Search Engine Marketing Research Articles

General Practice and Digital Methods to Recruit Stroke Survivors to a Clinical Mobility Study: Comparative Analysis.

BackgroundParticipant recruitment remains a barrier to conducting clinical research. The disabling nature of a stroke, which often includes functional and cognitive impairments, and the acute stage of illness at which patients are appropriate for many trials make recruiting patients particularly complex and challenging. In addition, people aged 65 years and older, which includes most stroke survivors, have been identified as a group that is difficult to reach and is commonly underrepresented in health research, particularly clinical trials. Digital media may provide effective tools to support enrollment efforts of stroke survivors in clinical trials.ObjectiveThe objective of this study was to compare the effectiveness of general practice (traditional) and digital (online) methods of recruiting stroke survivors to a clinical mobility study.MethodsRecruitment for a clinical mobility study began in July 2018. Eligible study participants included individuals 18 years and older who had a single stroke and were currently ambulatory in the community. General recruiting practice included calling individuals listed in a stroke registry, contacting local physical therapists, and placing study flyers throughout a university campus. Between May 21, 2019, and June 26, 2019, the study was also promoted digitally using the social network Facebook and the search engine marketing tool Google AdWords. The recruitment advertisements (ads) included a link to the study page to which users who clicked were referred. Primary outcomes of interest for both general practice and digital methods included recruitment speed (enrollment rate) and sample characteristics. The data were analyzed using the Lilliefors test, the Welch two-sample t test, and the Mann-Whitney test. Significance was set at P=.05. All statistical analyses were performed in MATLAB 2019b.ResultsOur results indicate that digital recruitment methods can address recruitment challenges regarding stroke survivors. Digital recruitment methods allowed us to enroll study participants at a faster rate (1.8 participants/week) compared to using general practice methods (0.57 participants/week). Our findings also demonstrate that digital and general recruitment practices can achieve an equivalent level of sample representativeness. The characteristics of the enrolled stroke survivors did not differ significantly by age (P=.95) or clinical scores (P=.22; P=.82). Comparing the cost-effectiveness of Facebook and Google, we found that the use of Facebook resulted in a lower cost per click and cost per enrollee per ad.ConclusionsDigital recruitment can be used to expedite participant recruitment of stroke survivors compared to more traditional recruitment practices, while also achieving equivalent sample representativeness. Both general practice and digital recruitment methods will be important to the successful recruitment of stroke survivors. Future studies could focus on testing the effectiveness of additional general practice and digital media approaches and include robust cost-effectiveness analyses. Examining the effectiveness of different messaging and visual approaches tailored to culturally diverse and underrepresented target subgroups could provide further data to move toward evidence-based recruitment strategies.

A REVIEW ON DIGITAL MARKETING

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital media. Digital marketing has gained full momentum due to technology revolution and sophisticated mobile technologies and as well as due to reasonable data prices. Marketers started different strategies like Search Engine Optimization, Search Engine Marketing, Content Marketing, Data analytics to reach the customers in a better and speedy way. The present study mainly highlights about different digital marketing components taken care of by the marketers for better customer reach and influence. The study is purely conducted with the help of secondary data. KEYWORDS: Digital Marketing, Search Engine Optimization, Search Engine Marketing, search results

