Summary
Today, the Internet is one of the most important determinants of the progress of small and medium-sized enterprises (SMEs). In contemporary business, the global net-work is perceived as the main channel for the marketing and sales of products and services. The presence in the network is so natural and obvious that the question "to be or not to be" should be replaced by another one: "How do I stand out to be noticed on the market?"
The paper presents the implementation of the idea of e-marketing in the SMEs using modern information technology tools. It includes statistics confirming the in-creasing involvement of enterprises and individuals in the use of the Internet. Moreo-ver, the types and importance of Internet data are described and the need for its ac-quisition is justified. It also introduces indicators to assess the efficiency of e-market-ing campaigns. The case studies will be shown to present the usability of Google tools in e-marketing campaign designing and management in Polish SMEs.
Keywords: web data, Internet data analysis, e-marketing, e-marketing campaign 1. Introduction
The progress of modern economy, especially in local dimension depends in large part on small and medium-sized enterprises (SMEs). Compared to the large enterprises, SMEs have better possi-bilities to adapt to the current situation on the market and can react faster to meet new clients' re-quirements. These activities require having the right information at the right time captured directly at the location where the business is done. An example of such a place is the Internet, which is seen as a platform for current and future business. SMEs already use the Internet to conduct business. But in many instances, their Internet activities are restricted only to present their own offer or to make contact with clients using web pages. Most advanced solutions allow one to make business transac-tions. Today, it is necessary to change the way of thinking about doing business. New technologies create new possibilities for enterprises as well for customers. Nowadays, the sale of products and services is realized more often over the Internet, as shown by the statistics. Contemporary customers, whose number is still increasing, are aware that they can find all the needed information about the products in the global network. Visiting the web pages of enterprises, they are going different paths leaving the trace, which may be valuable for an enterprise, because it indicates a place of interest for visitors. Having this information, the SMEs may better adjust the presented content to the clients' needs.
The acquisition of Internet data is supported by information technology (IT) tools, which offer functionalities to monitor events on the websites, collecting data about them and their advanced analysis. All of these activities allow for the creation and implementation of an e-marketing cam-paign, which will be targeted in a desirable region or customers and assures the efficient acquisition of new customers.
The aim of this chapter is to present the method of implementation of e-marketing campaigns using the Google search engine and the management of them with the help of IT tools offered by Google.
2. Contemporary business on the web
Today, the Internet is one of the biggest places for conducting business in the world. When thinking about enterprise development, it is necessary to be active in the global network and look for new possibilities to meet the clients' requirements. The success of Internet activity depends on two factors. The first one is the universality of access to the network. The second is to have a busi-ness platform that ensures benefits for both sides.
The statistics are very optimistic for those who want to conduct business using the Internet. The total number of Internet users (individuals) is still increasing. Internet World Stats reports that the global network has 2.1 billion users (as of March 31, 2011), constituting 30.2% of the world’s pop-ulation1. In comparison to 2010, this rate has increased by 1.5%. There is very interesting infor-mation that gives the Internet a penetration rate by regions and countries, which describes the pro-portion of people with access to the Internet with regard to the overall population. The leader in this category is North America (78.3%, 272.1 million individuals). Europe occupies third place with a ratio equal to 58.3% (476.2 million people)2. In the EU, the ratio describing the percentage of individuals who have used the Internet in last 12 months is higher and has a value of 73% (338.5 million individuals). The highest ratio in the EU is Iceland (95%), the lowest – Romania (44%)3. Unfortunately, the ratio for Poland (58.4%, 22.5 million individuals) is below the average value for the EU. But our country is one of the leaders when taking into account the growth of the number of Internet users. In 2010, this number was seven times higher than in 2000. The statistics presented show that the Internet is a place where millions of individuals spent time to look for opportunities to locate a variety of information, be it social or business needs.
