A Comparative Study on Customers Attitudes towards Search Engine Marketing in Kanniyakumari and Thiruvananthapuram District

Abstract

Internet has become an important part of human life, it has connected individuals world wide through e-mail, exchange of information and social media. The digital networked environmental provides a variety of new possibilities to communicate, to interact and to learn. Search engine marketing is a part of Digital marketing, commonly referred to by its acronym SEM, is cost effective method of Internet marketing which is often used to gain visibility and traffic on search engines. Search engine marketing can be defined as a set of marketing methods to increase the chance of receiving quality traffic through search engines. Basic purpose of SEM is to improve website’s ranking on various search engines such as Google or Bing. SEM is a broad term which refers to number of different activities including search engine optimization (SEO), search targeting and social media marketing. During recent years, SEM has become popular within rising number of Internet users around the globe and numerous IT and non-IT enterprises aiming to expand their business by strong Internet marketing. 400 respondents from Kanniyakumari District is taken as sample and t-test is applied to test the hypothesis. “Factors influence the attitude of respondents towards search engine marketing. The results show there is no significant difference among the male and female respondents towards the factor that influence the attitude towards search engine marketing”.