To see the other types of publications on this topic, follow the link: Search engine marketing.
Dissertations / Theses on the topic 'Search engine marketing'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Search engine marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Fahlström, Kamilla, and Caroline Jensen. "Search Engine Marketing in SMEs : The motivations behind using search engine marketing." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21116.
Full textAbstract:
Abstract Title: Search Engine Marketing in SMEs Level: Final assignment for Bachelor Degree in Business Administration Authors: Kamilla Fahlström & Caroline Jensen Supervisor: Jens Eklinder Frick Date: 2016 January Purpose: The purpose of this study is to use Expectancy theory to describe and analyze small company owners’ motivations for their usage of Search Engine Marketing, in terms of their perceived Valence, Expectancy and Instrumentality. Method: To research the aim of this study a qualitative research approach was used. The empirical data was compiled through ten semi-structured interviews from a varied selection of Swedish companies in the service sector. The data was analyzed with previous research to create an understanding of the motivations for using Search Engine Marketing. Conclusions: The result of this study, when analyzed alongside Expectancy theory, indicates that small business owners are motivated to use Search Engine Marketing. Furthermore, which method of Search Engine Marketing that the owners are motivated to use is dependent on their perceptions of the different methods. Future research: Due to the lack of research into the attitudinal and psychological aspects of Search Engine Marketing and the limitations of this study, it would be interesting if more research were done into this area. For example, it would be interesting to study if trust-based companies are motivated to use Search Engine Marketing, and if demographics affect the motivations. Contribution: This study contributes with results on a previously unexplored area within the research field of Search Engine Marketing. The study also contribute with some information to practice regarding small service company owners’ thoughts about their usage of Search Engine Marketing. Key words: Search Engine Marketing, SMEs, Expectancy theory, Motivation, Website visibility
2
Slavík, Michal. "Search Engine Marketing neziskových organizací." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-124602.
Full textAbstract:
The goal of this thesis is to design methodics for Search Engine Marketing (SEM) in nonprofit organizations (NPOs) which takes advantage of their specifics. Other goals include practical evaluation of the methodics and analysis of the current state of NPOs websites. Determined goals are reached by merging theoretical background from relevant literature with the knowledge gained during field research and with author's experience. Designed methodics is built on the following hypotheses: NPOs are able to negotiate better trade terms than trading companies, NPOs can delegate their volunteers to do some SEM activities. Field research confirmed both hypotheses. Hypothesis that NPOs websites are static because NPOs see no profit in regular publishing was disproved. The methodics consists of four phases and also includes recommended tools, metrics, topics for publishing and a list of linkbaiting activities. The thesis consists of five chapters. The first chapter summarizes the necessary theoretical background, while the second chapter defines terms and premises. The main methodics can be found in chapter three. The fourth chapter contains current state analysis based on examination of 31 websites. A comparison of the methodics' hypotheses and activities against the experience of 21 NPOs representatives and 3 experts in the field of SEO is given in the last chapter. Opinions of the both groups of respondents are compared too. Based on the respondents' judgments on costs and utility of the methodics' activities a rank of these activities is finally created. The main contribution of this thesis is a conversion of the universal SEM theory into the specific conditions and language of NPOs practitioners and an analysis of the current state in this field.
3
Nilsson, Rebecca, and Christa Alanko. "STREAMLINE THE SEARCH ENGINE MARKETING STRATEGY : Generational Driven Search Behavior on Google." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70149.
Full textAbstract:
The expanded internet usage has resulted in an increased activity at web-based search engines. Companies are therefore devoting a large portion of their online marketing budget on Search Engine Marketing (abbreviated SEM) in order to reach potential online consumers searching for products. SEM comprises Search Engine Advertising (SEA) and Search Engine Optimization (SEO) which are two dissimilar marketing tools companies can invest in to reach the desired customer segments. It is therefore of great interest for companies in different product markets to have knowledge of which SEM strategy to utilize. The statement leads to the purpose of the thesis which is to investigate which SEM strategy is the most suitable for companies in different markets, SEA or SEO?. The purpose of the thesis is derived to the research problem: How does the search behavior of consumers differ between the two SEM tools, SEO and SEA?. Initially, in order to answer the research problem, a theoretical framework was conducted consisting of theories from previous research. To collect primary data observations of 60 test subjects was performed in accordance with the Experimental Vignette Methodology. The analysis consists of a comparison between the collected data and the theories included in the frame of reference, to identify similarities and differences. The SPSS analysis of the result revealed numerous findings such as the two-way interactions of the factors degree of involvement and the click rate of SEM, as well as the choice of either a head or a tail keyword and the degree of involvement. The analysis further revealed a three-way interaction which suggests that the degree of involvement, and the use of either a head or tail keyword affects the choice of SEM. Additionally, the result shows that customers using brands as keywords are more likely to click on an organic link rather than on a paid ad. However, when adding the factor age to the analysis the results turn insignificant. As the area of search behavior of customers using search engines is relatively scientifically unexplored, the thesis has contributed with knowledge useful for companies, marketing agencies, among others. However, due to the ongoing expansion of search engine usage, it is of great interest to conduct further research in the area to reveal additional findings.
4
Neethling, Riaan. "Search engine optimisation or paid placement systems-user preference /." Thesis, [S.l. : s.n.], 2007. http://dk.cput.ac.za/cgi/viewcontent.cgi?article=1076&context=td_cput.
Full text
5
Pérková, Eva. "Internetový marketing živnostníka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201746.
Full textAbstract:
This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.
6
Watson, Veronica. "Basic system configuration in search engine." Xavier University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=xavier1545566567119888.
Full text
7
Lugli, Andrea. "Search engine marketing nel settore della ricerca e selezione del personale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2011. http://amslaurea.unibo.it/2709/.
Full textAbstract:
Il panorama delle aziende italiane è costellato da una moltitudine di piccoli attori largamente specializzati in mansioni definite. Sono le piccole e le medie imprese (PMI), aziende per lo più familiari e con meno di qualche decina di dipendenti, talvolta con un'importante storia alle loro spalle che, nonostante la crisi e l'avvento di Internet, sono riuscite a rimanere leader incontrastati nel loro settore. È proprio Internet infatti uno dei pericoli più grandi per esse. Settori che in passato erano presenti offline, negli uffici dove ci si rivolgeva per l'erogazione del servizio richiesto, oggi godono di una fortissima se non predominante attività online, come il settore della ricerca e della selezione del personale. Questo settore, in particolare, ha subito tutta l'influenza di Internet. Annunci, ricerche di lavoro, consulenze, sono quasi totalmente presenti attraverso il canale online. Tale cambiamento ha portato ad una scossa nel mercato, cambiando le modalità di offerta e di domanda dei servizi, determinando chi dovesse sopravvivere e chi no. È Internet stessa ad offrire uno strumento fondamentale per la rivalutazione delle proprie attività e il ritorno di piccole imprese a guidare il mercato, soprattutto nelle realtà locali. Riuscire ad avere il coraggio di affrontare il cambiamento che Internet impone, riorganizzando il proprio lavoro e la propria struttura, è oggi un trampolino di lancio per competere con i grandi head hunter del settore, con aziende del calibro di Monster che sembrano ormai irrangiungibili.