The important aspect for every enterprise, from a business point of view, is the frequency of Internet usage. On the basis of data from EUROSTAT (Table 1), it can be noted that the number of individuals in the EU who access the Internet daily has increased from 38% in 2007 to 56% in 2011. At the same time this ratio has changed in Poland, from 27% to 45%. In comparison to other EU countries in 2011, this is still a low value (Iceland – 88%, Norway – 82%, Sweden – 80%, Nether-lands – 79%, Denmark – 78%). 1 http://www.internetworldstats.com/stats.htm 2 http://www.internetworldstats.com/stats4.htm 3 http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_ifp_iu&lang=en
Table 1. Frequency of Internet access in Poland and EU (% of overall population)
Source: EUROSTAT4, GUS5.
The better knowledge about potential customers requires recognition of activities, which are undertaken while surfing the Internet. This information is useful in designing an e-marketing cam-paign, because it indicates the places (social media, portals) where the campaign might be carried out.
The statistics regarding this theme may be presented from two points of view. The first one shows the percentage of the overall population; the second – the percentage of Internet users. In both cases the main aim of Internet usage by European and Polish individuals remains the same. The Internet is first of all a platform for sending and receiving e-mails. In 2010, 61% of the EU popula-tion and 89% of EU surfers had used the Internet as a method of e-mail communicapopula-tion6. In Poland, these ratios are lower and had values of 48% and 81%, respectively. The second aim of Internet use was to search for information about products and services (in the EU, 56% of the population and 81% of net surfers; in Poland, 39% of the population and 67% of surfers7).
All the statistics presented here concerning the customers clearly show that the Internet is a place to do business still and has great potential thanks to its individual users; every enterprise may find its own place with its own unique offerings.
The information about the potential customers is very important and useful for enterprises, be-cause it indicates that it is worth undertaking e-marketing activities to promote one’s own business. But the question: "Are SMEs ready to do business using the possibilities that the Internet provides?" still remains. To answer this, examples of statistics concerning SMEs will now be presented. They help prove that SMEs more often are present on the Internet and one can see the benefits of using this media in different areas of business.
The basis of any activities on the Internet is having access to the global network. Nowadays (in 2011), 94% of small and 99% of medium-sized enterprises in the EU have access to this platform8. Poland belongs to the leaders in groups of medium-sized enterprises with a ratio equal to 99%. For small Polish enterprises, the ratio had a value of 93%. It is necessary to mention at this time that Polish SMEs have very good technical preparation to realize modern business via the Internet and have so since 2007. But it seems that they do not seize all opportunities that are created by modern
4 http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_ifp_fu&lang=en
5 http://www.stat.gov.pl/cps/rde/xbcr/gus/PUBL_nts_spolecz_inform_w_polsce_2006–2010.pdf, p.88 6 http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_ac_i&lang=en
7 http://www.stat.gov.pl/cps/rde/xbcr/gus/PUBL_nts_spolecz_inform_w_polsce_2006–2010.pdf, p. 94 8 http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_in_en2&lang=en
Poland European Union 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
Daily 27 32 39 42 45 38 43 48 53 56
Regularly (at least once a week) 39.0 44.3 51.6 54.6 58 51 56 60 65 68 At least once a month 4.2 3.8 3.4 3.4 n/a 4 4 4 3 n/a Less than once a month 0.9 0.9 0.7 0.8 n/a 2 1 1 1 n/a
Internet technologies. This fact is confirmed by the statistics describing the amount of enterprises which have their own website (Table 2).
Table 2. Polish and EU SMEs having websites (% of enterprises)
Source: EUROSTAT9,GUS10.
Observing the dynamic of changes in the number of web pages11, it should be said that the SMEs in Poland, as well in the EU, understand more and more the need to have the platform that will be the place for business transactions, the distribution of information and the capturing of data about the customers. This direction of enterprises' activities confirms the statistic describing the aims of website use in SMEs. For many years the website has been mainly used for presenting product cat-alogues and price lists (Table 3). Furthermore, the SMEs develop an active form of contact with customers. The number of Polish enterprises offering online placement of orders was higher in 2010 than in 2009 in both cases (46% for small, 11% for medium-sized).
Table 3. Main objectives of website usage in Polish and EU SMEs (% of enterprises) Product catalogues
and price lists
Orders of products by own project
Online orders 2009 2010 2009 2010 2009 2010 Poland Small enterprises 37.7 44.9 13.0 17.5 6.5 9.5
Medium-sized enterprises 58.3 61.7 16.8 17.9 10.0 11.1 EU Small enterprises 33 35 n/a n/a 14 15
Medium-sized enterprises 47 49 n/a n/a 18 20 Source: EUROSTAT12, GUS13.
