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The journalism profession has radically changed due to the digitisation and the development of new media. As content is moving online, rapidly evolving Internet technologies have affected basic journalistic work processes. In this context, changes in technology as well as audience engagement have greatly expanded the skills required to be a professional journalist nowadays. A number of studies have shown that search engines constitute an important source of the traffic to online news outlets around the world, identifying the significance of top rankings in search results. Concurrently, in the digital age, the interest in monitoring online activities as well as the significance of studying the traffic data has intensified. This chapter summarises the major findings of two studies regarding the use and impact of SEO and web analytics on news websites and journalism profession in Greece. Through examination of a sample of Greek journalists and several Greek news websites, it aims to provide new insights in the field of digital journalism.

This study explores the importance of application search engine (ASE) technology in the omni-channel strategy. For this purpose, this chapter firstly explains the concepts of the omni-channel and the search engines and the importance of them. Then, omni-channel in the framework of ASEs is discussed. Finally, recommendations for further researches are presented.

This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner-managers perceptions of MSMEs regarding their average expenditures, budget allocations, management, policy, sources of information, return on investment and their desire for formal training on e-marketing activities in future. Data were collected from 253 MSME owner-managers through an e-questionnaire. The researchers found that the majority of the MSME owner-managers allocate a monthly budget for e-marketing initiatives, and they have increased it over the past few years. However, the total expenditure on e-marketing activities is between 1% and 10% of their total marketing budget. These businesses are partly or fully outsourcing search engine optimization (SEO), display advertising and referral marketing, whereas other e-marketing activities are managed in-house. Generally, these MSMEs are not measuring the success of their digital marketing efforts. If they do it, they are not doing it in a professional manner. MSMEs were found to be slow in posting content and engaging their followers on social media. Surprisingly, two-third of the MSMEs that participated in this study did not show any desire to pursue courses in digital marketing. In conclusion, this study puts forward key implications to practitioners as well as to the government agencies that are involved in the promotion of information technology among MSMEs.

Today, with the introduction of concepts such as big data, social media, corporate social responsibility and e-commerce have become part of our lives, thus the transition to Marketing 4.0 is accelerating. One of the most vital activities that affect consumers’ purchasing decisions is e-commerce. E-commerce plays a decisive role in purchasing stages and processes. For this reason, e-commerce has become an issue that increases the importance of individuals in the purchasing process and decision every day and needs to be emphasized. In line with all this, the concepts of digital marketing and e-commerce will be handled in a broad framework in this study. Moreover, the digitalization of e-commerce sites will be held in the review of literature beside the environment and techniques that can be used within the scope of digital marketing. New approaches and trends that guide modern marketing are changing day by day. The main reason for this change is based on the rapid transformation in information and communication technologies. For this reason, it is important for marketing managers to adapt to these transformations and to use media and techniques in digital marketing.