E-Marketing Strategy for Businesses

The Internet provides an easy and uniform way for businesses to make their brands and products visible to their customers. Due to the vast number of companies that take advantage of the Internet to conduct their business, it is very challenging for them to increase their sales and market awareness. In this paper, we investigate two techniques which are used to improve the visibility of an e-business in order to generate more traffic and sales. We describe a process of capturing the Return on Investment (ROI) from Search Engine Marketing (SEM) and focus on two main techniques: Search Engine Optimization (SEO) and Pay Per Click campaign (PPC). The investigation is carried out based on two UK-based small and medium sized enterprises (SME). We describe the results of optimization and its impact on the companies´ future strategy in this paper.