Li pensiamo irrangiungibili perché dominanti nei motori di ricerca: sistemi che veicolano attraverso di essi l'informazione e che oggi sono lo strumento che tutti noi quotidianamente utilizziamo per raggiungere le aziende e i loro servizi. I motori di ricerca sono però anche il luogo più democratico della rete. Non sono i soldi o la forza numerica data dell'essere una grande azienda a determinare il posizionamento in essi. È invece la capacità di inviduare e focalizzare il proprio core business che offre la possibilità di primeggiare tra le realtà locali, siano esse a livello provinciale o regionale ad esempio. In queste realtà, in questi settori, non sono i grandi attori internazionali ad avere più possibilità di successo ma sono le attività vicine al territorio ad esserne i leader. Capire questo e agire sulle leve che permettano alle PMI di dirigere il mercato è l'obiettivo di questa tesi.
La tesi inizia con una analisi dei principali motori di ricerca italiani, di come sono strutturati e come essi riescono a valutare chi possa essere presente per una determinata keyword e chi non possa esserlo ma soprattutto la qualità attribuita e la posizione assunta. L'argomentazione viene sviluppata su due differenti percorsi: il primo analitico, dove vengono presentati i motori di ricerca, i loro algoritmi, la loro storia e la loro evoluzione futura, per capire come poter essere presenti oggi e come poter esserlo domani. La seconda parte è invece operativa, analizzando Teseo: un'agenzia di ricerca e selezione del personale operante a livello regionale nell'Emilia Romagna e fortemente specializzata in alcune attività molto specifiche. E' stato prodotto un prototipo di sito studiando i punti di forza e le debolezze di sistemi come WordPress e, infine, il lavoro punta alla sua messa online, al confronto tra i risultati raggiunti dal vecchio sito e quelli ottenuti con il nuovo, con una parte finale dedicata a delle attività collaterali e alla valutazione di strategie future sul lungo periodo.
Nel settore della ricerca e della selezione del personale via Internet, come può una PMI sopravvivere contro i grandi head hunter?
8
Roudnický, Tomáš. "Search Engine Optimization a jeho efektivita ve srovnání s Pay-per-Click reklamou." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81599.
Full textAbstract:
The thesis is dealing with information technologies with an emphasis on the Internet, Internet marketing and its special regions of SEO, SEM and PPC, which mutual comparison makes the focal point of my work. The theoretical part is a successive analysis of the influences of the Internet marketing, SEM and SEO. Then, it states and explains the particular items the optimization of searchers is based upon. The following parts contain the analysis and questionnaires that are related to the region of the searchers. The theoretical part is concluded with an explanation of the principle of the PPC advertising systems and gives a description of the two most widely used ones -- Sklik and AdWords. The practical part starts with an application of the particular theoretical knowledge on the real examples of some websites. This is followed by two practical examples of websites (a standard one and an e-shop) that draw comparison between the PPC advertising and optimization of searchers. The evaluation at the end of the thesis shows the conditions worth using SEO, and, on the contrary, the cases when using of the PPC advertising campaigns would be more preferable. The desired outcome of my thesis would be to help assess the conditions when the right and quality SEO application is or is not the right choice among the other brands of Internet marketing; and give an example of how cheaper (or more expensive) than the PPC advertising campaigns the optimization could be.
9
Kritzinger, Wouter Thomas. "Development of a search engine marketing model using the application of a dual strategy." Thesis, Cape Peninsula University of Technology, 2017. http://hdl.handle.net/20.500.11838/2603.
Full textAbstract:
Thesis (DTech (Informatics))--Cape Peninsula University of Technology, 2017.Any e-commerce venture using a website as main shop-front should invest in marketing their website. Previous empirical evidence shows that most Search Engine Marketing (SEM) spending (approximately 82%) is allocated to Pay Per Click (PPC) campaigns while only 12% was spent on Search Engine Optimisation (SEO). The remaining 6% of the total spending was allocated to other SEM strategies. No empirical work was found on how marketing expenses compare when used solely for either the one or the other of the two main types of SEM. In this study, a model will be designed to guide the development of a dual SEM strategy.
10
Bäcke, Louise, Ellinor Hansen, and Linnea Johansson. "Mobile Search : An empirical investigation of the next big thing." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19290.
Full textAbstract:
The remarkable spread of the Internet has generated new opportunities for companies to promote themselves and communicate with their customers. The most used Internet service of finding information today is search engines (e.g. Google, Bing, Yahoo) were almost three million searches are preformed every minute worldwide. This trend has led to an importance for companies having their websites visible on these search engines. In addition, people tend to be more and more on the go and are searching with their smartphones instead of traditional personal computer (PC). Meaning that companies’ websites can be available for customers 24 hour a day, 7 days a week, independent on customers location. Consequently, companies have the possibilities to reach the attention of customers when they actually search for a product/service and are therefore most likely to purchase. In this thesis a marketing strategy has been developed for managers regarding how to master this new communication tool, in order to reach success and competitive advantage. This strategy was developed by investigate in what characteristics and functions users desire when searching with their smartphone. Together with three hypotheses tested if the perceived user-friendliness, relative advantage and compatibility within mobile search have a positive affect on the intention of use this new technology. In this bachelor thesis a survey was conducted among people in generation C living in Sweden, which resulted in 397 completed responses. The hypotheses were tested with use of a regression analysis and the findings were that the relative advantage and compatibility in mobile search has a positive affect on the intention of use. Therefore, this thesis suggests companies to develop their mobile search engine marketing strategy with the aim of delivering value and satisfying the customer. Moreover, this thesis recommend managers to keep their mobile website quick, relevant and making sure having valuable and informative information about their business in the description text visible to users in the search engine hit list. Finally, the majority of the population does already act on this new market and it is therefore of great importance for companies satisfying these users in order to stay competitive.
11
Hanušová, Kateřina. "Internetový marketing se zaměřením na SEO a SEM." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9429.
Full textAbstract:
The thesis defines and describes tools of Internet marketing. Within the frame of these tools it describes search engine marketing and website search engine optimization in detail. This information is presented in context of real e-shop and it focuses on SEO and SEM tools in real use.
12
Marshall, Oliver. "Search Engine Optimization and the connection with Knowledge Graphs." Thesis, Högskolan i Gävle, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35165.