INFORMATION TECHNOLOGY FOR INTERNET RESOURCES PROMOTION IN SEARCH SYSTEMS BASED ON CONTENT ANALYSIS OF WEB-PAGE KEYWORDS

Context. Timely and correct analysis of the process of visiting Internet resources, which led to the overall conversion of e-business, is fundamental and relevant for successfully managing the website. Appropriate, accurate traffic analysis, which brings both successful and unsuccessful conversions, will identify the cause of the impact on conversion metrics and criteria and will measure the effectiveness of changes made to the site to increase traffic conversions. It is necessary to collect information on the activities of system users on the website and determine specific performance indicators of the website to improve e-business strategy further to solve these problems and achieve the relevant goals of e-commerce. Thus, it is necessary to develop and implement an analytical method of text content support for e-commerce Internet resources based on the analysis of key performance indicators of the website, paying particular attention to determining the set of relevant and relevant keywords used by regular users and led to an increase in e-business conversions.
 Objective of the study is to develop a technology for promoting Internet resources of e-commerce based on the results of Web-analytics of critical indicators of pages as KPI and KSI through forming a relevant set of keywords as feedback activity of a regular audience.
 Method. An analytical method for promoting Internet resources based on the analysis of key performance indicators of the website, which is based on three main algorithms аlgorithm for identifying problem areas of the site structure for further optimization, аlgorithm for optimizing search engine marketing activities (SEM), аlgorithm for site promotion and calculation of its efficiency.
 General recommendations for the design of information resources processing systems have been developed, different from the existing ones, by the presence of additional modules that significantly affect promoting the website on the Internet to further the success of ecommerce or improve the values of these indicators. Among them is the module of online shopping, marketing, module-copywriter and Web-master. For each of them, calculate their own KRI. It will allow you to effectively implement the processing of information resources at the level of system developers (reducing resources and time for development, improving the quality of information processing systems).
 Results. The paper develops and describes in detail, based on the results of Web-analytics, the parameters and criteria for assessing the level of success of e-business. Software tools for monitoring the textual content of Internet resources based on the analysis of key performance indicators of the website have also been developed. For a detailed analysis of the functioning and promotion of Internet ecommerce systems such as Internet newspaper and Internet magazine, 12 different methods have been developed and implemented, respectively, with support for each of them with a different number of stages of the content life cycle. A computer experiment of analysis of key performance indicators of the website was conducted. The service of keeping statistics of visits to the Web resource allows you to estimate the increase in sales of textual content in direct proportion to the rise in the number of visits to the Web resource, the number of regular users, the prospects of marketing activities.
 Conclusions. It was found that the presence of appropriate modules in the systems of information resources processing increases the sales of textual content to the regular user by 9%, active involvement of unique visitors, potential users and expanding the target and regional audience by 11%, viewed pages by 12%, resources by 7%.

A STUDY OF VARIOUS DIGITAL MARKETING TRENDS USED BY VARIOUS BUSINESSES DURING THE PANDEMIC

The unprecedented event of the COVID-19 pandemic severely hit every stratum of the economy. Right from local business & start-ups to multinational chains, every enterprise experienced a sag because of a sudden & massive hindrance to their networking & reachability to clientele. Amidst this strenuous financial environment, some budding trends accelerated to become core competencies & survival strategies of these businesses. Digital Marketing & leveraging a presence over the internet expedited as a life-saving, more so, a transformational strategy for many brands. Through this study, the researcher aims to unveil the various approaches, investment trends, & sought-after domains of digital marketing that helped brands survive the pandemic. To effectively do so, the researcher approached various digital marketing firms as sources of garnering preliminary information. For this purpose, the researcher, with the help of primary data & secondary data from the digital marketers, concluded that brands invested in digital marketing during the COVID-19 Pandemic, more than ever. There were also emergence of newer startup ventures & solopreneurs who leveraged the digital media to generate profitable alternate sources of income. The most sought after digital marketing services were, Social Media Marketing(SMM), Website Development & Search Engine Marketing (SEM).

E-marketing Practices and Consumer Patronage: A Conceptual and Extant Literature Approach

The study examined e-marketing practices and consumers patronage using conceptual and extant literature approach, The objectives of the study are to; examine how website pattern influence consumer patronage, how internet security relates to consumer patronage, ascertain the relationship between Search Engine Marketing and consumer patronage and examine the influence of social media marketing on consumer patronage. The study carried out an extensive and in-depth review of extant literature on existing relationships amongst the independents and the dependent variables of the study to establish if a relevant relationship exist. The results showed that website pattern, internet security, Search Engine Marketing and social media marketing are positively related to consumer’s patronage. The study concludes that all the independent variables examined in the study relate to consumer patronage positively. Website’s visitors need to complete the task efficiently so as to obtain information or conduct a transaction in an appropriate manner. Also, Social media marketing is one essential technique in electronic marketing because it enables firm to use social media to disseminate their messages to their target audience without paying for the distribution.

