Search Engine Optimization and Pay-per-Click Marketing Strategies

Kritzinger, Wouter Thomas; Weideman, Melius

doi:10.1080/10919392.2013.808124

Cited by 49 publications

(30 citation statements)

References 12 publications

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“…Search engines are used by consumers to locate and access various online sources of information, with daily search volumes increasing to 3.5 billion per day (Internet Live Stats, 2019). Researchers are looking at the response of users to paid search results, organic search results and their choices, trying to understand the whole information research process and decision within it (Agarwal et al, 2015;Kritzinger, Weideman, 2013;Kritzinger, Weideman, 2017;Park, Agarwal, 2018;Smith, 2016;Yang et al, 2018).…”

Section: Discussionmentioning

confidence: 99%

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

2020

Media Education (Mediaobrazovanie)

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Advertisers are challenged to respond to changing behaviour of consumers who become more technologically literate and develop patterns to avoid commercials. Millennials, especially, multitask, use multiple screens to consume content and use technologies to search for information. In this researchfocus groups were conducted with 241 respondents, to study changes in information searches regarding future purchases. Masters' students were selected as participants for the research and their response to being exposed to television advertising was studied and their information search process was charted. Consequences of the changing behaviour for advertisers include the need to consider search visibility for general and campaign-related keywords as a cornerstone of their communication campaigns. This research contributes to theory by enhancing the existing perception of integrated marketing communication (IMC) with the central role of search visibility in connecting various communication channels. By reflecting on the charted process of active information research, advertisers can make their TV campaigns work for millennial consumers who use online search and various devices in the process following the TV spot consumption.

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Section: Discussionmentioning

confidence: 99%

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

2020

Media Education (Mediaobrazovanie)

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“…Ini didukung dengan hasil penelitian lainnya,yang meneliti 13 sektor industri yang menggunakan keyword untuk aktifitas bisnisnya, hasilnya untuk setiap frase kunci sektor, 10 hasil pay per click (PPC) teratas dicatat, menghasilkan 260 hasil PPC. 260 hasil ini kemudian diperiksa di mesin pencari dan menduduki peringkat 100 teratas (Kritzinger & Weideman, 2013). Artinya, kesempatan untuk di klik orang yang pertama kali adalah iklan kita.…”

Section: Matriks Swotunclassified

Analisa Strategi Teknologi Informasi Pemasaran UKM Kuliner di Media Sosial Menggunakan Metode SWOT

Ajismanto¹,

Widyanto²

2020

JTIIK

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Penelitian ini bertujuan untuk menganalisis penggunaan media sosial sebagai media promosi usaha kuliner kecil dan menengah di Palembang. Suatu teknik pengambilan keputusan dalam promosi usaha kuliner menggunakan metode Strength, Weakness, Opportunities, and Threats (SWOT). Dengan mengetahui keempat aspek tersebut pelaku usaha dapat memaksimalkan kekuatan dari pemasaran melalui sosial media, meminimalkan kelemahan dan ancaman sosial media marketing, dan membangun peluang-peluang di masa depan. Penelitian ini menganalisis data secara kuantitatif dan kualitatif. Data kualitatif berupa pertanyaan-pertanyaan yang diajukan kepada responden penelitian dengan menggunakan kuesioner, kemudian data tersebut dikuantifikasi agar dapat dianalisis lebih dalam. Tahapan nya dari pemberian bobot dan rating, perhitungan IFAS dan EFAS, diagram kartesius swot, matriks strategi kombinasi strategi, dan matriks SWOT. Kuesioner diberikan kepada 60 pelaku UMKM dan juga pelanggan yang melihat konten promosi UMKM di media sosial. Dilihat dari hasil analisis SWOT diagram kartesius coordinate point antara internal factor dan external factor sebesar 0,19;-0,43 terletak pada kuadran IV yang artinya strategi diversifikasi perlu diterapkan. Strategi yang perlu diterapkan adalah ST strategi seperti menyeleksi target audiens yang melihat iklan berdasarkan range usia, dan jenis kelamin, kemudian implementasi search engine marketing (SEM) dan search engine optimization (SEO) lebih mendalam (S1, T1). Membuat hashtag ataupun keyword yang relevan dengan produk yang ditawarkan, membangun brand image (Personal Branding), dan membuat konten iklan yang menarik (S1, T1, T3). Terakhir, Lebih mengarahkan konsumen ke transaksi penjualan melalui marketplace ataupun website, dan gunakan rekening bersama (S4, T2). Penggunaan teknologi informasi sebagai media promosi di sosial media menjadi salah satu teknik pengambilan keputusan yang dibutuhkan dalam mempromosikan dan meningkatkan pendapatan UMKM di Palembang. AbstractThe aim of this study is to determine the use of social media as a culinary promotions in Palembang. The technique method for making decisions in the promotion of Small Medium Culinary Enterpraise (Culinary SME’s) used Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT). By understanding these four aspects, opportunities for marketing improvement through social media are needed, discussing the weaknesses and challenges of social media marketing, and building opportunities in the future. This study analyzes data quantitatively and qualitatively. Qualitative data in this research is the form of questions asked to respondents using a questionnaire, then the data are quantified for in depth analysis. The stages are from weighting and rating every item in questionneire, IFAS and EFAS calculations, Cartesian SWOT diagrams, combined strategy matrice, and SWOT matrices. Questionnaires were given to 60 Culinary SME’s, and also customers who viewed promotional content on social media. From the results of the SWOT analysis the Cartesian coordinate point diagram between internal factors and external factors is 0.19; -0.43 in quadrant IV, which means that a diversification strategy needs to be applied. Strategies that need to be implemented are ST strategies such as selecting the target audience who see ads based on age range, and gender, then the implementation of search engine marketing (SEM) and search engine optimization (SEO) more deeply (S1, T1). Create hashtags or keywords that are relevant to the products offered, build a brand image (Personal Branding), and create interesting advertising content (S1, T1, T3). Finally, more direct consumers to sales transactions through the marketplace or website, and use a joint account (S4, T2). The used of information technology as a promotional media on social media is one of the decision-making techniques needed to promote and increase the income of Culinary SMEs in Palembang

