Digital Marketing: Overview, Working of SEM, and Significance

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview.....................................................................................................................................3
Suitable examples to describe working of SEM.........................................................................5
Measure Simbound and how it aids within addressing search engine marketing.......................7
CONCLUSION ............................................................................................................................10
REFRENCES.................................................................................................................................12
Books and Journal:....................................................................................................................12

INTRODUCTION
Digital marketing is a tactical marketing method used by organisations to create a strong
online presence and includes every promotional campaigns completed through digital channels
like social media, search engines, emails and business websites. In the current economy, it is
essential for a business to invest in digital marketing techniques and methods in order to secure
steady growth of their business. This is because digital marketing allows an organisation to
easily connect and understand the interests and needs of their consumer base at an international
level cost effectively and swiftly when compared to conventional forms of marketing. Digital
marketing provides information about the result of various marketing methods used by a
company and gives them precise data about consumers reaction to their advertisement
campaigns. This data allows the company to improve and enhance their marketing strategy
according to techniques which are most favoured by their consumers. There are various tools
used by a company to effectively market their products or services digitally such as social media
marketing, content marketing, email marketing, native advertising, affiliate marketing, online PR
, search engine marketing(SEM) and many others. The presence of diverse digital marketing
techniques which results in unique and innovative promotional campaigns for the enterprise is
another benefit of digital marketing. Search engine marketing is an important digital marketing
tool which refers to using strategies to increase organisation's presence on search engine results
when words related to the organisation are searched by a user. This report includes detailed
description of search engine marketing and usage as a digital marketing tool by various
organisations. This report is based on small electronic retail store located in Bloomsbury,
London. In addition to this, evaluation of search engine marketing in the Simbound simulation
which is digital marketing simulation with appropriate criteria for measurement of effectiveness
of digital marketing techniques is provided in the report.
Overview
Search engine marketing is a digital marketing technique which involves the organisation
to pay a particular amount in return of enhance presence of organisation in result webpages of
search engines. It is determined that search engine marketing technique primarily involves paid
promotional content on popular search engine in order to effectively promote commodities
offered by the organisation(Baker and Saren, 2016) . This tool helps an enterprise gain
competitive advantage in the market by putting the paid content of the company at topmost and

edge of the search engine results page when the user searches keywords associated with the
organisation. This digital marketing instrument manages advertisements on popular search
engines such as Google, Bing, Baidu, Yahoo! and others with ability to control monetary funds
and management of keywords (Chaudhry and Sharma, 2018) . As consumers use search engines
to collect information before making decisions about purchase, this method allows a corporation
to influence possible consumers into selecting their product or service while contemplating about
purchase decision. Certain terminology associated with search engine marketing is provided
below:
 Impressions: It refers to every time advertisement is rendered on the consumer's screen
but not necessarily viewed by the consumer. Clicks: It refers to the data about the amount consumers have clicked on a digital
advertisement of the company. CTR: This term refers to percentage of consumers that clicked on a specific
advertisement to reach the webpage from total amount of users who see the page. The
success of SEM is calculated through this percentage(Ghoshal, 2020) . Costs: The cost of every click on a specific advertisement provided by a company. This
includes expenditure on advertisements and management costs for effective marketing of
the product.
 Conversions: It refers to the act of item purchased after clicking on a specific
advertisement given by the company.