Post on 01-Apr-2023
The Difference between Traditional Marketing and Online Marketing
on Business Performance
By
Donia Magdy
Research Methodology Paper
Submitted to the Management Department
Faculty of Management Technology
The German University in Cairo
Student registration number: 28-0901
Group number: T21
Name of Supervisor: Ms. Raghda El-Ebrashi
Date: Thursday December 18, 2014
1
1. Introduction
Marketing and media nowadays are shifting from traditional
marketing to different types of online marketing. Many
organizations today believe that traditional marketing has became
an old fashioned way of marketing and that online marketing is
the new trend in marketing (Wergin & Muller 2012: 85) The
unexpectedly quick growth of the internet and World Wide Web and
the rapid growth of time spent by consumers online have led many
marketers to shift to online marketing as it will allow the
organization to reach a higher number of consumers. (Kierzkowski
1996: 5) However, according to another research, traditional
marketing didn’t lose its value. Traditional marketing is not
better than online marketing and online marketing is not better
than traditional marketing. The solution is not choosing one
3
technique instead of the other; the solution is in using both
techniques to enhance the marketing value of an organization in
the right way. (Smith 2005: 56)
The purpose of this paper is to research the differences between
the effects of traditional marketing and online marketing on
business performance. Business performance will be measured by
customer satisfaction, sales volume, and market share. Both
marketing techniques have advantages and drawbacks. This research
is looking into the differences between the advantages and
disadvantages of traditional and online marketing. The paper
compares the effect on print marketing and broadcast marketing on
customer satisfaction, sales volume, and market share with the
effect on social media marketing and search engine marketing on
customer satisfaction, sales volume, and market share.
As marketing is an essential department of any organization. It
is the way any organization makes its products or services
visible to others. Marketing creates relationships with customers
and the main goal of any firm is to create good relationships
with its customers, so marketing should be done in an effective
way to get positive results. (Constantin 2012: 31-35) A good
marketing will help an organization gain a competitive advantage,
so an organization must first decide what will be the best
marketing strategy that will let it gain a competitive advantage.
(Dawar 2013: 100-105) As online marketing started to take place,
4
so a firm must examine online marketing and traditional marketing
and then compare if the chosen marketing strategy will let the
firm thrive or not. (Wergin & Muller 2012: 85)
The structure of the paper will be as follows. The first section
will first give an overview on traditional marketing and its
definition and then it will discuss the types of the traditional
marketing which are print marketing and broadcast marketing.
Then, a background and definition of online marketing will be
presented and succeeding it the types of online marketing which
are social media marketing and search engine marketing. The
second section of the paper will discuss the metrics of business
performance which are customer satisfaction, sales volume, and
market share. The third section will discuss the effect of each
of the types of marketing on each of the metrics of business
performance. After the literature review the research gap will be
stated. After the research gap, the methodology and the
instrument will be attached.
5
2. Literature Review
2.1 Traditional Marketing and Online Marketing
There are various differences between traditional marketing and
online marketing. As marketing is essential for running any
business, the company must decide well on which marketing
strategy will best influence its versatile departments. This
paper will present the major differences between traditional
(offline) marketing and online marketing and their effects on
business performance in gaining customer satisfaction, generating
sales, and escalating market share.
2.1.1Traditional Marketing
6
Traditional marketing or offline marketing has a history of
definitions and multiple scholars defined it in a different way.
Also, traditional marketing has so many types to be discussed;
however, the succeeding sections will discuss the definitions and
background of traditional marketing and two of its types which
are print marketing and broadcast marketing.
2.1.1.1 Background and Definitions
Numerous meanings of advertising have been advanced through the
years as every era tries to catch what marketing is and what it
intends to them. The concept of marketing has redefined for the
past 50 years. Many scholars have different perspectives on the
definition of marketing and some argue about it. Numerous
definitions depict distinctive aspects and related terms yet they
don't generally pass on the much more extensive study of its
origin and process that is a piece of marketing. (Gamble et al
2011: 227) Marketing was practiced long ago, but the formal
definitions of it started evolving in the twentieth century.
(Zinkhan & Williams 2007: 284) The inception of marketing, as
some researches consented on, began at the time of the industrial
revolution in the eighteenth century when innovative improvements
and production increments which affected the organizations’ needs
to reach more customers and enhancing sales. (Gamble et al 2011:
228) Concurrence on a formal definition is particularly
fundamental in advertising, a connected and quick changing train
7
that has rose up out of the epistemology establishments of an
assorted show of scholarly fields. From the early stress on
physical conveyance to the most recent decade's enthusiasm toward
societal welfare and engineering, expansive acknowledgement of a
continuing definition of marketing has been subtle. (Zinkhan &
Williams 2007: 284)
The term "advertising" joined the dictionary of business nearby
other common terms, for example, "distribution," "trade," and
"commerce” in 1910. Marketing’s advancement developed
simultaneously with the end of World War I. Marketing definitions
got to be more particular and methodology administered. (Zinkhan
& Williams 2007: 284-285) In the 1980s, according to Mandall and
Rosenberg, marketing was defined as the matching of creator’s
product or service in addition to its advertising, distribution
and costs to the desires of the customer. (Gamble et al 2011:
232)
In 2004, The American Marketing Association gave a new definition
of marketing. “Marketing is an organizational function and a set
of processes for creating, communicating, and delivering value to
customers and for managing customer relationships in ways that
benefit the organization and its stakeholders.” This definition
was widely used in several text books and was agreed upon, but
the need for change did not stop. The AMA’s definition needed to
be redefined as many scholars said that is doesn’t reflect the
8
marketing now as technologies and strategies are vastly growing.
(Zinkhan & Williams 2007: 285) As many people criticized this
definition and that is needs to be changed, the AMA introduced a
new definition of Marketing in 2007 which was “Marketing is the
activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.”
(Gundlach and Wilkie 2009: 261)
2.1.1.2 Types of Traditional Marketing
As traditional marketing has several definitions, there are also
several types of Traditional (Offline) Marketing. The following
two sections will focus on two types of traditional marketing
which are Print Marketing and Broadcast Marketing.
2.1.1.2.1 Print Marketing
The expansion of marketing as a national advertising interchanges
power is related specifically to the ascent of day by day mass-
dissemination newspapers in the 1880s and mass-spreading
magazines in the 1890s. Newspapers and magazines which are the
most frequent types of print marketing are often referred to as
press advertising which is a promotion printed on physical paper
and set and offered inside the news or article. (Nyilasy et al
2011: 167) Newspaper is one of the essential marketing
strategies for most organizations. Newspaper advertising can be a
9
very small advertisement that is printed every week and can be a
large advertisement that is released every day. It remains a
paramount marketing venue. A variety of retailers depend on
marketing in newspapers. (Clow & Baack 2005: 116) Newspaper
advertising is mainly concerned with trading organizations.
(Abernethy 1992: 63)
There are many advantages of newspaper marketing. Newspapers
offer geographic selectivity and access to nearby markets in
numerous groups. (Clow & Baack 2005: 116) It is researched that
about two-thirds of people at homes read daily newspapers.
(Abernethy 1992: 63) A newspaper promotion can simply have
advancing deals, retail hours, and store areas. Short lead time
permits retailers to change promotions and advancements rapidly,
so marketers of an organization keep advertisements current.
Advertising in newspapers can be altered to meet competitive
offers or to concentrate on recent occasions. Newspapers have
large amounts of believability. Most people depend on newspapers
for real data and hold high investment levels in daily paper
stories.( Clow & Baack 2005: 116-117) Because newspaper are
spread daily in an immense manner, newspaper advertising became
used as a customer’s main shopping aide. The extreme incessant
circulation of newspapers is frequently used to quickly alter
marketing techniques to changing competitive situations. Because
marketing in newspapers is printed, this can present profound
product details. (Abernethy 1992: 63)
10
Although newspaper advertising has several advantages, its value
began to diminish. However the newspaper advertising is not at
all like TV and radio, there are no time limits connected with a
daily paper commercial. Certain sectors of the newspaper are
scrutinized more intensely by some individuals than other
sectors, so an organization may need to indicate which part of
the newspaper the advertisement will be in, and after that the
design of the advertisement. After all, the decision is settled
on whether the target audience read the newspaper or not. (Carner
2011: 9-10)
Researchers were very enthusiastic about researching on magazine
ads. Various researchers have particularly centered on the
realistic segments of a magazine commercial. A few researchers
distinguished classes of print attributes as the color and the
format of the ad and found that these print attributes had a
tendency to be more vital in anticipating measures of customer’s
consideration. (Feasley & Stuart 1987: 20) A large portion of
general magazine advertising was an immediate offering component,
utilizing coupons as an input gadget, etc. (Nyilasy et al 2011:
167)
2.1.1.2.2 Broadcast Marketing
11
Despite the fact that newspapers served as a nearby and retail
publicizing medium much sooner than the 1880s, the rise of
newspapers and magazines as broad communications permitted
advertisers of marked products and administrations to correspond
with mass groups of audiences over time. Until broadcast
marketing like radio and TV began to take place in 1922,
newspapers and magazines overwhelmed national promoting arranging
and assumed early and unmistakable parts in introducing the time
of mass correspondence and mass advertising. TV and Radio
advertisements are the most common broadcast marketing types.
