Survey of Current Industry Practices and Tools

This report provides a survey of current industry practices and tools used in digital marketing and search engine marketing (SEM). It explores the benefits of SEM in attracting highly qualified traffic and creating brand awareness. The report also discusses the use of Simbound simulations and evaluates its effectiveness in understanding SEM. It covers techniques used in Simbound, such as email marketing and search engine optimization. The experience of using Simbound and its impact on business success is also discussed. Overall, the report highlights the importance of search engine marketing and its role in achieving business objectives.

Survey of current Industry
practices and tools

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explanation of the topic..............................................................................................................3
The Simbound simulations..........................................................................................................4
Techniques used in simbound.....................................................................................................5
Experience with simbound..........................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is the marketing in terms of technology that is electronic devices. It is
the advertisement that is through online digital channels such as websites, search engines, email
and mobile apps etc. Digital platforms becomes increasing in corporate sector as they are using
digital services instead of physical connection in everyday life. Search engine marketing is one
of the form of digital marketing that includes promotion of websites in search engine pages that
is through paid advertising. Search engine marketing is a tool, techniques or strategy that helps in
optimizing the visibility of websites in the search engine platforms (Lui and Au, 2017). SEM is
used in digital marketing by making the brand of the company and known to the world. This also
helps in company to generate conversations by ensuring that company's ads are really effective.
It also brings heavy qualified traffic to the search engine page. Because this ensures that traffic
will be on that pages only where people are interested in company's brand. Google search engine
is the best marketing which is done in modern world to become a biggest sources of profits.
This report covers SEM technique that why it is used and what are the benefits of using
this strategy. SEM is the way to create and edit the websites that are company's page get higher
rank more than other pages in search engine. It covers what factors affecting the algorithms, in
email how it is underpinned by AI and automation. Also, it covers discussion of Simbound and
evaluating of this that hoe it has helped in understanding the topic. How did the game helps in
understand PPC (pay- per- click advertising) and driving paid search results to landing pages.
Lastly it includes conclusion that has made some new techniques which can helps the business in
achieving it objectives.
MAIN BODY
Explanation of the topic
Search engine marketing is the best optimization way to reach your target audience.
Search engine marketing is also refers as the paid search ads campaign. It is include as set of
tools, different techniques and strategies that help to make a clear visibility of the website and
web page with the help of search engine (Havriliuc, Bleoju and Capatina, 2019). Mostly there are
two type of results in search engine: organic result and paid result. In organic, search engine
show an algorithm, that tells the company about which website is best to respond in the base of

specific query. Unlike the organic result; in paid results the advertisers pay an amount for the
every single click on their website by the visitors.
There are the various reasons because of search engine marketing is used by the
companies. As SEM brings the highly qualified traffic to the companies page, it is the best way
to attract the customers. Make the company is visible throughout the world; placing the company
at top in the market of search engine marketing help the company to become popular in the
market.
There are various benefits which help the company to make the good brand image and
create the brand awareness this can be done by showing ad's in headlines, URL , and search
engine of the google. Furthermore search engine marketing is the beneficial to implement and
manage the ads easily (Chaffey and Ellis-Chadwick, 2019). A company can easily run and
manage their search engine ad's easily and it help in making the budget and specify the speed
performance of the campaign. Search engine marketing help the company to target the right
audience, as it is depend on the customer's search engine intentions. The right word which can
trigger the audience and show the products to create the highly optimized advertisement.
The Simbound simulations
Simbound is the simulation of the games which is provided by the simbound company, to
the many organisation as it advertise the company in the digital marketing platform. Simbound is
the game which is played by no real cash money it is played by the virtual cash for influencing
the behaviour of the people when they are using and purchasing the game online to check the
experience of the market in the virtual platform (Negoiţă and et.al., 2018). It is a realistic game
as it is made with the market research but as it is a virtual gaming platform it can't show the
100% prediction or market reaction of the campaign in the company.
Return on advertisement spend (ROAS): It is the cost which is involved by the
company in the promotions and after the result they get the profit. The company use the formula
to analysis the performance and if they get more than 1 in result it means the campaign was
successful and vice versa.
Cost per acquisition: It is the cost which is used by the company to make and welcome
the new customers. The customers go to their landing page and help them in increasing the
performance of the champaign.