It is worth noting that there is a 19% growth in the number of small enterprises in Poland (com-pared to 2009), which present an enterprise’s own offer on the website. In 2010, this rate was in our country and was 28% higher than in the EU (for medium-sized enterprises – 26%). Nevertheless, looking at the online orders possibility, the indicators for Poland are still below the average values for the EU (36% less than in the EU for small and 45% for medium-sized enterprises).
Online catalogues as well online orders are very important from a business point of view, be-cause browsing web pages with products and ordering via the Internet is a precious and credible source of knowledge about customers and their behaviours.
9 http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_eu_en2&lang=en
10 http://www.stat.gov.pl/cps/rde/xbcr/gus/PUBL_nts_spolecz_inform_w_polsce_2006–2010.pdf, p. 33 11 http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_eu_e&lang=en
12 http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_ci_eu_en2&lang=en
13 http://www.stat.gov.pl/cps/rde/xbcr/gus/PUBL_nts_spolecz_inform_w_polsce_2006–2010.pdf, pp. 36–37
Poland European Union
2007 2008 2009 2010 2011 2007 2008 2009 2010 2011 Small enterprises 46.7 50.1 51.9 60.5 n/a 59 60 62 63 66 Medium-sized enterprises 74.9 77.2 79.2 81.6 n/a 80 80 81 83 84
In summary, the statistics clearly show the growing number of individuals and enterprises that use the Internet. The presence in the global network of such an amount of potential customers should stimulate enterprises to expand business activities, in which new forms of distribution of infor-mation, contacts and conducting transactions will be taken into account. The positive phenomenon is increasing the engagement of enterprises with regard to Internet projects aimed at better meeting the needs of current and potential clients. New ways of thinking by SME owners lets them get closer to clients with their own offers and creates conditions to realize the strategy of sales and marketing based on new technologies.
3. Web data and its importance in e-marketing
A large number of Internet users and the high frequency of the Internet access mean a huge amount of data that remains in the network. In the past, there was only possible the measurement of number of webpage displaying. Nowadays, this measurement does not give information that satisfies the needs of a contemporary business, because it describes only the facts about page viewing without any additional comments as to why this page was visited. Therefore, modern IT solutions imple-mented in present web portals allow one to gain more interesting data about visitors such as:
• sources from which the enterprise's webpage was requested,
• the territorial location of a place from which the request to display pages came, • the kind of content that was in the area of interest of the users,
• time spent on particular pages,
• days of week and the time of day when pages are being viewed, • types of activities that have been undertaken in particular places, • pathways during the visit,
• types of devices used to browse the web pages.
All of the abovementioned data significantly influence e-marketing activities. The places, which were the source of website requests, should be the target of e-marketing campaigns. Knowing that the majority of requests come from search engines, social networks or certain regions, the form of e-marketing campaign should be adjusted to the specificity of these places. The kind of content, in conjunction with time spent for reading and interpreting presented information, allows one to eval-uate the level of interest from the clients' perspective. The expression of this interest will also be in such activities like the transition to the desired page (from the viewpoint of the website owner) or acting on the current page. The research of transitions between pages is possible thanks to pathways, which identify visited pages of an enterprise's portal and the order of visiting the various pages.
Not without the significance is the day of the week and time of the day in which customers visit the enterprise's website. Detailed data in this area are valuable hints for decision makers regarding what time is best for reaching the largest number of customers to inform them about products, pro-motions, news and sales.
The combination of presented data leads to the creation valuable informational cross-sections about the time, place and activities of the customers. This knowledge allows for better understanding of the potential clients and better adaptation of the Internet campaign to the target environment.
The nature of the data described here helps characterize customers' visits to the website from a quantitative point of view. It means that the information is useful in the evaluation of certain events and customers' behaviours in wider range than previously thought. Therefore, the business value of
these data is today much higher than in the past. They let better and precisely indicate the events that caused the visit on the page and clearly describe what happened during browsing of particular pages. However, using this data it is not possible to determine why such an event took place. This area is the subject of qualitative analysis, which is currently one of the main directions of re-searches in the field of consumer behaviour assessment.
