what is literature review in digital marketing

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Journal of Business & Industrial Marketing

ISSN : 0885-8624

Article publication date: 23 March 2020

Issue publication date: 19 June 2020

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.

Design/methodology/approach

A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.

Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers.

Practical implications

The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.

Originality/value

Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.

• Literature review
• Digital marketing
• B2B marketing

Pandey, N. , Nayal, P. and Rathore, A.S. (2020), "Digital marketing for B2B organizations: structured literature review and future research directions", Journal of Business & Industrial Marketing , Vol. 35 No. 7, pp. 1191-1204. https://doi.org/10.1108/JBIM-06-2019-0283

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Undertaking a literature review in marketing

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• marketing Social Sciences 100%
• literature Social Sciences 51%
• community research Social Sciences 36%
• interpretation Social Sciences 18%
• student Social Sciences 7%

T1 - Undertaking a literature review in marketing

AU - Gabbott, Mark

N2 - Writing a literature review is often considered to be one of the most difficult tasks a student will undertake and is often the most significant part of the academic contribution of essays and theses. Academia is a broad and inclusive community and all research takes place within the context of others work. It is therefore imperative that we review current knowledge before we can advance. This article provides guidelines for the construction of a literature review in marketing and focuses upon three key tasks. The first is the identification and sourcing of literature. The second is the interpretation and critical understanding of what has been collected and the third is the preparation and writing of the final document. Within these three tasks a number of suggestions and examples are given to aid anyone starting to prepare a marketing literature review.

AB - Writing a literature review is often considered to be one of the most difficult tasks a student will undertake and is often the most significant part of the academic contribution of essays and theses. Academia is a broad and inclusive community and all research takes place within the context of others work. It is therefore imperative that we review current knowledge before we can advance. This article provides guidelines for the construction of a literature review in marketing and focuses upon three key tasks. The first is the identification and sourcing of literature. The second is the interpretation and critical understanding of what has been collected and the third is the preparation and writing of the final document. Within these three tasks a number of suggestions and examples are given to aid anyone starting to prepare a marketing literature review.

KW - literature

KW - retrieval

KW - critical review

KW - writing-up

M3 - Article

SN - 1469-347X

JO - The Marketing review

JF - The Marketing review

The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms

• First Online: 08 July 2020

Cite this chapter

• Marc K. Peter   ORCID: orcid.org/0000-0002-2897-0389 3 &
• Martina Dalla Vecchia 3  

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 294))

7199 Accesses

49 Citations

Digital transformation, driven by technological advances and changing customer requirements, is stimulating the use of digital marketing. 11% of Swiss organizations regard digital marketing as a key investment area as part of their overall digital transformation strategy, with over one third of Swiss organizations currently investing in new sales and marketing tools. Unfortunately, there are implementation gaps between Swiss small and medium-sized enterprises (SME) and large enterprises (LE). In short, SME are lagging behind LE and generally do not use digital marketing tools, channels, and platforms. Barriers that prevent SME from adopting higher digital marketing tools are cultural change, limited resources/high costs, technology, and expertise. The objective of this study is to close the knowledge gap and provide SME with an overview of the most important digital marketing tools based on a literature review in order to leverage the opportunity of digital technology in the marketing discipline and reduce the distance to LE. The literature review identified nineteen relevant articles. These articles include 162 citations of tools, channels, platforms, and methods, which can be used by SME to close the knowledge gap and thus take advantage of a new, digital marketing portfolio. The twenty-four unique digital marketing tools are presented based on a comparative analysis, with the eleven most often cited tools being defined and described. Potential for further research was identified.

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Peter, M.K., Dalla Vecchia, M. (2021). The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms. In: Dornberger, R. (eds) New Trends in Business Information Systems and Technology. Studies in Systems, Decision and Control, vol 294. Springer, Cham. https://doi.org/10.1007/978-3-030-48332-6_17

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Digital Marketing vs. Traditional Marketing: Literature Review and Practical Lessons

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Evolution of digital marketing

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- Internet marketing utilizes digital platforms, traditional marketing uses offline methods. - Internet marketing is more targeted and interactive compared to traditional.

