Digital Marketing Strategies for Brown Home: SEM and Simbound Analysis

This report provides a comprehensive analysis of digital marketing strategies, specifically focusing on Search Engine Marketing (SEM) and its application for a company called Brown Home, which sells gaming tablets. The report begins with an introduction to digital marketing and its importance in today's competitive market. It then delves into SEM, explaining its role in increasing website visibility and driving traffic through both organic and inorganic methods, including PPC advertising. The benefits of SEM for Brown Home, such as increased brand awareness and targeted audience reach, are highlighted. The report further discusses the components of SEM, including impressions, cost per click (CPC), cost per million impressions (CPM), and click-through rate (CTR). The role of Simbound, a digital simulation platform, in analyzing marketing techniques and competitor strategies is also explored, with a summary of Simbound simulation results. The report concludes by summarizing the findings and emphasizing the importance of SEM for Brown Home's success in the tablet market.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
Search Engine Marketing (SEM)................................................................................................2
Simbound analysis......................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is defined as the marketing or the promotion of the product and
services with the help of the internet or the tools and techniques which makes use of internet. It
is very essential for the company as if they will not market the product and services in proper and
effective manner then this will affect the working to a great extent (Canovi and Pucciarelli,
2019). The major reason for this is that in this competitive market for securing a better position it
is very essential for company to focus on proper and effective marketing. This is particularly
because of the reason that when the company will market the product and service in accordance
with the latest methods then this will help company in creating a better position in the market.
The current report is based on the company Brown Home which is a company offering
the fastest gaming tablets to the consumers. This company has a collection of the Sony, iPad,
Asus and other brands tablet. The current report will outline the technique of Search Engine
Marketing (SEM) and why it is beneficial for the company. in addition to this report will also
discuss the application of the SEM and the use of Simbound platform. The Simbound is a digital
platform which build simulation games for the better learning of the digital marketing and the
skills being used to market the product and services. In the end the results of the Simbound
simulation will be discussed in order to access the fact that how SEM is helpful in analysing the
marketing techniques of competitors of the company.
MAIN BODY
Search Engine Marketing (SEM)
The Search Engine Marketing is a tool under the internet marketing which includes the
promotion of the website of the company and to increase its visibility in the search engine result
pages. This technique involves the incorporation of the search engine optimisation which
involves adjustment and rewriting of the content of website so that it can be improved for better
marketing of the product and services of the company. in the current global business
environment there are many different types of company dealing in the same product line and
because of this there is requirement of the proper marketing.
Hence, for effectively marketing the product of Brown Home the company will make the
use of the Search Engine Marketing (French and Fagan, 2019). This SEM is an umbrella term
which involves the process of increasing the visibility of the website of the company on all the

search engine result pages so that consumers are being aware of the company and its product and
services. SEM is a broad tool of marketing the product and service with help of the internet
marketing and generally involves paid methods of marketing. The process of SEM involves the
leveraging of the power of different search engine like the Google, Bing, Yahoo and other types
of search engine and works through the paid advertisement in order to reach the potential
consumers (Heinze, Fletcher and Cruz, eds., 2020).
If Brown Home will be using the SEM as the digital marketing tool, then this will be of
much importance as this is the latest method of marketing the product and services. The major
benefit or the importance of using the SEM as a marketing tool by Brown Home ltd are as
follows-
The major benefit of using SEM for Brown Home is that this will increase the instant
brand awareness in the search engine. This SEM assist the company in scaling or ranking itself
in better and effective manner with help of SEM. The major reason for this is that this will assist
the company in proper management of the presence of the company over the different search
engine platforms. Further if the business is not having much visibility over different search
engine platforms then this will be decrease the market position of the company.
On the other side the major benefit of using the SEM is that this assist the company in
reaching to the right person at the right time. This is particularly because of the reason that the
SEM is a tool which is applicable to all of the business environment. Thus, this will increase the
marketing of the company in the overall market. In addition to this most of the people are over
online working and the online marketing will attract a majority of the people. Hence, this will
increase the working of the company to a great extent as this will cover a large market area for
the company to attract the consumers.
Another major benefit of this method or tool of digital marketing is that this assist the
company in targeting its prime or main audience. The major reason for this is that when the
company will make the use of the SEM then the company will majorly focus on meeting the
needs of the major target of the company (Irshad, Ahmad and Malik, 2020). Thus, this will
increase the working and the marketing of the company to a great extent.
The search engine marketing involves many different components which are assistive for
the company in covering a large market area to promote the goods and services of the company

(Ho and Wang, 2020). this SEM involves the following major criteria on which the SEM is
working.
 Impression- this is the aspect which records the number of time the advertisement of the
company or the marketing campaign was visible over the screen. In simpler terms this
means that how many times actually the consumer has seen the advertisement.
 Cost Per Click (CPC)- this is the cost or the amount of money which the company has to
pay when the consumer or the user clicks the advertisement of the company (What is
SEM? And how it benefits your business marketing, 2020).
 Cost Per Million impression (CPM)- this is a different type of way to pay for the search
ad or the advertisement. This cost is being dependent over the goals and how these tools
will be assistive by the company in promoting the goods and services with help of SEM.
 Click Through Rate (CTR)- this is the number of click which the company is getting over
their website by the consumer or the people who saw them.
Under the SEM the data relating all these aspect is being calculated and if all these aspects are on
increasing trend then this will increase the awareness of the company among the consumers.
Hence, when all these data will be increasing then this will result in increasing in the marketing
and the share of the company within the market.
In addition to this for the proper working of the SEM the most important thing for the
company Brown Home is that they must get the organic and inorganic results with help of the
unpaid SEM. In order to get the unpaid result with help of the SEO that is search engine
optimisation it is important to create a website which assist in building longer trust of the
consumer over the company and the products and services. For the organic result some of the
activities or the tactics are as follows-
 Offering good quality of content to the consumer so that they can easily understand the
product and the services of the company.
 Another major organic result strategy is to have a fast site loading time so that it not takes
a lot of time in loading the images or the content of the website (Maria and et.al, 2019).
 In addition to this it is also the responsibility of the company that they must keep their
website mobile friendly so that it can also be accessed in mobile as well. This will assist
the company in relating a better working and attraction of the consumer for the company
and its product and services.

