•Long-run analysis of brand positioning on search engines based on keyword costs.•The economic cost of organic keywords measured through estimated cost per click.•Cost convergence or catch-up for ...branded and generic keywords.•Strategic keyword insights based on time series analysis of transition dynamics.•Cost-based analysis in line with the behavior of analyzed leading fashion retailers.
In digital marketing planning, keyword choice for search engine positioning is crucial for customer attraction, and the associated investment is an increasingly relevant part of the marketing budget. To what extent is it possible to optimize over time the resources allocated to positioning a brand on search engines? Often keyword costs are understood as monetary costs and the literature on keyword auctions suggests convergence towards a long-run equilibrium expenditure path. However, search engine optimization techniques, associated with implicit costs, have mainly focused on the short run. This paper suggests drawing long-term inferences from estimated cost per click, as the economic cost of organic keywords.
Web analytics software is used to gather these data for leading fashion e-commerce. A time series test of transition dynamics identifies convergence of economic keyword costs between branded and generic keywords or catch-up, as an early state of convergence, for almost all considered e-commerce.
PurposeIn commercial web search engine results rankings, four stakeholder groups are involved: search engine providers, users, content providers and search engine optimizers. Search engine ...optimization (SEO) is a multi-billion-dollar industry and responsible for making content visible through search engines. Despite this importance, little is known about its role in the interaction of the stakeholder groups.Design/methodology/approachWe conducted expert interviews with 15 German search engine optimizers and content providers, the latter represented by content managers and online journalists. The interviewees were asked about their perspectives on SEO and how they assess the views of users about SEO.FindingsSEO was considered necessary for content providers to ensure visibility, which is why dependencies between both stakeholder groups have evolved. Despite its importance, SEO was seen as largely unknown to users. Therefore, it is assumed that users cannot realistically assess the impact SEO has and that user opinions about SEO depend heavily on their knowledge of the topic.Originality/valueThis study investigated search engine optimization from the perspective of those involved in the optimization business: content providers, online journalists and search engine optimization professionals. The study therefore contributes to a more nuanced view on and a deeper understanding of the SEO domain.
The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing ...managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm’s adopted strategy.
•Digital marketing is often detrimental if it is done by unskilled service providers.•The hyped services of search engine marketing are not as successful as they seem to be.•SEM services provided by ...small organizations and freelancers are generally detrimental.•SEM services provided by established players are relatively more beneficial and reliable.
The study highlights how digital marketing is often detrimental, when it is done by unskilled service providers. It highlights how the hyped services of search engine marketing (SEM) are not as successful as they seem to be and sometimes affect firms negatively. This study uses social media analytics to derive insights from Twitter using descriptive, content and network analytics. Methods like hashtag analysis, polarity and emotion analysis, word analysis, topic modeling and other relevant approaches have been used to mine user generated content. A qualitative case study on an e-market is used for validation of findings. SEM services provided by small organizations and freelancers are not as beneficial as the ones by established players. The services provided by these firms proved detrimental for the customers based on user experiences surrounding these services in the social media and forum specific discussions. This study highlights how SEM often not only fails to provide benefits but also destructs value if not done properly. Transaction costs like agency problems, coordination costs, loss of non-contractible value and cost of fit are also identified with potential fallouts which affect the long-term benefits. Inputs will be beneficial to practice in planning SEM and outsourcing.
ChatGPT for tourism: applications, benefits and risks Carvalho, Inês; Ivanov, Stanislav
Tourism review (Association internationale d'experts scientifiques du tourisme),
02/2024, Letnik:
79, Številka:
2
Journal Article
Recenzirano
Odprti dostop
Purpose
The rapid growth of artificial intelligence is disrupting various industries, including the tourism sector. This paper aims to outline the applications, benefits and risks of ChatGPT and ...large language models in general on tourism. It also aims to establish a research agenda for investigating the implications of these models in tourism.
Design/methodology/approach
Drawing on the available literature on ChatGPT, large language models and artificial intelligence, the paper identifies areas of application of ChatGPT for several tourism stakeholders. Potential benefits and risks are then considered.
Findings
ChatGPT and other similar models are likely to have a profound impact on several tourism processes. They will contribute to further streamline customer service in front-of-house operations and increase productivity and efficiency in back-of-house operations. Although negative consequences for human resources are expected, this technology mostly enhances tourism employees.
Originality/value
To the best of the authors’ knowledge, this is one of the first studies that explore the potential implications of ChatGPT in tourism and hospitality.
目的
人工智能的快速发展正在颠覆包括旅游业在内的各个行业。 本文旨在概述ChatGPT和大型语言模型在旅游业中的应用、好处和风险。同时, 旨在建立一个研究议程, 以调查这些模型在旅游业中的影响。
设计/方法/途径
本文借鉴了关于ChatGPT、大型语言模型和人工智能的现有文献, 确定了ChatGPT在几个旅游利益相关者中的应用范围, 然后考虑了潜在的好处和风险。
研究结果
ChatGPT和其他类似的模型可能会对一些旅游过程产生深远的影响。它们将有助于进一步简化前台业务的客户服务, 并提高后台业务的生产力和效率。虽然对人力资源的负面影响是可以预见的, 但这项技术主要是增强旅游业的员工能力。
原创性
这是首批探索ChatGPT在旅游业和酒店业潜在影响的研究之一。
Diseño/metodología/enfoque
A partir de la bibliografía disponible sobre ChatGPT, grandes modelos lingüísticos e inteligencia artificial, este artículo identifica las posibles áreas de aplicación de ChatGPT y actores que se pueden beneficiar. De igual forma, se examinan los posibles beneficios y riesgos.