SEO AND SEM BENEFITS IN DIGITAL MARKETING

The paper deals with the search engine optimization and search engine marketing benefits to website. Explains the differences as well as their similarities between SEO and SEM. Gives tips on what conditions one of the strategies is preferable to boost website ratings than the other, and under what circumstances it is more effective to use both SEO and SEM strategies.

Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

Strategy for e-Marketing

Marketing is the group of various activities and techniques which are helping people to purchase a particular product and these various activities initiates from targeting markets and ends with the after sales service to the customers. All these activities includes communicating the value of the product, service or brand to the customers, for the purpose of promoting or selling that product, service, or brand. Marketing techniques which starts with choosing target markets through market analysis and market segmentation, and analyzing the consumer behavior and advertising a product's value to the customer. In conventional style of trading and business the concept of marketing was used to take in different meaning, but with the passage of time with the advancement of science & Technology, the concept of marketing has changed to the great extent Marketing satisfies these needs and wants through exchange processes and building long-term relationships. Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society.[4] New forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, "digital marketing", search engine marketing, or desktop advertising. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail, wireless media as well as driving audience from traditional marketing methods like radio and billboard to internet properties or landing page.

An analytical model for comparing the profitability of competing online marketing channels: Search engine marketing versus e-commerce marketplace

ABSTRACT Digital marketing offers entrepreneurs a variety of alternatives to market globally and generate revenues. Recent studies show that there is a strong research interest in developing analytical models to increase the firms’ profit, by considering either key variables of specific advertising forms in isolation or cross-channel effects of online and offline channels. This article proposes a new analytical model, which assumes a trade-off between concurrent online marketing channels. Despite their different models, search engines and e-commerce platforms can be seen as competing in the same market when they are targeting the same set of consumers. Accordingly, advertisers need to constantly analyze which of the online activities perform better and why. The proposed model aims at capturing the main parameters a firm should carefully master in order to assess the effectiveness of alternative online channels in a comparative perspective, by suggesting the maximum cost per click that a firm should pay to benefit from search engine marketing, as much as from e-commerce platform.

Consumer awareness of digital media marketing in india

The Industrial Revolution and the development in the International Trade and Commerce, Communication and Information Technology have led to the vast expansion of business and trade. As a result, variety of consumer goods have appeared in the market to cater to the needs of the consumers and a host of services have been made available to the consumers like Insurance, Transport, Electricity, Housing, Entertainment, Finance, Banking and the like. The market is becoming more and more complicated today. Technological Development, intensive marketing strategies, entry of multinational corporations, globalization, quality of governance, scarce natural resources have all compounded to make the position of today’s market is so complicate and the position of today’s consumer vulnerable and many a times weak..Promotion of products has become an increasingly important component in the new digital age, mostly thanks to digital marketing. The traditional form of marketing is lagging behind digital marketing, which offers users new opportunities like personalized messages or answers to a search query. There are several ways to advertise on the internet, and in this paper, ways and tools will be presented that allow digital advertising as well as their advantages and disadvantages. Specifically, search engine optimization, search engine marketing, display advertising, social networking marketing and e-mail marketing will be discussed. Also, the goal of the paper is to enable more efficient creation and implementation of similar contents in new business environmentsthrough an insight into internet advertising, social and business networks.

LinkGenn - SEO and SEM Explorer with Free and Paid Optimum Solutions

Nowadays with the development of digital platforms digital marketing have been most important thing that every business needs to focus on. This study discusses the review of Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) explorer with free and paid optimum solution tool which is aimed to give a better understanding about digital marketing, SEO site performance which is a must to know before going forward with digital marketing plans. Lack of knowledge in digital marketing has effect small scale to large scale business owners. This tool helps to identify their website performance speed and SEO in understandable way which suggests free and paid optimum solutions. The main purpose of this study is to get more business to LinkGenn by giving better understanding to the customer to identify websites performance problems and suggest free and paid solutions to fix it from their side or with Linkgenn, the entire project develop according to waterfall method. The finding of the study indicated how website performance affecting on digital marketing campaigns, and it uses new developed Linkgenn metrics to give ranking scores and solutions based on website results, with the pandemic lot of businesses have changed their traditional marketing pattern with digital so this would be an important tool for every business to archive their sales goals with remarkable KPIs.

