e-Marketing: techniques and models of research and promotion

e-Marketing: techniques and models of research and
promotion

In this chapter we have identified and analyzed the virtual market promotion
techniques. We developed a general framework for implementation and analysis of
promotion results as an activity carried on the virtual market. For each technique we
developed an implementation and results analysis framework and we extracted the
characteristics and features of using that technique.
The specialized literature [33] believes that one of the most important offpage
SEO indicators is the number of sites that create a link to the promoted site. All
techniques examined above, in addition to the role of promoting and bringing visitors
or buyers also have the role to create links to the promoted site and thus improve the
site in terms of search engines. The technique that we consider the least useful in
terms of offpage SEO is e-ads because the ads have to be reactivated periodically.
For each promotion technique we identified and proposed the indicators to
include in the virtual market analysis system, in the analysis of e-marketing
techniques sub-category (Figure 2). We propose the addition of 40 indicators of which
6 to analyze web directories, 8 e-ads, 4 search engines, 8 e-groups and 14 for
affiliations. We propose also to track the presence of the competition in the web
directories, e-ads and search engines.
For the future we plan the expansion of the investigated e-marketing
techniques by including social networking and mobile marketing features.