The use of profit and available budget: The entrepreneur of the respected company
wants to use the digital marketing platform, in order to get the high market profit and decrease
the risk of loss. The entrepreneur wants to make their market place by coming up in the industry
with the small electronic retail outlets. They know the importance of the digital marketing in the
coming market trends so they wants to make a digital platform to run their business. But they
have shortage of the budget £15000 only (Singh, 2017). So in order make the high profit and
effectiveness in the company they wants to participate in the Simbound game simulation. So that
they can understand the profitability of the business and risk factors also this game help the
company to analysis the use of the digital platforms, in order to expand the business in the most
effective and appropriate way to use in the available budget.
Techniques used in simbound
There are various techniques which is used in Simbound marketing which are helpful for
the business in order to get the profit. In the Simbound game there are various techniques is used
like email marketing, search engine marketing, social media marketing and digital marketing.
The respected company use mostly all the techniques in order to get the maximum profit but
search engine marketing is the technique which help the most. There are the various factors
which affect the business by the search engine marketing, they are explained below:
Site Security: Search engine marketing is the place where, site is secure with the help of
HTTPS, they provide the safe environment in between the website and users. Search engine is
the most trustworthy part for the customers and for the company also, as it help in securing the
data of the company at the HTTP platform.
Crawlability: It is the factor which is provided by search engine to scan the site and
make a review about the site and make determination what the website included in their page.
Also it help the customers to make the view of the many website and make the decision on which
site they want to go and collect the information they want.
Mobile friendliness: It is the feature or factor which must be viewed by the companies
while using the SEM, as it provide a view of how the site is look in the other devices (Kawira,
Mukulu and Odhiambo, 2019). It design and adjust the image of the content according to the size
so that it looks good for the customers.
There are more factors like speed of the page load, engagement of the user in the site and
high quality products. These factors are affected the company's decision in regards to make the

planning for the simbound simulation games. This way simbound provide a way to provide a
environment in virtual market as the environment is much similar to the working environment.
These search engine marketing help the respected company to make their products which are
apple iPad pro and I phone 12, more successful in the digital marketing platform (Di Gregorio
and et.al., 2019). Various campaigns and most of the converting key words that actually help to
being more visible in the market place.
Experience with simbound
The simbound game is played by the group of five students to make the work easily and
get high chances of success. Also it will help the business to provide the recommendations for
the customers who wants to have their business online. The budget of the company is only
£15000. Simound simulation's game work for the six rounds performance. Where I worked with
five member of team which is called yellow team.
In the very first week of this game first we understand the behaviour of the game and
understand the various terms which is related to search engine marketing, search engine
optimization, email marketing and many more marketing tool and techniques which increase my
understanding in regards to simbound simulation (Arias, 2015). During the research, I found that
simbound game is the Romanian national winner game founded by Louis Haverhill. After the
first 3 rounds I got an evaluate about the game and find to make a new objective in order to
increase the return on advertisement spend. And after creating a good objective, we focus on
each and every part of the game such as email marketing, website marketing, search engine
marketing and A/B marketing. I use the various landing page in related to the product of the
company, it will help in increasing the traffic, and converts the site visitors into the lead
customers. As a good lending page help the customers to make decision easily and business can
welcome more visitors. For the use of search engine marketing our team removed the old key
words which are not performed well and in replace of that we added more key words which are
attractive and easy to access.
In order to increase the email marketing it is important to make more attractive landing
pages as the apple and I phone users are most innovative and to attract those customers we have
to complete the whole task by creating attractive landing pages (Hollen, 2018). The primary
objective of our team is following the click through rate (CTR), in our presentation it was 3%.
however there are two ways to track the clicks ie. Unique and all link click. Unique link click,

track one user at once who click on the site. As a result, CTR tell the company that how much
customers are clicked on our link and check out our website. All link click; count the all visitors
who come to the website and click on the link even the same person click the multiple time. I
understand how the CTR work as they show the ratio of the email sent to the visitors to our
website. The meaning of email sent and email delivered are very important. We make the online
advertising strategies that interpret the operational and financial advertisement matrix to increase
the profitability of the company (Petit, Velasco and Spence, 2019). In our this presentation of
simbound game we get to know about all these technical terms. As per the conversion of the our
presentation the result come out with 50 sales that means we make the 50 new customers for the
company.
In the first round we created the landing page as discuss above and we developed five
landing page with an average score of 97.4% out of 100% and for this we choose the products
which are apple I-pad pro and I phone 12.