Full textAbstract:
Aim: The aim of this study is to analyze the usage of Search Engine Optimization and Knowledge Graphs and the connection between them to achieve profitable business visibility and reach. Methods: Following a qualitative method together with an inductive approach, ten marketing professionals were interviewed via an online questionnaire. To conduct this study both primary and secondary data was utilized. Scientific theory together with empirical findings were linked and discussed in the analysis chapter. Findings: This study establishes current Search Engine Optimization utilization by businesses regarding common techniques and methods. We demonstrate their effectiveness on the Google Knowledge Graph, Google My Business and resulting positive business impact for increased visibility and reach. Difficulties remain in accurate tracking procedures to analyze quantifiable results. Contribution of the thesis: This study contributes to the literature of both Search Engine Optimization and Knowledge Graphs by providing a new perspective on how these subjects have been utilized in modern marketing. In addition, this study provides an understanding of the benefits of SEO utilization on Knowledge Graphs. Suggestions for further research: We suggest more extensive investigation on the elements and utilization of Knowledge Graphs; how the structure can be affected; which techniques are most effective on a bigger scale and how effectively the benefits can be measured. Key Words: Search Engine, Search Engine Optimization, SEO, Knowledge Graphs, Google My Business, Google Search Engine, Online Marketing.
13
Lu, Yan, and 卢燕. "The impacts of trust-based factors on the effectiveness of search engine advertising." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2010. http://hub.hku.hk/bib/B4475159X.
Full text
14
Claesson, Jennifer, and Henrik Gedda. "Google Ads: Understanding millennials' search behavior on mobile devices." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75731.
Full textAbstract:
Purpose: The purpose of this study is to understand millennials search behavior on mobile devices. Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices? Methodology: Data was collected from 103 Swedish millennials through an experiment and survey. Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results.
15
Lindgren, Andrée, and Daniar Mohidin. "Applying Digital Marketing Methods in the Healthcare Industry : A Case Study at Immuneed." Thesis, Uppsala universitet, Industriell teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-413262.
Full textAbstract:
The study is performed with the aim to investigate why healthcare companies are lagging compared to other industries within digital marketing. This is made with an abductive approach whereas a literature review was performed in the beginning of the study and after empirical data gathering and analysis was reviewed, the literature review was completed. The study is performed as a case study at a clinical research organization in Uppsala, Sweden 2020. Qualitative and quantitative methods were applied through interviews with search engine optimizing (SEO) specialist and with interviews with business developers at companies within the healthcare sector. The quantitative part has two data gatherings, (1) a survey towards SEO specialist and employees at various companies and (2) data gathering of branch colleagues’ top keywords for volume and traffic. Outcomes are that there is not enough research made within digital marketing for healthcare companies or business to business in general. Other finding is that the healthcare industry is lagging compared to other industries in terms of digital marketing.
16
Vorel, Lukáš. "Internet marketing in SME." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18169.
Full textAbstract:
This thesis aims to explore concrete ways of application of internet marketing for promotion of a small service oriented business-to-business (B2B) company in broader context of the so-called new economy. To support the validity of the presented applications the thesis first draws on well-established theory of marketing concepts. In the second part of the paper, the role of internet marketing in business strategy of small and medium sized enterprises is explored. The thesis then continues with detailed description of particular tools of internet marketing and discusses their relevance and most appropriate application in the chosen field. In the application part of this thesis, the tools of Google Search Engine Marketing, which are perceived as the most efficient agent of small business promotion, are field-tested in a real small business promotion campaign. Finally, the thesis concludes with discussion of possibilities of future development in the field of internet marketing and sums up the overall findings of this paper. Throughout this thesis, the examined new technologies are regarded through the lenses of practical experience reported by their users and, at the same time, with consideration to established theoretical framework.
17
Jedličková, Martina. "Online marketing značky L'Oréal Professionnel." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264369.
Full textAbstract:
The aim of this master thesis is to analyse and evaluate marketing activities of the brand LOréal Professionnel in online environment. Evaluation is based on goals of each used tool. Thesis includes comparison of communication in three countries, where brand applies unified strategy and way of communication. Results are analysed for the Czech republic, Slovakia and Hungary. This thesis include analyse of web pages, search engine marketing and communication on social media. Also emailing is mentioned but there are not so many results since brand started recently with this activity. In the end there are conclusions and recommendations based on analyses of used tools for online marketing.
18
Sadílek, Petr. "Efektivní marketing s využitím nástrojů Googlu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15900.
Full textAbstract:
Quick growth of internet users worldwide as well as significant technological improvements has had an extensive impact on a traditional marketing communication. First part of the thesis focuses on the basic framework that would leverage the internet marketing implementation. In its second part, the Google advertising products (AdWords, Maps, YouTube) and tools(for planning, optimization and implementation) are analyzed and their role in the internet marketing process is explained and demonstrated.
19
Abou, Nabout Nadia. "A Novel Approach for Bidding on Newly Set-Up Search Engine Advertising Campaigns." http://dx.doi.org/10.1108/EJM-08-2013-0424, 2015. http://dx.doi.org/10.1108/EJM-08-2013-0424.
Full textAbstract:
Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword's profit (generally referred to as a cold-start problem). This article aims at solving the problem of bidding on keywords in newly set-up search engine advertising campaigns. We suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and clickthrough rates, which are needed to calculate optimal bids (exact approach). Together with the profit contribution per conversion and the conversion rate, the advertiser might then set bids that maximize profit. In case advertisers cannot afford to collect the required data, we suggest two proxy approaches and evaluate their performance using the exact approach as a benchmark.
The empirical study shows that both proxy approaches perform reasonably well-the easier approach to implement (proxy 2) sometimes performs even better than the more sophisticated one (proxy 1). As a consequence, advertisers might just use this very simple proxy when bidding on keywords in newly set-up SEA campaigns.
This research extends the stream of literature on how to determine optimal bids, which so far focuses on campaigns that are already running and where the required data to calculate bids is already available. This research offers a novel approach of determining bids when advertisers lack the aforementioned information.
20
Skácelová, Pavlína. "On-line marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443104.
Full textAbstract:
The subject of this diploma thesis is online marketing communication using search engine marketing tools. It specifies what online marketing and search engine marketing are, describes its tools and explains its use. The analytical part of the work uses tools such as analysis of macro and micro environment, analysis of marketing mix and associated SEO analysis. Last but not least, the development of website traffic and the subsequent possible development of this data in the future will also be examined. Based on the findings from the analytical part, in the last part of the work will be designed online marketing communication using search engine marketing.
21
Vaňáč, Ondřej. "Internetový marketing na příkladu malé organizace." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72842.
