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Suchmaschinen-Marketing: Eine neue Form des Online-Dialogmarketings

Suchmaschinen-Marketing: Eine neue Form des Online-Dialogmarketings

          
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About the Book

Inhaltsangabe: Zusammenfassung: Gegenstand dieser Arbeit ist die Beantwortung der Fragestellung, ob es sich beim Suchmaschinen-Marketing um eine neue Form des Online-Dialogmarketings handelt oder nicht. Unter den Dialogmarketing-Spezialisten herrscht nämlich keine Einigkeit, wenn es um eine klare Zuordnung von Suchmaschinen-Marketing zum Online-Dialogmarketing geht. Während sich andere Online-Dialogmarketing-Formen wie E-Mail-Marketing oder Mobile Marketing in den letzten Jahren als solche etabliert haben und mittlerweile anerkannte Marketing-Methoden zur Response-Generierung sind, kämpft das Suchmaschinen-Marketing noch mit seinem Image. Das liegt mitunter daran, dass das Thema nicht von den großen Dialogmarketing-Agenturen oder etwa Media-Agenturen aufgegriffen wurde, sondern von Internet- und E-Commerce-Spezialisten, deren Kunden beklagten, dass ihre Websites - zumeist Online-Shops - nicht in Suchmaschinen zu finden sind. Das führte dazu, dass sich eher technische Dienstleister plötzlich mit einem Marketing-Problem konfrontiert sahen, das es zu lösen galt. Zunächst bestanden die Lösungen auch tatsächlich aus eher technischen Dienstleistungen, wobei die Struktur und Inhalte der betroffenen Websites so verändert wurden, dass die Suchmaschinen sie finden konnten. Erst später griffen die Suchmaschinen selbst das Thema auf und boten Werbeplätze in Form von Textlinks an. Suchmaschinen-Marketing war daher bis vor kurzem noch eine Art Insider-Thema, doch im Jahr 2003 hat es plötzlich die Schlagzeilen der nationalen und internationalen Fachpublikationen erobert. In den USA hat sich „Search Engine Marketing" (SEM) mittlerweile zur zweitwichtigsten Online-Werbeform nach der Banner-Werbung entwickelt. 2003 hat SEM laut einer im November 2003 veröffentlichten Studie von Forrester Research bereits 27 Prozent des gesamten digitalen Marketings in den USA ausgemacht. Auf den nachfolgenden Seiten wird das Thema Suchmaschinen-Marketing intensiv analysiert und von allen Seiten be


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Product Details
  • ISBN-13: 9783838682303
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 118 gr
  • ISBN-10: 3838682300
  • Publisher Date: 25 Aug 2004
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Sub Title: Eine neue Form des Online-Dialogmarketings
  • Width: 148 mm


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