Living an era where the digital wave is rapidly growing and largely influencing daily life populations, the marketing concept has recently “pivoted” within the companies in order to mitigate this change and adapt to the different consumers’ behavior. Moreover, the continuous growth of the communication channels and exponential spread of the most common digital devices like laptops, smartphones and tablets facilitated the generation of a deep and interconnected global network, leading to simple and fast information and media content sharing. The purpose of this work is to highlight the features and benefits of Search Engine Advertising within a digital context that offers to companies different channels to reach potential customers. Search Engine Marketing is a set of paid activities through which companies can promote their products/services online by intercepting consumers’ searches. Over the years, experts have tried to define the concept of marketing, adapting the variables that influence it to the historical and economic context they lived in. Starting from a traditional product-oriented point of view, reinterpretations turn towards an approach that focus on the consumer and place him at the core, trying to define his behavior in the purchasing decision-making process. The review of theoretical models has led to the definition of today’s cornerstones of Internet Marketing and find their maximum expression in Search Engine Advertising, a transversal discipline that provides multiple benefits: - Accessibility to data by exploiting the concept of multi-channel both in quantitative and qualitative terms - Analytical consumer profiling and target definition -Creation of personalized communications throughout the consumer's purchase path through full funnel strategies - Use of performance indicators (KPIs) in order to define a priori the objectives to be pursued and to measure in a scientific way the results achieved - Optimization solutions through Machine Learning system Through the analysis of some SEA application case studies, we will highlight the strategic methodologies adopted to achieve different objectives. The idea will be to conclude the exercise of technical and empirical analysis, trying to hypothesize where the effectiveness and versatility of this practice can find future developments and integrations in multichannel scenarios.
In un’epoca in cui la componente digitale sta vivendo un rapido sviluppo condizionando la quotidianità delle persone, il concetto di marketing all’interno delle aziende ha dovuto fronteggiare un cambiamento in modo da riadattarsi ai bisogni dei consumatori. La crescente espansione dei canali di comunicazione e l’esponenziale diffusione degli strumenti digitali quali personal computers, smartphones e tablets ha sviluppato una fitta rete di interconnessioni globali determinando una rapida condivisione di informazioni e contenuti. L’obiettivo di questo documento è evidenziare le caratteristiche e i vantaggi del Search Engine Marketing all’interno di un contesto digitale che offre alle aziende diversi canali da utilizzare per raggiungere i potenziali clienti. La Search Engine Advertising è un insieme di attività a pagamento attraverso le quali le aziende possono promuovere online i loro prodotti e/o servizi intercettando le ricerche dei consumatori. Nel corso degli anni, gli esperti hanno cercato di definire il concetto di marketing, adattando le variabili che lo influenzano al contesto storico ed economico. Da una visione tradizionale orientata al prodotto, si passa ad un approccio che pone al centro la figura del consumatore, cercando di definire il suo comportamento nel processo decisionale di acquisto. La rivisitazione dei modelli teorici ha condotto a definire quelli che oggi sono i capisaldi dell’Internet Marketing e che trovano massima espressione nella Search Engine Advertising, una disciplina trasversale che fornisce molteplici benefici: - Accessibilità a dati sfruttando il concetto di multicanalità in termini quantitativi e qualitativi - Profilazione analitica dei consumatori e definizione del target di riferimento - Creazione di comunicazioni personalizzate lungo tutto il percorso di acquisto del consumatore tramite strategie full funnel - Utilizzo di indicatori di performance (KPIs) per definire a priori gli obiettivi da perseguire e misurare in maniera scientifica i risultati raggiunti - Soluzioni di ottimizzazione tramite il sistema di Machine Learning Attraverso l’analisi di alcuni casi di studio di applicazione della SEA, dimostreremo l’effettivo miglioramento delle performance delle aziende, evidenziando le diverse metodologie strategiche adottate in base agli obiettivi da raggiungere. L'idea sarà quella di concludere l'esercizio di analisi tecnica ed empirica, evidenziando dove l'efficacia e la versatilità di questa pratica potranno trovare futuri sviluppi ed integrazioni in scenari di omnicanalità.
SEARCH ENGINE ADVERTISING: THE PIVOTAL ROLE OF TECHNOLOGY IN CREATING EFFECTIVE MARKETING STRATEGIES
SILVI, MARCO
2018/2019
Abstract
Living an era where the digital wave is rapidly growing and largely influencing daily life populations, the marketing concept has recently “pivoted” within the companies in order to mitigate this change and adapt to the different consumers’ behavior. Moreover, the continuous growth of the communication channels and exponential spread of the most common digital devices like laptops, smartphones and tablets facilitated the generation of a deep and interconnected global network, leading to simple and fast information and media content sharing. The purpose of this work is to highlight the features and benefits of Search Engine Advertising within a digital context that offers to companies different channels to reach potential customers. Search Engine Marketing is a set of paid activities through which companies can promote their products/services online by intercepting consumers’ searches. Over the years, experts have tried to define the concept of marketing, adapting the variables that influence it to the historical and economic context they lived in. Starting from a traditional product-oriented point of view, reinterpretations turn towards an approach that focus on the consumer and place him at the core, trying to define his behavior in the purchasing decision-making process. The review of theoretical models has led to the definition of today’s cornerstones of Internet Marketing and find their maximum expression in Search Engine Advertising, a transversal discipline that provides multiple benefits: - Accessibility to data by exploiting the concept of multi-channel both in quantitative and qualitative terms - Analytical consumer profiling and target definition -Creation of personalized communications throughout the consumer's purchase path through full funnel strategies - Use of performance indicators (KPIs) in order to define a priori the objectives to be pursued and to measure in a scientific way the results achieved - Optimization solutions through Machine Learning system Through the analysis of some SEA application case studies, we will highlight the strategic methodologies adopted to achieve different objectives. The idea will be to conclude the exercise of technical and empirical analysis, trying to hypothesize where the effectiveness and versatility of this practice can find future developments and integrations in multichannel scenarios.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/5519