An investigation into how small sized marketing agencies can create value for their clients through the use of search engine marketing.

Student, A. (2017) An investigation into how small sized marketing agencies can create value for their clients through the use of search engine marketing. Undergraduate thesis, University of Chichester.

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Abstract

This management project aimed to investigate the use of search engine marketing
within small sized marketing agencies. As the subject becomes increasingly complex,
smaller agencies with less human and financial resources may struggle to meet the
demands of clients.
Logical Creative Marketing is a full-service marketing agency based in Hampshire.
The management stated that the current search engine marketing strategies in place
were not meeting set key performance indicators and not generating a sufficient
return on investment for clients. They wanted to discover how they could improve
the current strategies in place and whether other agencies operating in a similar
context faced this issue.
Existing literature indicated that the search engine marketing is showing the
strongest growth within the wider digital marketing industry, but to achieve this it is
evolving to meet the demands of new technologies and consumers.
This research first identified the internal attitudes towards search engine marketing.
Then, the current search engine marketing campaigns were analysed to confirm any
performance related issues. Finally, a questionnaire was sent out to the wider
marketing agency industry to understand the current operational environment and
discover any potential similarities with the internal environment.
The findings of this research were then analysed to support the final
recommendations. For Logical Creative Marketing to remain competitive within this
industry the researcher recommends that a search engine marketing specialist is
recruited into the agency and that current employees undertake specialist training
programs. These recommendations may be applicable other small sized marketing
agencies which may face similar challenges when it comes to delivering full-service
marketing campaigns which involve many increasingly complex entities, including
search engine marketing

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 07 Sep 2018 13:01
Last Modified: 07 Sep 2018 13:01
URI: http://eprints.chi.ac.uk/id/eprint/3682

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