A study of Marketing and Online Marketing Tools which improve online success

Table of Contents

1 Introduction

2 Online Marketing

2.1 Definition

2.2 Objectives

2.3 Marketing strategies

2.3.1 Structure of a marketing strategy

2.3.2 Push Strategy vs. Pull Strategy

2.4 Instrumental view of online marketing

2.4.1 Product policy

2.4.2 Price policy

2.4.3 Distribution policy

2.4.4 Communications policy

2.5 Advertising on the internet

2.6 Ten rules for a successful online marketing

2.7 Internet project management

3 Methodology

4 Online marketing tools

4.1 Web sites & Usability

4.1.1 Functionality

4.1.2 Design

4.2 Email Marketing

4.2.1 Email

4.2.2 RSS-Feeds

4.3 Search Engine Marketing (SEM)

4.3.1 Introduction

4.3.2 Search Engine Advertising (SEA)

4.3.2.1 Overview about SEA

4.3.2.2 Planning a SEA campaign

4.3.2.3 SEA Products

4.3.2.4 Disadvantages of SEA

4.3.3 Search Engine Optimisation (SEO)

4.3.3.1 Introduction

4.3.3.2 Search engine algorithm

4.3.3.3 On-page optimisation

4.3.3.4 Off-page optimisation

4.3.3.5 Negative SEO drivers

4.4 Other Online Marketing tools

4.4.1 Banner and Pop ups

4.4.2 Link Exchange

4.4.3 Social Marketing

4.4.4 Affiliate Marketing

4.4.5 Blogs

4.5 Web Controlling

4.5.1 Definition

4.5.2 Key figures

4.5.3 Methods

4.5.4 Web Controlling Software

5 Conclusion

Research Objectives and Key Themes

This study aims to identify and analyze the opportunities offered by new technologies for businesses and how they can be leveraged. The primary research question explores which marketing and online marketing tools companies should consider when planning their online activities, with a specific emphasis on search engine marketing to enhance online success.

• Analysis of essential online marketing tools for business growth.
• Examination of marketing strategies, including push and pull approaches.
• Exploration of search engine advertising (SEA) and optimization (SEO) techniques.
• Evaluation of web controlling methods for performance measurement.
• Assessment of project management in the digital environment.

Excerpt from the Book

Summary of Chapters

1 Introduction: This chapter provides an overview of how the marketing environment has changed over the last decade and introduces the core research question regarding effective online marketing tools.

2 Online Marketing: This chapter defines online marketing, explores various marketing strategies, discusses the instrumental view of the marketing mix, and outlines key rules for success and project management in the digital space.

3 Methodology: This chapter outlines the research approach, confirming that the study is based on secondary research and an analysis of existing literature and practitioner data.

4 Online marketing tools: This chapter provides a detailed analysis of specific online marketing tools, including web usability, email marketing, search engine marketing, social marketing, and web controlling.

5 Conclusion: This chapter summarizes the findings, reiterates the necessity of online marketing for competitive survival, and provides insights into future trends like mobile and local advertising.

Keywords

Online Marketing, Search Engine Marketing, SEM, Search Engine Advertising, SEA, Search Engine Optimization, SEO, Web Controlling, Marketing Strategy, E-Commerce, Web Usability, Email Marketing, Customer Relationship Management, ROI, Digital Advertising

Frequently Asked Questions

What is the core focus of this dissertation?

The dissertation explores how companies can utilize various online marketing tools to improve their online success and increase turnover in a rapidly changing digital landscape.

What are the primary themes discussed?

Key themes include marketing strategies, search engine advertising (SEA), search engine optimization (SEO), web usability, email marketing, and web controlling metrics.

What is the central research question?

The central question is: "Which are the most important marketing and online marketing tools a company should consider when planning online activities?"

Which scientific methodology was applied?

The research methodology is based on a comprehensive secondary literature review, comparing academic perspectives with insights from practitioners and institutions that collect data on online marketing.

What topics are covered in the main body?

The main body covers definitions, marketing strategies (push vs. pull), instrumental views of the online marketing mix, project management, and specific tools such as websites, email, SEM, and web analytics software.

Which keywords characterize this work?

The work is characterized by terms such as Online Marketing, SEO, SEM, SEA, Web Controlling, and Marketing Strategy.

Why is Google's market share significant for this study?

With a market share of approximately 90% in Germany, Google is the dominant search engine, making it the primary focus for search engine optimization and advertising strategies discussed in the book.

What is the role of Web Controlling in online marketing?

Web controlling is essential for success-oriented management; it allows marketers to monitor performance, analyze user behavior through various metrics, and optimize campaigns based on real data.