A Literature Review on Digital Marketing Strategies and Its Impact on Online Business Sellers During the COVID-19 Crisis

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The primary objective of this literature review is to examine the digital marketing strategies used by online business sellers amidst the COVID-19 pandemic. In this case, effective marketing enables the collection of data to understand more about the targeted consumers, allowing advertising and other strategies to be more directed. In addition, this was initiated to deeply understand how the digital marketing strategies of online business sellers work. Based on the literature review, the researchers identified the following themes: digitalization and digital marketing, digital and traditional modes of marketing, social media as a digital marketing strategy, information technologies as marketing tactics, e-commerce during the COVID-19 pandemic, understanding online, internet, mobile, and digital marketing, preferences, and future research directions, and implications. In conclusion, digital marketing has surpassed traditional marketing. These elements affect the digital marketing skills gap. Internet ads are getting more widespread. Firms' perceptions of the value of digital marketing can be classified. An integrated approach is required to meet client needs using digital marketing channels. To succeed in this new market, businesses must first understand their clients' lifestyles. Digital marketing has evolved into an internet advertising platform for small business owners, despite a lack of funds to update technology and harness internet development. Advertising on social media is attracting the attention of digital marketers. Because of the potential market share gains that social media marketing could give for internet marketers, it is expected that social advertising spending will continue to grow in the coming years

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Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature

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• Published in Psychology & Marketing 26 July 2024
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107 References

Investigating the effectiveness of virtual influencers in prosocial marketing, the role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors, the power of flattery: enhancing prosocial behavior through virtual influencers, green power of virtual influencer: the role of virtual influencer image, emotional appeal, and product involvement, virtual influencers and pro-environmental causes: the roles of message warmth and trust in experts, broadening our understanding of what drives stewardship engagement: relationships between social capital and willingness to engage in nature stewardship., the pain of payment: a review and research agenda, examining indian consumer pro-environment purchase intention of electric vehicles: perspective of stimulus-organism-response, feeling the values: how pride and awe differentially enhance consumers’ sustainable behavioral intentions, through narratives we learn: exploring knowledge-building as a marketing strategy for prosocial water reuse, related papers.

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What Is SEM? Search Engine Marketing Guide

Updated: Jul 16, 2024, 11:01am

Table of Contents

Search engine marketing (sem) defined, how sem works, why sem is important, sem vs. seo, pros and cons of sem, sem keyword strategies, bottom line, frequently asked questions (faqs).

Ever wondered how some businesses consistently appear at the top of your search results? That’s the power of SEM, or search engine marketing, at work. It’s not just about being visible; it’s about being strategically noticed. For anyone dabbling in digital markets, from budding entrepreneurs to established brands, mastering SEM can be the difference between liftoff or a crash landing. Below, we’ll peel back the layers of SEM, offering insights to propel your business to the forefront of search engines, where potential customers are just a click away.

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Search engine marketing (SEM) is the strategic process of increasing a website’s visibility in search engine results pages (SERPs) through paid advertising. Unlike search engine optimization (SEO), which focuses on earning traffic through unpaid or free listings, SEM typically involves the purchase of ads on search engines such as Google and Bing. These ads, often referred to as pay-per-click (PPC) ads, allow businesses to display their products or services to a targeted audience actively searching for similar offerings.

By bidding on specific keywords relevant to their business, advertisers can place their ads in the sponsored sections of SERPs, gaining immediate visibility and the opportunity to attract potential customers. This method is especially effective for driving targeted traffic and generating quick results, making it a vital strategy for businesses looking to enhance their online presence and reach.

Understanding how SEM works is important for small businesses looking to make an impact online. At its core, SEM revolves around the concept of using paid advertisements to enhance visibility on SERPs. Here’s a deeper look at the process:

Keyword Research

This is the foundation of any SEM campaign. Small businesses must identify and bid on keywords that are relevant to their products or services and are commonly used by their target audience. Tools such as Google’s Keyword Planner and Semrush aid in this research, helping businesses find keywords that balance demand and competition.