A study on search engine marketing

A study on search engine marketing

Customers’ Acceptance of Digital Marketing Techniques: The Impact of Search Engine, E-mail, and Social Media Marketing

Customers’ Acceptance of Digital Marketing Techniques: The Impact of Search Engine, E-mail, and Social Media Marketing

Online search engines and online travel agencies: A Comparative Approach

The present research provides insights into the complex landscape of online advertising channels to support tourism organizations in formulating their marketing strategies. People often use search engines and online travel agencies in a very similar way. The aim and sequence of actions that consumers perform on Google or Booking.com are exactly the same, but for the potential sellers each channel presents different costs and attributes. In the Google model, firms make bids and pay on a cost-per-click basis. In the Booking.com model, firms pay commissions based on the value of services sold. Under budget constraints, one of the first problems a company may encounter is determining the resource allocation to different channels. Hence, an analytical model is introduced to compare the profits generated from online search engines and online travel agencies. Assuming a trade-off between different online marketing channels, the study suggests the maximum cost per click that a tourism organization should pay to benefit from search engine marketing as much as from online travel agencies. The analytical model is tested empirically by using data from two hotels and managerial implications are discussed.

Digital Marketing: Disruption, Expansion and its Impact on Businesses

The research paper is about Digital marketing: disruption, expansion, and its impact on businesses. In this research paper I will discuss about the various types of digital marketing tools used by companies. I will take three tools of the digital marketing and how they help the companies to attract more audiences. I have focused on SEM (Search Engine Marketing), use of websites and use of keywords. As digital marketing has become a useful tool for the companies and help then to lower down their cost of marketing activities therefore correct use of the tools like SEM is necessary for the companies to target the potential audience similarly properly use of websites is necessary to give useful information to the audience and with good content help the companies to draw more traffic, further how keywords are an important tool to increase the ranking of the websites in the search engine result page (SERP). Further I have discussed about the current trends followed by companies during covid-19 pandemic and to know whether digital marketing is a helpful tool to generate revenues for companies during this crisis. For my research I have focused on both primary and secondary data to find out how these digital marketing tools helps the companies in their business.

Search engine marketing and social media marketing predictive trends

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine marketing and social media marketing trends. In terms of research methodology, a systematic literature survey method and an inductive research approach were applied. Social media concepts were critically analysed and evaluated to determine their link to the current research focus area. The main literature findings showed that the main trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of doing business by adopting new search engine marketing and social media marketing techniques. With this in mind, it is important for corporations to utilize social media for the development of marketing strategies. The viral power of social media makes it more attractive to businesses promoting their products to target markets. The article also provides an intuitive apprehension of the predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals in blue oceans.

Improving Understanding of MDS Using an Animated Patient's Guide to Benefit Patient Health Outcomes

Background: Patients with MDS continue to report gaps in knowledge, particularly where understanding of disease risk, prognosis and treatment options are concerned.1 A recent online social media survey on experiences in myelodysplastic syndromes revealed that patients/caregivers' (n=127) have a general lack of information about MDS and insufficient knowledge regarding treatment options and are unable to make fully informed decisions.2 Efforts to improve patient and caregiver understanding of MDS, including treatment options, are critical to individualized treatment planning and shared decision-making. MDS patients commonly use multimedia and online resources to seek disease information.3 The MDSF introduced an online 'animated,' visual format educational program in July 2018 aimed at improving patient and caregiver knowledge.4 Evaluation of this project, including determining changes in patient knowledge and intent-to-implement a change in behavior are described as parameters of advancing and benefiting health outcomes. Methods: An Animated Patient's Guide to MDS (APG), a multimedia educational initiative was launched globally in July 2018. Recruitment was conducted via search engine marketing, social media promotions and email campaigns to MDS patients, caregivers and oncology provider audiences. Video views, duration of use, and learner responses to questions on the APG website were collected from July 2018 to July 2020 (24 months). Total APG views, most frequently viewed MDS animations and MDS expert videos were monitored on the website and on You Tube, to measure learner responses to outcome-based questions, and learner intent-to-implement changes. Results: A total of 151,231 views, including 58,947 unique visitors visited the APG online resource. Of these, 81% were from the U.S. and 19% from other countries (> 50 countries). Unique visitors from U.S. consisted of 28,171 patients, 15,279 family/caregivers, and 1,910 health providers. Among responses indicating a 'commitment to change', 96% reported they will 'use new information learned to better self-manage their MDS' (n = 917), 93% reported they 'will discuss information learned with their doctor' (n = 355), and 97% reported they 'plan to discuss MDS treatment options with their doctor' (n = 734). Patients who reported they 'learned new information about MDS' identified that they 'learned new general information about MDS' (95%, n = 193), 'learned new information about the diagnosis of MDS' (86%, n = 195), 'learned about new treatment options for MDS' (89%, n = 195), 'learned about new information related to bone marrow transplant in MDS' (85%, n = 177) and intended to 'ask their doctor about how to take part in healthcare decisions' (96%, n = 187). Conclusion: Multimedia education, including visual 'animated' formats, tailored to the needs of MDS patients has the potential to provide effective learning, increase knowledge and improve engagement in shared decision-making. Ongoing monitoring and further analysis of this multimedia educational resource for MDS patients will be necessary to understand how tailored education provided via this format impacts and benefits patient health outcomes.

