Affiliation:
1. Slovak University of Technology in Bratislava , Faculty of Materials Science and Technology in Trnava, Institute of Industrial Engineering and Management , Ulica Jána Bottu 2781/25, 917 24 Trnava , Slovak Republic
Abstract
Abstract
In this paper, we present the results of a secondary research regarding the use of online marketing tools in industrial companies. We focused on researching the theoretical foundations of online marketing, especially in the field of using its SEO and PPC tools. We defined the basic concepts, described the principles of individual tools and dealt with their comparison. Based on the study of data from published studies, we analysed the use of online marketing tools in the conditions of industrial companies operating in the Slovak republic. In future, it will be appropriate to expand the research and focus on the specifics and comparison of these tools’ utilisation in different types of industrial companies.
Reference15 articles.
1. [1] GRZYWACZEWSKI, A., IQBAL, R., SHAH, N., JAMES, A. 2010. E-marketing strategy for businesses. In: International Conference on E-Business Engineering, ICEBE 2010, pp. 428-434. ISBN 978-076954227-0 DOI: 10.1109/ICEBE.2010.6110.1109/ICEBE.2010.61
2. [2] RAMÓN SAURA, J., PALOS-SÁNCHEZ, P. R. LOPEZ, J. J. 2017. The digital marketing environment through search engine optimization and web metrics. In: International Conference on WWW/Internet 2017 and Applied Computing 2017, Vilamoura, Algarve, Portugal, pp. 307-309. ISBN 978-989853369-2
3. [3] LUKITO, R. B., LUKITO, C., ARIFIN, D. 2015. Implementation techniques of search engine optimization in marketing strategies through the internet. Journal of Computer Science, pp 1-6. ISSN 15493636 DOI: 10.3844/jcssp.2015.1.610.3844/jcssp.2015.1.6
4. [4] ZIAKIS, C., VLACHOPOULOU, M., KYRKOUDIS, T., KARAGKIOZIDOU, M. 2019. Important factors for improving Google search rank. MDPI AG,11(2), Article number 32. ISSN 19995903 DOI: 10.3390/fi1102003210.3390/fi11020032
5. [5] MITTAL, M. K., KIRAR, N., MEENA, J. 2018. Implementation of Search Engine Optimization: Through White Hat Techniques. In: IEEE 2018 International Conference on Advances in Computing, Communication Control and Networking, ICACCCN 2018. Greater Noida; India, pp. 674-678. ISBN 978-153864119-4 DOI: 10.1109/ICACCCN.2018.874833710.1109/ICACCCN.2018.8748337