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dc.contributor.advisorWeideman, M
dc.contributor.authorKritzinger, Wouter Thomas
dc.descriptionThesis (DTech (Informatics))--Cape Peninsula University of Technology, 2017.en_US
dc.description.abstractAny 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.en_US
dc.publisherCape Peninsula University of Technologyen_US
dc.subjectSearch engines -- Marketingen_US
dc.subjectWeb search enginesen_US
dc.subjectInternet searchingen_US
dc.subjectInternet marketingen_US
dc.subjectInternet advertisingen_US
dc.titleDevelopment of a search engine marketing model using the application of a dual strategyen_US

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