5. Conclusion

Online marketing, especially search engine marketing, will continue growing in double digits in the next few years. At the same time there are an increasing number of households using the internet and search engines. Therefore SEM still offers, especially for small and middle sized companies, good opportunities to sell their products to a wider audience. But many of these companies have not even heard about online marketing or SEM and cannot estimate the potential of this form of marketing. The more the online search for everyday products becomes more significant, the more there is not only a possibility but a necessity to use online marketing to survive in the competition. The institute for information technology Bitcom predicts an online turnover of 142 million Euro for 2011 (Bitcom, 2010). Through this changing consumer behaviour online marketing becomes more important every year. The depth of the effort of online marketing tools also depends on factors like ethics. A SEO always needs to differentiate between optimisation and manipulation.

It should be considered that the internet is a rapidly changing medium. With the mix of classical marketing tools, online project management and online marketing a company can recognise potential target markets and plan campaigns to reach them. It is important to know the structure of the market and adopt its conditions to be one step faster than the competition. At the beginning of a campaign there is still a great potential to optimise it with controlling methods. The best method to get many visitors to a web page is a combination of SEA and SEO. But it is not enough to have visitors on a web site, if they do not like the page or cannot use it and leave rapidly. It has to be optimised not only for a search engine, but for a visitor as well.

Google AdWords already offers the possibility of placing adverts in potential future markets like mobile advertising or Google maps advertising. The observation of trends in these segments of SEM shows the potential markets of tomorrow and the day after tomorrow.

Max Adler Salzhemmendorf Webdesign

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