Searching for particular information is a vital aspect of the Internet and is carried out by millions of users daily. More than half of all website visitors arrive there from a search engine, rather than actually typing in the sites URL (Introna and Nissenbaum 2000; Teland et al. 2004). As searching increases, so does the importance for effective search engines. It is essential for search engines to act as critical links between firms that use the Internet to build awareness, brand perceptions, positive images, and to target their customers (Wu et al. 2005). Since there is such importance placed on the effectiveness of search engines, there is also high importance placed on the number of clicks generated, a performance metric tool (Kitts and LeBlanc 2004). There are many unanswered questions about how and why search engine results contribute to firms online promotions in the e-commerce setting (O’Connell 2007).
Two types of marketing activities can be conducted via search engines. In search engine advertising, companies have to pay to have their links displayed on the websites in the “sponsored section” of the search engines’ results page. Also, in search engine optimization, companies strive to push the rankings of their websites higher in the organic search results through numerous techniques or by hiring external consultants to develop unique techniques that will cause search engines to index their sites in higher positions (Delaney 2006). Search engine results offer a natural way for Internet users to gather information about brands which allows web designers to recognize that search results can have branding implications (Wasserman 2006). It is believed that even if Internet users that are searching the web via a search en...
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...s. Analytics are tools that analyze and compare customer activity in order to make business decisions and increase sales. Analytics tools can report the number of conversions, the keywords that brought conversions, the sites that sent converting traffic, or numerous other explanations for conversions (Ramos and Cota 2009). Analytics allows researchers to determine how visitors got to the site, where they went within site, and other useful information. Analytics uses data for actionable business decisions. By seeing what visitors are doing on their website, companies can manage the visitors experience and create brand awareness for their products and/or services (Ramos and Cota 2009). By using KPIs and analytics, companies that use online websites to promote their business can build brand awareness and develop brand positioning for their products and/or services.
The day to day process of managing a small company comes in a natural manner to nearly every business manager, however, expanding, sustaining and tracking the company’s website can be an overwhelming task [3]. A number of questions may arise, for example, How do I target the right audience? How can I drive sales in a particular region? Why do I see many hits and little sales? [3].Google has come up with a list of clarifications to these problems with free web analytics service known as Google analytics, which can be used to utilize online business efforts and campaign and turn the
The continuous growth of the business analytics software markets signifies an increase in the adoption of business analytics in business organizations. Business analytics has been crucial in optimizing organizations internally as well as maintaining flexibility to overcome unexpected external pressures as businesses shift from operating on intuition to utilizing the growing data volumes. Business analytics is defined as the processes that enable organizations to apply metrics based decision making to all business functions. Among the companies that have been successful with business analytics is Netflix, the American entertainment company. However, other companies, such as Trader Joe’s, although successful, still use the traditional intuition
If the organization is unable to spend huge amounts on this web analytics tools and the corresponding resources it is better to spend some money on the
Scrupulously produced and properly shared videos will increase search engine ranking, open rates, conversions and click-through rates. According to a recent study by Forrester Research, a web page with video is fifty times more likely to appear on Page 1 of Google search results than a web page without video. Another study by Zappos reported that web pages with video convert 6-30% more clients than pages without video, while Vidyard reported over 100-percent increase in conversions for businesses that have incorporated video into their online marketing. Other recent studies have also indicated that around 57-percent of online consumers are more likely to buy a brand that they are considering purchasing after they have watched a video demonstration of the brand. And as the cost of creating videos continue to drop, both small and large businesses can use videos to set their marketing apart and gain the edge over their competitors.
Analysts aid executives in making strategic decisions by providing data gathered from operations. Organizations with business intelligence reporting capabilities rely on this data in order for their executives to make strategic decisions. This data is compiled into a specific template, which is referred to as a dashboard. Dashboards typically report key performance indicators that are relevant to the business. Avinash Kaushik argues that current dashboards utilized by organizations report data, but do not provide the information executives need to make the best decisions for the organization (2010). Kaushik also states that dashboards can be optimized by including components, and insights that influence decision makers to take action (2010).
Google analytics can be applied in big as well as small businesses to support decision-making processes. In sense, each kind of business has its own
In today’s fast paced technology, search engines have become vastly popular use for people’s daily routines. A search engine is an information retrieval system that allows someone to search the...
The two companies that created these search engines have billions of dollars and numerous other resources at their disposal available for the research, the development and the innovation of their products or services. But even if you have all the funds in the world at your fingertips, if you have a bad brand image in the consumers eyes your brand will have extreme difficulty inserting itself in the market. So how does the public perceive these brands?
The number of people that use the Internet on a daily basis is "3,611,375,813" as of "June 30th 2016" (Internet Usage Statistics). That means throughout the world, companies can advertise and market to people that use a search engine by putting up ads on the side of any given website. Businesses also use branding to help consumers remember their company. Marketing specialists use methods such as colour schemes and iconic symbols to get the ad to stand out and become memorable. The first way, businesses express their marketing in the 20th century is through social media and expressing interest in people’s hobbies.
Flipkart develops an enterprise-wide view of analytics, a company must accomplish more than incorporate information, combine analysts, or build a corporate IT platform. It must eradicate all of the limited, piecemeal perspectives harbored by managers with their own agendas, needs, and fears— and replace them with a single, holistic view of the company. It may sound like we’re proselytizing for a Far Eastern cult, but this is really just an effective management practice.
Google- a web based search engine appointed the world’s most attractive employer 2013 by 200 000 students or potential candidates (Universum, 2013), utilizes job advertisement relatively limited to their corporate website (Google, 2013), this displays the importance of maintaining a continuous interest amongst possible candidates as it creates a platform and contribute to strengthen the
Companies have transformed technology from a supporting tool into a strategic weapon. ”(Davenport, 2006) In business research, technology has become an essential means that many organizations use in their daily operations. According to the article, Analytics is a major technological tool used. It is described as “the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions.
Internet commerce is one of the fastest growing industries today. With the wide range of capabilities the web has it make it easier and cost efficient for businesses to make transactions with other businesses. One factor that allows businesses to find each other is search engines. Search engines are part of the reason the web is growing so rapidly.
By leveraging sales analytics, sales management can effectively recognize, understand and respond to emerging trends in sales cycles and markets. Successful sales analytics positioning delivers competitive rewards in improving agility, and exploiting opportunities quicker than competitors.
PepsiCo understands that traditional forms of marketing like TV, Magazine, and radio are becoming outdated and the Internet is now becoming the main medium for marketing. With this PepsiCo decided to launch it’s first e...