Full textAbstract:
The aim of this work is the analysis of current practices and techniques of Internet marketing. The work is divided into two parts. The theoretical part presents the current internet marketing tools, the optimal utilization is reflected in the practical part, which is carried out a comprehensive plan for internet marketing strategy with emphasis on SEO for start-up company in the field of accommodation and hospitable service. This is a company Penzion U Lišky, which offers accommodation in Southern Bohemia. The work will serve as a guide for small and medium organizations in the development of marketing projects. The practical part of the evidence considered in developing websites and methods to optimize site for search engines. The next section provides recommendations for use of PPC campaigns and presentation of the company's social networking site Facebook. The analysis methods for increasing traffic through social networking, PR articles, blogging and other tools.
22
Mika, Jaroslav. "Optimalizace a propagace webu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-12370.
Full textAbstract:
In my thesis, I focused on optimalization web sites for full-text search engines and other forms of promotion in the context of the Internet. The goal of my work is to apply various means of optimizing and promotion website to its life cycle and the ongoing processes in this life cycle. To achieve the goals I set out as follows thesis divided into three relatively independent parts. The first part is devoted to describing the life cycle of web and selected processes taking place in this life cycle. The second part is devoted to descriptions of individual resources optimization and promotion web. In the final section, I described the means to apply optimization and promotion web site life cycle and processes associated with it, which I have described and illustrated in the first part of the work.
23
Smetana, Jakub. "Analýza a vyhodnocení využití SEM a SEO na případu internetového obchodu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-19105.
Full textAbstract:
This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.
24
Hesoun, Jan. "Inbound marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192814.
Full textAbstract:
The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.
25
Voráček, Jiří. "Online marketingový audit." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-262757.
Full textAbstract:
This diploma thesis deals with online marketing at Alensa, s.r.o. (Ltd.) The first part of the thesis examines the basics of online marketing, including its tools. The next part analyses three foreign projects within Alensa, based on an online marketing audit. This thesis analyses all three websites by their traffic and their standing among their competitors. The next part of the thesis is devoted directly to the online marketing tools. These online marketing tools are discussed individually and with comments related to their values. SEO analysis was done from a technical perspective. The effectiveness of the website based on site usability and trustworthiness was also analysed. This dissertation aims to assess the current state of online marketing in Alensa and tries to reach a more general conclusion by analyzing three markets simultaneously. The conclusion of this thesis includes comments on all the results and proposes some recommendations to help the company to succeed in terms of online marketing.
26
Musilová, Veronika. "Elektronický obchod a jeho marketing." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222011.
Full textAbstract:
I will attend to creation suitable model of e-marketing for e-shop with flowers in my diploma work. The aim will by join the possible instruments of online marketing in order that the company can succesfully work on the Internet. and ensure the betterposition before the competition. I will focus on e-marketing and its individua instruments. I will make some analysis of the company, by virtue of I will propose what kind of e-marketing can company use. Last but not least I will attend to the aims, which company should achieve and own potential which should valorize.
27
Úradníček, Lukáš. "Optimalizace webových stránek a strategie prodeje." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223256.
Full textAbstract:
The thesis deals with the optimization of website of thai massage studio. This work includes evaluation of the initial state, a proposed amendment, keyword analysis, optimization of texts and support through building backlinks. Evaluation of success is done through the analysis of traffic and tracking the position of the primary keywords on major search engines in the Czech Republic - Google.cz and Seznam.cz.
28
Indino, Enrico. "Search Engine Optimization: principi e tecniche di ottimizzazione di siti web per i motori di ricerca." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2016.
Find full textAbstract:
La tesi tratta i concetti fondamentali legati alla "Search Engine Optimization", ovvero all’ottimizzazione dei siti web per i motori di ricerca. La SEO è un’attività multidisciplinare che coinvolge aspetti tecnici dello sviluppo web e princìpi di web marketing, allo scopo di migliorare la visibilità di un sito nelle pagine di risposta di un motore di ricerca. All’interno dell’elaborato viene analizzato dapprima il funzionamento dei motori di ricerca, con particolare riferimento al mondo Google; in seguito vengono esaminate le diverse tecniche di ottimizzazione “on-page” di un sito (codice, architettura, contenuti) e le strategie “off-page” volte a migliorare reputazione, popolarità e autorevolezza del sito stesso.
29
Lindblom, Matilda, and Amelia Andréasson. "Inbound marketing from a B2B-perspective." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39967.
Full textAbstract:
There has been a lot of research and studies done about the positive effects of inbound marketing and previous research clearly states that engaging customers is crucial when developing a successful inbound marketing strategy. However, a gap in connecting inbound marketing to a B2B-perspective is evident. Little information can be found about this specific field of practice when using inbound marketing strategy. Therefore, the aim of this study is to increase the understanding of in what way business to business companies use inbound marketing and the reasons they have for applying this strategy. This study was constructed by a qualitative method with an abductive approach where six companies were interviewed. The interviews were then compared with each other and the collected data from the Frame of Reference in order to gain a deeper understanding of the companies work with inbound marketing. The result of the study gives an insight into how companies can implement inbound marketing in their marketing strategy and the benefits it will lead to if executed correctly. Furthermore, a model has been created to help companies implement inbound marketing and shows which inbound marketing tools that can be used in the different stages of the sales and marketing process.
30
Havíř, Vojtěch. "Internetový marketing webového portálu se zaměřením na optimalizaci pro vyhledávače." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124550.
Full textAbstract:
This thesis gives an insight into the field of internet marketing with a special focus on Search Engine Optimization (SEO). For the purpose of this thesis one website is selected and analysed in order to determine how successfully SEO has been performed. Different sources of visitors are analyzed and their activity is measured. The goal of this thesis is to give a set of recommendations to the operators of this website. Based on those recommendations the operators should be able to increase the number of visitors. In addition, this work also contains a comprehensive overview of basic internet marketing methods with a more detailed overview of different factors which influence SEO. This focus is both on OnPage and OffPage factors.
31
Váňa, Vojtěch. "Inbound marketing v provozní fázi webu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-204964.
Full textAbstract:
The aim of the diploma thesis is the analysis of set inbound marketing components and suggestion of a strategical concept with the option of real processing of this web within the bounds of possibility of the set marketing components. In the theoretical part of the thesis, the whole strategy of inbound marketing and its general inbound marketing components are presented. In the practical part of the thesis, the analysis of the website magazine in connection with user behaviour is presented, including visit rate specification towards the specific content, setting up partial SEO factors and organic marketing on social media. In the end of the diploma thesis, the analysed metrics and specific recommendations of the plan are described.
32
Erksén, Fanny, and Matilda Thelin. "Användning av digitala marknadsföringskanaler : En kvalitativ fallstudie om hur sökmotorer integreras med digitala marknadsföringskanaler." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-43897.
