, SEO, Web Controlling, Marketing Strategy, E-Commerce, Web Usability, Email Marketing, Customer Relationship Management, ROI, Digital Advertising
Frequently Asked Questions
What is the core focus of this dissertation?
The dissertation explores how companies can utilize various online marketing tools to improve their online success and increase turnover in a rapidly changing digital landscape.
What are the primary themes discussed?
Key themes include marketing strategies, search engine advertising (SEA), search engine optimization (SEO), web usability, email marketing, and web controlling metrics.
What is the central research question?
The central question is: "Which are the most important marketing and online marketing tools a company should consider when planning online activities?"
Which scientific methodology was applied?
The research methodology is based on a comprehensive secondary literature review, comparing academic perspectives with insights from practitioners and institutions that collect data on online marketing.
What topics are covered in the main body?
The main body covers definitions, marketing strategies (push vs. pull), instrumental views of the online marketing mix, project management, and specific tools such as websites, email, SEM, and web analytics software.
Which keywords characterize this work?
The work is characterized by terms such as Online Marketing, SEO, SEM, SEA, Web Controlling, and Marketing Strategy.
Why is Google's market share significant for this study?
With a market share of approximately 90% in Germany, Google is the dominant search engine, making it the primary focus for search engine optimization and advertising strategies discussed in the book.
What is the role of Web Controlling in online marketing?
Web controlling is essential for success-oriented management; it allows marketers to monitor performance, analyze user behavior through various metrics, and optimize campaigns based on real data.
- Quote paper
- Max Adler (Author), 2010, A study of Marketing and Online Marketing Tools which improve online success, Munich, GRIN Verlag, https://www.grin.com/document/150693
