Analysis on Search Engines: Evidence of Effectiveness and Efficiency

This paper attempts to analyze the actual utilization of search engines as an effective and efficient marketing tool in Indonesia, using real case scenarios from Company A, Company B, Company C, and Company D. The purpose of the research is to observe the strategy used on those companies, including observing the current opportunities on implementation of search engines as a marketing tool for Indonesian firms. Qualitative and quantitative approaches are conducted in this study. The result of this research shows that search engines implementation as a marketing tool is regarded as effective and efficient, using the basis of case studies in those firms. Search engines appear to provide advantages for those companies. Nevertheless, the similar search engines may not be fully applicable in all business types. Hence, in order to adopt search engines as their marketing tool, marketers should be aware of some factors that truly influence the existence of search engine marketing in Indonesia.

[1]  B. Kaliski.  Encyclopedia of business and finance , 2001 .

[2]  S. Mann.  Research Methods for Business: A Skill-Building Approach , 2013 .

[3]  U. Sekaran,et al.  Research Methods for Business : A Skill Building Approach (5th Edition) , 1992 .

[4]  Katarina Radaković,et al.  Belch E.G., Belch M.A.: Advertising and promotion: An integrated marketing communications perspective, McGraw Hill, New York, NY, 2012 , 2014 .

[5]  Gary Dahl,et al.  Advertising For Dummies , 2001 .

[6]  Samuel P. D. Anantadjaya,et al.  A Case Study of PT XYZ on Information and Knowledge Sharing via an Improved Corporate Portal , 2008 .

[7]  Yeshika Alversia,et al.  Doing quantitative research in education with SPSS , 2011 .

[8]  Daniel Muijs,et al.  Doing Quantitative Research in Education with SPSS , 2004 .

[9]  D. Elliott,et al.  Measuring your library's value : how to do a cost-benefit analysis for your public library , 2007 .

[10]  R. Brent.  Applied Cost-benefit Analysis , 1996 .

[11]  Ronald J. Faber,et al.  Advertising, Promotion, and New Media , 2004 .

[12]  Geoffrey A. Lancaster,et al.  Marketing Made Simple , 2002 .

[13]  Catherine Seda.  Search Engine Advertising: Buying Your Way to the Top to Increase Sales , 2004 .

[14]  J. E. Curry.  A Short Course in International Marketing: Approaching and Penetrating the Global Marketplace , 1998 .

[15]  G. Belch,et al.  Advertising and Promotion: An Integrated Marketing Communications Perspective , 1997 .

[16]  Erin Jansen,et al.  NetLingo: The Internet Dictionary , 2006 .

[17]  Susan M. Gass,et al.  Second Language Research: Methodology and Design , 2021 .

[18]  G. Belch,et al.  Advertising and Promotion , 1999 .

[19]  Erik Frekjmr,et al.  Measuring Usability: Are Effectiveness, Efficiency, and Satisfaction Really Correlated? , 2000 .