Full textAbstract:
Syfte: Syftet med denna studie är att öka kunskapsområdet och förståelsen kring företagens användning av sökmotoroptimering och sökmotormarknadsföring, avseende integrering med andra digitala marknadsföringskanaler. Teoretisk referensram: De teorier som använts i denna studie är Push/Pull, The 4S Web Marketing Mix Model, Integrated Marketing Communication Mix och Digital Marketing Channel Decision Model. Metod: Denna studie utgår ifrån en kvalitativ forskningsstrategi där det empiriska underlaget har samlats in genom sju semistrukturerade telefonintervjuer. Slutsatser: Syftet med att använda sökmotorer är främst för att få synlighet och nå målgruppen. Sökmotormarknadsföring används i större utsträckning för att synas när de är hög konkurrens medan sökmotoroptimering används för att förse kunder med relevant information. Studiens slutsats visar att det krävs att det utvecklas en marknadsföringsmodell som utgår ifrån att kunder idag kontrollerar köpprocessen gällande hur företag ska förse kunder med information. Huruvida sökmotormarknadsföring integreras beror på företagens mål samt hur de integrerar digitala byråer i sin verksamhet. Företag med konkreta mål kan lättare anpassa strategi i sökmotorer efter andra digitala kanaler. Företag som anlitar byråer bör integrera byråerna i den digitala strategin för att anpassa strategi i sökmotorer efter andra digitala kanaler.Purpose: The purpose of this research is to increase the area of knowledge and understanding of companies use of search engine optimization and search engine marketing, regarding integration with other digital marketing channels. Theoretical frame of reference: The theories used in this study are Push/Pull, The 4S web Marketing Mix Model, Integrated Marketing Communication Mix and Digital Marketing Channel Decision Model. Method: This study is based on a qualitative research strategy where the empirical data has been collected through seven semi-structured telephone interviews. Conclusions: The purpose of using search engines is primarily to gain visibility and reach the target audience. Search engine marketing is used to a greater extent to be seen when there is high competition while search engine optimization is used to provide customers with relevant information. The study's conclusion shows that it is necessary to develop a marketing model that is based on customers controlling the purchasing process regarding how companies should provide customers with information. Whether search engine marketing is integrated depends on the companies' goals and how they integrate digital agencies into their operations. Companies with concrete goals can adapt strategy in search engines with other digital channels. Companies that hire agencies should integrate the agencies into the digital strategy in order to adapt the strategy in search engines with other digital channels.
33
Šojdelová, Eva. "Návrh on-line komunikační strategie divadla Činoherní klub." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162403.
Full textAbstract:
The theme of the diploma thesis is called "On-line Communications Strategy Plan for the Cinoherni klub theatre". The theoretical part of the thesis deals mainly with internet marketing and communications strategies in a business. A method called Search Engine Marketing (SEM) is described in details in this part. The thesis deals also with some possibilities of how to effectively use internet advertising to drive traffic to company's websites. In the practical part of the thesis a specific internet communications strategy for Cinoherni club theatre is designed. Free Google AdWords and Sklik PPC advertising systems are used in this strategy. The data from a banner (3 options) concept test research are the main fundament for an appropriate graphic and communication tools selection.
34
Vlčková, Simona. "Marketingová strategie elektronického obchodu Fotodekorace.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113024.
Full textAbstract:
The thesis is analysing methods of increasing the visit rate of the internet shop fotodekorace.cz, especially it is concerned about the utilities of the internet marketing. The aim of the master's thesis is, on the basis of undertaken analysis suggest internet marketing strategy of this particular internet project, which should lead to an increase in sales. The premises of the thesis is to analyse the effectively of online marketing activities. One of the outcomes is the outline of the effective optimized advertising campaign in search engines. The master's thesis is relying mainly on mentioned theoretical project, which is subsequently applied. At the end there are formulated advices for the future development of the internet shop, which should be beneficial for the following increase in the potential of the website.
35
Kováříková, Petra. "Segmentace uživatelů vyhledávačů." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2119.
Full textAbstract:
Segmentace uživatelů vyhledávačů. Charakteristika trhu, základní druhy internetové reklamy, teoretický podklad pro segmentaci trhu, dotazníkové šetření, vymezení segmentů pomocí shlukové analýzy. Popis segmentů a marketingová doporučení.
36
Gabriel, Vladislav. "Internet v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16633.
Full textAbstract:
This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
37
Šetek, Martin. "Optimalizace a propagace webové prezentace na Internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76513.
Full textAbstract:
This thesis is about complex search engine optimalization (SEO) of web presentations and its promotion within advertising campaigns which are based on pay-per-click (PPC) system. Theoretical pieces of knowledge are obtained from scientific sources, especially from the knowledge of the author (writer). The purpose of this thesis is to analyze available methods and progresses in sphere of optimalization of web presentation and its effective promotion. The thesis is separated into three main parts to achieve these goals (aims) above: introduction of problemacy, analyses of particular methods and progresses of optimalization of web presentation and research of effectiveness available PPC systems in the Czech Republic. The main contribution of the thesis is the research relevant to comparison of analyses and effectiveness of PPC systems.
38
Horecká, Ivana. "Online Marketing Trends." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204065.
Full textAbstract:
This thesis deals with online marketing trends. Its main goal is to define the latest online marketing trends, create a website with the free online marketing trends, and analyse their effectiveness. The theoretical part brings a thorough description of the latest online marketing trends. Moreover, it provides an insight into the latest trends in the website development. The chosen online marketing trends defined in the theoretical part are subsequently applied on a newly created website. All the steps taken throughout the process of creating the website together with the application of the latest trends are described in the practical part. The website is created gradually in the course of writing this thesis and only free online marketing tools are applied on this website. The effectiveness of the chosen online marketing trends is monitored and consequently analysed. The recommendations resulting from the analysis are provided at the end of the practical part. This thesis might serve as a guide for those who wish to create a website with the latest online marketing trends.
39
Östberg, Nils, and Hanna Bergström. "To be or not to be – showing up on the first result page : Search engine marketing’s potential effect on brand awareness." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298344.
Full textAbstract:
The aim of this study is to examine whether search engine marketing may influence consumers’ brand awareness in terms of brand recall and brand recognition. The theoretical background derives from the definition and rationale of brand awareness. The study is further based on a theoretical outline of search engine marketing and its components. Furthermore, the Hierarchy of Effects Model is used in order to describe the steps a company may influence consumers in their purchase process. In order to capture consumers’ reasoning and behaviour in the search engine context, a two-way study approach was conducted. Firstly, by letting ten participants conduct a log related to their search engine behaviour, spanning for a period of ten days. Secondly, by conducting semi-structured interviews, using their logs as a base for further discussions. Results from this study show that search engine marketing can have an effect on consumers’ brand awareness by creating initial awareness or by building upon existing awareness. Secondly, in the context of unknown brands, the results show that it had a particular strong effect on brand recognition among the participants. Thirdly, it appeared that SEM can work as a gateway for brands and an enabler for building a brand attitude amongst its potential customers. Lastly, the website experience is a crucial step for brands in order to positively influence consumers in their purchase process.