Ad Creation

Once keywords are selected, businesses create ads that will appear in search results. These ads, typically text-based, need to be concise yet persuasive, clearly conveying the value proposition of the product or service. Google Ads and Bing Ads offer various formats and options for crafting these messages.

Bidding Strategy

SEM operates on a bidding system. Businesses decide how much they’re willing to pay each time a user clicks on their ad. This bid, combined with factors such as the quality of the ad and the relevancy of the keywords, determines the ad’s placement. It’s not always the highest bidder who wins; search engines also prioritize the ad’s relevance and quality.

Landing Pages

An important, though often overlooked, component is the landing page—the page a user lands on after clicking the ad. Effective landing pages are tailored to the specific offer in the ads and are optimized for conversions, whether that’s making a purchase, signing up for a newsletter or another action aligned with the business’s goals.

Analytics and Adjustment

SEM is not a set-and-forget strategy. Continuous monitoring and adjustment are necessary. Analytics tools provide insights into how ads perform, showing metrics such as click-through rates, conversion rates and the cost per conversion. Businesses use this data to refine their campaigns, tweaking keywords, ad copy and bidding strategies to optimize performance.

For small businesses, SEM offers a flexible and scalable approach to gaining visibility online. With the right strategy, even businesses with modest budgets can compete effectively, reaching potential customers at the exact moment they’re searching for what the business offers.

From immediate impact on search engine results pages to cost-effective targeting, SEM provides a variety of benefits tailored to the unique needs and constraints of small businesses. SEM’s importance to small businesses lies in its ability to provide targeted, flexible and cost-effective marketing solutions. It allows these businesses to compete in a digital environment, reaching the right audience at the right time with the right message.

Below, we’ll dive into these advantages to understand why SEM is an indispensable part of a small business’s digital marketing strategy.

Immediate Impact on Visibility

• Speed of results: SEM offers an almost instant increase in visibility. When ads are live, they start appearing in search results, providing an immediate boost to a business’s online presence.
• Visibility in competitive markets: In markets where organic ranking is highly competitive, SEM offers a direct route to the top of search results, ensuring that small businesses can be seen alongside larger competitors.

Targeted Advertising

• Relevance to audience: SEM allows for precise targeting based on user search queries, ensuring that the ads displayed are relevant to the audience’s current interests and needs.
• Customizable campaigns: Campaigns can be tailored for different segments of the market, ensuring that each ad reaches the most appropriate audience.

Cost-Effective Marketing

• Budget control: Small businesses can set a strict budget for their SEM campaigns, controlling costs while still achieving significant visibility.
• Pay-per-click model: With PPC, businesses only pay when a user clicks on their ad, making it a cost-effective approach, especially for those with limited marketing budgets.

Measurable Results and Flexibility

• Data-driven decisions: SEM provides a wealth of data that businesses can use to assess the performance of their campaigns and make informed decisions.
• Agility in marketing: The ability to quickly adjust keywords, ad copy and budget based on campaign performance makes SEM a flexible marketing tool.

Enhanced Local Reach

• Local targeting: SEM is particularly effective for local businesses looking to attract customers in specific geographic locations.
• Local service ads: Platforms such as Google Ads offer specialized options for local service providers, increasing their visibility to nearby customers.

Building Brand Awareness

• Repeated exposure: Even when users don’t click on an ad, they still see the business name, logo and offerings, which contributes to building brand recognition.
• Competing with larger brands: SEM levels the playing field, allowing small businesses to gain similar visibility as larger companies in their industry.

Access to Mobile Customers

• Mobile optimization: With the increasing use of mobile devices for searches, SEM campaigns can be optimized for mobile users, tapping into a large and growing audience.
• Location-based marketing: Mobile SEM allows for location-based marketing strategies, targeting users based on their immediate geographical location.

In digital marketing, SEM and SEO are often mentioned in the same breath, yet they hold distinct roles. Understanding their differences is key to leveraging each effectively for online business growth.