(Nyilasy et al 2011: 167) TV and Radio became the most common
broadcast types because they were a new way of marketing which
entertained users and grabbed their attention. (Hettinger 1939:
301)
Making and creating TV advertisements is costly, the broadcast
appointment to run the promotions is costly. Significant to the
TV ad choice is the likelihood of the group of audience an
organization is attempting to achieve viewing the TV when its
advertisement runs. (Carner 2011:10) The TV advertisement
requires more exertion to process. (Leigh 1991: 72) One of the
disadvantages is that there may be an excess of the wrong
individuals viewing an ad regardless of when it runs, and if the
advertisement runs at the wrong time, there will be excessively
few people viewing and the ad won't achieve its target. However,
TV sometimes exceeds expectations that it can make full
12
utilization of color, sound, development, symbolism, and activity
to make an advertisement. (Carner 2011:10-11)
"By owning clusters of stations in one market, the radio medium
can compete more effectively with TV and print in terms of the
number of people. It can attract through on ad buy," said Cathy
Gallagher, director of business development for Chancellor Media
Washington, D.C, area. (Heckman 1998: 19)
Unfortunately, people became not interested in TV ads. Youngsters
disregard TV advertisements, and unless the ad is imaginative and
appealing, most grown-ups will barely know whether the
advertisement ran or not. Individuals started to block out TV
ads. Television advertisements additionally have a few issues.
Initially, individuals are changing channels amid advertisements
so they don’t see the ads. Second, individuals started to change
the channels once an advertisement begins. (Carner 2011:10-
11)Also, Radio advertising started to be disregarded because
people listen to the radio at most one hour a day. (McGoldrick
1996: 4) Splendid colors are inaccessible, as are visual prompts
of any sort. Henceforth, radio promoters need to depend totally
on capable of being heard method for catching consideration, and
this is not simple. In total expense, radio advertising may be
less costly than TV advertising. (Carner 2011: 11-12)
2.1.2 Online Marketing
13
Online marketing is one of the major trends nowadays. The
following sections will discuss the background and definitions of
online marketing and some of its types.
2.1.2.1 Background and Definition
As it was difficult to define offline marketing and it was
redefined several times. Online marketing is much more complex in
defining. It generally is not exactly that straightforward as it
was before. Today, a brand can utilize the Internet to speak with
a large number of customers at no cost. (Wergin & Muller 2012:
85) All that is sure online is that types of brand-related
substance have increased. Online Marketing characterization not
just reinforces examine on the impacts of these new media
structures however allows more nuanced advertising procedures to
be researched on. (Campbell et all 2014: 7-8) Online Marketing is
the advancement of merchandise and administrations over the
Internet though coordination of different online methodologies,
including World Wide Web publicizing, pursuit enhancement, email,
websites, and other online advances. (Wienclaw 2014: 1-3)
Web advertising has turned into a crucial piece of the general
promoting systems. The development of web promoting has
overwhelmed that of customary advertising. (Wergin & Muller 2012:
85) .The development of web promoting has overwhelmed that of
14
customary advertising. Several billions of dollars are used every
year on web advertising. Promoting on the Internet began
essentially with organizations creating Web destinations and
posting publicizing (web promoting) as pennant promotions on
other Web locales. This leveraged two of the most imperative
focal points of internet showcasing: the economical nature of
putting commercials on the Internet contrasted and the expense of
conventional media ads and the capacity to achieve a worldwide
market quickly. (Harker & Brennan 2003: 419-431)
2.1.2.2 Types of Online Marketing
There are various types of online marketing. However, in the
following sections, the types of online marketing are limited to
social media marketing and search engine marketing. The sections
describe each of the two types’ background and definitions.
2.1.2.2.1 Social Media Marketing
Social Media Marketing is putting traditional advertising to the
new Internet-based method for collaboration. The new "clients"
are the same individuals that advertising firms focused on
utilizing everything from Television advertisements to bulletins
or radio, however their conduct has changed, generally in light
of these new "places" accessible through the Internet. Facebook,
Twitter, LinkedIn, YouTube, SlideShare, last.fm are a percentage
15
of the social media websites where individuals associate
concurring to particular, regularly verifiable guidelines, taking
into account a particular or general subject (e.g., "my life" -
"Facebook") and particular media (content, audio, video or both).
(Smedescu 2013: 23) Others define marketing as making use of
social networks to accomplish marketing and communications goals.
(Tomse &Snoj 2014: 113)
Social networking can be one of the best deals an organization
makes. In order to make this investment a successful one, an
organization has to administer it in a smart way as any of the
other organization’s functions. (Henley 2013: 9) Keeping in mind
the end goal to effectively execute the technique of advertising
correspondence on informal communities, it is important to make
genuine relationship with the target clients. At the point when
the ones in charge of marketing relationships on social networks
realize what data clients esteem, they can captivate them in a
significant and enduring discussion (Tomse & Snoj 2014: 113-114)
2.1.2.2.1 Search Engine Marketing
Search engine marketing is a step of improving an organization’s
customer reach. It increases traffic on a firm’s website. The
internet users search for keywords on a search engine and then a
search results appear. (Rankin 2008: 82-83) Search engine
marketing is the most important type of marketing for gaining
16
costumers. (Zanneti et al 2014: 7-9) Specific search engine
keywords will lead to an organization’s website and thus increase
the traffic on the website. (Rankin 2008: 82-83) Search engine
marketing is basically a type of marketing online that helps
websites be more observable to users. (Panda 2013: 56)
Search engine marketing is one of the most leading and prevailing
online marketing strategies. It is turned out to be a
multibillion-dollar marketing strategy. (Zanneti et al 2014: 7-
15) statistics in some researches indicated that last year the
number or recorded searches on Google exceeded the number of the
whole world population. (Rankin 2008: 82-83) Search engine
marketing helped firms to directly deal with customers as
customers search for their desires online. (Zanneti et al 2014:
7-12) Firms utilize search engine optimization in order to
directly deal with customers. The most popular search engines
that the organizations use to reach customers and increase
traffic are Google, Yahoo, and Bing. Specific algorithms and data
mining techniques are utilized by the top search engines to get
data from customers and then give them the most matched results.
What search engines can do is not limited to search results;
search engines can also track the search behavior of the user and
construe information to directly connect the users to their
requirements. (Panda 2013: 56-60) To prevent unjust management of
search terms, search engines change their searching algorithms
almost every day. A growing number of methods are available is
17
available to help advertisers get a higher ranking in traffic
than their competitors. (Wyk 2007: 14)
2.2 Business Performance
Business performance can be measured by several ways. The
succeeding sections will discuss some metrics that business
performance could be measured with.
2.2.1 Metrics of Business Performance
The business performance has metrics to measure how any
organizations perform. The metrics that the following sections
will use in order to measure the performance are customer
satisfaction, sales volume, and market share. The succeeding
parts will describe each of the metrics
2.2.1.1 Customer Satisfaction
Customer satisfaction has long been perceived as a focal idea and
in addition a critical objective of all business exercises. High
consumer satisfaction has numerous profits for the firm, for
example, expanded customer loyalty, improved firm notoriety,
decreased price flexibility, and so forth. Acknowledgment of its
significance has brought about an expansion of examination on
customer satisfaction over the previous years. (Lu & Lo 2007:
18
354) As indicated by hypothetical sources, when acquiring an item
the purchaser makes forecasts (structures desires) concerning the
future execution of the item. As the product is utilized, the
shopper contrasts the nature of execution with his desires. In
the event that the item executes and also, or better than,
anticipated, he will be fulfilled. If, however, execution is
beneath desires, disappointment will come about. (Swan & Combs
1976: 25)
In order to manage the customer relationships in an effective
way, evaluating customer satisfaction is progressively paramount
and seems to be a huge challenge. (Van Aken 2008: 9) The
estimation of customer satisfaction has been generally supported
as integral to the quest of different factors: market
orientation, the quality of the management, and a competitive
advantage. In order to manifest the customer satisfaction, a
company has to test its effectiveness and its market orientation.
