Nexus Business Partners

McCarthy´s well-know 4 P´s model was the main pillar of marketing education for more than twenty years. But in 1990 according to Lauterborn it was time for the model to retire. Product, price, place and promotion were suitable for world that no longer existed. It was more about being focused on a customer, to be customer-oriented. And a new formula was invented – Lauterborn´s 4 C´s. (Quing, Wein & Huilan 2013. 207.) The new model was suggesting to  forget product and focus more on what customer wants and needs. Lauterborn stated that the market has changed and that companies can no longer sell just whatever they can manufacture. He proposed that product should be replaced with customer needs and wants and tried to suggest that companies should only try to sell what customer specifically wants to buy. (Lauterborn 1990, 20.) In this new model price was supposed to be forgotten as well.  Instead of being focused on adjusting the price companies should try to understand consum...

PPC is a sponsored search mechanism, originally introduced by Overture and formerly known as Goto.com; the proof of concept was initially presented at a conference in California in 1998 (Ellam, 2004), which was eventually developed into a full-fledged advertising channel. Leading online multinationals, such as Google, Yahoo!, and others have made PPC a huge advertising business worth billions of dollars (Dellarocas, 2012). Google is well known for  achieving a 39-fold increase in its total revenue over a period of five years (2002- 2007), mostly from the very popular keyword advertising (Liu et al., 2010). Google’s AdSense, ruling the keyword advertising business for the corporation, came into being in 2003 (Ratliff and Rubinfeld, 2010). It is said that, given Overture’s full control on the PPC market, Yahoo! decided to buy Overture in 2003. According to Jerath et al (2011), the sponsored search form  of advertising is expected to rise at an exponential compound rate of 12%, a...

Brand visibility is crucial for the success of e-commerce companies, as it directly impacts consumer perceptions and purchase decisions. Brand visibility encompasses various elements, such as brand recognition, recall, and perceived quality. In the e-commerce context, a strong brand presence is vital in attracting and retaining customers, enhancing trust, and driving sales. Through increased visibility, companies can differentiate themselves  from competitors and establish long-term brand loyalty. Research has shown a positive relationship between brand visibility and consumer behavior in the e-commerce sector. (Nguyen, 2019) argue that increased brand visibility leads to improved brand awareness, which positively affects consumer attitudes, intentions, and purchase decisions. Similarly, (Yang et al, 2017) found that a higher level of brand visibility positively influences customer  satisfaction and loyalty in e-commerce. To enhance brand visibility in the online marketplace, ...

trade sector. Academic publications, industry reports, market research studies, and credible websites will all find place here. The study will go over the body of current material on the subject and find that studies on the value of SEO and SEM in raising brand visibility in the e-commerce sector abound. This phase will enable one to grasp the present state of research and spot any research gaps; it will also help to extract pertinent data and information from the  found sources. This covers case studies, statistical data, results, important insights, and professional opinions about how SEO and SEM affect brand visibility in the e-commerce sector. First Case Study: Decathlon and Brand Visibility With 1,697 stores in over 60 countries and regions as at 2020, Decathlon is a French athletic goods retailer with tentacles. A private firm massive in the retail sector worldwide, Decathlon is the biggest athletic goods retailer in  the planet. Established in 1976 by Michel Lectercq wi...