SEM: Paid Search Strategies

SEM primarily involves paid advertising strategies. It’s about placing ads in prominent positions on SERPs, where they’re marked as ads and sit either above or alongside organic search results. The heart of SEM is the PPC model, where businesses bid on keywords and pay for each click their ads receive. This approach allows for immediate visibility in the SERPs, making it an ideal strategy for businesses seeking quick results, such as promoting time-sensitive offers or launching new products. SEM offers precise targeting options, including demographic and geographic targeting, which enable businesses to reach specific audiences effectively. However, this visibility lasts only as long as the campaign is funded.

SEO: Organic Search Efforts

In contrast, SEO focuses on optimizing a website to rank higher in organic search results. This involves enhancing various elements of the website, such as content quality, keyword relevance, mobile-friendliness and user experience. Unlike SEM, SEO is a long-term strategy. It takes time and consistent effort to see results, but once a website achieves a high ranking organically, it can maintain this position for an extended period without ongoing costs. SEO is about building credibility and trust with search engines, which, in turn, translates to higher visibility and traffic.

While SEM offers immediate visibility and precise audience targeting, SEO is about building a sustainable online presence. Both strategies are essential in a comprehensive digital marketing plan, serving different purposes and complementing each other. SEM can provide a quick boost in traffic and brand awareness, useful for new websites or promotional campaigns. Meanwhile, SEO is critical for long-term online growth and establishing a powerful online presence. Employing both strategies in tandem ensures a balanced approach to dominating both paid and organic aspects of search engine results.

SEM offers a variety of benefits, particularly in terms of visibility and targeting, but also comes with challenges, particularly related to cost and the need for ongoing management. Weighing these pros and cons is essential for businesses to determine if SEM aligns with their marketing goals and resources.

Pros of SEM

• Immediate visibility: SEM places ads directly in front of users, leading to instant visibility on search engines. This is especially beneficial for new or time-sensitive campaigns. Businesses can see an immediate increase in traffic and potential leads.
• Targeted advertising: Ads can be tailored to specific demographics, interests and behaviors, reaching the right audience at the right time. This targeting leads to higher-quality traffic and more efficient use of advertising budgets.
• Measurable results: SEM campaigns provide precise analytics, allowing businesses to measure everything from clicks to conversions. This data helps in making informed decisions and optimizing campaigns for better performance.
• Flexible budget options: Businesses can start with any budget, adjusting based on performance and financial resources. This flexibility makes SEM accessible for businesses of all sizes.
• Brand awareness: Even when users don’t click on an ad, they see the business name, increasing brand awareness. Repeated exposure can reinforce brand recognition and trust.

Cons of SEM

• Costs can add up: While you can start with a small budget, competitive keywords and industries can lead to higher costs per click. Without careful management, expenses can escalate, especially in highly competitive markets.
• Requires expertise: Creating effective SEM campaigns requires a certain level of skill and understanding of search engines. This may necessitate training or hiring specialists, adding to the costs.
• Short-term impact: The visibility gained through SEM is temporary and dependent on continuous funding. Once the campaign ends or the budget runs out, the traffic and visibility drop.
• Ad blindness: Some users have become adept at ignoring ads, a phenomenon known as “ad blindness” and sometimes “banner blindness.” This can reduce the effectiveness of SEM campaigns over time.
• Constant monitoring and adjustment: SEM campaigns require ongoing monitoring and adjustments for optimal performance. This demands continuous effort and attention, which can be resource-intensive.

SEM requires a strategic approach to keyword selection, as it’s a critical component in the success of any search engine marketing campaign. The right keywords act as a beacon that guides potential customers to your website and offerings. Below, we’ll go into various keyword strategies, each tailored to meet specific goals and market niches. From targeting long-tail keywords for more qualified leads to leveraging local keywords for community-based visibility, these tactics offer diverse avenues to enhance your SEM campaign’s effectiveness.

Understanding and implementing these strategies can significantly impact your campaign’s reach and efficiency, ultimately driving more targeted traffic and conversions.

