Smart Restoration Limited: A Case Study on Search Engine Marketing

This case study examines Smart Restoration Limited's search engine marketing (SEM) strategies, encompassing organic and paid search techniques, opt-in email marketing, and online public relations (OPR). It highlights the functions of SEM, including generating new ideas, selling products, and building brand image, while also detailing the advantages and disadvantages of SEO and OPR. The analysis covers the importance of keyword generation, content optimization, and site registration for effective SEO. Furthermore, it discusses best practices in opt-in email marketing, emphasizing permission-based advertising and targeted content. The study also explores the use of new digital media communities, such as social media platforms, for enhancing online reputation and customer engagement. The document concludes by emphasizing the importance of monitoring online activities and responding thoughtfully to customer feedback.

A CASE STUDY
FOR SMART
RESTORATION
LIMITED

THE MECHANICS
OF SEARCH ENGINE
MARKETING

SEARCH ENGINE MARKETING
Search engine marketing refers to the form of internet
promotional activity that is presented and visualized to the
internet users frequently. This process generally involves
paid advertising methods. The mechanics of the search
engine marketing includes several methods that come
under the strategic competitive positioning of the company.

TYPES OF SEARCHES
ORGANIC SEARCH
There are organic searches and paid searching
techniques that enhances the importance of
search engine methods. The main body of the
internet pages displays the organic search
engine results. It is generally assumed and
expected by the company to secure the most
wanted ranking position. The company can also
improve the ranking positions by getting linked
with the other sites and important links.

PAID SEARCHES
The paid search method helps in enabling the
listing of areas that needs sponsorship. The most
common search engine of the paid programs is
pay-per-click of PPC where the company needs to
pay only when the viewer clicks and searches on
the advertisement.

FUNCTIONS OF SEARCH ENGINE MARKETING
The usage of the search engine marketing
includes generating new ideas, selling of the
products, building up the brand image and
diverting obstructions and jamming in the field
of competition. The revenue difference can be
created only by generating a bunch of additional
prospects and serious strategies.

Creating short and long term goals: Creation of
objectives for organic and paid search engine
techniques is essentially needed to build up a
considerable accepted system and promotion of
marketing objectives.
Generating list of keywords is important: In
order to gain the knowledge of the customers and
their related searched elements, the prospect of
the advertising should be in favour the consumers
and that would attract their attention.
Brainstorming activities and techniques help in
such dealings.

optimization involves rewriting of the contents that
would include the maximum keywords and are rich
in vocabulary. Making the sure that the content are
organized is also important that helps to maintain
mannerism. It is necessary to avoid the trafficking
of the elements and the sites that search in the
through the contents of the search engines and
accessing the technological hikes.
Registering of site: The most important and
critically essential legal authorization is to register
the site that plays a vital role in result for the
search engines.

ADVANTAGES OF SEO
• The most important function of the SEO is that it delivers a
rapid and continuous flow in the marketing strategies and
deals with the targeted customers.
• This technique helps the business to expose and explore the
market where the customers are ready to look in for the
solutions to their every problem.
• The SEO generates the traffic that can be converted into
potential customers and helps in the growth of the business.
• The most vital advantage is that it creates a base for the
business in the niche marketing techniques.

DISADVANTAGES OF SEO
It is a time taking process and may result in delay
for getting the return of investments. The search
engine optimization technique require a huge
investment for competing in the niche market.
This technique restricts the full control over the
system and that might result in the penalization.

OPT-IN EMAIL MARKETING
Opt-in email marketing permission or advertisement
works on the basis of permission granted by the
recipient on electronic devices. This technique is a
way of eliminating the cons of the online marketing
and e-mail marketing. The most famous mode of
communication is e-mail and thus, it is also a wide
platform for the advertisement field.

In order to build a strategic and effective advertising
field, the contents must be designed keeping in mind
the following parameters.
Building up the correct lists and formats: It is
necessary to know the reason that a customer will
follow their advertisement and convert into potential
customer base. Asking for permission before sending
the emails is important and avoids the weight loss of
the brand name preventing conversion in spams.
Addressing to the interest of the audience: In
order to avoid the irrelevancy of the emails, it is
necessary to target and serve the appropriate
customers. Surveying the best possible targeted
market boosts and emphasises the base of marketing.

