Modern Tools for Sales Promotion – Online Promotions
Modern Tools for Sales Promotion – Online Promotions

Summary/Abstract: Online promotion is considered one of the most effective promotion approach, due to affordable costs and long-term effects. Online promotion is actually a set of SEM techniques and actions such as SEO (Search Engine Optimization), web directory submission, Google Adwords sponsored links, email marketing, viral marketing, banner exchange, bannerclassical promotion, social networking, social media and others (blogging, affiliate marketing, etc). To highlight the making of an online marketing campaign through Google Adwords we can use the example of a beauty salon. Within the AdWords campaign which was organized to promote this salon, four different ad groups were created in order to cover a wide range of searches. The AdWords advertising campaign was launched on the 1st of August 2011, after a carefully investigating online promotion techniques as well as studying methods and techniques used by competitors. At the same timethe optimization of the analyzed salon‘s website was done through SEO - Search Engine Optimization. For the considered period of time (May 27th - June 26th 2012) we can observe that the site salonuldefrumusete.ro had 6776 visits. Thus, 5780 visits (85.3%) came from search engines, Google holding a percentage of 99.1% (5728 visits). Direct visits (typing www.salonuldefrumuseteS.ro) on the salon‘s site were 414 (6.11%). Other important site visits sources are the directories where the salon‘s site was indexed, body treatments promotional articles published in specialized online journals (www.eva.ro, www.ele.ro, www.idieta.ro, etc.) and the salon‘s indexing on websites that promotes exclusively beauty salons (www.e-saloane.ro). The number of clients from these sources is 340 (5.02%). Visits coming from the newsletter which was sent to clients in the salon‘s database was 242, representing 3.57% of all visits. Given the success of the online marketing campaign based on Google AdWords, we sugggest to continue it, with the following objectives: refinement of the keywords to increase click rates, tracking progress positioning for all keywords in order to optimize them. It is essential to select those words and phrases designed not only to bring traffic to your site, but traffic to include as many potential clients. Also it is suggested to take into consideration the increasing awareness in the online environment.

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