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The Influence of Sales Driven Marketing on Search Engine Marketing
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The demands on accountability within marketing investments are increasing. These demands have developed sales driven marketing, where the focus is on accurate key-figures such as ROI, return on investment, and CPA, cost per acquisition. Traditionally, companies have been satisfied knowing that they had a certain amount of visitors via their ad. However, the growing requirements of measurement have moved the focus to the actual profit that a specific ad generated. Marketing departments are more and more asked to show what each marketing channel brings back to the firm in terms of revenue. The purpose of this thesis has been to create a deeper understanding of sales driven marketing and its influence on search engine marketing. To achieve this, a qualitative single-case study was made on a marketing bureau based in Sollentuna, Sweden. The collection of empirical data was made by direct observations and a face-to-face interview with the business developer of the bureau. This thesis highlights the potential for companies to utilize a more cost-effective way of advertising. The conclusions of this study indicate that companies in general are appreciating this new way of marketing since it is more beneficial for them to use. This is beneficial for marketing bureaus since they are able to develop more long-term relationships.

Place, publisher, year, edition, pages
2013. , 46 p.
Keyword [en]
Social Behaviour Law, Sökmotormarknadsföring, försäljningsdriven marknadsföring, Google Adwords
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-50763Local ID: 7fd5c3c2-96eb-430e-9574-101f23a8a36dOAI: diva2:1024125
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20130828 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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