LSBM200 Digital Marketing Report: SimBound, SEM, and AI Analysis

This report delves into Search Engine Marketing (SEM) and its practical application using the SimBound simulation game. It begins by introducing SEM as a vital digital marketing tool, outlining its significance and benefits for businesses. The report then explores the mechanics of SEM, including factor...Read More

SimBound Software and Being Base on
Simbound Game

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Search Engine Marketing.............................................................................................................3
Benefits of Search Engine Marketing..........................................................................................5
Implementation of Search Engine Marketing..............................................................................6
Factors that can Affect the Algorithm of Search Engine Marketing...........................................7
Role of AI and Automation in SEM............................................................................................8
Simbound.....................................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In market place different tools and techniques are used for marketing of particular
company and product. With the time processes used for marketing are getting more technical and
digital. Digital marketing is one of the most used technology in current. The process of digital
marketing and search engine optimization is more practical thing that needs experience.
SimBound Game is a stimulation of e marketing experience that offer no real risk for learner.
This is an efficient way to learn E marketing(Rutz, and Bucklin, 2016). SimBound also includes
some gaming components which are designed for E-marketing and digital advertisement course.
Currently there are different e-marketing tools used by business organization to improve
their marketing campaign for target market. Search engine marketing is known as form og
internet marketing that is used by business organizations to improve their brand image in global
market with cost and time effective approach. Business organization use various tools and
techniques in order to improve their online visibility to attract more people as much as possible.
Some times these functions are performed with in company and in some cases they hire other
online marketing companies in order to promote the digital presence of company in market
place. The tools and techniques used in search engine marketing can help business organization
to gain higher profit by attracting more people towards company product and services. This
report is explaining how Simulation game SimBound works. Various factors that will affect the
algorithm that is used in Simbound (Yang, Shi and Wang, 2015). The role of Artificial
intelligence and Automation also will be considered in report. Personal experience of practising
this game will be explained in report.
MAIN BODY
Search Engine Marketing
Marketing is one of the most important element for the success of organization in target
market. Different traditional methods were used by business organization to promote their
product and services in target market. With the introduction of Digital technology in marketing
process every thing has been changed. In current time various tools and techniques are used in
marketing process of organization that are based on digital technology. This tools are most
efficient to improve the performance of of company product in target market and performance of
company in target market. Search engine marketing is a practice that is concerned about how the
paid advertisement of company will appear on result page of search engine (Paul and Aithal,

2018). Target people use different keywords to perform search on search engine. Mostly this
advertisements are basically known as pay per click. These advertisements usually come in
different shapes and size nad consist of various textual and visuals to attract more consumers
towards the company. Consumers mostly view these statements which are associated with
pricing and product list of company. Search engine is one of the best form of marketing that is
used by the business organization to get attention of those people who are looking to buy similar
products. This is one of the best way to promote products of company. This is one of the best
way to grow the business in target market. A specific process is used by organization implement
this technology for marketing. There are some main steps to implement search engine marketing.
These search engine marketing steps are consists of five various steps that can help the
organization to implement this way of marketing in their campaign (Saura, Palos-Sánchez and
Cerdá Suárez, 2017). The first step of search engine marketing is Set up an infrastructure to
make a set and track Paid search advertisement campaign, experimenting with different ways of
paid advertisement, evaluate campaign twice a week, update paid advertisement regularly and
develop a process for advertisement or new content on search engine.
This is a specific process that is used by the business organization through hiring people
and companies who offers paid advertisement facility on the search engines. Here some steps of
search engine marketing are provided to develop basic knowledge.
Set Up Infrastructure
This is considered as the foundation of SEM (Search Engine Marketing) process. This
process includes various steps like goals setting for the marketing campaign that is going to be
launched on basis of search engine marketing. This is considered as basic process that includes
the searching of keywords, selecting key words to make the campaign more successful. Budget
planning is next step of process where the specific budget is allotted to the marketing department
to design marketing campaign. This budget also include the labour on pay per click, the duration
of budget also considered in this process. Establish baseline for the marketing. In this step
company evaluate search engine statistics without any paid advertisement to make the search
engine marketing successful. Various tracking tools are implemented in organization in order to
evaluating the success of the marketing campaign the key performance indicators are considered
in process to generate better measurement data to evaluate the performance of marketing
campaign and business organization.

