An Analysis Between Search Engine Optimization Versus Social Media Marketing Affecting Individual Marketer’s Decision--Making Behavior

Abstract

Purpose The research intended to reveal real behavioural inclination of marketer for SEO and SMM usage. This approach was developed to provide a constructive model for established marketers as well as emerging start up marketers. Design/methodology/approach The investigation was designed based on literature review followed by quantitative analysis of the collected data with appropriate statistical techniques based on random surveys of end users from the National Capital Region of India. Findings A new conceptual model is being proposed i.e. Marketer decision model, enabling a comparative framework which encourages more effective and result oriented decision-making techniques which ends up in developing better online marketing techniques. Internet users have different behavioural patterns based upon demographic profiles. The evidence based on the statistical analysis suggests that the consumer behavioural patterns need to take into consideration by online marketers while targeting and designing SEO and SMM strategies. Research limitations/implications The following research was based on a selected samples only but not the entire population of target consumers and there were cases where samples perhaps inaccurately representing the population. Originality/value The survey conducted on diversified demographic profiles, thereby providing few rich perspectives regarding online behavioural pattern.