Propósito
El rápido crecimiento de la inteligencia artificial está afectando diversas industrias, incluyendo la del turismo. Este artículo pretende esbozar las aplicaciones, ventajas y riesgos de ChatGPT, así como los grandes modelos lingüísticos, en turismo. También pretende establecer una agenda de investigación para estudiar las implicaciones de estos modelos en el turismo.
Hallazgos
Es probable que ChatGPT y otros modelos similares tengan un profundo impacto en varios procesos turísticos, contribuyendo a racionalizar, aún más, el servicio al cliente en las operaciones de front-of-the-house y aumentando la productividad y eficiencia en el back-of-the-house. Aunque se prevén consecuencias negativas para los recursos humanos, esta tecnología servirá sobre todo para potenciarlos.
Originalidad
Éste es uno de los primeros estudios que exploran las implicaciones potenciales de ChatGPT en el turismo y la hostelería.
This study investigated whether websites regarding diabetic retinopathy are readable for patients, and adequately designed to be found by search engines.
The term "diabetic retinopathy" was queried ...in the Google search engine. Patient-oriented websites from the first 10 pages were categorized by search result page number and website organization type. Metrics of search engine optimization (SEO) and readability were then calculated.
Among the 71 sites meeting inclusion criteria, informational and organizational sites were best optimized for search engines, and informational sites were the most visited. Better optimization as measured by authority score was correlated with lower Flesch Kincaid Grade Level (r = 0.267, P = 0.024). There was a significant increase in Flesch Kincaid Grade Level with successive search result pages (r = 0.275, P = 0.020). Only 2 sites met the 6th grade reading level AMA recommendation by Flesch Kincaid Grade Level; the average reading level was 10.5. There was no significant difference in readability between website categories.
While the readability of diabetic retinopathy patient information was poor, better readability was correlated to better SEO metrics. While we cannot assess causality, we recommend websites improve their readability, which may increase uptake of their resources.
This article comparatively analyzes the web visibility of 20 libraries corresponding to the top 10 universities in the Times Higher Education World University Rankings and the 10 largest Spanish ...universities, and explores whether a correlation exists between the web visibility of libraries and of their respective universities. To study web visibility, a search engine optimization (SEO) tool called Sistrix Toolbox was used. It analyzes a large amount of data, the most notable of which is the visibility index, which combines different data indicators to analyze web visibility. The results are checked with Xovi, another SEO tool that offers its own visibility index. Both tools allow us to observe similar trends in the visibility of library websites.
The results show that university library visibility is generally low and that there is no direct correlation between the visibility index of libraries and that of their universities. Some revealing exceptions were identified, in which libraries have made significant contributions to the web visibility of their universities. The results would suggest that higher education institutions need to implement SEO strategies in order to increase their visibility more effectively.
•The use of SEO is not an approach that would be alien to librarians.•The definition of a strategy about SEO content is key to visibility.•Library visibility will directly impact on the visibility of the respective universities.
The advent of internet shopping brings countless options for consumers. In response, online retailers aim to facilitate search by attaching descriptive terms to their inventory (e.g., product genres ...or categories). Called “tagging,” such a practice has been shown to increase product visibility/exposure in an otherwise limitless sea of options. Across five distinct platforms covering a gamut of consumer domains (i.e., food recipes, mobile games, books, videos, and journal publications), we find that the benefits of tagging for product visibility/exposure come with unexpected costs. Indeed, though assigning more tags to a product does indeed boost its visibility/exposure online, doing so also hurts said product’s perceived quality. This effect emerges regardless of proxies used to quantify (i) visibility/exposure or (ii) product liking. We draw on categorization and learning research to explain these results. While multi-tagging increases the likelihood of a product to appear in consumers’ search, it also increases the likelihood of a mismatch between what consumers really sought and what said product can actually deliver.
METRICS OF VIRTUAL PROMOTION OF A PRODUCT Orekhov, Sergey; Malyhon, Hennadiy
Bulletin of National Technical University "KhPI". Series: System Analysis, Control and Information Technologies,
12/2021
2 (6)
Journal Article
Recenzirano
Odprti dostop
An approach to the mathematical description of the criterion for the effectiveness of a new object of research – virtual promotion is presented in thepaper. The emergence of this new object of ...research is connected, on the one hand, with the classical theory of marketing, and on the other withmodern Internet technologies. Marketing is based on the 4P principle: product, price, location and promotion. Promotion is a component of thisprinciple. But in modern conditions, this phenomenon is changing under the influence of the Internet. Now this 4P component is becoming a fullyvirtual instrument. The traditional scheme of promotion functioning is as follows. A message is created to a potential buyer and the delivery channel ofthis message undergoes a change. It is based on the principle: money – goods – money. While the new sales scheme is described by the scheme: weattract a client, make money on a client, we spend money. In the new scheme, we deal with product knowledge in the form of the so-called semanticcore of web content. Knowledge describes for a potential client how a given product can cover his need for something. Using the logistic principles ofthe transfer of goods, this semantic core is loaded into the specified Internet nodes. That is, virtual promotion is formed as two channels: logistics andmarketing. The first one performs three operations: concentration, formatting and distribution of semantic cores on the Internet. The second managesthis process, forming a virtual promotion map. This map is a graph of Internet nodes. It is required to define such a tree of Internet nodes so that virtualpromotion has maximum efficiency. The paper analyzes modern metrics related to the processes of search engine optimization on the Internet.Unfortunately, these metrics evaluate only statistically after the fact of visiting a web resource or the budget of the Internet site in which theadvertising message about the product was placed. Therefore, based on the conversion metric, a criterion for the effectiveness of virtual promotion wasproposed in the work, which takes into account both the attractiveness of the semantic core and the attractiveness of the Internet site where thesemantic core will be located. The criterion reflects the income that we receive depending on the attractiveness of the semantic kernel and the Internetsite.
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