Ψηφιακό μάρκετινγκ : συγκριτική ανάλυση του SEO και του PPC μάρκετινγκ
Digital marketing : a comparative analysis of SEO and PPC marketing
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Keywords
SEO μάρκετινγκ ; PPC μάρκετινγκ ; Digital marketing ; Conversions ; Ψηφιακό μάρκετινγκAbstract
In recent years, the advancement of technology requires businesses to develop digital marketing skills in order to establish themselves in the market. Businesses are constantly trying to improve their promotion strategies on digital platforms so that they can get more customers, brand awareness and more profits from their commercial activities.
This study attempts to compare the two most basic digital marketing strategies, SEO – Search Engine Optimization – and PPC marketing, which is marketing through paid advertisements. These two strategies are the main pillars of digital marketing, and through the analysis of each one of them, the advantages, disadvantages and dynamics that each has for an online business are highlighted.
In this study, the ways of measuring SEO and PPC marketing are recorded and then, through the example of a new company active in e-commerce, an evaluation of the impact of each method on website traffic, conversion rates and performance is attempted on return on investment (ROI). Finally, the importance of each strategy is highlighted through its different functions, but also the results of the combination of the two methods for the formation of a single and effective digital marketing strategy.
Postgraduate Studies Programme
Οικονομική και Επιχειρησιακή ΣτρατηγικήDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
109Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα