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


Design Influences

Two important factors which indirectly influence design of websites/blogs are the visual layout and the presentation of pages contained in the latter.

Fitness of purpose
Different websites have different purposes, so when designing it, the designer should begin by establishing a checklist of features that are essential and desirable. Upon completion, the design must be able to achieve all essential features. Any desirable features the product has will be a bonus and may assist in placing the product above its competitors in the market place.
• Layout
• Theme
• Comment box
• Subscribe button/option
• Contact us Page
• Search engine optimization

Navigation features assist visitors to surf through your website. If you add complex navigation features on your website, your visitors will find it tough to surf through the pages of the website. Another factor that was considered when designing the website was navigation and ease of use. An important consideration for any website is making sure that users can easily find information and navigate through the website. For our blog we made sure that the top menu bar contained all the important links needed to navigate through the website. Another consideration was making sure that blog posts could easily be found.

Content Categories

Categories have been added to organise blog posts so that similar topics can easily seen together. A categories navigation bar has also been added to the side of the website as a widget to aid navigation. As more posts and content is added, more categories will be used. Search functionality for the blog was also integrated meaning users can search for keywords and content.


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

The meaning of colour

Color has played an important role in consumer’s behaviour theories and marketing planning activities as it has direct influence in consumer’s choices and buying intention (Grossman & Wisenblit, 1999). Applying to digital marketing, website’s colors are said to have a strong relationship with viewer mood and memorization (Pelet & Papadopoulou, 2012).

Black, white and yellow are main colors applied in DigitalFour blog. Black and white were chosen for text and background due to their high contrast level, as a result, this makes the blog looks clean, tidy and easy for viewer to see the blog’s content as well as creat professional feeling. For header pictureand widget titles, yellow is used as contrasing factor to make them more outstanding, hence attracts viewer attention due to “Isolation effect”. In addition, according to the research from Luscher and Scott (1969) yellow is associated with sunlight, so it has high level of arousal, which helps the blog looks livelier, attract more attention and may help increase the page view duration. On the other hand, colour may influence the way consumer view the personality of the brand (Sighn, 2006), we would want to associate the “excitement” and “trustworthiness” of yellow (Kreiter and Kreitler, 1972) to the blog as a fun, young sharing experience of digital marketing sites to viewers.


Grossman, R P,Wisenblit, J Z (1999),”What we know about consumers’ color choices”, Journal of Marketing Practice: Applied Marketing Science, Vol. 5 Issue 3,pp. 78 – 88

Kreitler, H, Kreitler, S (1972), Psychology of the Arts, Duke University Press, Durham, NC

Luscher, M, Scott, I (1969), The Luscher Color Test, Random House, New York, NY.

Pelet, J, Papadopoulou, P (2012), “The effect of colors of e-commerce websites on consumer mood, memorization and buying intention”, European Journal of Information Systems. Jul2012, Vol. 21 Issue 4, pp. 438 – 467

Singh, S (2006),”Impact of color on marketing”, Management Decision, Vol. 44 Issue 6, pp. 783 – 789.

Task leader: Tham Ngoc Tram

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.