W3: Creating an Annotated Bibliography in Proper APA Format

Discussion #3

Kritzinger, W. T., & Weidman, M. (2013). Search engine optimization and pay-per-click marketing strategies. Journal of Organizational Computing and Electronic Commerce, 23(3), 273-286,

The article's author defines SEM as a form of digital marketing strategies trying to promote SMEs by raising their website visibility in search engine results. The author further argues that SMEs are budgeting substantial amounts of their earnings for digital marketing expenditure and moistly in SEM and SEO. Much of the digital marketing is dedicated to SMEs. Among all the types of digital advertising, SEM is the leading type among small and medium enterprises (Kritzinger, & Weidman, 2013). Mainly SEM employs the Strategy of PI in advertising digitally. SEM marketing strategy assures once-off payment. The strategy ensures that websites are quickly updated after changes are made since SEM websites are regularly visited. On the flip side, firms users of SEO are always striving to maintain highly ranked websites by adopting different techniques. In such instances, there are no payments made to the search engines.

Aswani, R., Kar, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. International Journal of Information Management, 38(1), 107-116

The article investigates the interaction between the retail activities and marketing has resulted in success in small and medium enterprises (SMEs). According to the article authors, advanced information technology has facilitated buyer supplier relationships through digital marketing strategies. SEM's emergence has exited the business organization to strive their best to maintain a strong presence on the internet (Aswani et al., 2018). Businesspersons are now able to retrieve relevant documents from the website and redirect them to their desired brand. This easy advertising strategy is experience courtesy of SEM and SEO marketing strategy, which has become very popular. Consulting companies have started Search Engine Marketing to the small and medium enterprises. Search engines are ranked based on their visibility to target customers. SEM is a broad approach that also entails SEO

 According to my opinion, none of the two approaches benefit the SMEs more than the other. The two techniques can work together with harmony and can be used interchangeably to achieve similar results. For instance, SEM is a great digital advertising technique providing instant search engine visibility. One can target the keyword and get your advert in the search engine overnight. Thus SEM is favorable for SMEs in starting up. On the flip side, SEO takes a minimum of 4 months to get results. However, with quality content in the search engine is possible to clicks from consumers at no cost to your firm.

References

Aswani, R., Kar, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. International Journal of Information Management, 38(1), 107-116

Kritzinger, W. T., & Weidman, M. (2013). Search engine optimization and pay-per-click marketing strategies. Journal of Organizational Computing and Electronic Commerce, 23(3), 273-286,