Inorganic result- On the other side there is also a need for the company to undertake the
inorganic result as well. This can be improves using the quality score and with help of using the
bids relating to the keywords the ads over the website of the company. for this some of the major
steps for Brown Home are as follows-
 Under the inorganic results it is the responsibility of the company to make the use of the
keyword in proper and effective manner (Mazurek, Korzyński and Górska, 2019).
 For improving the inorganic result, the company must continuously work and focus on
improving the CTR that click through rate.
 Along with this the company must also try to test the Ad copies and the landing pages as
well, as this will increase the quality score of the website and the content of the website.
 In addition to this another major working part of the SEM involves the PPC advertising
which involves a PPC advertiser which create ads and arranged for a link to the consumer
to land on that page where the company wants consumer to visit.
(Source: Know what is search engine marketing & how it works in 5 steps, 2020)
From the diagram it is clear that the company hires the PPC advertiser who creates the
advertisement and assist the consumer to land on the landing page of the company (Mishra,
2019). here the target audience lands over the website of the company and search for the
company in proper and effective manner.

In addition to this major common steps involved in the SEM is to first research the
market and then try to conduct the keyword research. Under this research the company tries to
search with help of the keywords (Purohit and Pandey, 2019). Further the PPC advertise is
created and with help of these the consumer reaches the landing page and then the company
records and track the performance of the company.
Simbound analysis
The simbound analysis is a tool or the web marketing operations which is being carried
out by the company with help of the simulation game. This method or the tool assist the
company in managing the changes taking place in the marketing environment and how the
company can make the effective use of the tools and techniques relating to marketing of the
goods and services of the company (Scharkow, Mangold and Breuer, 2020). for the present study
Brown Home for the launch of the tablet within the highly competitive market will make the use
of the Simbound simulation games. This will assist the company in analysing the current
working trends of the industry and the companies which are already in the tablet market.

From the above statistics of Simbound simulation games it was seen that the SEM
involves the different aspect as it was discussed in the above section. This involves the
impression which is 186497 and the clicks which is 6006. In addition to this the CTR of the
company that is click through rate is 3 % and the conversion was 109 (Tayebi, Manesh and Sadi-
Nezhad, 2019). The conversion is referred to as the number of people or the consumer who have
converted or switched over to the other product by seeing the advertisement or the visibility of
company over search engines. But with help of this also the companies in the tablet market were
not able to earn much of the profit and this resulted in the loss of £168.
Further from the graph it is clear that when the budget is moderate then the companies
can easily manage the SEM and can increase the clicks and the conversion as well. The major
reason for this is that when the company will be utilising the budget in proper and effective
manner then this will increase the marketing of the company to great extent. This is particularly
because of the reason that when the company will utilise all the budget in proper and effective
manner then the company will be able to manage the consumer and the marketing strategies over
the business.
Further with the help of the above diagram which relates to the result of the campaign
conducted over the simbound simulation game it is clearly visible that the conversion of the Asus
Rog Mothership is the highest (Vincent, Johnson and Hecht, 2019). This means that the company
Asus is being successful in managing and implementing the SEM that is search engine
marketing. The major reason for this is that the conversion is the number of people who have

been attracted towards the company by seeing the website and search engine presence of the
company over the different search engines. Also, with the above table it is clearly visible that the
major market of the Asus is the UK and the budget was around 550 and the company was able to
manage the budget in such a manner that the CTR of the company is 3.9 %. On the other side the
impression is much better of the company Sony Xperia Z4 and this is 99841.
Hence this reflects that consumer has seen the advertisement of the company 99841 times
over the internet. This is a good amount as this states that the company is having a good market
share and the advertisement is also attracting the large number of consumer. For the company to
effectively make the use of the SEM the most important thing is to have high impression. The
major reason for this is that if many of the people will have a look at the advertisement of the
company then at least some of the people will get attracted towards the company and they will
switch to that product resulting in increase in the number of conversion (Ziyadin and et.al.,
2019).
Hence, from the above discussion and data of the simbound simulation game it is clear
that the use SEM is of utmost importance for the company. the major reason for this is that when
the company will manage the SEM then this will assist the company in covering a larger market
share. Thus, this will be helpful for the company in management and marketing of the company
in the highly competitive market.
CONCLUSION
With the above whole study and the analysis and discussion it is clear that for having a
competitive position the major focus need to be laid over the good digital marketing. This is
particularly because of the reason that when the company will be making the use of current tools
and techniques of the marketing like the SEM that is search engine marketing then this will assist
the company in doing the marketing in such a manner then this will increase the market share of
the company.
From the above evaluation it was clear that the use of Simbound simulation game was
assistive in gaining a good knwoeldge relating to the use of latest methods and techniques by the
competitors. Also this assisted the company in analysing the ways and methods which will be
helpful for the company in managing their operations and the online presence over the different
search engines. Further it is recommended to the company that they must focus on the
impression and try to increase the number of the impression and this is because of the reason that

when the company will focus on increasing the number of the impression then this will increase
the number of the consumers. In addition to this another major recommendation is to focus on
the PPC that is pay per click.

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