If a company effectively achieved the customer satisfaction, it
will definitely improve its performance and this is related to
the progress of marketing relationship strategies. Some companies
would not like to measure the customer satisfaction because they
believe that it does not improve the marketing strategies and it
drives complaints from the customers. (Piercy & Morgan 1995:
817) According to some scholars, customer satisfaction is one of
the building blocks of an organization’s success. They also
believe that customer satisfaction may lead to higher market
19
share, increased sales, and improved profits. (Tripathi 2014:
123,133)
2.2.1.2 Sales Volume
Sales are any exchange of title or ownership, trade or bargain.
(Yetter 2011: 8) In order to have successful sales or have a high
sales volume, there must be a strategy for sales. The company
must not rely on single sales. Sales won’t be successful in the
long term if on each sale, salespeople go and convince the
customer to buy it. There must be a process, a strategy or a
plan. (Brooks 2001: 15)
In order to calculate the sales volume, a record of sales should
be available and the sellers should calculate their sales volumes
from their records frequently. They should also perform
interviews with retail audit and consumers. (Patouillard et al
2013: 10-11) According to other researches, to calculate sales
online, sales reports are also important in addition to
calculating the website traffic. (Arnn 2003: 9) Regarding the
retail audits, they are type of auditors that go to the inventory
of the seller and track its information to know the amount of
inventory before and after the sales and calculate the sales
volume. (Patouillard et al 2013: 10-11) Sales volume is related
to the types of marketing strategies because they influence each
20
other as marketing’s target is to improve the sales performance
and increase sales volume. (Andzulis et al 2012: 308-309)
2.2.1.3 Company’s Market Share
Market share is the percentage or share of the organization’s
profits at a given period of time compared to competitors after
taking into thoughts the market power. (Market share 2005: 90)
Market share by some researchers is defined as a part or a
portion of the organization in the market, but others prefer to
define it by the percentage as market share’s value will always
be a percentage. (Szymanski et al 1993: 2-3) Others define it as
the part of the overall industry. (Camerton et al 2012: 719-720)
Measuring the market share is essential and is among the most
broadly utilized of all business apparatuses. (Oxenfeldt 1959:
59) According to some researchers, higher market share leads to
higher profitability. (Szymanski et al 1993: 2-3) there are
plenty other reasons that makes market share measurement an
essential one as managers measure it to predict future sales,
state market objectives, and evaluate performance of the
organization. The way to calculate or measure the market share of
a specific organization is by dividing at organization’s total
sales with the total sales of the overall industry or
competitors. (Oxenfeldt 1959: 60-62)
21
2.3 Differences between Traditional Marketing and Online
Marketing on Business Performance
There are differences between the impact of traditional marketing
and online marketing on business performance. As the types of
both traditional and online marketing were discussed before and
also the metrics of business performance were discussed, the
following sections will relate the previous two sections
together.
2.3.1 Traditional Marketing and Business Performance
Traditional marketing such as print marketing and broadcast
marketing can affect the business performance in several ways.
The following sections will discuss the impact of traditional
marketing on business performance.
2.3.1.1 Traditional Marketing and Customer Satisfaction
The following sections will discuss how customer satisfaction is
affected by print marketing and broadcast marketing.
2.3.1.1.1 Print Marketing and Customer Satisfaction
The long haul survival of print media depends very nearly
altogether on its capacity to verify the submitted readers of
22
tomorrow are captivating with their product now. (O’Neill 2009:
38) Two researchers Goldsmith and Lafferty tested four hypotheses
with respect to the impacts of survey sites on e-advertising. It
over-viewed 329 college undergraduates, requesting that they
review brand names seen on the web, to portray saw points of
interest and hindrances of internet promoting, and to review
notices experienced in all media and whether they loved these or
not. Going to online sites seemed to build helped review of
brands seen on the web and enhanced customers' perspective of the
brand. Customers who felt that sites enhanced their impression of
brands saw more preferences in web promoting, yet they saw more
detriments too. At long last, the buyers seemed to like magazine
promotions more than the advertisements they reviewed seeing on
the web. (Debasish & Muralidhar 2013: 78-80)
Although some people are satisfied with print ads, the number of
people who read newspaper is getting lower. The development of
media technology and the relating accessibility of free,
alternative news sources are making a whole era of media
purchasers who will grow up while never feeling the need to get
an everyday newspaper or a week by week magazine. A study was
done on youngsters in Asian countries. Anyhow while reader
numbers are generally high, the general viewpoint for print
utilization is not exactly as hopeful and the information
demonstrates a proceeding with descending pattern. The Young
Asians study demonstrates that fewer youngsters read a newspaper
23
or magazine in 2008 contrasted with the prior year in all
businesses overviewed aside from Hong Kong. This pattern is
particularly evident among more youthful readers. Although the
drop has not been as sensational as numerous would have
anticipated, it is by the by a truth that print is even now
losing a critical number of youthful readers every year. However,
they concluded that there are some steps or techniques that could
keep consumers like reading the newspaper ads. (O’Neill 2009: 38)
However, by another study, it was indicated that people are
satisfied with the magazine ads. (Soley & Reid 1983: 30-31)
2.3.1.1.2 Broadcast Marketing and Customer Satisfaction
The adequacy of ads is focusing on satisfaction of people and on
sales. The discoveries uncover that dominant part of the reviewed
people feel that TV advertisements have more significant effect
on their satisfaction. Print media possesses the second place
emulated by boards and web. Out of the tested populace, 62%
conceded that there is a passionate drive made by commercial
which heads them to buy. The exploration uncovers that 58% of the
respondents feel that in the event that they like a commercial,
they are truly eager to purchase the item by quality of the
nature of its ad. (Debasish & Muralidhar 2013)Also, Radio
advertising was successful in making customers satisfied when a
Bank was examining if customers were satisfied with its Radio Ad.
24
The Ad was about the bank’s customer service. (Radio Single 2006:
6)
However, another two researchers Soley and Reid tested the
consumer satisfaction from magazine and TV advertising. They
hypothesized that consumers like more advertisements on magazines
than advertisements on TV and they were more satisfied with it.
After testing the hypothesis and made surveys at the University
of Georgia. The results concluded that the mean satisfaction
evaluation for magazine advertising shows that the respondents
were for the most part satisfied with the enlightening estimation
of magazine publicizing, yet not totally satisfied. Also, the
results indicated that customers were more satisfied with
magazine ads than ads on TV. (Soley & Reid 1983: 27-30) Also,
according to other research that tested the satisfaction of
customers from TV ads, and the results showed that customers are
not satisfied with TV ads because TV ads are unpleasant and
that’s not what they desire.( Alwitt & Prabhaker 1992: 30-42)
2.3.1.2 Traditional Marketing and Sales volume
The following section will discuss how print marketing and
broadcast marketing can have an effect on the sales volume.
2.3.1.2.1 Print Marketing and Sales Volume
25
Multiple case studies were made to test the effect of print
marketing on sales volume and how print advertising helps in
promoting sales. A study was conducted to test the effect of
newspaper advertising on sales of several selected products like
Camay Soap, White House apple juice, Mahatma Rice, and Piggly
Wiggy frozen pie shells. They tested the sales before and after
the newspaper ads. Newspaper advertising caused more sales volume
of only two products. For the other two products there was an
increase in sales but it was not so effective. At the point when
newspaper ads did obviously expand unit sales of test item, unit
sales of other sizes and competing brands were not unfavorably
affected. (Wilkinson et al 1981: 32-43) Another research also
proved that print marketing has a positive effect on sales. The
research concluded that many people bought the item advertised
after the ad, and therefore the sales volume increased. (Stapel
1971: 35-36)
Another study was conducted to test the effect of Print Ads on
sales volume of Avon Products. The Avon print ads must perform
several functions in order to be effective which are signifying
visual effect, considering demand, corresponding encouraging
imagery, and making purchase interest. After testing the effect
of the print Ads, researchers concluded that the Ad was effective
in increasing sales volume as the Avon Sales information assured
this conclusion. The advertisement that expanded the sales
exhibited a stronger propensity to convey item properties. The
26
actual and expected sales results were not the same and the
reason behind that is yet unidentified. (Treistman & Gregg 1979:
40-46) Also, another study was testing the effect of magazine
advertising on sales of 22 organizations. 15 out of the 22
organization had increased sales. So, magazine advertising can
have a positive effect on the sales volume. (McPheters 1991: 6-
12)
2.3.1.2.2 Broadcast Marketing and Sales Volume
All advertising is not outlined to lead specifically to sales.
