Nexus Business Partners

Conducting surveys online allows for data to be captured immediately, and data analysis can be performed easily and quickly. By using email or the Internet for conducting surveys, geographical limitations for collecting data can be overcome cost effectively. Technology allows you to compile sophisticated and user-friendly surveys. For example, as opposed to indicating impressions on a sliding scale, respondents can indicate emotional response. Or  the survey can be tailored depending on previous answers (such as questions being skipped if they are not relevant to the respondent). You can run ongoing online surveys at minimal cost. Simple polls can be used in forums and on blogs to generate regular feedback. Website satisfaction surveys are also an easy way to determine the effectiveness of a website or marketing campaign. A growing survey trend is getting instant feedback on questions or   from an existing community (such as a trusted group of thought leaders, your brand’...

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...

In the modern digital landscape, search engine optimization (SEO) and search engine marketing (SEM) play a pivotal role in increasing online visibility, driving organic traffic, and enhancing conversions for businesses. Developing an effective SEO and SEM plan requires a wellstructured and strategic approach. Conducting Keyword Research: Keyword research is the foundation of a successful SEO and SEM plan. It involves identifying relevant keywords  and phrases that potential customers use to search for products or services. By targeting these keywords, businesses can improve their search engine rankings and attract qualified traffic. According to Moz's comprehensive guide on keyword research, the process involves using tools like Google Keyword Planner, SEMrush, and Moz Keyword Explorer to collect keyword ideas. It also emphasizes the importance of considering search volume,  competition,  and relevance to the business (Moz, n.d.). Optimizing On-Page Elements: On-page opti...

Besides, one can also use paid ads through platforms such as Facebook, where you only pay when someone clicks your ad while sending traffic back to the site, thus creating awareness about offers available but not limited only by organic reach. Nevertheless, it is worth mentioning that there isn't any universal rule when it comes to digital marketing; what works best for another business may not necessarily work well with yours too, hence the need for continuous analysis coupled with adjustment of various elements employed during this  process; otherwise, such initiatives won't be productive enough in terms of reaching out and engaging with customers. Because SEO is a significant aspect of digital marketing, this research paper sheds some light on its wide-ranging significance and implications. This research aims to highlight the interrelationship of SEO and digital marketing. This study aims to illustrate the mechanisms through which SEO pushes up an online presence to spread ...

engagement on the website and the trust and credibility of the brand among consumers. This, in turn, promotes customer loyalty and conversions. Trust in Search Results According to the experts involved in the present study, users are likely to trust search results if the indexing is relevant and objective; the necessity of citation and authority as critical elements of SEO is underscored by the conjectures regarding trust grants to sites that appear at the summit of  search results. Top-ranked websites and search results displayed first in the search results are perceived as more trustworthy. Even so, users may also consider the website's user experience, content quality, and brand reputation when selecting search results. Mastering the elements of SEO is essential for trust-building in digital marketing, as it is not solely focused on search engine rankings. Influences on Click Decision for Products/ Services The  multidimensional nature of consumer behaviour in the digital e...

Fundamental changes in the economy, society and politics force marketing to revise its fundamental purpose, assumptions and models that have defined marketing for the past 50 years (Webster & Lusch, 2013, p. 389). Scholars argue that marketing departments increasingly face complexities such as altering consumer demographics, disrupting technologies and enlarging quantities of data (Bolton et al., 2013; Kumar et al., 2013; Wirtz et al., 2013), changing business models (Ehret et al., 2013) and a constant need to develop  powerful value propositions as means of differentiation (Bolton et al., 2014; Payne and Frow, 2014). However, if marketing departments do not possess appropriate market-sensing capabilities, they are less likely to generate profitable growth (Wirtz et al., 2014, p. 175), which is believed to contribute to a lack of trust in marketing departments among CEOs and a reduction in the marketing departments’ responsibilities (Wirtz et al., 2014, p.175; Fournaise  G...