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“…Karakteristiknya yang tech savy, menjadikan milenial sangat bergantung pada search engine atau mesin pencari dalam mencari informasi perjalanan wisatanya. Sebagai alat pencarian utama yang digunakan untuk pengambilan informasi di Web (Spink and Xu 2000 dalam Kritzinger & Weideman, 2013), mesin pencari digunakan oleh sebanyak 80% pengguna Web untuk mendapatkan informasi (Thelwall, 2001dalam Kritzinger & Weideman, 2013).…”

Section: Search Engine (Mesin Pencari)unclassified

“…Tidak dapat dipungkiri bahwa SEO dan PPC merupakan solusi terbaik dalam memperluas daya jangkau terhadap milenial. Menggabungkan keduanya dapat memaksimalkan eksposure dari website (maupun informasi dan pesan) yang ditautkan (Kritzinger & Weideman, 2013). Menurut Sen, Kritzinger & Weideman, SEO maupun PPC dapat meningkatkan daya jelajah pelanggan potensial online secara signifikan.…”

Section: Search Engine (Mesin Pencari)unclassified

“…Sebaliknya, tidak memedulikan posisi peringkat pada pencarian dapat membuat DMO kehilangan pelanggan potensialnya. Pernyataan ini didukung dalam riset sebelumnya oleh (Sen, 2005) dan (Kritzinger & Weideman, 2013) SEO dan PPC memiliki beberapa kelebihan dan kekurangan yang harus diketahui oleh DMO. Kelebihan SEO adalah dapat dilakukan tanpa mengeluarkan biaya yang besar, yaitu dengan menentukan kata kunci pada setiap laman untuk dapat terbaca pada mesin pencari.…”

Section: Search Engine (Mesin Pencari)unclassified

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Media Iklan yang Ramah Wisatawan Milenial

Hakim¹

2019

jki

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Millennials grow massively. Their immense purchasing power also supports it. So, many sectors in the world make it a market opportunity. This leap is also done by the tourism sector, especially in Indonesia. The generation referred to as the-next-future-tourist has different characteristics in travelling compared to the previous generation. As a result, there are differences in the choice of promotional media that are friendly to millennial tourists. DMO needs to take a different approach and can no longer use conventional media choices to promote. Through a descriptive qualitative approach, this study will use a literature study pattern to link millennial tourist preferences with the right choice of media in the promotion. This study found that social media, influencer's role, email marketing, website, review site, and search engines became â€œfriendlyâ€ media to promote to millennial tourists. Key words: Promotional Media, Tourism Advertising, Millennial Tourist

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Search Engine Optimization and Pay-per-Click Marketing Strategies

Cited by 49 publications

References 12 publications

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

Analisa Strategi Teknologi Informasi Pemasaran UKM Kuliner di Media Sosial Menggunakan Metode SWOT

Media Iklan yang Ramah Wisatawan Milenial

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