Some advertising leads to the effect of the brand image but for
the long term. Whether it is intended for short-term or long-term
purpose, advertising's successfulness lies in its capacity to
help increase or keep up sales. (Treistman & Gregg 1979: 40-46)
A study was conducted to test the effect of in-store radio Ads on
sales. The focus of the research is testing whether in-store
radio advertising expands offers of (a) consistently estimated
things, (b) reduced things and (c) marked down things offered in
mail flyers. The research hypothesized that in-store radio ads
had a small or no impact on sales. They tested the hypothesis on
95 stores in Australia. Given the sizes of the standard
deviations stated in the article, in some cases, this is a
concern where the means were directionally consistent with the
expectancy that the advertisement increased sales. In only 1 of
27
10 test products did radio ads expanded sales. (Areni & Miller
2012: 285-294)
A study was made to test the aggregate sum of TV and Internet
commercial sales in 2013. The report states that Internet
marketing incomes hit sales up 17% from $36.6 billion in 2012.
Web advertisements accumulated 7% more than telecast TV
advertisements national system. That is up only 1% from 2012.
However news of online promotions deals surpassing show TV
commercial deals is still a real advancement. TV ads drove sales
up but it was not very effective. (Internet Ad Sales Outpace
Broadcast TV Revenue 2014: 8) Also, another research concluded
that TV ads can affect in having larger sales volume even though
households are not interested in the ads. (Tellis & Weiss 1995:
10-11)
2.3.1.3 Traditional Marketing and Company’s Market Share
The following sections will discuss the effect of print marketing
and broadcast marketing on increasing or decreasing market share.
2.3.1.3.1 Print Marketing and Market Share
To help expand the adequacy of TV advertising, an article studied
group of people survey satisfaction by examining the results of
customer's satisfaction of TV projects. (Rego et al 2013: 20) A
28
study was done to test the effect of direct advertising such as
TV, Radio, and Print marketing on a pharmaceutical industry, but
TV and Radio were infeasible, so delivering advertising
controlled at buyers to just print media. They used print media
because it was better because they were able to write the
sufficient product information in it. They inferred that direct
advertising was basically successful in increasing sales for the
whole class. Predictable with this is increasing market share
impact of print ads. They also found that a $28 increment in
direct ads prompts one extra medication visit inside 12 months.
They likewise find that the increase in market share impact is
comparable crosswise over demographic groups. (Kalyanara & Phelan
2013: 55-57)
Another article examined the effect of newspaper advertising on a
brand’s market share of food products. For the retailer,
newspaper advertisements give exposure of price favorable
circumstances where they exist and in this way get more store
activity. Retailer promoting information was gotten from
newspapers. Producer immediate newspaper promotions have a
tendency to invigorate retail advertising support. Also, the size
of the ad is completely related to a brand’s market share. The
more advertisements, the more market Share. The typical impacts
of marketing on market share have a tendency to take hold and
satisfy the retailer's desires. (Massy & Frank 1966: 378-383)
Also, another research confirmed what Massy & Frank said. The
29
research stated that print advertisements can be an effective way
of getting a higher market share, because it increases the buying
behavior of the customers. (Debasish & Muralidhar 2013: 78-86)
2.3.1.3.2 Broadcast Marketing and Market Share
A study was conducted to test the effect of television
commercials on short-term market share. They tested the results
before and after the ads. The article exhibits that aftereffects
of an arrangement of various relapse examinations in which past
market share, advertising consumption share, and test scores for
TV ads were utilized to anticipate changes in market share. The
results propose that the value of advertising message text-and-
presentation, as measured by the SRC test scores, is nearly
linked with transient changes in market shares for food and
medication items. The high coefficients of various connections
reflect the high level of relationship between present market
share and previous market shares. (Buzzell 1964:27-31) Another
study made 23 tests on TV advertisements to see the effects of it
on sales volume and market share; the tests concluded that it is
effective on getting a very high sales volume and increasing the
market share of the company. (Riskey 1997: 293)
Another article exhibits a research attempt with respect to the
Zoozoo cubby advertisement campaign by Vodafone Essar Ltd. in
India. It says that Vodafone obtained Hutch in 2007 with the
30
target to turn into the India's significant mobile operator. It
says that Vodafone had moved far from the Hutch brand presence
and has enhanced productivity and market share. In addition,
Zoozoo’s online and (TV) commercial represents fame and give
amusement to the individuals because of its animated characters.
The marketing program launched its animated images on the
Facebook page before it was launched on the TV channels, but the
marketing campaign showed a great success and a successful impact
on the company’s market share. (Sagar 2011: 61-82) Another
research tested the effect of Radio advertising on market share
of brands. The results showed that radio ads were effective in
increasing brand’s market share if the ad is effective and the
type of the ad is suitable for being broadcasted on Radio.
(Falzone 2000: 44-45)
2.3.2 Online Marketing and Business Performance
The succeeding section will discuss the effect of online
marketing on customer satisfaction, sales volume, and market
share.
2.3.2.1 Online Marketing and Customer Behavior
The following sections will describe the impact of social media
marketing and search engine marketing on customer satisfaction,
sales volume, and market share.
31
2.3.2.1.1 Social Media Marketing and Customer Satisfaction
Marketing on Social Media attracts so many customers. As the
target of any market campaign is to gain as much customer
satisfaction as possible, social media marketing attracts
customers beyond the expectations of the organization. In spite
of the fact that there has been impressive concentrate on
checking the frequency of mentioning brands on social networking,
the researchers found that the scope and recurrence of marketing
on social networks such as Facebook impressions are much more
critical than basic calculating strategies. (Lipsman 2012:40) In
order to know whether the users on social media are satisfied
with the marketing campaign or not, some organizations only
measure the number of likes. However, in order to effectively
measure the user engagement in the marketing campaign, the
organization must measure the likes, shares, and reach. Another
thing that should be measured is the social referral traffic and
goal completions because it helps evaluating who is approaching
from social networking and either purchasing something or filling
in a lead structure on the organization's page. Also, it is
possible to measure the traffic on the page to know whether
people are satisfied or not. (Henley 2013: 9)
The users on Facebook use more than a fourth of their time on the
webpage devouring and cooperating with the Facebook Newsfeed. The
32
usage of the Facebook users on Facebook is almost 4% of the time
spent online. The Newsfeed additionally is the essential area
where brands are devoured. Indeed, clients are 40 to 150 times
more prone to expend brands in the Newsfeed that to visit the
Page of the brand. (Lipsman 2012:40) Also, it is important to
know the value of the content available on social networking
websites. (Swilley 2013: 174:175)Like marketing on any other
media, the value of the content is important. If the value of the
content or the information about the product is persuasive, the
customers will be persuaded and as a result they will be
satisfied, and vice versa. An article examined the effect of the
content on the customer satisfaction and they measured that by
the number of likes and comments. They measured the content of
800 organizations. They found that containment of convincing
information will increase the satisfaction of the customers. They
found that detailed information if mentioned alone, will reduce
the satisfaction, but if mentioned with other convincing
information will increase the likes of the customers and thus the
satisfaction. (Dokyun et al 2014: 1-8) Another more efficient way
to measure the satisfaction is after measuring the likes,
comments, and shares, compare the results to the targets and
objectives and then determine whether the social media marketing
is effective in gaining customer satisfaction or not. (Henley
2013: 19)
2.3.2.1.2 Search Engine Marketing and Customer Satisfaction
33
Search engine marketing is having expanding essentialness and
climbing prominence which draws significant exploration
consideration. (Chan 2011: 104) the leading opportunity for
mobile marketing sooner or later will be the Search engine
marketing. (Smith 2008: 5) As the customer searches for an item,
he/she are either satisfied with the results or not. In order for
the organization to know whether the customer is satisfied when
he searched for the item or not is measuring the click-through
rate. (Zhang et al 2009: 557,568-569) the click-through rate
measures the effectiveness of a search engine marketing.(Chan
2011: 104) because if the customer was not satisfied, he will try
an alternative search and vice versa. (Wyk 2007: 14)
In the incident that essential search engine marketing can help
shape online clients' brand observations by means of
straightforward exposures; they have important ramification for
promoting practice.(Chan 2011: 104) Some researchers believe that
if the click-through rate is high, then the customer is not
satisfied. They indicate that if the customer finds what he
wants, he/she will not search for it again. To measure the click-
through rate, information recorded in the transaction log and
knowing the quantity of results recovered must be available. A
study found out that higher events of inquiry reformulation,
longer question length, and extensive seeking time have a
positive relationship with future clickthrough.( Zhang et al
34
2009: 557,568-569) However another research indicated that search
engine marketing will not be preferable to customers but on
mobile. (Smith 2008: 5) However, another research found out that
79% of users online use mobile in order to shop online (Panda
2013: 56)
2.3.2.2 Online Marketing and Sales Volume
The following sections will discuss the relationship between
social media marketing and search engine marketing and sales
volume.