The most important feature of Internet data, affecting at their high usability in e-marketing as well in e-business as a whole, is that they are always up to date, i.e. are captured at the moment when event occurs. This way they allow for the evaluation of customers' responses in almost real-time and the correction or continuation of an e-campaign.
In summary, the acquisition of Internet data is necessary because they are useful in the assess-ment of marketing, sales and customer relationship activities undertaken with Internet use. The eval-uation of the effectiveness and the efficiency of these activities decide whether they will be contin-ued in the future, or whether the enterprise has to find another way to reach customers with its offer. Web data collecting and their analysis are the expression of a mature awareness that the Internet and other information technologies facilitate reaching valuable interaction with customers14. Moreover, they create a solid base for effective web-based promotion that "has proven to be a dominating approach to reaching a target market"15.
4. IT tools supporting designing an e-marketing campaign and evaluation of its efficiency One of the most popular and efficient IT tools that supports e-marketing is the Google advertis-ing platform. Its main components are Google’s Web search engine, AdWords and Analytics. Google AdWords enables displaying enterprise's ads, which match users' queries in the search en-gine. Its functionalities allow online cost controlling of marketing activities, defining ads' targets, measuring the effectiveness of e-marketing activities and a variety of forms of advertising. The ad-vertiser may choose one of the two billing models (CPC, Cost-Per-Click or CPM, Cost-Per-iMpres-sion) depending on the aim of the campaign (CPC for direct sales, CPM for reaching users' visibil-ity). The different targeting criteria (regions, languages, network places, device platforms, time ads are displayed) enable the enterprise to reach a great number of potential clients. AdWords supply statistics which characterise the number of webpage impressions and clicks on an enterprise's ad in the search engine result page, how often people, seeing the enterprise's ad, end up clicking it (CTR), how much the enterprise pays for each click on the ad (CPC), the quality score for every keyword and ad, which measures how relevant the keyword is to the ad text and to a user's search query.
The complementary tool used in the e-marketing campaign is Google Analytics, which allows one to measure the efficiency of activities. The analyses, which are performed with the usage of this tool, are based on the data about website visitors (the number of people coming back again to the page and the return frequency, new users who visit the website, time spent on the website, depth of visit (the amount of pages visited by the user while visiting the website), sources of website entrances (direct visits, organic search results, views obtained through paid clicks from the Google-sponsored
14 Trainor K. J., Rapp A., Beitelspacher L. S., Schillewaert N., Integrating information technology and marketing: An exam-ination of the drivers and outcomes of e-Marketing capability, Industrial Marketing Management, Vol. 40, Iss. 1, January 2011, pp. 163–164.
15 Ergun G., Shams R. S. M., The role of web-based promotion on the development of a relationship marketing model to enable sustainable growth, Procedia Computer Science, Vol. 3, 2011, p. 1061.
links, entries from the referrer), contents of the visited website (the most common landing pages, the most common exit pages, the most interesting and ignored parts of particular pages) and achiev-ing the aims of the visit. The last set of data is the most important from the viewpoint of evaluation of a campaign's efficiency.
Depending on the area of enterprise activities, the aim of the visit may be different. But in every case, the main measure of the aim's achieving is the conversion rate, i.e. percentage of site visitors who completed actions desired by the website owner. Other metrics that describe the results of the campaign are the pathways inside the website (how the visitor moves between web pages), the bounce rate (percentage of people who came to website and left "instantly") and average time spent on the website.
In practise, Google AdWords and Analytics should be used simultaneously. Thanks to them it is possible to design and conduct an e-marketing campaign as well as gain the feedback obtained and a current analysis of the campaign's results. This way, the website owner has the possibility to manage the e-campaign and adapt it to the current market conditions.
5. Case studies of designing and managing e-marketing campaigns
The development of Internet technologies contributes to the increase of available IT tool usage among small and medium-sized enterprises. It is worth mentioning that entrepreneurs, who need to reduce the cost of advertising campaign services, often decide to conduct advertising activities on their own.
