How brands grow on online marketplaces with the help of SEO and PPC : A review of experts' opinions.
Year: 2024
Type: dissertation
Abstract: The increased importance of online marketplaces has changed how brands approach digital marketing. As e- commerce continues to expand, online marketplaces have become essential for brands looking to increase their visibility and sales. With millions of active shoppers, these marketplaces provide opportunities for brand growth, but they also present challenges in terms of competition and visibility. The aim of this study was to research how sellers can effectively utilise SEO and PPC strategies to grow on online marketplaces. To support this aim, the study explored how these strategies change across different stages of the product lifecycle and in varying competitive contexts. The research methodology included qualitative interviews with digital marketing experts and a comprehensive literature review on SEO and PPC practices. These methods provided both practical insights and theoretical grounding, which enabled an in-depth exploration of SEO and PPC dynamics on online marketplaces. The study found that SEO and PPC are most effective when used together, with PPC providing immediate visibility and SEO supporting long-term brand growth. In the initial stages of a product’s lifecycle, PPC is crucial for securing visibility, while SEO becomes more critical as the product matures. While PPC offers dynamic and flexible targeting, it can be costly. SEO is geared towards long-term gains and requires time to deliver results and carries some uncertainty. Ultimately, an integrated SEO and PPC strategy allows sellers to adapt to the evolving marketplace landscape, optimising their visibility and growth across different stages of the product lifecycle.
Source: Doria (University of Helsinki)
Author: Bornemann, Jonathan
Institution: Åbo Akademi University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7115440219