Analysis on Search Engines: Evidence of Effectiveness and Efficiency

Abstract

This paper attempts to analyze the actual utilization of search engines as an effective and efficient marketing tool in Indonesia, using real case scenarios from Company A, Company B, Company C, and Company D. The purpose of the research is to observe the strategy used on those companies, including observing the current opportunities on implementation of search engines as a marketing tool for Indonesian firms.

Qualitative and quantitative approaches are conducted in this study. The result of this research shows that search engines implementation as a marketing tool is regarded as effective and efficient, using the basis of case studies in those firms.

Search engines appear to provide advantages for those companies. Nevertheless, the similar search engines may not be fully applicable in all business types. Hence, in order to adopt search engines as their marketing tool, marketers should be aware of some factors that truly influence the existence of search engine marketing in Indonesia.

Keywords: search engine, effectiveness, efficiency, marketing tool, cost-benefit ratio

JEL Classification: M10, M00, L99, L86, L20, L21, D83