Experiment with Advertisements
There are different methods are possible in search engine marketing to promote the
product and services of organization (Mladenow, Novak and Strauss, 2015). In the initial phase
different type of advertisements are used by the organization to select one of the most effective
ways of digital marketing. In this process different type of advertisements for experimentation.
Evaluation of Marketing Campaign Twice A Week
The trends of marketing are not constant and these trends changes with time. This is
important for business organization to review and update their search engine marketing plan
efficiently. Companies use different people to keep track on search engine marketing. In this
process they evaluate the success of paid advertisement in order to keep this process cost
efficient for company.
Refining of Search Engine Marketing Advertisement
The marketing campaign of organization remain constant until company make certain
changes in their product, services and business policy (Iredale and Heinze, 2016). As they
change their business policy of product specification it is important for them to make changes in
their online search engine marketing advertisement.
Develop New Content
This is important for business organization to keep changing the content in the
advertisements in order to keep it new and attractive for people. IF same content is continuously
used on paid advertisement then it will not remain that much effective for promotion and
marketing campaign of company. To maintain success of paid advertisement organization need
to update their content and make attractive changes in the advertisement.
This is how a specific process is used by the business organization to maintain their
performance in market place by using search engine marketing in digital business and product
promotion strategy.
Benefits of Search Engine Marketing
There are different benefits of social media marketing for a business organization. This
process can help the company to improve their performance in sales and competitive market it
also can help the company to generate higher profit in market place.
Develop Brand Awareness

For a start up this is a difficult process to improve the brand awareness in the target
audience. For this goal of organization, search engine marketing can provide a platform that can
help the company to come on a platform to promote their products and services on the different
search engines.
Generate Revenue Quickly
New start ups find difficulty to generate revenue, to gain high revenue organization can
use search engine marketing to make people aware of particular services that are provided by
them (Aslam and Karjaluoto, 2017). This can help company to improve their sales and
promotion data to generate higher revenue.
Growth
The scope of search engine marketing is huge and organization can keep using this
platform to improve their sales data in the local and international market. As company starts to
grow they can extent their approach from limited access to vast area approach to target more
audience.
Reach to Consumer on Right Time and Place
These is important for organization to reach to the target audience on right time to
convert them into loyal consumer of organization. SEM can help them to make right approach to
access their customers. By this process they also can improve their consumer base.
Competitive Advantage
This is a major factor that is used by the business organization. SEM is efficient to
provide competitive advantage to company in target market by making more people aware of
their product and services. More people will know about company product, more sales company
can gain in market place. This is how SEM can help organization to gain competitive advantage
in market place.
Implementation of Search Engine Marketing
The working process of Search engine marketing is similar to other marketing operation
of company. The only change in process is about the medium of marketing. In this process
digital technology is used to improve the brand identity of company in target market (Edelman
and Lai, 2016). This is a process that is developed in order to gain traffic on company website
and improve he visibility of company to the target audience. In this process organization pay to
different companies to create various advertisements on various search engines results that are

based on the key words that are used by use of particular search engine. As customer search for
any product and use particular key work than this advertisement will come as pop up on the
search engine. This is how organization can improve its visibility in target market. This
advertisements are also lead the user to company website as they click on the advertisement. This
is how by using this process company can gain higher traffic on their company website.
Factors that can Affect the Algorithm of Search Engine Marketing
For search engine marketing different factor need to be considered in process in order to
keep the process of SEM efficient for company and make it successful for promotion of
company product.
Quality Content
This is important for business organization to keep their contene effective and attractive
to make positive impact on consumers. If the content used by organization is not efficient then it
will be really difficult for company to maintain better response form clients.
Link Building
It is important for company to maintain link building to provide better and efficient
experience to consumer. This links can help the company to lead their consumer to their own
website.
Meta Information
In the company web page there some meta information is added by company. This is
information is only visible to the search engines companies like Bing and Google. This is
information can affect the processing of the search engines (Schwarzl and Grabowska, 2015). If
this meta information starts affecting the page of search engine they are authorised to block this
kind of advertisement form their search engine.
Duplicate Pages
There are different duplicate page content is their that can affect the marketing
advertisement pop up of company. It can reduce the relevancy of advertisement on search engine
(Giomelakis and Veglis, 2015). This can also affect the search ranking of company on particular
search engine.
These are some factors that can affect the online marketing of company through Search
engine Marketing.

Role of AI and Automation in SEM
Role of AI and Automation is crucial for the performance of SEM process of company.
There is large size of dat is collected and managed by organization to generate a data base that
can help the company to develop product and services as per the need of consumer and market
trends. In this condition manual handling of data is not possible (Saura, Palos-Sanchez and
Correia, 2019). To come over this condition organization can use Artificial Intelligence and
automation can help the organization to sort and manage the data that is collected by different
tracer software in the process. On the basis of this data and its processing AI and Automation can
shortlist the email addresses for underpin and help the company to perform e-mail marketing.
This is how Artificial Intelligence and automation can help the organization to effectively
perform their online promotion process.
Simbound
Simbound is a marketing learning tool that is used by the student to take the practical
experience of the digital marketing. The organization that provides education and training to
students, use this tools to provide effective knowledge to people. This is important for marketers
Illustration : Search Engine Marketing
(Source: Getting Started with Search Engine Marketing: SEM Made Easy, 2019)

