Development of a search engine marketing model using the application of a dual strategy

Please use this identifier to cite or link to this item: https://etd.cput.ac.za/handle/20.500.11838/2603

DC Field	Value	Language
dc.contributor.advisor	Weideman, M.	-
dc.contributor.author	Kritzinger, Wouter Thomas	-
dc.date.accessioned	2018-03-19T06:25:50Z	-
dc.date.available	2018-03-19T06:25:50Z	-
dc.date.issued	2017	-
dc.identifier.uri	http://hdl.handle.net/20.500.11838/2603	-
dc.description	Thesis (DTech (Informatics))--Cape Peninsula University of Technology, 2017.	en_US
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.publisher	Cape Peninsula University of Technology	en_US
dc.rights.uri	http://creativecommons.org/licenses/by-nc-sa/3.0/za/	-
dc.subject	Search engines -- Marketing	en_US
dc.subject	Web search engines	en_US
dc.subject	Internet searching	en_US
dc.subject	Internet marketing	en_US
dc.subject	Internet advertising	en_US
dc.title	Development of a search engine marketing model using the application of a dual strategy	en_US
dc.type	Thesis	en_US
Appears in Collections:	Information Technology - Doctoral Degree