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

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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

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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,

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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.

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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

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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

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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

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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

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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)

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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

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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

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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

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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

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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

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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

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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

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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:

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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

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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

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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)

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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

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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

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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.

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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

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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

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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

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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

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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

5. Appendix

Questionnaire

Email:

Phone:

Company Name:

Company Address:

51

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?

Google

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

61

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