An Empirical Analysis on the Marketing Performance of Korean Exporting Companies by Major Industrial Classification using Search Engine Optimization
Sangjin Lee, Hyo-Won Kang, Jason Chung · Journal of Korea Trade · 2012
In the 21 st centurys information-oriented era where extreme competition is the standard, small and medium exporting companies are gradually decreasing their dependence on the traditional old media and are expanding their dependence on new media that claims to stand for the value of participation and sharing, such as search engines (Google, Yahoo, Bing), SNS (Social Networking Sites), blogs, etc. From among these, export marketing through search engine optimization is the representative marketing tool of the new media marketing channel that takes immediate effect by utilizing the limited marketing resources of small and medium exporting companies and brings flexible realization and successful results. With this background, this research performed quantitative analysis after collecting and utilizing log data of 346 companies and classifying the firms into 6 representative sectors. It will be used for data mining analysis based on Google Analytics in order to measure the performance of the search engine marketing of small and medium exporting companies. For a more reliable qualitative analysis, the research also implemented verification by business sector through a survey about the performance of search engine marketing for 98 companies. The result of the analysis on overseas marketing performance using search engine optimization by 6 representative business sectors has empirically proved that optimizing the companys home page appropriately on search engines brought an increase of visitors and page views. Consequently, there was an increase in inquiries, which is the actual expression of purchase intent, and this was a great help to the export marketing of SMCs.