1) The background behind the term Search Engine Marketing is very simple and easy for the people to understand. When any of the customers or any persons who do business search for the web by using any text boxes or by making a click on the hierarchy of the directory, then it is said to be that they are in hunt mode (D.K, 2013). The state of psychology of this marketing makes sense to the search engine that the person is looking for an information. This sense is given to the search engines by using the signals. Most of the marketers have a feel that the search engines delivers the Search results of the person in the form of text. The actual truth behind the search results is that it may be in any form like images, audio, video or in any various file formats. In other countries like US, not only google, yahoo are called as search engines, eBay and amazon are also search engines (Sempo.org, 2017). All the search engines makes use of the algorithms to produce the search results to the searcher. The marketing organizations have a hope that there are some tactics that will make improvements in the relevancy of sites in the search engines which are based on crawler. Search engine also helps the marketers to have access to the analytical data and the keywords that is closer to the search. The firms of the digital marketing technology now have expert teams in managing the Search Engine Marketing. This type of marketing is been in practice for over 2 decades. The businesses of PPC (Price per Click) have tools for enhancing and grooming the strategies of this kind of marketing (Smstudy.com, 2017).
2) The thesis will make an argument that the Search Engine Marketing is considered to be the most effective type of digital marketing technique. The Search Engine Marketing is the traditional type of marketing which is in practice for over 2 decades. The main things that is involved in the Search Engine Marketing are paid Advertising and the optimization of Search Engine. This thesis is to prove that the two strategies called Paid advertising and the search engine optimization has the major participation in the technique of Search Engine Marketing. The purpose of this thesis is to make discussions on the survey of the current practice of marketing in the industries and the experience about the serious simulation game called Simbound game. The various experiences of the Simbound game like managing the website, Search Engine marketing and Email Marketing are discussed in this thesis. The effective implementation steps of the search engine marketing which is the element of the digital marketing is also discussed in this thesis.
3) The issues that are involved in the Search Engine Marketing and the activities of marketing in various search engine of the internet are now significant part of the strategies of marketing around the world. The issues that are included in the search engine marketing are discussed in this section. The most common issue that is to be discussed in the Search engine marketing is the managing the layouts and design of the website (Berman and Katona, 2013). Some companies or organizations may love their own websites and its design. They will not get convinced in making changes in their websites. So people may get bored by seeing this old design of the websites regularly. If the company decides to make changes in their website, then it is very important to plan the Search Engine Optimization in an effective way and the company have to make sure that whether the new design of their website will make effect on the visibility of the site. After making changes in the design of the website then it is very important to make modifications in the content management systems. The modifications in the content management system means the changes in the templates of the format of the web pages, navigations of the web pages and the URL structure of the web pages (Semguide.com, 2017). If the content is very important in the website, then the link is the second significant element of the site. The links that are directed from the particular website is much more important. This is an issue which is going to be discussed (Online Marketing Blog – TopRank®, 2017). The duplicate content is another issue in the management of websites. Providing duplicate content by using different URL makes confusions in the search engines. So the management of website is discussed here by using a simulation game called Simbound (Edelman and Lai, 2016).
4) The ideas that are considered as major in this thesis are listed below
5) The minor ideas of this thesis is listed as follows.
By these discussions and explanations, the final concluding statement that will be attained is the Search Engine Marketing is the best and commonly used practice in all the industries by making their own advertisements, adgroups and campaigns (WordStream, 2017). So it is proved that the idea of search engine marketing is an effective element of the digital marketing technology. The final conclusion that can be made out of this digital marketing technology is that if the search engine marketing is implemented in effective way in the industries then it makes a greater profit for the organization (Lukito, Lukito and Arifin, 2015). The content and link plays the major role in the search engine marketing.
6) A survey has performed on the current practice of the digital marketing that is carried out in the industries (Faisal, 2016). The survey of the current practice of digital marketing shows that the content marketing is the element which is adopted by most of the industries in the market (Smart Insights, 2017).
7) Content marketing is the top most digital marketing strategy that is currently in practice in almost industries (Smart Insights, 2017). The content does not mean the written letters, it means the images and videos that are posted on the website gets more popular. Marketing through pictures and videos has become the most widely used type in digital marketing (Järvinen and Taiminen, 2016).
8) IBM is a famous IT based company which believes that the content marketing is best for promoting the engagement in higher level and it also helps for the customers to remember a brand using the content (Järvinen and Taiminen, 2016). By performing a powerful content strategy, IBM Company produces a content which is highly qualified. To perform content marketing, IBM creates numerous blogs like Social Business blog, smarter planet blog and impact blog. Their content includes various types of resources like white papers, reports of the consultants and executive briefs (Single Grain, 2017).
Cisco Solutions Inc, a famous company in the field of networking uses the technique of digital marketing called content marketing and also uses social media marketing (ClickZ, 2017). For launching a Aggregated service router which is one of the top five launches of the history of the company, cisco used the social media marketing strategy. They also satisfied their customers who are in the online usage like 3D game, facebook page called Cisco Support Group and a video conferencing facility and also an online forum (McKinsey & Company, 2017). So they make the promotions of their products through the means of social media marketing (Single Grain, 2017).