Long-Tail Keywords

• Focus on specificity: Target long-tail keywords, which are longer and more specific phrases. They typically have lower competition and can attract more qualified traffic.
• Ideal for niche markets: Particularly effective for niche markets, where specific queries lead to higher conversion rates.

Local Keywords

• Geographically focused: Incorporate geographic locations in keywords for businesses targeting local customers.
• Boosts local visibility: Enhances visibility in local search queries, vital for businesses such as restaurants or local services.

Negative Keywords

• Filter out irrelevant traffic: Identify and exclude terms that are not a good match for the product or service offered.
• Improves campaign efficiency: Helps in avoiding wasted spend on irrelevant clicks, enhancing ROI.

Competitor Keywords

• Target competitors’ keywords: Bid on keywords your competitors are known for to potentially capture some of their traffic.
• Strategic positioning: Useful for positioning your offerings alongside or against well-known competitors.

Seasonal Keywords

• Timely targeting: Use keywords related to holidays, seasons or events relevant to your business.
• Leverage seasonal demand: Capitalizes on increased search volume during specific times of the year.

Branded Keywords

• Incorporate brand names: Include your own brand or product names in keywords.
• Strengthens brand recognition: Helps in capturing traffic specifically looking for your brand and defends against competitors bidding on your brand name.

Product or Service Specific Keywords

• Directly related to offerings: Focus on keywords directly related to the products or services being offered.
• Attracts ready-to-buy users: These users are further along in the buying cycle, increasing the likelihood of conversion.

Question-Based Keywords:

• Engage curious users: Use question-based keywords that start with “how,” “what,” “where,” “when” or “why.” These are often used by users seeking information.
• Boosts content relevance: Aligns well with informational content on your site, improving the chances of attracting users seeking answers or guidance.

Buyer Intent Keywords

• Captures decision-ready traffic: Focus on keywords that indicate a user’s readiness to purchase, such as “buy,” “deal,” “discount” or “free shipping.”
• Enhances conversion rates: Targets users who are further down the sales funnel, increasing the probability of conversions.

Industry-Specific Jargon

• Targets industry insiders: Employ industry-specific terms or jargon that are likely to be used by professionals or enthusiasts within your niche.
• Attracts a knowledgeable audience: Ensures your ads reach users with a deeper understanding or interest in specific industry-related topics.

Performance-Based Keywords

• Analyze and adapt: Regularly review the performance of your existing keywords and adapt your strategy based on what’s working best.
• Dynamic strategy: This approach keeps your keyword list fresh and effective, responding to changing trends and user behaviors.

Cross-Channel Integration Keywords

• Synergy with other campaigns: Use keywords that complement other marketing efforts, such as social media campaigns or email marketing.
• Creates a cohesive brand experience: Ensures consistency in messaging across different platforms, reinforcing brand recognition and recall.

While SEM is known for its rapid impact and ability to generate quick traffic, it demands strategic planning, ongoing management and a clear understanding of the target audience. The effectiveness of SEM lies in its flexibility and measurability, allowing businesses to tailor their campaigns to specific audience segments and adjust strategies based on real-time data. Despite its potential costs and the need for continuous funding to maintain visibility, SEM remains a vital component for businesses aiming to establish a strong, immediate online presence and drive targeted traffic to their websites.

What is SEM in social media?

In social media, SEM refers to the practice of using paid advertising strategies on platforms such as Facebook, Twitter and LinkedIn. These strategies involve creating and placing ads within these platforms’ feeds or sidebars, targeted based on user behavior, interests and demographics.

What is a good example of SEM?

A classic example of SEM is a Google Ads campaign where a business bids on specific keywords so its ads appear in Google’s search results when those keywords are searched. This results in the business’s ad appearing at the top of the search results page, increasing visibility and traffic to its website.

What does SEM mean in advertising?

In advertising, SEM (search engine marketing) means using paid strategies to increase a website’s visibility in search engine results pages. This typically involves bidding on keywords and creating ads that appear in search engine results, allowing businesses to target potential customers who are searching for related products or services.

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Katherine Haan is a small business owner with nearly two decades of experience helping other business owners increase their incomes.