The Influence of Sales Driven Marketing on Search Engine Marketing

Abstract: The demands on accountability within marketing investments are increasing. These demands
have developed sales driven marketing, where the focus is on accurate key-figures such as
ROI, return on investment, and CPA, cost per acquisition. Traditionally, companies have
been satisfied knowing that they had a certain amount of visitors via their ad. However, the
growing requirements of measurement have moved the focus to the actual profit that a
specific ad generated. Marketing departments are more and more asked to show what each
marketing channel brings back to the firm in terms of revenue.
The purpose of this thesis has been to create a deeper understanding of sales driven marketing and its influence on search engine marketing. To achieve this, a qualitative single-case study was made on a marketing bureau based in Sollentuna, Sweden. The collection of empirical data was made by direct observations and a face-to-face interview with the business developer of the bureau. This thesis highlights the potential for companies to utilize a more cost-effective way of advertising. The conclusions of this study indicate that companies in general are appreciating this new way of marketing since it is more beneficial for them to use.
This is beneficial for marketing bureaus since they are able to develop more long-term
relationships.