Modeling and Simulation of the Strategic Use of Marketing in Search Engines for the Business Success of High Technology Companies

Σακάς, Δαμιανός Π.; Nasiopoulos, Dimitrios Κ.; Reklitis, Panagiotis

doi:10.1007/978-3-030-16099-9_27

Cited by 14 publications

(2 citation statements)

References 13 publications

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“…The metric referred to as "organic traffic" refers to the number of visitors who visit a website from an unpaid source (i.e., another website or search engine). This metric is gathered from web analytic platforms, and, as such, it cannot be decomposed into different variables [46].…”

Section: Organic Trafficmentioning

confidence: 99%

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

Σακάς

Reklitis

2021

Sustainability

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With airline companies increasingly relying on crowdsourcing websites to deploy their digital marketing strategies, marketeers and strategists seek to acquire an understanding of the factors affecting airlines’ organic traffic and user engagement. Such an understanding is acquired through the consideration of variables that influence a company’s organic traffic and user engagement and their correlation to each other. A three-stage data-driven analysis is used to examine the correlation between the foregoing variables and to consider strategies that can be implemented to optimize organic traffic and user engagement. The first section gathers data from five airline companies’ websites and five crowdsourcing websites over an interval of 180 days. The second stage creates an exploratory diagnostic model, through Fuzzy Cognitive Mapping, to visually illustrate the cause-and-effect correlations between the examined metrics. Finally, a predictive micro-level agent-based model simulates optimization strategies that can be used to improve organic traffic and user engagement. The results of this study, reveal that crowdsourcing organic traffic increases airline websites’ user engagement through paid campaigns, while a limited correlation was found to exist between the average duration of a user to organic traffic. The results of this study provide tangible digital marketing strategies which can be used by airline companies to improve the influence of their digital marketing strategies on their users.

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Section: Organic Trafficmentioning

confidence: 99%

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

Σακάς

Reklitis

2021

Sustainability

Self Cite

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“…Businesses in this way promote their website in order to increase their visibility in search engine results and hence in user searches. The SEM is comprised of three processes, Search Engine Optimization (SEO), Pay Per Click (PPC), and Social Media Advertising (Sakas, et al, 2017). Today's businesses, especially in Iran, face many factors and challenges, one of which is uncertainty in inputs and laws and regulations.…”

Section: Literature Reviewmentioning

confidence: 99%

Simulation of Sales Scenarios in Chain Store Marketing with a Futuristic Approach

Samadi-Parviznejad

2021

IJIME

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This paper examines the simulation method as one of the future prediction techniques. In this article, while examining the concepts related to futuristic studies, one of the powerful tools in this field is introduced. Examining the concepts, how to form analytical approaches with simulation, and using it in futures studies are some of the most important topics in this article. What emerges from the study and application of this method in its use in marketing and sales is that in many approaches, simulation can be a useful tool especially that by determining specific scenarios, the decision proper capture is done. The simulation approach uses a precise analysis of the current situation to reflect the present view of the future, and in addition, by considering future probabilities and components, a proper analysis of present decisions and policies for the future can be made create. In this paper, while introducing simulation as one of the futures research approaches, its application in different fields is investigated and a case study of this technique in the field of retail queue systems is analyzed. The results show that the future of the market for chain stores is based on creativity, innovation and effective management relationship with customers.

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Display Advertising and Brand Awareness in Search Engines: Predicting the Engagement of Branded Search Traffic Visitors

Drivas

Σακάς

Γιαννακόπουλος

2021

Springer Proceedings in Business and Economics

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Modeling and Simulation of the Strategic Use of Marketing in Search Engines for the Business Success of High Technology Companies

Cited by 14 publications

References 13 publications

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

Simulation of Sales Scenarios in Chain Store Marketing with a Futuristic Approach

Display Advertising and Brand Awareness in Search Engines: Predicting the Engagement of Branded Search Traffic Visitors

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