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[{"key": "dc.contributor.advisor", "value": "Taipalus, Toni", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pyyl\u00f6niemi, Joonas", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-06T05:19:59Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-06T05:19:59Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75320", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Hakukonemarkkinointi on kehittynyt valtavasti internetin k\u00e4yt\u00f6n yleistymisen my\u00f6t\u00e4, ja nykyp\u00e4iv\u00e4n\u00e4 se on yksi digitaalisen markkinoinnin t\u00e4rkeimmist\u00e4 osa-alueista. Hakukoneet ovat osana l\u00e4hes jokaisen arkip\u00e4iv\u00e4\u00e4, joten sen tarjoamat mahdollisuudet yrityksille ovat valtavat. T\u00e4ss\u00e4 tutkielmassa tarkastellaan hakukonemarkkinointia erityisesti suuryritysten n\u00e4k\u00f6kulmasta, koska siihen kohdistuneita tutkimuksia on entuudestaan hyvin v\u00e4h\u00e4n. Tutkielmassa perehdyt\u00e4\u00e4n hakukonemarkkinointiin sek\u00e4 siihen liittyviin perustoimintoihin, kuten hakukoneoptimointiin sek\u00e4 hakukonemainontaan. N\u00e4it\u00e4 elementtej\u00e4 ja niiden tuomia hy\u00f6tyj\u00e4 tutkaillaan suuryrityksien ominaispiirteiden perusteella, jonka lis\u00e4ksi perehdyt\u00e4\u00e4n tapoihin, joilla suuryritysten kannattaa hy\u00f6dynt\u00e4\u00e4 hakukonemarkkinointia. Suurimpana hy\u00f6tyn\u00e4 on potentiaalisten asiakkaiden l\u00f6yt\u00e4minen sek\u00e4 asiakkaiden laatu. Hakukonemarkkinoinnin avulla suuryritykset voivat l\u00f6yt\u00e4\u00e4 asiakkaita, jotka ovat jo osana ostoprosessia, mik\u00e4 taas mahdollistaa suuremman todenn\u00e4k\u00f6isyyden ostok\u00e4ytt\u00e4ytymiselle. Lis\u00e4ksi muita havaittuja hy\u00f6tyj\u00e4 olivat br\u00e4ndin\u00e4kyvyyden kasvattaminen sek\u00e4 kustannustehokkuus. Hakukonemarkkinoinnin hy\u00f6dynt\u00e4misess\u00e4 suurten yritysten tulee kiinnitt\u00e4\u00e4 eritoten huomiota huolelliseen toteutukseen, eik\u00e4 hakukonemarkkinoinnin merkityst\u00e4 saa aliarvioida. T\u00e4m\u00e4n lis\u00e4ksi havaittiin, ett\u00e4 suurtenyritysten on kannattavaa ryhty\u00e4 pitkiin optimointiprosesseihin, jotka toteutetaan hy\u00f6dynt\u00e4m\u00e4ll\u00e4 yrityksen sis\u00e4isi\u00e4 resursseja.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Search engine marketing has developed significantly with popularization of the internet, and today it is considered on of the most important areas of digital marketing. Search engines are part of almost everyone\u2019s everyday life, there-fore it offers tremendous opportunities for companies. This thesis examines the search engine marketing, especially from the perspective of large companies, because previous research is very limited. Thesis explores search engine marketing and its basic functions, for example search engine optimization and search engine advertising. These functions and benefits that come with them are explored from the perspective of large companies\u2019 characteristic, in addition the ways in which large companies should take advantage of search engine marketing. Biggest benefits are finding potential customers and the quality of the customers. With search engine marketing large companies can find customers, that are already part of the purchasing process, which again in-creases the probability buying behavior. In addition, other found benefits are increased brand visibility and cost efficiency. In utilizing search engine marketing, large companies should especially pay attention to careful implementation, and the importance of search engine marketing should not be underestimated. In addition to that, for large companies it is profitable to execute long optimization processes, by using company\u2019s internal resources.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-06T05:19:59Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-06T05:19:59Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "25", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "hakukonemainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Hakukonemarkkinoinnin hy\u00f6dyt suuryrityksille", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202105062632", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukonemarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suuryritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukoneoptimointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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