Preparation and Characterization of SnO2 Nanoparticles for Antibacterial Properties

To investigate morphological, optical and antibacterial properties of SnO2 nanoparticles which are synthesized by using an easy and affordable Sol-Gel method. By using various techniques such as XRD (X-ray Powder Diffraction), FT-IR (Fourier Transform Infrared), UV-Vis, PL, SEM (Search Engine Marketing), EDAX (Energy Dispersive X-Ray Analysis), the structural, optical, composition of elements and the size of the SnO2 nanoparticles (NPs) has been discussed. The variation in properties of SnO2 as synthesized and at annealing temperatures has also been discussed. Size of tin oxide Nano particles from XRD is found in the range of 9-10 nm, and the lattice parameters about a=b=4.73060A, c=3.690A. From UV-Vis it is found that the band gap of tin oxide decreases as we increase the temperature. Active efficiency of SnO2 NPs has been tested on Gram negative (E.coli) and gram positive (Micrococcus luteus) bacteria on the growth of pure culture using zone inhibition method.

INFORMATION TECHNOLOGY RESPONSES AND FINANCING ABILITY ON E-COMMERCE PERFORMANCE

This research objective is to recalling the paradigm and describe the various responses to use information technology. This research is a type of literature study. This study is also descriptive research with the support of theories and the findings from previous studies. Responses to new technologies and financing ability play an essential role in achieving good performance. Strategic responses are different among firms that can be classified according to magnitude, domain, and speed. IT strategy, IT structure, social media and search engine marketing also other responses which have essential roles to the firm's performance.

A hybrid evolutionary approach for identifying spam websites for search engine marketing

With the increased digital usage, web visibility has become critically essential for organizations when catering to a larger audience. This visibility on the web is directly related to web searches on search engines which is often governed by search engine optimization techniques liked link building and link farming amongst others. The current study identifies metrics for segregating websites for the purpose of link building for search engine optimization as it is important to invest resources in the right website sources. These metrics are further used for detecting websites outliers for effective optimization and subsequent search engine marketing. Two case studies of knowledge management portals from different domains are used having 1682 and 1070 websites respectively for validation of the proposed approach. The study evolutionary intelligence by proposing a k-means chaotic firefly algorithm coupled with k-nearest neighbor outlier detection for solving the problem. Factors like Page Rank, Page Authority, Domain Authority, Alexa Rank, Social Shares, Google Index and Domain Age emerge significant in the process. Further, the proposed chaotic firefly variants are compared to K-Means integrated firefly algorithm, bat algorithm and cuckoo search algorithm for accuracy and convergence showing comparable accuracy. Findings indicate that the convergence speeds are higher for proposed chaotic firefly approach for tuning absorption and attractiveness coefficients resulting in faster search for optimal cluster centroids. The proposed approach contributes both theoretically and methodologically in the domain of vendor selection for identifying genuine websites for avoiding investment on untrustworthy websites.