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Title: Development of a search engine marketing model using the application of a dual strategy
Authors: Kritzinger, Wouter Thomas 
Keywords: Search engines -- Marketing;Web search engines;Internet searching;Internet marketing;Internet advertising
Issue Date: 2017
Publisher: Cape Peninsula University of Technology
Abstract: Any e-commerce venture using a website as main shop-front should invest in marketing their website. Previous empirical evidence shows that most Search Engine Marketing (SEM) spending (approximately 82%) is allocated to Pay Per Click (PPC) campaigns while only 12% was spent on Search Engine Optimisation (SEO). The remaining 6% of the total spending was allocated to other SEM strategies. No empirical work was found on how marketing expenses compare when used solely for either the one or the other of the two main types of SEM. In this study, a model will be designed to guide the development of a dual SEM strategy.
Description: Thesis (DTech (Informatics))--Cape Peninsula University of Technology, 2017.
Appears in Collections:Information Technology - Doctoral Degree

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