40
Koutný, Jiří. "Data driven SEO." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150119.
Full textAbstract:
The Search Engine Optimization (SEO) industry has recently undergone major changes. Many new analytics tools have been put on the market enabling marketing consultants to be finally able to measure and evaluate the results of their work in SEO effectively. The theoretical part of this diploma thesis therefore aims to describe and compare selected SEO tools including practical examples of their use. The paper is focused on backlink databases (MajesticSEO, SEOmoz OpenSiteExplorer and Ahrefs) and keyword suggestion tools from Google (AdWords), Seznam (Sklik), Wordtracker and SEMRush. The final chapter provides an overview of search engine positions tracking tools and techniques. The practical part describes the method of selection, preparation and processing of data obtained from tools mentioned above. The data are used to compute correlation analysis of Seznam.cz search engine results in relation with the best known SEO factors. The results of the analysis will help marketing consultants to clarify which factors are the most important to focus on to obtain more traffic from search engines.
41
Gaškaitė, Giedrė. "Įmonės „Stoke Travel” internetinio marketingo priemonės." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130620_113443-95197.
Full textAbstract:
Bakalauro baigiamajame darbe nagrinėjamos įmonės „Stoke Travel” interentinio marketingo priemonės. Pagrindinis tyrimo tikslas, aptarus internetinio marketingo priemones teoriniu požiūriu ir atlikus anketinę apklausą, bei interviu, ištirti kaip respondentai vertina įmones naudojamas internetinio marketingo priemones, bei pasiūlyti įmonei tinkamiausias interentinio marketingo priemones.In this Bachelor’s Degree Work companies “Stoke Travel” Internet marketing tools are analyzing. The main objective is after researching theoretical background of the subject to conduct a survey and interview to find out companies internet marketing tools dimension, their clients internet use peculiarity and clients evaluation to the companies used internet marketing tools.
42
Henriksson, Johannes, and Adam Ågehäll. "David vs. Goliath : En kvalitativ studie om hur mikroföretag kan använda sökmotorer i sin marknadsföring." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86169.
Full textAbstract:
Titel: David vs. Goliath Författare: Henriksson, Johannes & Ågehäll, Adam Institution: Linnéuniversitetet, Ekonomihögskolan Program: Ekonomprogrammet inriktning Marknadsföring Kurs: Företagsekonomi III – Marknadsföring, Examensarbete, 15hp Handledare: Leif Rytting Examinator: Kaisa Lund Syfte: Uppsatsens syfte är att undersöka huruvida mikroföretag kan skapa marknadsfördelar av att implementera Search Engine Marketing. Ytterligare en avsikt är att uppsatsen skall bidra med kunskap kring hur mikroföretag kan stärka sitt varumärke genom Search Engine Marketing. Metod: Kvalitativ studie innehavande en mix mellan induktiv- och deduktiv forskningsansats. Även kallad abduktiv forskningsansats. Den empiriska datan är insamlad genom semi-strukturerade intervjuer bestående av tio respondenter. Slutsats: Sökmotormarknadsföring är en grundkomponent i den digitala marknadsföringen. Mikroföretag skapas möjlighet att konkurrera mot större varumärken genom skapad synlighet. Marknadsföring via en nischad marknad visar sig fördelaktig. En sammanstrålad varumärkesidentitet och varumärkesimage bör avspeglas i content. Nyckelord: Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken. Fördelning av arbete: Båda författarna har varit lika delaktiga under alla delar av studien.Title: David vs. Goliath Authors: Henriksson, Johannes & Ågehäll, Adam Institution: Linnaeus University, School of Business and Economics Programme: Business Administration and Economics, specialization Marketing Course: Business Administration III – Marketing, Bachelor Thesis, 15hp Supervisor: Leif Rytting Examiner: Kaisa Lund Purpose: The purpose of this study is to examine how micro enterprises can create market advantages by implementing Search Engine Marketing. Further intention is that the study will provide knowledge about how micro enterprises can invigorate they brand through Search Engine Marketing. Method: Qualitative study using a mix of both inductive- and deductive research approach. Also known as abductive approach. The empirical data is collected using semi-structured interviews, with ten respondants. Conclusion: Search Engine Marketing is a basic component in digital marketing. Micro enterprises creates the opportunity to compete against larger brands through visibility. Niche marketing is found valueable. A converged brand identity and brand image should be mirrored in content. Keywords: Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands. Allocation of work: Both authors have been equally involved in all parts of the thesis.
43
Mangs, Melinda. "Morgondagens marknadsföring." Thesis, Uppsala University, Media and Communication, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7807.
Full textAbstract:
Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers.
Material/Method: The study is based upon interviews with six professional marketers.
Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue.
44
Pikartová, Ivana. "Analýza komunikačního mixu společnosti Memos Software s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-5278.
Full textAbstract:
The thesis is focused on the analysis of the communication mix of Memos Software s.r.o. company which develops the custom software. Before the main analysis the theoretical part takes place in which the traditional components of the communication mix are explained. After that the attention is oriented on the communication mix which is done through the internet. In the practical part the analyzed company is introduced and after that the contemporary status of its communication mix is being described. Based on the analysis in the end of this thesis the recommendations are given with the aim to retrieve the imperfections and to optimize the communication mix of this company.
45
Cornière, Alexandre de. "Trois essais sur l'économie de la publicité en ligne." Paris, EHESS, 2012. http://www.theses.fr/2012EHES0020.
