Brand Positioning Strategy Using Search Engine Marketing

Dou, Dou; Lim,; Su, Chang; Zhou, Quan; Cui,

doi:10.2307/20721427

Cited by 134 publications

(67 citation statements)

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“…More than half of all site visitors arrived there from search engines (Telang, Rajan, & Mukhopadhyay, 2004), while Google receives over 91 million visitors a day (Mamaghani, 2009). Dou, Lim, Su, Zhou, & Cui (2010) found that not only does the position of a company's link affect the number of visitors to a site, but it also affects brand awareness and brand perception in terms of how well consumers recognized a previously unknown brand.…”

Section: List Ofmentioning

confidence: 99%

Increasing Sales by Managing the Interlocking Contingencies Between Sales Representatives and Customers Using Behavioral Self-Monitoring

Copeland

Ludwig²,

Bergman³

et al. 2018

Journal of Organizational Behavior Management

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The interlocking contingencies that exist between a customer and sales representatives may contribute to buying decisions. The purpose of this study is to redesign the sales call verbal process of five sales representatives to shape the verbal behaviors most likely to result in a sale. Using the behaviors found to be statistically significant through a correlational analysis, behaviors related to closing sales were identified by sales representatives in a focus group meeting and were used to develop a self-observation check sheet. After five weeks of self-monitoring, the sales representatives began to receive weekly performance feedback on the targeted behaviors. On average, the six targeted verbal behaviors related to sales increased eight percentage points over baseline compared to a two percentage point increase in the comparison group. While the self-monitoring phase was associated with an average increase of 12 percentage points over baseline, the subsequent performance feedback phase was associated with an average increase of four percentage points over baseline. The greatest behavior change occurred in the behaviors "Contact" (asks for customer's contact information including email address) and "Project" (asks customer v what they are using the building for). The customer verbal behaviors associated with sales were "Phone" (provided phone number) and "Email" (provided email address), which increased 17 percentage points over baseline. These changes were associated with 130% more sales during the intervention period for the experimental group compared with 32% more sales for the comparison group. The interlocking contingencies between certain sales representative verbal behaviors, consisting of "Contact" (asks for customer's contact information including email address) and "Deposit" (states how much of a deposit can get the order started) and certain customer verbal behaviors consisting of "Phone" (provided phone number) and "Want" (did customer say they want to buy a building) seemed to occasion an increase in customer buying behavior. For each sales representative, this increase in sales translates into $1,126,528 more in annualized revenue and $4,989 more in annualized sales commission.vi Acknowledgments

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Section: List Ofmentioning

confidence: 99%

Increasing Sales by Managing the Interlocking Contingencies Between Sales Representatives and Customers Using Behavioral Self-Monitoring

Copeland

Ludwig²,

Bergman³

et al. 2018

Journal of Organizational Behavior Management

View full text Add to dashboard Cite

show abstract

“…In search engine advertising, companies pay search engines to include links to their website. In search engine optimisation, companies work to raise their websites as high as possible in the search engine's organic results (Dou et al 2010). Taiminen and Karjaluoto (2015) state that search engine marketing is one of the most useful tools for small and medium-sized companies, so this could also be assumed to be true for micro-enterprises.…”

Section: Digital Marketing Toolsmentioning

confidence: 99%

Untitled

2017

MNG

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“…Consumers who are referred to the seller's site by a general keyword advertisement may not necessarily be satisfied with the specific advertised product on the landing page. However, consumers can still navigate the seller's site to search for more information [34], browse other brands, and possibly find more favorable ones [13]. In this regard, the use of general keywords in SEA may not directly lead to sales of the advertised products, but it creates opportunities for the seller to expose its various choices to consumers and sell other brands and products indirectly.…”

Section: Direct Sales and Indirect Salesmentioning

confidence: 99%

Differential Effects of Keyword Selection in Search Engine Advertising on Direct and Indirect Sales

Zhao

2014

Journal of Management Information Systems

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Abstract:Product sales via sponsored keyword advertising on search engines rely on an effective selection of keywords that describe the offerings. In this study, we consider both the direct sales of the advertised products and indirect sales (i.e., cross-selling) of other products, and examine how specific keywords and general keywords influence these two types of sales differently. We also examine how the cross-selling effects may vary across different types of products (main products and accessories). Our results suggest that the use of specific keywords leans toward improving the direct sales of advertised products, while the use of general keywords leans toward improving the indirect sales of other products. The contribution of keywords to indirect sales is influenced by product type. For main products, the use of specific keywords generates a higher marginal contribution to indirect sales than that of general keywords. For accessory products, the use of general keywords generates a higher marginal contribution to indirect sales than that of specific keywords. The key implication of this study is that sellers focusing on different types of sales (direct or indirect sales) or products (main or accessory products) should consider using different types of keywords in search engine advertising to drive sales.Keywords: cross-selling | keyword advertising | keywords selection | online advertising | search engines | sponsored search Article:In the current competitive e-commerce environment, search engine advertising (SEA) has been widely adopted by companies to target and acquire consumers online [2,41,43]. SEA is often considered as intent-related targeted advertising [18,25]; that is, when consumers search for products, the search terms (or keywords) they use often reflect their purchase desires or intents. Marketers can use such reflected purchase intents as the basis of keywords targeting advertising. In SEA, marketers or advertisers can bid for the targeted keywords used in sponsored lists of

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Brand Positioning Strategy Using Search Engine Marketing

Cited by 134 publications

References 0 publications

Increasing Sales by Managing the Interlocking Contingencies Between Sales Representatives and Customers Using Behavioral Self-Monitoring

Increasing Sales by Managing the Interlocking Contingencies Between Sales Representatives and Customers Using Behavioral Self-Monitoring

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Differential Effects of Keyword Selection in Search Engine Advertising on Direct and Indirect Sales

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