2.3.2.2.1 Social Media Marketing and Sales Volume
Social media marketing as any other marketing strategy affects
the sales of the organization. Whether the sales increase or
decrease but probably there is an effect. One of the social media
marketing advantages discussed before is that it enables the
organization to reach more demographic areas. Also, as researched
above, social media marketing is effective in gaining customer
satisfaction and it has techniques to measure it. An author
indicated that the function of the sales is closely related to
the customer relationship. The organization has to determine
customer’s information and whether they are satisfied or not. And
also customer information can be obtained from the sales force.
(Groza et al 2012: 121)
35
A study was conducted to test the social media marketing on
sales compared with the effect of traditional marketing on sales
such as newspaper and magazine. The article examined the effect
in 14 months, testing the sales and advertising progress on micro
lending marketplace website. After they examined the results,
they found out that the per-event traditional marketing has a
greater impact on sales than social media marketing. However,
when they adjusted the for event rate of recurrence, they knew
that the activity of social media marketing is more so, they
found that social media marketing has greater impact on sales
than traditional marketing. (Stephen & Galak 2012: 624-635)
Another study also supported that the social media marketing has
a strong impact on sales. They researched the effect of social
media marketing on sales on Business to business. They collected
data about 25 organizations from 1699 B2B salespeople. After
analyzing the data, they found that there is a positive
relationship between social media marketing and sales. (Rodriguez
et al 2012: 366-377) another scholar also supported the results
by testing the results of in-store advertising and analyzed the
sales volume. After that, he added social media marketing to his
campaign and then found out that the sales are greater than it
was before. (Schultz & Block 2013: 123-132)
2.3.2.2.2 Search Engine Marketing and Sales Volume
36
Search engine advertising keeps on driving sales volume,
representing 43% of all online sales in 2013. In 2013, versatile
commercial income rose to $7.1 billion, up 110% from $3.4 billion
in 2012— making 2013 the third back to back year with triple-
digit development. Online promotion development is unavoidable,
says Jim Nail, an investigator covering the TV and online video
space at Cambridge, however advertisers shouldn't lose sight of
the vitality of a various media blend. “Fitting the right tool to
the right point in the consumer relationship is what’s really
important. Over time, what will be interesting is how that
allocation will shake out.”(Internet Ad Sales Outpace Broadcast
TV Revenue 2014: 8) Also, a study conducted in New Zealand found
out that search engine marketing is a helpful way to increase
sales. (Osborne 2009: 54)
Sales of products of supported keyword advertising on web search
engines depend on a powerful choice of keywords that reveal the
offerings. Researchers inspected how the cross-selling impacts
may differ over diverse sorts of items. Their findings proposed
that the utilization of particular keywords inclines to enhancing
the direct sales of promoted items, while the utilization of
general keywords inclines to enhancing the indirect sales of
different items. The role of keywords to indirect sales is
affected by item kind. The discoveries of this examination create
paramount hypothetical commitments to various streams of writing
and handy ramifications for sponsors to upgrade their keywords
37
choice in search engine advertising and in the end enhance the
return on investment of search engine advertising. (Lu & Zhao
2014: 299–325) Also, another study confirmed that search engine
marketing can help in increasing the sales of a Furniture company
in Miami. The CEO of the company stated that search engine
marketing was an effective tool for increasing the sales volume
of the company. (Evans 2006: 26)
2.3.2.3 Online Marketing and Market Share
The following sections discuss the effect of social media
marketing and search engine marketing on market share.
2.3.2.3.1 Social Media Marketing and Market Share
Customers started to become more attracted to the online
community and they started getting more and more attracted to
online shopping and most e-commerce websites. For a company to
enhance its market share, it has to go for what the customers
like. If the customers like to shop online, then businesses
should go for online retailing. In order for the businesses or
organizations to get the customers to know its online website,
social media marketing will be a helpful way for an organization
to advertise itself on. Social media marketing will help the
company gain higher market share by advertising itself on the
social networking websites because they will get closer to
38
customers. (Baker 2014: 2) however, it is not marketing on social
media only that will enhance the company’s market share. It is
how the organization is marketing on social media websites. The
organization has to make sure that it is visible to others and
should read the comments and reviews of the customers. They
should know whether the customer is satisfied with the value of
the ad or not. Also, the organization should see how their
competitors are performing online and try to be better. Last but
not least, the organization should keep track of how effective is
its marketing on social networking websites. (Hershberger
2013 :35) the organization should think about what its goal is
and what are the most effective steps needed to attain its
target. A plan should be prepared first. (Mandviwalla & Watson
2014:112)
Pepsi at 2010 started to shift from traditional marketing to
social media marketing. It invested 50% of its budget on this
marketing strategy and they believed this will get them closer to
customers. They did the best to make this marketing strategy
effective and spent a lot of money. The results were
unexpectedly. They got 60,000 followers on Twitter and 4 million
likes on Facebook. Its sales volume increased. Pepsi did not
give any attention to traditional marketing. It lost 5% of its
market share. A clear concentrate on social networking made Pepsi
not aware of its market reality. It was most certainly not
promoting a development, it was advertising cola. Advertising at
39
Pepsi ought to have never been about discussions or dialog yet it
ought to have been about reminding buyers what Pepsi remains for
and swaying them to go purchase it. (Ritson 2011: 58) So, it is
not about just marketing on social media websites, it is how well
the marketing is. The company should develop measurements
efficiently to try and get the best from social media marketing.
If the company followed just the right steps, social media
marketing will help in getting higher market share. (Gryshchenko
& Niesheva 2013: 90-98) Cadbury also lost its marketing campaign
on social media. Social media was not effective for Cadbury
neither to enhance sales nor to expand market share, social media
did not deliver the message of Cadbury to its target audience.
(Ritson 2011: 70)
2.3.2.3.2 Search Engine Marketing and Market Share
The goal of search engine marketing is to increase the appearance
of your brand on the internet in order to reach more customers.
So when customers search for certain words, the brand will
appear. 81% of the traffic online is from websites gotten from
search engines estimated by PraxisNow. (Rankin 2008: 81-83) With
having an effective search engine optimization, the
organization’s website will be found easily by users and this
will increase traffic to the website. (Macgurn 2010: 21) In order
to have an effective online website, an increased traffic must
occur. Search engine marketing will help in increasing traffic on
40
an online website. An organization should believe that having a
good online website can help in expanding the market share and
the get better repute of the firm. (Rankin 2008: 81-84)
Auto Trader was improving its online website. They decided to
double the investment search engine marketing in order to attract
customers to its website in order to make e-shopping. They wanted
a very effective search engine marketing to make people aware of
their products and gain higher market share. They did a user-
friendly website, and the results achieved a great success. Their
traffic successfully increased by 60 percent on users aging 18 to
24 years old. Auto Trader was able to achieve its objectives by
using search engine marketing (Auto Trader boosts online ad spend
to reach new audiences. 2006: 3.)While Wotif Shares Success
implemented search engine marketing in order to increase traffic,
sales, and expand market share. They believe that search engine
marketing can attract customers at a lower cost. After making
very successful search engine marketing, its ranking rose to
number one according to the site traffic. They got market share
higher by 5.4% (Brown 2007: 207-208)
2.4 Research Gap
While reading other scholars’ researches, there was a gap on
testing the effect of search engine marketing on organization’s
performance in small and medium enterprises. Search Engine
41
Marketing is when the user search for specific key words, every
company or organization has its specific search engine key words.
It was effective in studying it on large organizations. However,
small and medium enterprises were not a point of attention. So,
finding the effect of search engine marketing on small and medium
sized enterprises would be helpful. Marketing differs from one
company to the other, so testing on SMEs will give better results
for implementing this research here in SMEs. The research
question of this paper is “what is the difference between
traditional marketing and online marketing on business
performance?”
This is a descriptive differential research. In order to measure
the business performance, the variables customer satisfaction,
sales volume, and market share were measured for each of the
following types of online and traditional marketing which are
print marketing, broadcast marketing, social media marketing, and
search engine marketing. We measured the effect of each type of
marketing on the metrics of business performance.