Full textAbstract:
La thèse consiste en trois articles de recherche ayant pour objet commun l'industrie de la publicité en ligne. Dans le premier article (chapitre 2), j'étudie le mécanisme de ciblage par mot-clé caractéristique de la publicité sur des moteurs de recherche. Je montre qu'un tel mécanisme améliore l'efficacité du marché, et augmente l'intensité de la concurrence entre annonceurs, ce qui bénéficie aux consommateurs. Néanmoins le comportement stratégique des moteurs de recherche introduit des distorsions, qui peuvent être exacerbées par la concurrence entre moteurs de recherche. Dans le deuxième article (chapitre 3), j'étudie les conséquences du choix de politique de confidentialité par une plateforme. Lorsque la plateforme révèle aux annonceurs les caractéristiques des différents consommateurs, ces derniers observent des publicités plus pertinentes. Néanmoins, un effet pervers de cette mesure est d'inciter les annonceurs à pratiquer des prix plus élevés, puisqu'ils font face à une demande moins élastique. Le troisième article (chapitre 4) traite de la question de l'intégration entre un moteur de recherche et un site publiant du contenu. Une telle intégration entraîne potentiellement un biais du moteur de recherche en faveur des sites qu'ils possèdent, mais ce biais est parfois compensé par une diminution du niveau de publicité auquel sont exposés les consommateurs. Nous fournissons des conditions suffisantes pour que l'intégration soit nuisible ou bénéfique aux consommateursThis dissertation consists in three essays related to the online advertising industry. In the first essay (chapter 2), I study the targeting-through-keywords mechanism that is characteristic of search engine advertising. I show that such a mechanism improves market efficiency and intensifies competition between advertisers, which benefits consumers. However, search engines' strategic behavior introduces distortions which can be amplified by competition between search engines. In the second essay (chapter 3), I study the consequences of the privacy policy chosen by a platform. When the platform discloses information about consumers to advertisers, consumers are shown more relevant ads. However, a drawback of such a policy is that it leads advertisers to charge higher prices, since they expect to face a more elastic demand. The third essay (chapter 4) is about the question of integration between a search engine and a web publisher. Such a merger may lead to results that are biased towards the publisher that is owned by the search engine, but this bias may be more than offset by a reduction in the amount of advertising consumers are exposed to. We provide sufficient conditions for the merger to be beneficial or detrimental to consumers
46
Bielko, Juneta. "Internetinės rinkodaros įtaka viešbučių verslui Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120703_132256-39354.
Full textAbstract:
Magistro baigiamajame darbe išanalizuota ir įvertinta Lietuvos viešbučiuose taikomų internetinės rinkodaros priemonių efektyvumas, iškeltos pagrindinės internetinės rinkodaros naudojimo problemos bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje, remiantis įvairiais Lietuvos ir užsienio autoriais pateikiama internetinės rinkodaros samprata, teoriniu aspektu tiriamas internetinės rinkodaros turinys, tikslai, komunikacijos priemonės, sąsaja su socialiniais tinklais. Taip pat nagrinėjamos ir optimizavimo paieškos sistemoms bei ryšių su klientais valdymo sąvokos. Antroje dalyje analizuojamos ir vertinamos internetinės rinkodaros tendencijos Lietuvoje ir pasaulyje. Trečioje darbo dalyje aptariama tyrimų metodika bei organizavimas. Ketvirtoje dalyje nagrinėjama paslaugų gavėjų patirtis ir ekspertų požiūris į internetinę rinkodarą, jos priemones bei tų priemonių taikymo efektyvumą. Išnagrinėjus teorinius internetinės rinkodaros aspektus ir tendencijas bei abiejų pusių požiūrius, yra pateikiamso išvados bei siūlymai.Master's thesis analyzes and evaluates efficiency of internet marketing measures used in Lithuanian hotels, brings up the main challenges for the use of online marketing and provides suggestions how to solve the problems. In the first part of the work, using the literature of different Lithuanian and foreign authors, the concept of online marketing is presented, the content of online marketing as well as objectives, means of communication and interface with social networks are studied from a theoretical point of view. This section also analyzes the concepts of search engine optimization and customer relationship management. The second part analyzes and assesses the trends of online marketing trends in Lithuania and worldwide. The third chapter discusses the research methodology and organization. The fourth section analyzes the user‘s experience and expert approach to online marketing, its tools and effectiveness of their application. Conclusions and suggestions are presented after theoretical analysis of online marketing aspects, trends and attitudes of both sides.
47
Gyllenskepp, Jimmy, and Jacob Jönsson. "Digital marknadsföring : framväxten av nya verktyg för marknadsföring." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-17649.
Full textAbstract:
Syfte Syftet med arbetet är att söka förståelse för utvecklingen från traditionell till digital marknadsföring samt att analysera hur företag praktiskt arbetar med detta. Studien använder en kvalitativ metod och data har inhämtats från både primära och sekundära källor. Empirin har samlats in genom 10 intervjuer, vilket har analyserats med hjälp av teori och det har sedan lett till studiens slutsatser. Studien visar varför det finns en övergång från traditionella marknadsföringsmetoder till digitala marknadsföringsmetoder, hur de kompletterar varandra och vilka verktyg som främst används av företagen i studien. Förslag till fortsattforskning är Facebook-annonsering, mätinstrument, SEO och Web 3.0. Dessa termer går att arbeta vidare med och det är något som vår studie har påvisat vara viktigt. I vår studie bidrar vi till en förståelse av vägen från de traditionella marknadsföringsmetoderna till de digitala marknadsföringsmetoderna. Vi visar att det ena inte utesluter det andra utan att de kompletterar varandra. Studien belyser de olika verktygen företagen använder för en framstående digital marknadsföring.The purpose of this study is to seek an understanding of the development from traditional to digital marketing and to analyze how it ́s done in practice. Method: The study uses a qualitative approach and data was collected from both primary and secondary sources. The empirical data were collected through 10 interviews, which have been analyzed using the theory and it has led to the study's conclusions. The study shows why there is a shift from traditional marketing methods to digital marketing methods, how they complement each other and what tools that are mainly used by the companies in the study. Suggestions for future research is Facebook advertising, measuring instruments, SEO and Web 3.0. These terms have a potential for future research and it's something that our study has shown to be important. In our study, we contribute to an understanding of the way from the traditional marketing methods to the digital marketing methods. We show that the one does not exclude the other, but that they are complementary to eachother. The study highlights the various tools used by companies for a prominent digital marketing.
48
Lukošiūtė, Edita. "„Google” paieškos „AdWords” skelbimų efektyvumo vertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140605_123928-04024.
Full textAbstract:
Darbe yra analizuojamas „Google“ paieškos „AdWords“ skelbimų efektyvumas. Dėl didėjančios informacinių technologijų svarbos, dauguma vartotojų ieškosi informacijos apie produktus ir paslaugas bei perka juos internetu. Todėl reklamos kūrėjams tampa ypač aktualus efektyvių paieškos sistemos skelbimų kūrimo klausimas. Darbo tikslas – remiantis moksliniais reklamos efektyvumo vertinimo šaltiniais ir „Google“ paieškos „AdWords“ skelbimų efektyvumo vertinimo rezultatais, pateikti bendrą „AdWords“ skelbimų efektyvumo vertinimo ir skelbimų efektyvumo didinimo modelius. Magistro baigiamąjį darbą sudaro trys pagrindinės dalys. Pirmojoje, teorinėje dalyje, yra analizuojami skirtingų autorių požiūriai į reklamos efektyvumo vertinimą, yra pateikiami „Google“ paieškos „AdWords“ skelbimų vertinimo ypatumai. Analitinėje baigiamojo darbo dalyje yra atliekamas pasirinktų „Google“ paieškos „AdWords“ reklaminių kampanijų skelbimų efektyvumo vertinimas. Trečiojoje dalyje yra pateikiamas „Google“ paieškos „AdWords“ skelbimų efektyvumo vertinimo ir efektyvumo didinimo modeliai bei pateikiamos skelbimų efektyvumo didinimo priemonės.The paper analyzes the effectiveness of „Google“ search engine „AdWords“ ads. Due to the growing importance of information technology , most users search for information about products and services and buy them online. Therefore the issue of ads effectiveness has become extremely important to every advertiser. The objective of this paper is to present general model of „Google“ search engine „AdWords“ ads effectiveness measurement and opportunities of ads effectiveness improvement, scientific resources of advertising effectiveness assessment and results of case analysis. Master's thesis consists of three main parts. In the first, theoretical part of the work introduces analysis, comparison of different authors approaches to the advertising activities performance by finding out methods and indicators, which assess the effectiveness of the ads. The analytical part is based on case study which analyzes effectiveness of particular „Google“ search engine „AdWords“ campaigns. The third part is intended for the model, which shows how to measure effectiveness of the „Google“ search engine „AdWords“ ads, and oppurtinities of ads effectiveness improvement.