In the second round our team created three campaigns. And for this our budget is £1500,
so we allocate £300 to each campaign. As a result we have 70048 impressions, 2394 clicks,
majorly 50 conversions and £321 profits in the business (Kotler and et.al., 2019). Our main
purpose is to make the high ROAS, which comes in the result 239 sales and majorly 87 leads.
In the next round we make our main focus on email marketing and their campaign and try
to make more and more sign ups in the company's mail. In our case more than 230 clicks are
done on our email campaign and 50 conversions are completed through email campaigns.

After completing round four to six it is evaluated that our email campaigns we have
created more landing pages so that it will help in increasing our sales and pomotions.
I learned various things from this simbound game, the important thing I learned that how
to sell the products in virtual images without affecting the real world, and even without using
real money. And more I increase the ability to manage the search engine marketing, by planning
and learning. We make a gain of 1.3, by purchasing the ad's on search engine after the final six
round. Also our team learned from our mistakes and adopt the various challenges and use various
techniques to overcome those challenges.
Also I want to add some suggestions for the simbound game that they must add some
more rounds in their gaming profile so that it is more easy to evaluate the performance of the
company's product effectively (Mehta and Kaushik, 2015). More rounds will comes in the result
of adding more key words and evaluate on the decisions of the results. Another suggestion I
would like to add is they must include the topic of social media marketing. So that it would
helpful for the player to know the impact in social media marketing also. As social media
platform is also an important tool of marketing in real world. Also there must be some
competitive research is analysis as it help in knowing the current positions of the other
competitors. All these recommendation is helpful for the simbound to make a good image in
front of many businesses.

CONCLUSION
From the above report it is concluded that for the every business it is very important to
make the changes with the new and innovative technologies, to accomplish to desired result. In
the recent business scenario the main focuses are online marketing platform, as because people
have no time to go in real market and purchase the products. Rather than this they love to
purchase and complete their shopping by digital marketing platform. With the help of digital
marketing platform, businesses are able to know the business current positions, in the different
market place and help the companies to make the right step to improve the market share. This
can be done easily by simbound game simulation. This method help the new companies which
are enter in the market, and which are not familiar with the positive and negative impact of the
digital marketing platform in the real world. In the form of virtual game, they get to know about
the various factors and knowledge about the game. They collect the information regarding the
information and area of improvement in the businesses. With the SEO technologies, a company
can easily gain the traffic and make the landing sites which help the company to get the detail
about the real world environment of the industry. It is the most effective way to manage the
audience and provide the necessary information which are required in the market.

REFERENCES
Books and Journals
Arias, Á., 2015. Las Nuevas Tecnologías y el Marketing Digital: 2º Edición. IT Campus
Academy.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Di Gregorio, A. and et.al., 2019. Employability skills for future marketing professionals.
European management journal. 37(3). pp.251-258.
Havriliuc, L.D., Bleoju, G. and Capatina, A., 2019. Enhancing the Credibility of the Decision-
Making Journey Through Serious Games Learning Analytics. In Cognitive Computing
in Technology-Enhanced Learning (pp. 29-46). IGI Global.
Hollen, C., 2018. Digital marketing communication strategies in micro social enterprises.
Kawira, D.K., Mukulu, E. and Odhiambo, R., 2019. Effect of Digital Marketing on the
Performance of MSMES in Kenya. Journal of Marketing and Communication. 2(1).
pp.1-23.
Kotler, P. and et.al., 2019. Marketing management. Pearson UK.
Lui, R.W. and Au, C.H., 2017, December. Designing simulation games for information systems
education—A case study in teaching for digital marketing. In 2017 IEEE 6th
International Conference on Teaching, Assessment, and Learning for Engineering
(TALE) (pp. 290-295). IEEE.
Mehta, R. and Kaushik, N., 2015. A Study of Emerging Trends in Brand Engagement through
Digital Marketing. Journal of marketing & communication. 11(2).
Negoiţă, O.D. and et.al., 2018. Digital Marketing Tools Used by Companies. FAIMA Business &
Management Journal. 6(4). pp.66-76.
Petit, O., Velasco, C. and Spence, C., 2019. Digital sensory marketing: Integrating new
technologies into multisensory online experience. Journal of Interactive Marketing. 45.
pp.42-61.
Singh, S., 2017. Digital Marketing in Online Education Services. International Journal of Online
Marketing (IJOM). 7(3). pp.20-29.