42
3. Methodology
As stated in the literature review that the research question
will be ‘What is the effect of Search Engine Marketing on in
Small and Medium Enterprises’ performance?’ A questionnaire will
43
be used to get quantitative results, because quantitative provide
measurements of variables and questionnaire is a type of
quantitative research. This is an explanatory casual research
because it explains the effect of Search Engine Marketing on
SMEs’ performance; in other words, it explains how one variable
which is SEM can produce a change in another variable in business
performance. (Cooper & Schindler (2014), 127) Business
performance is measured by customer satisfaction, sales volume,
and market share. In order to measure how satisfied are the
customers with different marketing techniques, the sales volume
of a product after a marketing method is used , and how the
market share of the company changed due to using a certain
marketing technique, a quantitative method should be used.
Instrument Design
Search Engine Marketing is the independent variable while
Business Performance is the dependent variable. Search Engine
Marketing is when users search for specific words online and then
a result containing these search words appears. (Rankin 2008: 82-
83) Search Engine Marketing helps companies make their websites
more visible to internet users. (Panda 2013: 56) The business
performance metrics are customer satisfaction, sales volume, and
market share. Customer satisfaction is how the customer will
react when he/ she purchase an item. As the product is utilized,
the shopper contrasts the nature of execution with his desires.
44
In the event that the item executes and also, or better than,
anticipated, he will be fulfilled. If, however, execution is
beneath desires, disappointment will come about. (Swan & Combs
1976: 25) Sales are any exchange of title or ownership, trade or
bargain. (Yetter 2011: 8) Market share by some researchers is
defined as a part or a portion of the organization in the market,
but others prefer to define it by the percentage as market
share’s value will always be a percentage. (Szymanski et al 1993:
2-3)
The questionnaire is done by the researcher to find the effect of
Search Engine Marketing on SME’s performance. The aim of this
questionnaire is to know whether the Search Engine Marketing is
an efficient type of marketing in enhancing business performance
in SMEs. The variables that will be measured in the survey are
the metrics of business performance which are customer
satisfaction, sales volume and market share. The administrative
questions of this questionnaire are the email, and phone of the
marketing employee along with the name and address of his/her
company as these questions give identification about the
respondent. Classification questions are not needed in this
questionnaire as they will not cause a difference in the analysis
of the results because the respondents need not to be grouped.
The target questions in this questionnaire are grouped into three
sections and these questions are based on a previous study which
is the literature review. The questions are semi structured as
45
they include different types of questions. (Cooper & Schindler
(2014), 302)
The first set of questions discusses general information about
the company. The first three questions are open-ended questions
where the respondent states his/her company’s products, size,
target audience, and list of marketing types. They are open-ended
because the respondent will give the answer in the space
provided. They discuss the products of the company and whether
the company uses the search engine marketing as a way to enhance
performance or not. The fifth question is a multiple choice
question in which the respondent chooses which option is the most
important to his/her company. (Cooper & Schindler (2014), 302)
The second set of questions is questions concerning Search Engine
Marketing generally. This set of questions answer a part that was
discussed in the literature concerning Search Engine Marketing
overview, how it is used, its types and advantages. (Rankin 2008:
82-83; Zanneti et al 2014: 7-9; Panda 2013: 56) This set contains
scaling questions, multiple choice questions, open-ended
questions, and dichotomous questions. The first question is
dichotomous questions in which the respondent says whether
his/her company use Search Engine Marketing or not. (Cooper &
Schindler (2014), 308) The second and third questions are
multiple choice questions where the respondent chooses the search
engines their company uses as discussed in the literature that
46
there are multiple types of search engines (Panda 2013: 56-60)
and asks if the Search Engine Marketing require redesigning the
website (SEO Pre-Proposal Questionnaire by Storm Brain Designs,
2014) as it was stated in the literature review that search
engines require changes (Wyk 2007: 14). The following question is
open-ended question in which the respondent explains from when
the company has been using Search Engine Marketing. The
subsequent question is a Dichotomous question in which the
respondent whether search engine require monitoring analytics or
not (Search Engine Optimization (SEO) Questionnaire: Questions
for Keyword Research and Site Review, 2010) as stated in the
literature that unjust management of search terms might happen.
(Wyk 2007: 14). The following three questions are open-ended
questions that asks the respondent to explain how do they choose
specific keywords and what are the guidelines for using Search
Engine Marketing because it was stated in the literature that
specific keywords should be chosen and there are methods to
improve the Search Engine Optimization (Rankin 2008: 82-83; Wyk
2007: 14) The third question is a dichotomous and open-ended
question if the answer is yes; it asks if there should be a
specific software to implement Search Engine Marketing because it
was stated in the literature that SEM require algorithms (Panda
2013: 56-60) that can be written on a specific software. The
following 9 questions are general questions about the SEM, its
cost, advantages, disadvantages, and what makes SEM successful in
order to what is the best way for implementing SEM.
47
The third set of questions is questions regarding the relation
between SEM and business performance metrics which are customer
satisfaction, sales volume, and market share. The first 5
questions discuss the relation between SEM and customer
satisfaction because the literature stated that SEM improves the
customer reach. The first two questions ask if SEM helped in
improving customer satisfaction and how do they know that.
(Rankin 2008: 82-83). The following two questions are
dichotomous questions that ask the respondent if SEM increase the
click-through rate and website traffic because the literature
stated that these two ways can be used to determine customer
satisfaction. (Rankin 2008: 82-83; Zhang et al 2009: 557,568-569)
The last question is an open ended question that asks the company
how they maintain the customer satisfaction from SEM. The next 4
questions discuss the effect of SEM on sales volume because the
literature review stated that there is an effect of SEM on sales
volume. The first question asks if the SEM increases sales.
(Osborne 2009: 54) The second and third questions are open ended
which ask about the percentage of increase or decrease of sales
and how the company measures that as it was stated in the
literature that SEM can enhance sales and can be calculated
through metrics like ROI. (Lu & Zhao 2014: 299–325) The last
three questions are about the effect of SEM on market share
because in the literature there was an effect of SEM on market
share. (Rankin 2008: 81-84) The first question asks if SEM helped
in increasing market share because in the literature review, it
48
was stated that SEM can help in boosting the market share. The
second question asks about the percentage of increase or decrease
in market share as it was stated in the literature that the
organization Wotif Shares had an increase in market share by
5.4%. (Brown 2007: 207-208) The last question is an open ended
question that asks the respondent if overall they are satisfied
with the quality of SEM and if they would like to add additional
comments. This question will help in analyzing the results in
order to know how many marketing employees are satisfied with
SEM. Additional comments will be helpful if there is something
important missing in the questionnaire, the marketing employee
can add these additional information or any comments about the
questionnaire.
Sampling
The questionnaire will be distributed to the marketing
departments of SMEs in Egypt, for convenience. The marketing
department is chosen because they will better understand the
variables of the questionnaire and how to analyze the
effectiveness of a certain marketing type. Marketing departments
of SMEs will also know well how the company uses search engine
marketing to achieve a better business performance. The sample
size will be 30 SMEs and 10 employees from the marketing
departments. The questionnaire will be distributed to each SME in
their company location. The age and the gender cannot be
49
specified as employees in the marketing department can be a male
or a female of different ages. Also, knowing the age or the
gender will not lead to different results in the questionnaire. A
probability simple random sampling will be used a questionnaire
is quantitative and probability sampling is used for quantitative
researches and also because the focus of the research is to
explain. (Cooper & Schindler (2014), 146) It is simple random
sampling because marketing department from SMEs will be easily
selected from different companies and the sample size is
homogenous. (Cooper & Schindler (2014), 349)
Procedures
In the first week of the research, the questionnaire will be
revised in order to be validated. The week after, the
questionnaire will be distributed to 30 marketing managers
working in SMEs by the researcher. The questionnaire will be left
for the marketing managers to answer and will be collected after
a week. The distribution will be throughout the business days of
the week. After the questionnaire is collected, results will take
up to two weeks to be analyzed. Finally, the last week will be
for discussions and recommendations about the results.
50
General questions concerning the company:
1. What type of products do you offer? (Describe)
Tangible
Intangible
Both
2. What is your company size?
Small
Medium
3. Who is your target audience?
4. Choose all types of marketing you presently do and describe
them in detail
Print Marketing
Broadcast Marketing
Search Engine Marketing
52
Social Media Marketing
Others, please
specify-----------------------------------------------------
----------------------
5. What is most important to your company?
Increasing customer satisfaction
Increasing sales volume
Increasing market share
All of the above
General questions concerning Search Engine Marketing:
6. Does your company use Search Engine Marketing as a way to
achieve its goals?