to take right decision on right time to reduce the complexity of marketing process. The decisions
that are taken by marketers are based on the business environment around the company (Zhang
and Cabage, 2017). The external factors that are present in market place can affect the marketing
decisions of company in promotions. Simbound is a software that provide virtual situation to the
students to imporove their decision making process as per the market conditions. The methods
that are used in the learning process that is offered to student is consist of virtual market that
allow the learner to take decision as per the market condition in order to evaluate the
effectiveness of their decision in particular condition. This is a virtual game that provide the
opportunity to the students to earn digital marketing process like search engine optimization and
search engine marketing to improve the marketing and promotional efficiency of company
(Opreana and Vinerean, 2015). There are different virtual games are available in this platform
which are associated to different topics which are related to marketing strategy, product
positioning, pricing strategy and consumer behaviour. The marketing process used in specific
industry are focused in this tool to provide virtual situations that are similar to the current market
scenario. This thing provide least or no risk to the student so they can easily use this tests to
check the effectiveness of their decision that are related to the digital marketing (Luh, Yang and
Huang, 2016). Normally this games are consists of different scenarios that provide participants
knowledge of various conditions to develop their knowledge. This is all about providing better
effective experience to students to improve their decision making capability in order to create
better opportunities in corporate career. It also provide better opportunity to student to develop
their tendency to take right decision in particular condition. The games that are provided in
SimBound software can be played in groups and individual person also can use this tool to
develop effective decision making. In this case or games individual person represent an
organization which need to take specific decision in particular situation. This testing games are
based on round by round. In the SimBound software the web marketing operations are performed
in a platform which is based on different marketing simulation game. The management of
different industries are used which are of different size and type. This software also provide
different type of content related to topics like internet marketing and digital commerce. Some of
main games that are available in SimBound Software are Website Analytics Simulation, Search
Engine Marketing Simulation and E mail marketing simulation. The user use various type of
background digital readiness levels to co create content for create competition as innovation in

the software. This thing encourage the people to improve their decision making skills in order to
improve the confidence level of marketing students (Petropoulos and Tagaraki, 2017). This
software allows the students to implement different concepts to improve the applying and
analysis capability of individual student.
Simbound is considered as sounding interactive game for marketing students. This game
helps the students to practice e-marketing skills and techniques. It is an simulation tool that offer
no real risk for learner (Yasmin, Tasneem and Fatema, 2015). This is not possible for students to
work of real time marketing condition without any experience and real time experience can help
them to learn digital marketing efficiently. SimBound software provides real time simulation of
marketing condition to help the student to understand different practices that are used in the tools
and techniques like search engine marketing. This is very important for students to learn about
new techniques and processes that are used in the search engine Marketing and other tools of E-
marketing. It helps them to feel real time experience of current digital marketing scenario. In my
opinion this software id one of the best software to learn the marketing strategies that can be
implemented in the marketing students to improve their chances in the corporate world. I have
learned different things from this software which are- implementation of information in the
various condition to take right decision for the market condition of organization. There are

different courses are also their that can help the student to perform over all development. This
tool has helped me to develop situation handling capacity in order to take effective decision to
sole different digital marketing problems.
CONCLUSION
This is report is concluding the importance of the search engine marketing as a tool of
marketing. In this report various type of information has been collected to develop better
knowledge of implementation of digital technology in the marketing operation of organization.
In this study a brief over view of search engine marketing has been provided to develop better
understanding of implementation of digital technology in the marketing process. The processes
like search engine marketing has been studied in order to know how the digital technology can
be used to develop better knowledge of this technique. The benefits of search engine marketing
has been evaluated in report. This is also concluded that how this tool can be implemented in
organization marketing practices to get better response form consumer and market place. There
are different factor can affect the digital marketing process of company. These factors has been
studied through these report. Role of artificial intelligence and automation also has been
evaluated for the implementation of digital marketing process of organization. For the marketing
process the SimBound software is used and analysed to check its effectiveness in order to
develop better understanding of marketing for students.

REFERENCES
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Marketing (pp. 251-268). Routledge.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
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Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
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Schwarzl, S. and Grabowska, M., 2015. Online marketing strategies: the future is here. Journal
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Yang, Z., Shi, Y. and Wang, B., 2015. Search engine marketing, financing ability and firm
performance in E-commerce. Procedia Computer Science. 55. pp.1106-1112.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
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Online
Getting Started with Search Engine Marketing: SEM Made Easy, 2019. [Online]. Available
Through.<https://www.disruptiveadvertising.com/ppc/search-engine-marketing-sem/>