E-marketing strategy for businesses

Adam Grzywaczewski, Rahat Iqbal, Nazaraf Shah, Anne James

    Research output: Chapter in Book/Report/Conference proceedingConference proceeding

    8 Citations (Scopus)

    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.

    Original languageEnglish
    Title of host publicationProceedings - IEEE International Conference on E-Business Engineering, ICEBE 2010
    PublisherIEEE
    Pages428-434
    Number of pages7
    ISBN (Print)9780769542270
    DOIs
    Publication statusPublished - 2010
    EventIEEE International Conference on E-Business Engineering, ICEBE 2010 - Shanghai, China
    Duration: 10 Nov 201012 Nov 2010

    Conference

    ConferenceIEEE International Conference on E-Business Engineering, ICEBE 2010
    CountryChina
    CityShanghai
    Period10/11/1012/11/10

    Keywords

    • E-business
    • E-marketing
    • Pay-per click
    • Return on investment
    • Search engine optimization

    ASJC Scopus subject areas

    • Computer Graphics and Computer-Aided Design
    • Computer Networks and Communications

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