This chapter presents case studies of two companies representing the sector of small and me-dium-sized enterprises: a travel agency located in Krakow (meme-dium-sized enterprise) and a company that organizes parties and events, mainly for children (small enterprise). Each case describes the history of the company, its advertising campaign strategy, activities and the analysis and evaluation concerning the effects of the campaign.
Case study 1: e-marketing strategy of a tourism enterprise from Krakow
The travel agency from Krakow became active on the Internet market in 2004. Its activity is focused mostly on seasonal trips and recreational tours. Distribution of excursions is carried out through various methods, such as: the office located in the city centre, a large number of sales agents promoting tours and last, but not least, its website which allows clients to book a chosen tour. The offers are also presented on partners' websites that sell and promote trips to foreign countries.
The company provides services to about 5,000 clients per year and it offers approximately 300 various trips. The strategy of the company’s development is based on ensuring high quality services. Knowledge and feedback gathered from customers allows the enterprise manager to analyse and monitor the quality of services contributing to the company’s development, such as continuous offer development (i.e. new places to visit).
Advertising strategy
The advertising strategy of the company is divided into online and offline activities. The main advertising product is the printed catalogue containing offers that appear twice a year: summer and winter. The agency also uses the Internet as a platform for rapid online advertising development, especially during the summer and winter, when the interest in trip offers reaches its highest point. The website acts as a catalogue of offers, which is available online and is constantly updated to present all offers that are available at the moment. In addition, it allows users to book the tour online.
Another function of the website is to create the brand of the company and provide travellers with practical information concerning their trip. The Internet allows users to have a connection with agents who sell trips. By means of a mailing system, the users are informed about actual offers, sales and special offers. Agents might also use the system for booking tourist events. What is more, the company is active on social networking websites (i.e. Facebook), which are used to communicate with clients and present mainly special offers that are popular at the moment.
The travel agency from Krakow carried out an AdWords campaign from May 21st to June 22, 2010 in which the main goal was to advertise some of the company's products. However, the lack of knowledge and experience among the individuals responsible for the campaign caused a lot of problems. First of all, the campaign was not profitable and it was decided that it would be discon-tinued.
Furthermore, the campaign was badly prepared (i.e. keywords were chosen improperly). As a result, there was a low quality score resulting in a high cost per click (the average CPC was 1.46 PLN–6.85 PLN). Having the qualifications of the employees trained in the special courses about Internet mar-keting in tourism, the Google advertising campaigns were prepared again in the middle of 2011. It was promoted to the entire country, and its main goal was to promote tours to Italy in the wintertime. The measurable goal of the campaign was defined as an increase in the entrances to websites thanks to keywords concerning seasonal trips.
The results
The advertising activities carried out from November 9th to November 24, 2011 brought planned results. The main goal, which was to gain a valuable user, was achieved (Figure 1). Thanks to keywords, which have been used in the campaign, there were a lot of entrances into the website. The structure of the most popular keywords has changed according to the main objective of the campaign.
Fig. 1. List of visits from the search network – Google Analytics report for the period of the campaign
Data shown on Figure 1 point to the ten most popular keywords (highlights 3, 4, 5, 7, 9) that led to entering the travel's agency website. People who entered the website, after clicking the adver-tisement on the search engine result page, were called ‘valuable users’. It is indicated by the huge depth of visits (9.20 to 11.54), the high average time spent on the website (5 to 9 minutes) and a low bounce rate (3.85% to 33.33%). What is more, a lot of new users appeared who visited the website thanks to keywords used in the campaign.
Analysis of the graphs in Figure 2 – Figure 5 confirms the accuracy of the choice of keywords and phrases in the campaign. On this basis, it is clear that the selected keywords (phrases) have contributed to the increased number of site visits by users during the campaign. At a time when advertising activities were not conducted, there were a small number of hits that would result from clicks on organic search results of those words, ranked on the search engine result page.
Fig. 2. Traffic on the enterprise's website for the phrase "narty Włochy" Source: authors' own analysis based on the Google Analytics.