Yes
No
Please, if your company doesn’t use Search Engine Marketing,
I kindly request you to stop working on the questionnaire.
7. Which search engines do you use?
Yahoo
Bing
53
Others, please specify
-------------------------------------------------------
-------------------------------------------------------
----------------
8. Does Search engine marketing require redesigning your
website?
All the time.
Sometimes.
Rarely.
Never.
9. How long have you been using Search Engine Marketing?
10. Do you have search engine monitoring analytics?
Yes
No
11. On what basis you decided on specific keywords?
54
12. What are the guidelines for implementing effective
Search Engine Marketing? (If yes, please specify)
13. Is there specific software that should be implemented to
use Search Engine Marketing? (If yes, please specify)
Yes
No
14. Is Search Engine Marketing expensive in implementing it?
Yes
No
15. How expensive is Search Engine Marketing?
1 2 3 4 5Extremel Very Somewhat Not very Not
55
y
expensiv
e
expensiv
e expensive expensiv
e
expensiv
e at all
16. What are the benefits of Search Engine Marketing?
17. What are the established metrics to track Search Engine
Marketing efforts to your business goals?
18. Do the benefits exceed the costs?
Yes
No
19. How soon do you see the results of implementing search
engine marketing?
1 2 3 4 5Extremel Very Somewhat Not very Not soon
56
y
soon
soon soon soon at all
20. What feature that is currently not available in search
engine marketing would you most like to see?
21. What makes search engine marketing successful?
22. What are the disadvantages of Social Media Marketing?
Questions concerning the effect of Search Engine Marketing on
business performance?
23. Does Search Engine Marketing helps in gaining more
customer satisfaction?
Strongly agree.
Agree.
57
Neutral
Disagree.
Strongly disagree
24. How do you know if a customer is satisfied or not?
25. Does Search Engine Marketing increase your click-
thorough rate?
Yes
No
26. Does Search Engine Marketing increase your website
traffic?
Yes
No
27. How do you maintain your customer’s satisfaction
through Search Engine Marketing?
58
28. Does Search Engine Marketing helps in increasing the
sales volume?
Strongly agree.
Agree.
Neutral
Disagree.
Strongly disagree
29. What percentage of increase or decrease in sales
happens from Search Engine Marketing? (please specify if
this is an increase or decrease)
30. What metrics do you use to measure the effect on sales
volume?
59
31. Does Search Engine Marketing helps in increasing your
company’s market share?
Strongly agree.
Agree.
Neutral
Disagree.
Strongly disagree
32. What percentage of increase or decrease in market share
occurs from Social Media Marketing? (Please specify if this
is an increase or decrease)
33. Overall, are you satisfied with the quality or
effectiveness of Search Engine Marketing?
Strongly agree.
Agree.
Neutral
Disagree.
Strongly disagree
Additional comments:
60
References:
Abernethy, A. M. (1992). The Information Content of Newspaper
Advertising. Journal Of Current Issues & Research In
Advertising (CTC Press), 14(2), 63.
Alwitt, L. F., & Prabhaker, P. R. (1992). Functional and
Beleif Dimensions of Attitudes to Television Advertising:
Implications for Copytesting. Journal Of Advertising Research,
32(5), 30-42.
Andzulis, J. Panagopoulos, N. G., & Rapp, A. (2012). A Review
of Social Media and Implications for the Sales Process.
Journal of Personal Selling & Sales Management, 32(3), 305-
316.
Areni, C. S., & Miller, R. (2012). Sales effects of in-store
radio advertising. Journal Of Marketing Communications, 18(4),
285-295. doi:10.1080/13527266.2010.528208
Arnn, B. (2003). Count Carefully for E-commerce Evolution.
Operations & Fulfillment, 11(6), 9.
Auto Trader boosts online ad spend to reach new audiences.
(2006). New Media Age, 3.
62
Baker, G. H. (2014). Embracing change. NZ Business, 28(2), 2.
Brooks, B. (2001). Values And Sales Success. American
Salesman, 46(11), 14.
Brown, B. C. (2007). CHAPTER 14: PPC Marketing and SEO Case
Studies. In , Ultimate Guide to Search Engine Marketing: Pay-
Per-Click Advertising Secrets Revealed (pp. 201-232). Atlantic
Publishing Company.
Buzzell, R. D., Kolin, M., & Murphy, M. P. (1965). Television
Commercial Test Scores and Short-Term Changes in Market
Shares.Journal Of Marketing Research (JMR), 2(3), 307-313
Camerton, D., Glick, M., & Mangum, D. (2012). Good riddance to
market definition? Antitrust Bulletin, 57(4), 719-746.
Campbell, C., Cohen, J., & Junzhao, M. (2014). Advertisements
Just Aren't Advertisements Anymore: A New Typology for
Evolving Forms of Online "Advertising".
Cooper, D.R., Schindler, P.S. (2014). Business Research
Methods International Edition. Mcgraw Hill Publications.
Dokyun, L., Hosanagar, K., & Nair, H. S. (2014). The Effect of
Social Media Marketing Content on Consumer Engagement:
63
Evidence from Facebook. Working Papers (Faculty) -- Stanford
Graduate School of Business, 1-51.
Journal of Advertising Research, 54(1), 7-10. doi:10.2501/JAR-
54-1-007-010
Chan, Yun, Y. (2011). Effects beyond Click-Through in Keyword
Search Ads. American Academy of Advertising Conference
Proceedings, 104.
Carner, William J. (2011) Chapter 9 Advertising and Promotion.
Community Bank Marketing Manual (pp. 9.1-9.24). Reed Elsevier
Properties SA.
Clow, K. E., & Baack, D. (2005). Newspaper Advertising.
Concise Encyclopedia of Advertising, 116-117.
Constantin, C. (2014). Using the Importance - Satisfaction
Matrix in Designing Relationship Marketing Strategies.
Bulletin of The Transilvania University Of Brasov. Series V:
Economic Sciences, 7(1), 31-36.
Dawar, N. (2013). When Marketing is Strategy. Harvard Business
Review, 91(12), 100-108.
64
Debasish, S. S., & Muralidhar, M. (2013). Print Advertising:
Consumer Behaviour. SCMS Journal of Indian Management, 10(1),
78-88.
Dokyun, L., Hosanagar, K., & Nair, H. S. (2014). The Effect of
Social Media Marketing Content on Consumer Engagement:
Evidence from Facebook. Working Papers (Faculty) -- Stanford
Graduate School of Business, 1-51.
Evans, G. (2006). Search engine marketing can help capture
sales. Furniture/Today, 30(18), 26.
Falzone, P. A. (2000). The Media is the
Message. Franchising World, 32(1), 44.
Feasley, F. G., & Stuart, E. W. (1987). Magazine Advertising
Layout and Design: 1932-1982. Journal of Advertising, 16(2),
20-25.
Gamble, J., Gilmore, A., McCartan-Quinn, D., & Durkan, P.
(2011). The Marketing concept in the 21st century: A review of
how Marketing has been defined since the 1960s. Marketing
Review, 11(3), 227-248.
65
Groza, M. D., Peterson, R. M., Sullivan, U. Y., & Krishnan, V.
Y. (2012).
San Diego SEO Pre-Proposal Questionnaire., Retrieved
December 3, 2014, In StormBrainDesigns, from
http://www.stormbraindesigns.com/client-toolbox/seo-pre-
proposal-questionnaire/
Search Engine Optimization (SEO) Questionnaire: Questions
for Keyword Research and Site Review. (2010, November 13). In
NewEarthMarketing. Retrieved December 3, 2014, from
http://www.newearthmarketing.com/blogs/search-engine-
optimization-seo-questionnaire-questions-keyword-research-and-
site-review
Social Media and the Sales Force: The Importance of Intra-
Organizational Cooperation and Training on Performance.
Marketing Management Journal, 22(2), 118-130.
Gryshchenko, O. F., & Niesheva, A. D. (2013). Social media
marketing as a tool of enterprise's product promotion.
(English).Marketing & Management of Innovations, (4), 86.
Gundlach, G. T., & Wilkie, W. L. (2009). The American
Marketing Association's New Definition of Marketing:
Perspective and Commentary on the 2007 Revision. Journal Of
66
Public Policy & Marketing, 28(2), 259-264.
doi:10.1509/jppm.28.2.259
Harker, M. J., & Brennan, R. (2003). E-Marketing Action: An
action learning approach to teaching e-marketing. Marketing
Review, 3(4), 419-431.