9) Simbound is the new serious game for practicing the Digital marketing with hands on experience (Alhadeff, 2017). Learners of the digital marketing can experience a real digital marketing with hands on experience in a risk free environment. The founder of this game is Louis Havriliuc (Havriliuc, 2017). The complex model and real data can be used in this game to practice the experience of digital marketing and the marketing of search engine can be learnt through this serious game. This is a Serious Game that can be used for tackling the subjects of digital marketing like Search Engine marketing, Email marketing and website management (Game.simbound.com, 2017). I had a nice experience in this game. Simbound is a unified simulated game which gives us experience on e-marketing and it gives this experience with no risk for the beginners of the marketing. This is a nice platform which includes a game component that can be designed for e-marketing and other areas of digital marketing.
This game has the features which is quite similar to the commercial solutions. Simbound is considered as the first and foremost product of the business simulation that talks about the subject of digital marketing in a functional way. This is a serious game which enables the skills of digital marketing like decision making, budget administration, targeting the audience and cost/benefit analysis. The transition from play to practicing the e-marketing in a professional setting becomes easier in this game compared with other business simulation games (Berman and Katona, 2013). This game is considered to be customizable as it permits to upload various scenarios of content. This kind of experience makes the learners to not only learn about the marketing strategies but also about the business and management strategies. The first module called search engine marketing gives the experience regarding the budget setting, keyword research and tracking the performance metrics with the aim of improving those metrics (Roggio, 2017). The objective of this Simbound game is for creating a framework of simulation which will make more dimensions on digital marketing like Social Media Marketing and marketing through e-mail. This game also has some modules like management of websites, tools for analysis and other comparative results. So this Simbound game had shown the way to learn about the strategies of digital marketing. The scores obtained in the first module of this game called the Website Management reveals that the content and description about the product or service plays an important role in the digital marketing. The game also proves that the current practice in industries called content marketing is significant for the purpose of marketing. Thus the Simbound game provides an excellent platform for the marketing beginners.
10) Digital Marketing is considered to be a common and modern practice of marketing which is carried out in all industries nowadays. Considering the different elements of digital marketing, Search Engine Marketing is chosen for making this thesis. The survey has made on the current technique of digital marketing that is performed in today’s corporate and industrial world. After analysing the various industrial examples and top most techniques of digital marketing, it is concluded and recommended that the Search Engine Marketing is one of the traditional practice which is been in practice for more than 2 decades. Search Engine Marketing helps to make a connection between the business and consumers during the point of time when the consumer gets interested to buy any product or service. The other types of marketing like email marketing only provides the emails to the customers which are stored in their database. So it may or may not reach them during their interest. Search Engine Marketing is a powerful technique which catches and retains the customer at the time of purchase. The first and foremost issue to be cleared is making redesigns of the website. Layout of the page, content, links, navigations and the usage of keywords has to be prioritized. The second thing which is important is the identification of the top most sources of the inbound traffic of the links to the pages. Creating a content, making promotions and social participation are efficient to build an important inbound link on the web. A professional Search Engine optimization methodology which works with the content managers of the website can be helpful to manage the issues of the duplicate content. The Experience of the Simbound game has been explained and the particular level of that game called search engine marketing has been experienced and discussed in this thesis.
11) The industries and other B2B companies should not fall simply into the strategy called Search Engine Marketing.
12) The usage of Search Engine Marketing in the field of Digital Marketing brings more benefits like catching the customers at the time when they are interested to buy a product or service. The main idea of this thesis is to implement the Search Engine Marketing in an efficient and effective way.
Sub Points of the Thesis
13) The top most five search results of the google search engine reaches 75% of the clicks by their users, which means that this makes a lot of money. The tow types of most important activities that is performed on internet are searching in the search engines and the usage of emails. Google is the top most search engine which reaches approximately 4,464,000,000 searches for one single day. The Search Engine Marketing paves the best way for marketing their products or services. The number of users of search engine by using both mobile phones and desktop gets increased for every year. The titles that are given for the web pages are most important element on the page. The second most important thing in a web page is a SEO element which is being presented on-page. So this thesis concludes that if the marketers or marketing organizations chooses the Search Engine Marketing for the purpose of marketing, then it becomes a great profit for their company and easy for them to reach their customers on-time of their interest (Steemit.com, 2017).
Marketing is the most significant thing in the promotion of any products, applications or any services. Digital Marketing is the process of making promotions and advertisements about a particular service or a product through the means of the digital channels known as Search engines like internet explorer and google, websites that the company has on their own, social media like facebook, twitter etc, email and by using the mobile applications. There are many types of digital marketing. In this thesis, the topic called Search Engine Marketing is chosen for making this thesis. Search Engine Marketing is a type of online marketing which makes the involvement of using the result pages of the search engine for promoting the websites that rely on business. This type of marketing is sued for increasing the website visibility by using two strategies known as Search Engine Optimization and paid advertising which increases the traffic of the website. Search Engine Marketing is referred to as all the activities of the marketing which uses the technology of search engine for the purpose of marketing.
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