Fig. 3. Traffic on the enterprise's website for the phrase "Livigno narty" Source: authors' own analysis based on the Google Analytics.
Fig. 4. Traffic on the enterprise's website for the phrase "Livigno apartamenty" Source: authors' own analysis based on the Google Analytics.
Fig. 5. Traffic on the enterprise's website for the phrase "Apartamenty Livigno" Source: authors' own analysis based on the Google Analytics.
By comparing the number of page views during the campaign period and beyond it can be con-cluded that the main objective, i.e. increasing the number of entrances, generated by keywords re-lated to the promoted directions of trips during this period, has been achieved.
The conversion has not been monitored. As a result, there was no possibility of defining how many offers were sold thanks to the AdWords usage. Despite the lack of the exact data about online conversion, feedback from clients showed that most of the sales concerning trips to Italy in the winter time were finalized thanks to the advertising campaign on the Internet. The company is sat-isfied with the campaign results that have been achieved.
In summary, the main advantages of this form of promotion are the low cost of customer acqui-sition (in comparison to other advertising activities), the ability to monitor the results in real time and the opportunity to reach customers at the right time. Because of that, the office has already planned to integrate an AdWords campaign for a marketing strategy to promote holiday products in the summer of 2012.
Case study 2: e-marketing strategy of an event organizer enterprise The enterprise, which organizes events and special parties for children, has been present on the market (malopolskie area) since September 2011. The company was established by 3 students from universities located in Kra-kow. The firm represents an example of an enterprise that works in a niche market, meaning event planning for children, such as birthdays, St. Nicholas Day and New Year's Eve.
Despite the fact of a short presence on the market, there is a satisfying interest in the company's offer. Furthermore, the company has already attracted lots of clients for whom it has prepared and organized special events.
The advertising strategy
The advertising strategy of the firm, as well as the travel agency described previously, was divided into online and offline activities. The basic offline activities include printed promotional materials (leaflets, posters), advertisements in newspapers and magazines and participation in trade fairs. The basis of the online activities is the website, which presents information about the types of events, proposed stylizations for children, the enterprise and qualifications of the event coordinators, examples of previous events and the price list of offered services. Moreover, the website allows users to submit an application and book a chosen service. The supplement of the Internet marketing is an active profile on Facebook, where current events and news are presented to create and show relationships with clients. In order to improve the position on the search engine page result, the website is positioned organically all the time. An integral part of the advertising campaign is its usage of Google AdWords.
The campaign in the Google search engine started on August 9, 2011 and is still going (except two periods of time: September 11–24, 2011 and 25.11–11.12.2011). Phrases and keywords used in the campaign are associated with the actual company's activities. The keywords "child" and "birth-day child" are the most popular.
The main aim of the campaign is to support organic positioning of the site. The detailed goal of the campaign is the progressive reduction of the cost per click (average CPC) and improvement of the campaign's efficiency by getting higher clickthrough rate (CTR).
The results
The analysis of the campaign's effects shows that it brings the expected results. Detailed statis-tical data, presented in Table 2, were prepared based on reports generated by the Google AdWords tool.
During the time of campaign, the cost per click (Avg. CPC) systematically decreased from 0.42 PLN to 0.32 PLN at the time (change: 24%). The CTR increased from 0.71% at the beginning of the campaign to 2.96% currently.
Table 2. Statistics concerning the e-marketing campaign
Campaign period Impressions Clicks CTR Avg. CPC % New Visits Cost [PLN] 09.08 - 10.09.2011 89 707 635 0.71% 0.42 zl 81.05% 265.77 25.09 - 25.10.2011 56 896 922 1.62% 0.36 zl 94.10% 329.62 26.10 - 24.11.2011 39 379 958 2.43% 0.35 zl 93.26% 339.75 12.12 - 31.12.2011 17 928 530 2.96% 0.32 zl 96.67% 169.86 09.08 - 31.12.2011 203 910 3045 1.49% 0.36 zl 90.80% 1 105.00 Source: authors' own analysis based on Google AdWords and Google Analytics.