49
de, Luca Vanessa, and Jacob Rhan. "Sökmotoranvändares annonsmedvetenhet och attityd mot organiskaoch betalda sökresultat : En kvantitativ studie om hur sökmotoranvändares attityd påverkas av annonsmedvetenhet." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-157698.
Full textAbstract:
Purpose: The purpose of this study is to examine if there is a relationship between search engine users advertising awareness and attitude towards organic- and/or paid search results. Hypothesis: H1: The attitude toward Google´s paid search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. H2: The attitude toward Google´s organic search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the search results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. Methodology: The study is based on the positivist research paradigm and has a quantitative research method and a deductive approach. The research design is a cross- sectional study and a survey has been chosen as a data collection method. The data analysis was completed using the computer program IBM SPSS. Results: The results show that there is no relationship between the search engine user´s attitude towards Google´s paid search results and the search engine user´s ad awareness, which means that the null hypothesis 1 cannot be rejected. The results also show that search engine user´s attitude towards Google´s organic search results is significantly more positive for search engine users who identified more than 75% of Google´s paid search results on the search results page as compared to search engine user´s successfully identified less than 75% of Google´s paid search results on the search results page, meaning, the null hypothesis 2 cannot be rejected. Contributions: The theoretical contribution is related to persuasion knowledge model (PKM) and shows that (1) search engine user´s activation of persuasion knowledge does not necessarily create a more negative attitude towards paid search results. (2) Search engine user´s activation of persuasion knowledge creates a more positive attitude towards organic search results. The practical contribution is given to Google and is based on the fact that (1) Google can clarify its ad disclosure without the risk of search engine users creating more negative attitude towards paid search results. (2) Google can clarify the ad disclosure, which will lead to more positive attitude towards organic search results for search engine users.Syfte: Syftet med studien är att undersöka om det finns ett samband mellan sökmotoranvändares annonsmedvetenhet och attityd mot organiska- och/eller betalda sökresultat. Hypoteser: H1: Attityden mot Googles betalda sökresultat är signifikant mer negativ för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan. H2: Attityden mot Googles organiska sökresultat är signifikant mer negativ för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan. Metod: Studien grundar sig på det positivistiska forskningsparadigmet och har en kvantitativ forskningsmetod och en deduktiv ansats. Forskningsdesignen är tvärsnittsstudie och enkät har valts som insamlingsmetod. Dataanalysen är gjord med hjälp av dataprogrammet IBM SPSS. Resultat: Resultatet visar att det inte finns något samband mellan sökmotoranvändares attityd mot Googles betalda sökresultat och sökmotoranvändares annonsmedvetenhet vilket innebär att nollhypotes 1 inte kan förkastas. Resultatet visar även att sökmotoranvändares attityd mot Googles organiska sökresultat är signifikant mer positiv för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan vilket innebär att nollhypotes 2 inte förkastas. Studiens bidrag: Det teoretiska bidraget är relaterat till persuasion knowledge model (PKM) och visar att (1) sökmotoranvändares aktivering av persuasion knowledge inte nödvändigtvis skapar en mer negativ attityd mot betalda sökresultat. (2) Sökmotoranvändares aktivering av persuasion knowledge skapar en mer positiv attityd mot organiska sökresultat. Det praktiska bidraget ges till Google och bygger på att (1) Google kan tydliggöra sin annonsmärkning utan risk att sökmotoranvändarna får en mer negativ attityd mot Googles betalda sökresultat. (2) Google kan tydliggöra annonsmärkningen vilket kommer leda till att sökmotoranvändarna får en mer positiv attityd mot Googles organiska sökresultat.
50
Salas, Coz Erwin Erasmo. "Innovación en marketing para pymes : el rol del search engine optimization (SEO) en la consolidación de la marca de una empresa familiar del sector regalos en el Perú." Master's thesis, Pontificia Universidad Católica del Perú, 2017. http://tesis.pucp.edu.pe/repositorio/handle/123456789/9616.
Full textAbstract:
El Perú está en un proceso de promoción y fomento de la innovación
en el sector público y privado, así como en las universidades y centros de
investigación. En tal sentido, los esfuerzos están enfocados generalmente
en desarrollar innovación en productos y procesos, sin embargo, la
presente tesis de maestría busca presentar una forma de innovar, pero en
marketing específicamente para las pequeñas empresas.
La presente investigación se divide en tres partes: el marco teórico,
el marco contextual y el estudio de caso. El marco teórico se presenta el
estado del arte relevante para esta tesis de maestría tales como los
conceptos de marketing, marketing digital, Search Engine Optimization,
innovación y la innovación en pequeñas empresas. Por el lado del marco
contextual se presenta cómo las pequeñas empresas del sector regalos
usan el SEO como parte de sus estrategias de negocios. Finalmente, se
presenta el estudio de caso, en donde se presenta la empresa estudiada,
se presenta los frameworks conceptuales utilizadas, así como el modelo de
SEO a utilizar, todo esto para evaluar esta nueva forma de promoción en
marketing y verificar si puede ser considerado como una innovación en
marketing.
Los resultados de la investigación corroboran que la aplicación del
Search Engine Optimization en una pequeña empresa puede ser utilizado
satisfactoriamente como una innovación en marketing. Para ello se utilizó el
framework See-Think-Do-Care y la pirámide constructora de marca, así
como el evaluador de rentabilidad Life Time Value y Cost per Adquisition.
Lo importante de estos hallazgos es que el SEO debería ser utilizado como
parte de las estrategias de marketing para las pequeñas empresas de
Perú. En la sección de conclusiones y recomendaciones se explica en
detalle estos descubrimientos.Tesis