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What is Search Engine Marketing (SEM)

Chapter 9
Marketing Innovation Strategies and Consumer Behavior
It is a digital marketing strategy that increases the visibility of websites in search engine results pages using paid advertising.
Published in Chapter:
International Marketing Strategies for SMEs in the Digital World
Bahar Divrik (Istanbul Medipol University, Turkey)
Copyright: © 2024 |Pages: 16
DOI: 10.4018/979-8-3693-4195-7.ch009
Abstract
Digital technologies have totally changed the business world and Small and Medium Enterprises (SMEs) have truly been affected by this change. SMEs, which are the main actors of the world economy as they are main providers of production, employment, and foreign currency. Before the introduction of digital tools, SMEs were not able to compete with multinational companies mainly because of their limited resources. The digital technologies have enabled SMEs to compete with multinational companies in the international markets. Formulating the right international marketing strategies is crucial for SMEs to be successful in international markets in the digital era.
Full Text Chapter Download: US $37.50 Add to Cart
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Chapter 16
Corporate Social Responsibility and Digital Marketing
The use of tools and strategies to optimize the visibility and accessibility of sites and web pages with the use of search engines.
Published in Chapter: Corporate Social Responsibility and Digital Marketing; From: Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics
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Chapter 12
Electronic Trading, Electronic Advertising, and Social Media Literacy: Using Local Turkish Influencers in Social Media for International Trade Products Marketing
With SEO they both help the related website to be reached in search engines. SEO is helping the website traffic. If there is “AD” box in the search, it is a paid advertisement.
Published in Chapter: Electronic Trading, Electronic Advertising, and Social Media Literacy: Using Local Turkish Influencers in Social Media for International Trade Products Marketing; From: Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 10
Security in Digital Marketing: Challenges and Opportunities
A term that triggers the display of an ad when fetched from a search engine or presented on a content network site where the ad is intended to be served.
Published in Chapter: Security in Digital Marketing: Challenges and Opportunities; From: Confronting Security and Privacy Challenges in Digital Marketing
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