Websites: A Key Asset For Any Business


As consumers habits have changed many now favour the ease of searching online for information therefore a website is a key asset for any business or organisation. Nowadays often the first impression for any organisation is their website therefore it is essential for almost all organisations to have a high quality website. A high quality website should enforce the message of the business and enhance their brand online.

A high quality website must make sure technical aspects such as ease of use, navigation, speed, responsiveness and security are balanced with visual design to make a graphical appealing website.  More than ever before, customers judge the credibility of an organisations just based on their website. If a website is of substandard quality then visitors may leave, never to return again. Many decisions are now based solely from looking at a website and without seeking information from any other sources.

Organisations also need to make sure that they have a consistent offline presence as well to support and enhance their online presence. Consistent uses of branding, colours and imagery are essential to reflect a company’s goals and appeal to the desired consumer.


A customer’s journey to buy an iPad from 3 different countries

The presence of retailers both online and offline in UK provide customers wide options. So customer here would like to read the reviews on websites like Argos & eBay to evaluate alternatives. So, there is high probability that a customer will shop online as h/she has more choices online in terms of price and it is convenient for most of them.

Screen Shot 2015-03-06 at 08.17.33


For a customer in India, online purchase is not reliable and convenient option as the delivery system in country is not properly developed and adopted by online merchants and delivery is available only in few areas. A consumer would prefer to go in store and like to interact with store personnel to get best advice and buy the product. Whereas, consumer in Brazil would prefer to buy it from overseas seller or might travel to other place to buy it, as the import duty on foreign technology is relatively higher there. Overall, it shows large differences in decision making of consumers based on cultural, & economical differences.

Ajay; website with the best content… is a football club website of Manchester united and in my perspective has the best content. Its first page with seven different language options, links to social media for its customers is renewed every day with illustrations of best players, clothes on sale, events and many more. Screen Shot 2015-03-04 at 2.29.27 PM Its content on the following page is readable with title attributes that give a user an option to access full content without facing any compatibility issues on any device. Screen Shot 2015-03-04 at 2.30.07 PM From the user device’s point of view, the accessibility to this website is essential to reading the content available.

by Gonzaga-Gonza

The importance of web design in digital marketing strategy


The web has become an essential part of everyday life for most people, means that a good web design can attract people to visit, i.e. website pictures and video on the home page. Website development strategy is unique for every client. It is key that planning website strategy is integration of the web into the existing business plan. Moreover, an increasing number of pay attention to E-commerce development, thus, a well web design strategy can improve online marketing effective, to take full advantage of the web, to test and adjust, until find the most effective strategy.

[Online] Available:

written by hao

Digital Marketing and Social Media: Why Bother?


Many companies and organisations look at digital marketing and social media and consider why bother? Is it worth our time and investment? With real social relationships migrating to the virtual world online communities have developed that bring people together across the globe. Organisations know they should engage in online activities and be part of these online communities but many still don’t. A journal article by Maria Tiago and Jose Verıssimo considers just that, ‘Digital marketing and social media: Why bother?’

While there are many journals arguing the case for engaging with customers online and how beneficial it is for customers there are very few that consider the reverse of this. I found this article interesting as it looks at digital marketing and recent digital trends but mainly looks at how companies and organisations might benefit from online investment.

Written from the perspective of a business or organisation this journal first lays out an understanding of digital marketing and social media usage as well as its benefits and inhibitors before considering the investment required. An area often overlooked by organisations is that developing a digital strategy and social media strategy requires investment from organisations in terms of time and finances. The most interesting part of the article is the author’s research into where companies plan on investing, the table below shows their results;

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(Tiago, Verıssimo 2014:706)

81% of businesses want to invest in social media. Social media is seen as the way forward for many businesses. In addition to this the next biggest area of Investment is email marketing, despite this area having a bad reputation and often producing poor results.

For any organisations Return on investment is important (ROI) but for digital marketing calculating the return can be difficult. Although several models have been proposed there have been no widely accepted models to measure engagement and return on investment. Considering how dynamic and fast paced digital marketing is with web trends are emerging all the time digital marketing does require on-going substantial investment in order for business to remain competitive.

If you are interested in social media and digital marketing then the paper is well worth a read. Another good book on the topic is ‘Profitable Social Media Marketing’ by Tim Kitchen and Tashmeem Mirza, they consider how to get the best return on investment from Facebook, Twitter, Google Plus and Linkedin.

What digital marketing area are you wanting to invest in during 2015? leave your comments below.

Tiago, M., Verıssimo, J., Jones, M., and Prybutok, V. (2014) ‘Digital Marketing and Social Media: Why Bother?’. Business Horizons (57), 703-708

Written by Matthew

The effectiveness of PPC and SEO


What is SEO?

SEO is short for the Search engine optimization or search engine optimizer, which adjust and optimize the internal & external website, in order to improve the keyword ranking in search engines naturally, get more traffic and increase the amount of visitors to a website, such as Google, Bing, Yahoo and other search engines.

 What is PPC?

PPC is short for Pay-Per-Click, which is internet marketing formula for price on-line advertisements used by most companies and lots of websites offer the PPC service, such as the GOOGLE AdWords, as well as the banner of popular websites.

 SEO vs. PPC

The main difference between SEO and PPC is that traffic coming from SEO (naturally) is free while traffic generated from PPC is not free, that is to say, you have to pay a cost per click.

The Pros of SEO


  • It’s free! SEO don’t charge to have your website come up in results. SEO delivers a continuos flow of free and targeted traffic.
  • It’s trustworthy. People trust organic result a lot more than paid advertising. they are much more likely to click on organic listings than on a paid ad.
  • Business growth. SEO can help for business growth. SEO play a main role in securing a good online presence, allow you business increased visibility to up to who are using search engine to look for local brand or business.

