Marketing Strategies the Use of Search Engine

Marketing Strategies

The use of Search Engine Marketing

Most business organizations are supposed to ensure the adoption of a suitable Marketing Strategy to ensure the attainment of their goals. The nature of business determines the strategy to be implemented, as different business transactions will suit different organizational needs. Business marketing in most cases has to integrate the use of e-commerce as an agenda or link to successful business strategies. Internet is just an instrument that is used to attain the set up goals of the organization. Despite all the tools used, the marketing strategy should be sound and efficient in assisting any business to grow and be productive. The e-commerce applications usually have different goals ranging from ensuring there is an understanding of communication between the supplier-buyer relations, enhance the most productive channels to be used in distribution, and ascertaining the most convenient ways of delivering quality services to the clients (Hutt and Speh, 2009). An analysis of the application of e-commerce and adopting the use of Search Engine Marketing (SEM) to aid productivity in businesses is in the proceeding paragraphs.

Airfrance and e-commerce

E-commerce is a tool for creating strategic developments, as its end results range from profitable returns and the smooth flow of communication incase of organizations working in collaborations. Many airlines have ensured there alliances are well processed through e-commerce, which allows for the effective cooperation of all the freight operations. Airfrance, one of the leading airlines in Europe, is not an exception in the realization of a stable coalition with the KLM airlines, through a well defined e-commerce system, with the aim of ensuring control of both companies' management, and enhance their productivity through sales and the market of their cargo unit services. Though the alliance is tricky to control, the cooperation unit of the two companies has benefited with a strategy that is double-hub that is used to combine both the company's benefits. Airfrance is, therefore, enjoying the benefits of e-commerce, through the alliance with other good performing airlines, to increase its returns and strengthen its service capabilities (Leinbach and Capineri, 2007).

Kayak's partnership with Airfrance

Kayak is just one of the most respected meta-search companies, which began accepting the booking of hotels directly using its website on the internet, as late as 2011. However, Meta search service proving is still a new occurrence in the market as study conducted in the U.S. reveals that only few companies have accessed and used the services of a meta-search website. Kayak has developed more sophisticated application, which has the ability to integrate the new technological changes in the market with the ever changing buyer behavior. After its recent launch of their new website, Kayak which is a partner to the Airfrance airlines, has provided Airfrance with an opportunity to understand the vital data required in relation to buyer behaviors for services. The website also aids the customer in knowing the available, customized services and merges them with their personal preferences before accepting Airfrance services. Companies that are yet to accept the technological change affecting the entire globe should include the e-commerce strategy of enhancing cooperation and efficiency in case of organization alliances (Taneja, 2011).

The structure of efficient search engine marketing

For the most efficient structures of the Search Engine Markets (SEM) to be achieved in future, there are factors to consider. The structure of the search engine is the layout of exactly how the data or articles will appear on the websites page. Without this layout, the flow of information will be distorted, and this gives the visitor to the website hard time to operate it. The webpage should, therefore, imitate a simple, user friendly page but provides the relevant information in case of referencing.

How one structures search engines determines a lot of things, ranging from the available information to the search engine spiders, which will differentiate between the most important and less important information to them. Any organization is supposed to ensure their website is structured in the right manner, to attract any new visitors viewing the website (Trika, 2010). Airfrance was fast in adopting the right search engine systems, and this lead to better performance compared to their airline competitors.

Optimizing search advertising through meta-search companies

Advertising online involves the use of rich media, using banners, and many other forms of visual advertising. The internet is flooded with many forms of advertising, but the most common was the display adverts, which although still in use, are overpowered by the search engine advertisements, because of the present society exposure to search oriented websites on the internet. Meta-search companies like Kayak have potential to assist in optimization of advertisements, through the well defined structures of the SEM systems (Tonkin et al. 2010).