E-marketing strategy for businesses

Adam Grzywaczewski; Rahat Iqbal; Nazaraf Shah; Anne James

doi:10.1109/ICEBE.2010.61

E-marketing strategy for businesses

Adam Grzywaczewski, Rahat Iqbal, Nazaraf Shah, Anne James

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding › peer-review

11 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 language	English
Title of host publication	Proceedings - IEEE International Conference on E-Business Engineering, ICEBE 2010
Publisher	IEEE
Pages	428-434
Number of pages	7
ISBN (Print)	9780769542270
DOIs	https://doi.org/10.1109/ICEBE.2010.61
Publication status	Published - 2010
Event	IEEE International Conference on E-Business Engineering, ICEBE 2010 - Shanghai, China Duration: 10 Nov 2010 → 12 Nov 2010

Conference

Conference	IEEE International Conference on E-Business Engineering, ICEBE 2010
Country/Territory	China
City	Shanghai
Period	10/11/10 → 12/11/10

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

Access to Document

10.1109/ICEBE.2010.61

Cite this

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title = "E-marketing strategy for businesses",

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 = "E-business, E-marketing, Pay-per click, Return on investment, Search engine optimization",

author = "Adam Grzywaczewski and Rahat Iqbal and Nazaraf Shah and Anne James",

year = "2010",

doi = "10.1109/ICEBE.2010.61",

language = "English",

isbn = "9780769542270",

pages = "428--434",

booktitle = "Proceedings - IEEE International Conference on E-Business Engineering, ICEBE 2010",

publisher = "IEEE",

address = "United States",

note = "IEEE International Conference on E-Business Engineering, ICEBE 2010 ; Conference date: 10-11-2010 Through 12-11-2010",

}

TY - GEN

T1 - E-marketing strategy for businesses

AU - Grzywaczewski, Adam

AU - Iqbal, Rahat

AU - Shah, Nazaraf

AU - James, Anne

PY - 2010

Y1 - 2010

N2 - 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.

AB - 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.

KW - E-business

KW - E-marketing

KW - Pay-per click

KW - Return on investment

KW - Search engine optimization

U2 - 10.1109/ICEBE.2010.61

DO - 10.1109/ICEBE.2010.61

M3 - Conference proceeding

AN - SCOPUS:79951806557

SN - 9780769542270

SP - 428

EP - 434

BT - Proceedings - IEEE International Conference on E-Business Engineering, ICEBE 2010

PB - IEEE

T2 - IEEE International Conference on E-Business Engineering, ICEBE 2010

Y2 - 10 November 2010 through 12 November 2010

ER -

E-marketing strategy for businesses

Abstract

Conference

Keywords

ASJC Scopus subject areas

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