Adding the value: In scene that the company gets to
the targeted customers and market, it becomes easy to
add in value to the customers and strategies. Boost in
the customs and needs of the consumers will enhance
the improvisation in the quality and clarity of the
promotion and products.
Frequency: The frequency of sending emails to
customers for furniture must not be often more than
twice a month. Excessive push to the customers create
a disturbance for them and results in a tendency to lose
importance resulting in ignorance of the consumers.

ONLINE PUBLIC RELATION
Online public relation and the activities related
to it refers to the improvisation of the results of
many search engines from the different digital
marketing techniques and communication
specially the social media. Search engine
optimization, marketing in partnership and viral
marketing also adds to this flavour.

In order to plan a complete online public relation strategy, the following
steps need special attention:
1. Identifying the target audience
2. Surveying the knowledge level of the target market
3. Observing their reactions
4. Setting specific objectives for the campaign
5. Selecting the recommended strategies for public relation
6. Nature of persuasive communication
7. Techniques and tactics needed for the better communication procedure
8. Recommendations and knowledge for the change in belief and
assumptions
9. Look in for the change of perspectives and behaviour

ADVANTAGES OF OPR
Reaches the maximum bunch of audience: Online
processes involve the platform of the whole world and thus,
reaches out to the world-wide market.
Low cost: This technique of advertisement involves less
cost and avoid the cost of printing and other digital media
expenses like television advertisement, spots, etc.

DISADVANTAGES OF OPR
The engagement of consumers is questionable:
The involvement of the viewers is questionable as it is
impossible to judge whether the viewers are getting
through all the content of the advertisements or not.
Moreover, it cannot be assumed to what extent the
viewers have been able to understand and interpret
the matter.
Replacing other materials is the temporary
option for the online public relation: It is not
possible to focus on a single advertisement and drop
out the other important materials and thus, it is
important to focus on the other modes of
communication too.

BEST PRACTICES IN OPROnline partnerships and affiliation: Online
partnership with the other digital media
enhances the growth of the company and the
advertisement techniques. Affiliation here refers
to the sharing of the revenue amongst the online
advertisers and publishers.
Interactive display advertising: The more
conceptual and integrated an advertisement is
created, the more target customers it attracts.
People look for attractive elements and
interactive sessions helps to assess the need of
the customers and is more helpful.

and the trade through this device is generally
referred as the mobile commerce. Apart from the
internet usage, the trade being conducted via mobile
involves SMS advertisement and voice call
processes. Thus, this is also a sector where the
online public relation takes place.
Viral marketing: The marketing that spreads
mouth to mouth or virally through the spread of
word from mouth is called viral marketing.
Using offline techniques to support online
media: SMS, voice call processes, unidentified
internet protocol notifications are some of the offline
techniques that are used by the public relation
management in order to spread marketing.

USE OF NEW DIGITAL MEDIA COMMUNITIES
The internet is the most widely accepted medium, of
communication and considering it to be a community, the process
can be categorized in different groups like chat-rooms, instant
messaging, blogs, portals like Google and yahoo, social media like
facebook, twitter, Instagram, etc. There are certain tactics that
need to be followed in order to create reputation amongst the
media regarding the company that is dealing with the specified
product and its marketing throughout the web world.
Monitoring every matter and events is a responsibility of the public
relation department in order to provide free monitoring services.
The main task here is to get through all the motions that are being
captured by the social media and other digital marketing sites.

Responding to the viewers with thoughtful notions is
important rather than acting defensively. It is a quite
natural that when the ill reputation of one’s company is
spread around, the relevant stakeholders are bound to
feel bad and thus, it is important to keep in mind that
business, promotion and customer demand must go
hand in hand.
Serving the customers and spreading positivity is also
important to use this new digital media communities. It
is not possible for the public relation department
directly to come in contact directly with the customers
and thus, the ones who are providing the service and
interacting with the viewers must be guided properly.

THANK
YOU!!