1 Search engine marketing (SEM)
Search engines
are a primary way of finding information about a company and its prod-
ucts (as explained in Chapter 2). We all now naturally turn to a search engine when we are
seeking a new product, service of entertainment. The main options include Google, Bing
or a regional search engine popular in one country such as Baidu in China, Naver in South
Korea or Yandex in Russia. It follows that if an organisation is not prominent in the search
engines, then many potential sales could be lost since otherwise, a company is dependent
on the strength of its brand and offline communications to drive visitors to the website.
Consequently, Chaffey and Smith (2011) stress the importance of timing for traffic-
building. They say:
Some e-marketers may consider traffic building to be a continuous process, but others
may view it as a specific campaign, perhaps to launch a site or a major enhancement.
Do'stlaringiz bilan baham: |