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| White Papers |
Search Engine Marketing and Small Businesses
(Published in the 38th annual metting for Decision Sciences Institute at Phoenix) |
Abstract
Prior to the Internet Age, proprietors of small businesses had few friends! Indeed, the journey to become large and firmly-established was an arduous process that few businesses managed to endure. With little capital (and even less marketing expertise), the reach of such "Mom & Pop" businesses often extended no farther than the geographical confines of one city.
Although business success still relies upon intuition and determination, a single tool has revolutionized the ability of business owners to market their products: the Internet. Having defied the geographic "radius" that limited the size of traditional enterprises, today, small businesses can compete in a global marketplace where the only "boundaries" are one's own imagination.
This paper is intended to highlight the tools and processes that aspiring business owners can and should understand before establishing a web-based enterprise. Specifically, it examines how current techniques in Search Engine Advertising and Optimization can make or break a "good idea." Additionally, it offers several case studies along with an analysis of the benefits of and challenges to implementing these technologies as well as recommendations for small business owners.
Authors - Vipul Gupta, Ph.D. | Vivek Chaudhuri | Adam Figueira |
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| Mobile Application for Higher Education |
Applications for mobile devices are impacting numerous industries and interest groups. From mobile blogging (“moblogging”) to so-called “bluejacking,” mobile devices have become an institutionalized facet of advanced societies. However, within one industry – higher education – mobile applications remain largely undeveloped. Although, in the wake of the Virginia Tech tragedy (2007), SunGard implemented capabilities for colleges and universities to communicate with students using text messaging, such developments are years behind those of other industries.
This paper advances several ideas for expanding the use of mobile phones within higher education. For both instructors and administrators, mobile applications can serve to enhance students’ learning experiences, streamline communication processes, and add ease and efficiency to the recruitment of prospective students. |
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| Search Engine Optimization White Paper |
Through the late-1990s, it was widely believed that to be competitive in the so-called “E-Age”, all you needed was a website. Today, our standards are somewhat higher. Websites are important (even critical), but added emphasis has been placed on functionality and the overall “user-experience”.
However, a website with each of these qualities may still lack one critical component. The ingredients for online success require that users be able to “find”, and although search engine optimizers continue to tout the importance of proper design and accurate coding, they too are guilty of overlooking the most important (yet basic) aspect of optimization: communications effectiveness.
The following paper approaches search engine optimization (SEO) from the perspective of leveraging linguistic “nuances” to create a website with broader (and more visible) appeal. Specifically, it posits that SEO efforts can be enhanced by incorporating – or accounting for – the following items in any website.
- slang
- abbreviations
- idiomatic expressions
- spelling variations
- word differences
- common misspellings
- en-vogue terms
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Presentations |
| New Media Marketing Primer (Search Engine Marketing and Beyond) |
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New Media Marketing Primer
-What is New Media Marketing
-Key Factors of New Media Marketing
-Search Engine Marketing – Preview |
| New Media Marketing for Pharmaceutical Industry - Ideas (Search Engine Marketing: An efficient route to new markets in the E-age |
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New Media Marketing for Pharmaceutical Industry
-New Paradigm of Marketing – Integration
-New Media Marketing – Ideas for Pharmaceuticals |
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