SearchMarkeking-UK.com

7.1: Results of Hypothesis:

As discussed in previous chapter (Chp6: Findings of research), Author is now able to validate or invalidate the hypothesis statements. Following are the eight hypothesis Statements:
H1: Search Engine marketing could give marketers access to large number of consumers. (Proven)
H2: Search Engine Marketing helps marketers to build a positive relationship with consumer. (Proven)
H4: Only companies having more than 10 employees are involved in Search Engine Marketing. (Unproven)
H6: Click fraud is damaging Search Engine Marketing. (Proven)
H7: Google is the mostly used search engine in industry. (Proven)
H8: Google’s Adwords is the mostly used Search Engine Marketing tool. (Proven)

7.2: Conclusion of Research and Recommendations:

Search engines offer users huge and impressive amounts of information, available with a
Convenience few people could have imagined one decade ago. Search engines technology is improving and expanding day by day. Innovation has brought us searching the contents of vast libraries of books. Possibilities are endless, few search engines now provide a personalized service that remembers user’s preferences and keep track of changing geographical locations. In coming future we will be able to find selected portions of video streams or audio recordings. Audio searching and search results will be available for the blind. This fast paced progress brings an ideal opportunity for marketers, increasing audience of search engines means wider market access to Search experts.

This research strongly supports the value of search engine marketing. The findings of the research prove that search engine marketing is an effective and fast method to access large number of potential consumers. It is not only cost effective but also highly traceable. Technology based nature of this type of marketing makes it suitable for constantly changing market. Author specially looked into United Kingdom search market and discovered few interesting facts and figures about consumer behavior as well as marketers approach.

Internet users in United Kingdom are very positive about what search engines already do, and they feel good about their experiences when searching the internet. They say they are
Comfortable and confident as searchers and most of them are satisfied with the results they find. Users trust search engines to be fair and neutral in returning results. But people know little about how search engines operate, or about the money issues involved in presenting a search result (Paid Ads, Paid inclusions etc). Searchers largely don’t notice or understand the different kinds of search results that are being served up to them. This odd situation, in which a growing population of users relies on technology most of them don’t understand.

There are some interesting issues that require further clarification and comment. Firstly, Author found out that search engines which focus on supplying useful search results win in the end, as Google's success in consumer survey. Google does not have a fancy webpage or portal features like Yahoo and MSN but still they are doing something very special to triumph over its more established counterparts. This research found that Google needs to work hard to stay on top. At the moment Google is lacking strong brand recognition among the less experienced demographics. Younger audiences are having different requirements. This could be the results of boom in 'user generated' web sites like youtube.com and myspace.com. Although Google is focusing on developing 'online community' more than any other search engine but still they need to attract more young audience. Google holds its strong position in search engine marketing, with the help of programs like Adwords and Adsense Google is assured market domination. Additional offerings and services will only make Google more popular and stronger as search marketing giant.

Research finds that click fraud is the biggest threat to search marketing at the moment. Author concluded in light of ideas taken from interviews and questionnaires that this issue is really bothering marketers and internet user. It is the not only the responsibility of law makers, search engines or marketers to cure this but everyone has to work together to get rid of it. Awareness of ethical use of internet in general and search engines in particular can make things better. Another critical issue search marketing is facing is irrelevant web traffic. The author reckons marketers must use search marketing intelligently; otherwise they risk losing control of their brand online to their own affiliates or rivals. Although search marketing can contribute hugely to reinforcing brand values, competitors can easily use it to divert potential customers to their own websites.

The author believes that in this modern technological days search engine companies have a responsibility. Although search engines are businesses and in cases like Google- very successful business- but their effects on society are more than commercial. During this study author came to know that search engines are not only web software but they are way of life for many, they have a responsibly to educate public, to spread awareness about good causes and make an positive character building because large number of people is relied on them to make a observation.

To summarize, it is concluded that search engine marketing is playing a major role in E-marketing industry. Future will only see it growing better. Search industry in United Kingdom is not as dominant as in USA but still progressing very rapidly. Google is undoubtedly the market leader in search industry but he is facing a very touch competition in coming days, therefore Google need to adapt with the pace of market.

7.4: Limitations of research:

Questionnaire limitations:

There are millions of search engine users in United Kingdom; author only could send 2000 questionnaires. The survey budget was the main reason behind the limited number of questionnaires. Especially in case of search engine marketers, it was really hard to find a group or community of search engine marketers online who are willing to share their trade tricks with author. Only less than 100 questionnaires were mailed out to search engine marketers.Pointsmoney.com was a great help but as it is not a big brand name over the internet, response rate was low.

Interview Limitations:

Only five search engine marketers were interview personally by author. All of them are aged from 20 to 29. All of them belong to ethnic minorities in United Kingdom, which may represent a specific approach. The Ideas of other search engine marketers were adopted from books, news papers, websites and marketing articles.

Data collection limitations:

Data had been collected through various ways, CEOs and e-marketing managers were asked about the company polices and company’s search engine marketing strategies were explored, however this data only reflects the individual approach, but keeping the facts and market trends in view, this data can be generalized. Other data is mostly about the consumer behavior towards search engine marketing. This data is first hand data and collected directly from consumer with help of questionnaires.

{The End}

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