Heckman, J. (1998). Marketers making $$$ in high tech. (cover
story). Marketing News, 32(24), 1-20.
Henley, N. (2013). Social Media Marketing. Sales & Service
Excellence, 13(9), 9.
Hershberger, T. (2013). The value of a social media audit.
ABA Bank Marketing, (10). 35.
Hettinger, H. S. (1939). The Marketing of Radio Broadcasting
Service. Harvard Business Review, 17(3), 301.
Internet Ad Sales Outpace Broadcast TV Revenue. (2014).
Marketing News, 48(5), 8.
Kalyanara, G., & Phelan, J. (2013). The Effect of Direct to
Consumer Advertising (DTCA) of Prescription Drugs on Market
Share, Sales, Consumer Welfare and Health Benefits. Academy Of
Health Care Management Journal, 9(1/2), 53-69.
67
Kierzkowski, A., McQuade, S., Waitman, R., & Zeisser, M.
(1996). Marketing to the digital consumer. Mckinsey Quarterly,
(2), 180-183.
Leigh, J. (1991). Information Processing Differences Among
Broadcast Media: Review and Suggestions for Research.
Journal of Advertising, 20(2), 71-75.
Lipsman, A., Mud, G., Rich, M., & Bruich, S. (2012). The Power
of "Like": How Brands Reach (and Influence) Fans Through
Social-Media Marketing. Journal Of Advertising Research,
52(1), 40-52. doi:10.2501/JAR-52-1-040-052
Lu, X., & Lo, H. (2007). Television Audience Satisfaction
Antecedents and Consequences. Journal of Advertising Research,
47(3), 354-363.
Lu, X., & Zhao, X. (2014). Differential Effects of Keyword
Selection in Search Engine Advertising on Direct and Indirect
Sales. Journal of Management Information Systems, 30(4), 299-
326. doi:10.2753/MIS0742-1222300411
Macgurn, J. (2010). Going beyond rank. Multichannel Merchant,
6(3), 21.
68
Mandviwalla, M., & Watson, R. (2014). Generating Capital from
Social Media. MIS Quarterly Executive, 13(2), 97-113.
Market share. (2005). ICSC Dictionary of Shopping Center
Terms, 90.
Massy, W. F., & Frank, R. E. (1966). Analysis of Retailer
Advertising Behavior. Journal Of Marketing Research (JMR),
3(4), 378-383.
McGoldrick, G. (1996). Marketers ignore radio, but it's a
better ad buy. Marketing News, 30(21), 4.
McPheters, R. (1991). The Effectiveness of Print Advertising.
Journal Of Advertising Research,31(6), RC-5-RC-12.
Nyilasy, G., Whitehall King, K., & Reid, L. N. (2011).
Checking the Pulse of Print Media. Journal of Advertising
Research, 51167-175.
O'Neill, M. (2009). Catering to Asian Youth. Media: Asia's
Media & Marketing Newspaper, 38.
Osborne, G. (2009). Search engine marketing, getting more for
your money. NZ Business, 23(10), 54.
69
Oxenfeldt, A. R. (1959). How to Use Market-Share Measurement.
Harvard Business Review, 37(1), 59-68.
Panda, T. K. (2013). Search Engine Marketing: Does the
Knowledge Discovery Process Help Online Retailers? IUP Journal
of Knowledge Management, 11(3), 56-66.
Patouillard, E., Kleinschmidt, I., Hanson, K., Pok, S.,
Palafox, B., Tougher, S., & . Goodman, C. (2013). Comparative
analysis of two methods for measuring sales volumes during
malaria medicine outlet surveys. Malaria Journal, 12(1), 1-11.
doi:10.1186/1475-2875-12-311
Piercy, N. F., & Morgan, N. A. (1995). Customer Satisfaction
Measurement: A Processual Analysis. Journal of Marketing
Management, 11(8), 817-834.
Radio Single. (2006). ABA Bank Marketing, 38(6), 6.
Rankin, B. (2008). Tips to Improve Your Web Life: why business
should invest in communicating online. Accountancy Ireland,
40(3), 82-83.
Rego, L. L., Morgan, N. A., & Fornell, C. (2013). Reexamining
the Market Share--Customer Satisfaction Relationship. Journal
Of Marketing, 77(5), 1-20.
70
Riskey, D. R. (1997). How T.V. Advertising Works: An
Industry Response. Journal Of Marketing Research
(JMR), 34(2), 292-293.
Ritson, M. (2011). mark ritson WHAT IF YOUR CUSTOMERS ARE
SILENT TYPES?. Marketing Week, 34(15), 70.
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social
Media's Influence on Business-To-Business Sales
Performance.Journal Of Personal Selling & Sales Management,
32(3), 365-378.
Sagar, T. V. (2011). Vodafone's ZooZoo Campaign: Brand
Communication Strategies. IUP Journal of Brand Management,
8(2), 61-82.
Schultz, D. E., & Block, M. P. (2013). Social Media's Impact
on Sales Promotion. AMA Summer Educators' Conference
Proceedings, 24122-132.
Smedescu, D. A. (2013). Social Media Marketing Tools. Romanian
Journal of Marketing, (4), 23-29
Smith, J. W. (2005). New Marketing the Traditional Way.
Marketing Management, 14(2), 56.
71
Soley, L. C., & Reid, L. N. (1983). Satisfaction with the
Informational Value of Magazine and Television Advertising.
Journal of Advertising, 12(3), 27-31
Stapel, J. (1971). Sales Effects of Print Ads. Journal of
Advertising Research, 11(3), 32-36.
Stephen, A. T., & Galak, J. (2012). The Effects of Traditional
and Social Earned Media on Sales: A Study of a Microlending
Marketplace. Journal of Marketing Research (JMR), 49(5), 624-
639.
Swan, J. E., & Combs, L. J. (1976). Product Performance and
Consumer Satisfaction: A New Concept. Journal Of Marketing,
40(2), 25-33.
Swilley, E., Hill, P., & Hampton, A. (2013). Blog, Pin and
Online Review Effects on Advertising Attitudes and Purchase
Intentions. Society for Marketing Advances Proceedings, 25174-
175.
Szymanski, D. M., Bharadwaj, S. G., & Varadarajan, P. R.
(1993). An analysis of the market share-profitability
relationship. Journal of Marketing, 57(3), 1.
72
Tellis, G. J., & Weiss, D. L. (1995). Does TV Advertising
Really Affect Sales? The Role of Measures, Models, and Data
Aggregation. Journal Of Advertising, 24(3), 1-20.
Tomše, D., & Snoj, B. (2014). Marketing Communication on
Social Networks - Solution in the Times of Crisis. Marketing
(0354-3471), 45(2), 131-138.
Treistman, J., & Gregg, J. P. (1979). Visual, Verbal, and
Sales Responses to Print Ads. Journal of Advertising Research,
19(4), 41.
Tripathi, M. N. "Customer Satisfaction and Engagement -
Customer Retention Strategies For Brand Manager." Vilakshan:
The XIMB Journal of Management 11.1 (2014): 123-134. Business
Source Complete. Web. 10 Nov. 2014.
Van Aken, E. (2008). Customer Satisfaction Measurement.
Industrial Management, 50(6), 9.
Wergin, R., & Muller, R. (2012). A Case Studt in Marketing
Communications: Traditional VS. E-Media
Advertising .International Journal of The Academic Business
World, 6(1), 85-94.
73
Wienclaw, R. A. (2014). Direct E-Marketing. Direct E-Marketing
- Research Starters Business, 1-6.
Wilkinson, J. B., Paksoy, C. H., & Mason, J. B. (1981). A
Demand Analysis of Newspaper Advertising and changes in Space
Allocation. Journal of Retailing, 57(2), 30
Wyk, S. V. (2007). Everyone's searching for online advantage.
B&T Weekly, 57(2621), 14.
Yetter, D. L. (2011). Sales & Use Tax: Definitions May Vary By
Jurisdiction. Managing Accounts Payable, 11(8), 7-10.
Zenetti, G., Bijmolt, T. A., Leeflang, P. H., & Klapper, D.
(2014). Search Engine Advertising Effectiveness in a
Multimedia Campaign. International Journal of Electronic
Commerce, 18(3), 7-38. doi:10.2753/JEC1086-4415180301
Zhang, Y., Jansen, B. J., & Spink, A. (2009). Identification
of factors predicting clickthrough in Web searching using
neural network analysis. Journal of the American Society for
Information Science & Technology, 60(3), 557-570.
Zinkhan, G. M., & Williams, B. C. (2007). The New American
Marketing Association Definition of Marketing: An Alternative
74