The Cons of SEO

  • lack of control. there are a lot of factors and elements that are out of your control when dealing with organic results.
  • Long-term investment. Becoming the most relevant website for a search, especially a competitive search, can take a long time. Be prepared to invest time and money without seeing result some time down the road.

 The Pros of PPCppc

  • PPC offers retargeting or remarketing of your visitors
  • PPC gives you measurable results
  • PPC Gives You Quick Results
  • PPC is Actually Affordable
  • PPC Allows You to Track Your Ads in Real Time
  • PPC Exposes Your Business both Locally and Globally
  • PPC Provides Greater Control

 The Cons of PPC Marketing

  • PPC Can Be Quite Complicated
  • PPC Ads Disappear When Your Campaign Ends
  • PPC Is Not A Sure-Fire Way To Get Sales

Which gives a better return on investment (ROI)?

PPC normally obtains a better ROI. SEO takes a lot of time and effort to develop the most relevant web presence. PPC give immediate results and increase conversions with minimum spend. Also gives a very cost-effective ROI to get back past customers (Andy Williams, 2013).

Which is better for building a brand?

“Both are essential for building a brand but SEO is probably more important.”  TO build a brand need a strong social following and great brand visibility, which be achieved by SEO. Besides, it is a  superb platforms to help build a brand through re-marketing campaigns and banner advertising display Network. (Oliver Ewbank, 2013). SEO provides the full package, online brand awareness, brand reputation and brand promotion (Andy Williams, 2013).



B. Vangie (2013) Search engine opptimization (optimizer)-SEO

DigitalMarketingphilippines (2014) The pro and cons of using SEO for your business

DigitalMarketingphilippines (2014) The pro and cons of PPC marketing

 E. Oliver and W. Andy (2013) SEO VS PPC: which is better?

 L. Mike (2013) search Engine Marketing: Pros and Cons of Paid and Organic Search Marketing


Since 1997, many scales have been introduced to measure Brand personality. Aaker first developed one of them in 1997, which is based on five dimensions of brand personality: Sincerity, Excitement, Competence, Sophistication and Ruggedness. Although, the scale has been widely used by researchers and provides insight into what variables make brand personality but there’s very less evidence found on centrality of these five dimensions which needs more examination in order to understand to what extent these dimensions influence consumer’s preference for brand.

Aaker’s research was mainly conducted by using subjects from US population (what motivates them to buy a brand, their culture values individualistic vs. Collectivist) will vary for subjects from another country and thus makes the validity of scale questionable across various cultures. For example: In some countries with collectivist culture people will might prefer to buy a product which will more likely to express their similarity or belongingness towards a group like drinking a coffee which everyone in group prefers to drink whereas in individualistic cultures people will more value uniqueness, distinctiveness and thus prefer brands which makes them different from others for example: having a different car or mobile from rest of group (Markus and Kitayama 1991).

Although, theory does explain about brand personality construct but failed to analyse how brand personality information is processed or cognitive process it goes through which require psychological approach.

In sum up, framework provided by Aaker is still very useful to understand brand personality constructs but demands more research in cultural context to determine the extent to which these dimensions are stable across cultures.

Aaker, J (1997) ‘Dimensions of Brand Personality’. Journal of Marketing Research 34, 347-356


Written by Ajay

Why digital marketing is important


Digital marketing is the promotion of brands, products via electronic media.  Examples of electronic Medias include Internet, CD, DVD and many others that portable like tablets, and IPad.

Key formats for digital media include:

  • Websites and Search Engine Content
  • Blogs
  • Internet Banner Ads
  • Online Video Content
  • Pay-per-click Advertising
  • Email Marketing
  • Social Media Marketing (Facebook, Twitter, LinkedIn ect.)
  • Mobile Marketing (SMS and MMS)

These tools have helped companies to analyse their marketing campaign. Due to advancements and technology, people are now able to share, comment and generate information online to social media. This growing number has led to marketers to think about “digital reputation” which is based on blogs, reviews, ratings and videos. It was found that a business with 5star rating (a good reputation) can generate 20% more revenue than a business with 4Star rating (Yuhong, L, 2014).

It is a useful tool for businesses to calculate the result of investments through per click, per likes, and per visits on a page. It assists businesses to gather feedbacks and enhance information and allows a business to save running costs imagine a business trading their goods online from US to Europe through e-commerce can help it to save office/store costs thus generate competitive advantage. It’s also assists business to tailor the marketing mix to reach its target audience in an efficient way as information put by customers can help to understand the demographics, choice, behaviour, lifestyle, and geographic location.

Digital marketing not only helps businesses but also the consumers in various ways;

Rapid growth of Web-based platforms that facilitate online social behaviour has significantly modifies the nature of human activities, habitats and interactions. Real-world social relationship have been migrated to virtual world, resulting in online communities that bring people together from across the globe à From consumer perspective, use of digital marketing helps to increase the efficiency, convenience, broader selection of product, competitive pricing, cost reduction and product diversity.

Digital marketing is considerably affordability for businesses compared to traditional promotional tools. With the analytical tools available business can know how to allocate their communication budget to ensure that they get maximum return on investment. Using traditional methods it can be hard to calculate the effectiveness of a campaign. On television advertising it is hard to track the number of viewers accurately whereas this can easily be calculated when using digital media.

There are many challenges digital marketing might present as it not helpful to generate loyalty and trust due to the amount of content available which can easily influence customers. Digital marketing is a dynamic sector that is always changing therefore it can be hard for business to keep up to date with current trends.

No doubt digital marketing has become wider for both small and large scale organisations. Digital marketing is a rapidly growing sector that forms the future of marketing. Digital marketing methods are becoming increasingly favourable compared to traditional marketing tools.