The percentage of new visitors has also risen: from 81.05% at the beginning of the campaign to 96.67% at the end. The enterprise did not use AdWords tools to measure the conversion. Estimated data, collected during conversations with potential clients, suggest that every third client was in-formed about the company and its offer thanks to online media.
While observing the traffic on the website (line chart in Figure 6), from the beginning of adver-tising activity in the Internet up to now (end of 2011), the increase of the visits during the AdWords campaign activities can be noticed (Periods 1, 3, 5).
Fig. 5. Traffic on the enterprise's website for the phrase "Apartamenty Livigno" Source: authors' own analysis based on the Google Analytics.
By analysing the structure of visits due to the traffic source (pie chart on Figure 6), it should be noted that users opened the site after clicking on advertisements shown in the Google search engine. The presented figure clearly demonstrates that traffic on the website is mainly generated by visits from search engines (78.57% of all visits).
In conclusion, the main goal of the AdWords campaign was fulfilled. During the time of the campaign, satisfying and meeting the expected level of interest in the company's offer among Inter-net users was achieved. The enterprise intends to continue marketing activities using the AdWords tool in order to popularize their offer. Furthermore, in the future the area of analysis will be extended by measuring the conversion allowing the evaluation of the efficiency of online advertising in the Google search engine.
6. Conclusions
Presently, e-marketing is one of the most efficient ways to reach clients. The increasing number of Internet users confirms that it is worthwhile to conduct marketing campaigns that are focused on the Internet and its users. These kinds of campaigns should be carried out in places that are used almost every day by individuals. An example of such a place is Google’s search engine, which might be a site not only to meet information needs, but also to promote own business.
The activities in the frame of e-marketing are today supported by dedicated IT tools, which allow for the monitoring the behaviours of clients during their visit to the website. The wide range of different analyses offered by these tools enables one to improve the processes that lead to an increase in client satisfaction. One of the most interesting proposals to conduct e-marketing cam-paigns and measure their efficiency is Google Analytics and the Google AdWords tools. The inte-gration of a web search engine with these tools assures that the enterprise can reach these clients who are interested in its products, services or other information much faster. But the key to the success is moving away from the concept of the perception of the Internet solely as a place to inform the environment about its own existence and by adopting an expanded concept in which the Internet will be treated as the one of the most important places to conduct business.
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technol-ogy and marketing: An examination of the drivers and outcomes of e-Marketing capability, Industrial Marketing Management, Vol. 40, Iss. 1, January 2011, pp. 162–174.
WYKORZYSTANIE NARZĉDZI IT W PROJEKTOWANIU I ZARZĄDZANIU KAMPANIAMI E-MARKETINGOWYMI W MAŁYCH I ĝREDNICH
PRZEDSIĉBIORSTWACH Streszczenie
Internet jest obecnie jednym z najistotniejszych czynników rozwoju małych i Ğred-nich przedsiĊbiorstw. ObecnoĞü w sieci globalnej jest szansą dla takich firm na dotar-cie do szerokiego grona potencjalnych klientów oraz poznania ich potrzeb i zachowaĔ na podstawie wizyty na stronie WWW przedsiĊbiorstwa.
W rozdziale przedstawiono statystyki, potwierdzające rosnące zaangaĪowanie przedsiĊbiorstw i osób prywatnych w wykorzystanie Internetu, omówiono rodzaje i znaczenie danych internetowych oraz uzasadniono koniecznoĞü ich pozyskiwania. Przedstawiono takĪe wskaĨniki oceny skutecznoĞci kampanii e-marketingowych. Zaprezentowano przykłady uĪycia narzĊdzi IT w obszarze marketingu internetowego, opartego na wyszukiwarce internetowej Google.
Słowa kluczowe: dane internetowe, analiza danych internetowych, e-marketing, kampania e-marketingowa
Piotr Muryjas
Institute of Computer Science
Electrical Engineering and Computer Science Faculty Lublin University of Technology
ul. Nadbystrzycka 36B, 20-618 Lublin, Poland e-mail: piotrm@cs.pollub.pl
Mateusz Muryjas
IN Progress, Interactive Agency
ul. Sowiskiego 12/15, 20-040 Lublin, Poland e-mail: mateusz@in-progress.eu
