Search Engine Marketing abbreviates to SEM. This is a form of marketing on the net. This involves promoting a website to increase its visibility on the search engine results page. This can be done by paying to the search engine on the basis of “Pay per click” or by optimizing the website. Most Search engines list these ads at the top or the right side of the search engine results page and charge per impressions and per click.
What is really online marketing
What is online marketing mean for a normal business?
A simple definition for online marketing is the use of the various available online mediums
and related tools in the marketing process. The mediums are many with some
of them being much more popular and in frequent use compared to the others.
There are also direct online marketing
methods or channels like email marketing and indirect marketing methods or channels like the digital televisions and billboards.
Though both methodologies take the same marketing messages across the former can be directed to specific individuals whilst the latter is a more generalized
A comparison with traditional marketing
Comparing traditional marketing methods which were employed decades ago and the modern online marketing
methods would be futile as the times have changed drastically along with customer preferences and perspectives.
For example even today some forms of traditional marketing mediums are retained and one that is prominent is the print media.
Though newspapers are posted online some readers prefer to read the printed version and hence marketing professionals still use this medium to carry their messages across which could be an expensive affair.
For a message to be carried in the print media
there is quite a process to be followed and once the print has been completed no changes can be effected other than to withdraw the message which could be impossible if it is a nationally circulated newspaper or a magazine.
Leaflets and pamphlets could be withdrawn but here too after the cost has been incurred in printing them which would be impossible to recover
On the other hand an online marketing
campaign if found to be flawed could be immediately withdrawn at no cost at all and replaced with a new completely different one
For example an email marketing campaign directed at a specific group of potential customers can be terminated, revised or amended when the campaign is ongoing this aspect makes online marketing the darling of professional marketers.
Online marketing channels we use today to market us digitally.
Online marketing channels are many which allow professional marketers to get their messages across to their potential customers first and fast.
Customers are today easily reachable
wherever they may be, with digital communication channels being a universally proliferated medium with handheld mobile devices becoming fashionable accessories
Smart phones, tablets, ipods and other mobile devices are affordable and sold with internet compatibility and connectivity which gives customers immediate and convenient access to any information they need and also simultaneously provides professional marketers the channels
to their palms to get their messages across.
Omnipresent brand visibility for all small business models
A brand should be omnipresent on the search engine
to be visible to it’s prospective customers, only will then it be able to make it’s mark on the online marketing platform, and towards this goal the search engine
optimization company handling the brand should plan and implement healthy strategies.
Picking the right keywords and continuously keeping vigil on the performance of the brand is imperative if it is to sustain it’s search engine
optimization or SEO rankings without falling back which could cost it the position attained with hard work and perseverance.
Easily visible brands that sell fast to be market on the net
Brands that are prominently visible with high rankings
on the search engine optimization platform would fare well when the company starts counting the dollars it has brought in as revenue, at the end of the day.
Any brand needs to take it’s piece of the cake but would need to shed sweat and burn the midnight oil to get what it would want as no competitor is going to give success to another on a platter.
Visibility on the search engine
is the key for any brand and professional marketers would strive to attain optimum visibility at all times knowing well that that is what will give it the place
it would deserve in the marketplace.
Maintaining optimum visibility against your competitor
It is high search engine
optimization rankings that would give any brand high visibility of the SEO platform
. Customers would generally use relevant words or phrases to find for what they would need and these words or phrases would need to be picked by the professional team providing the SEO services to the brand if the brand is to be found sooner than it’s competitors.
Once you have achieved the high ranking required to be visible that does not mean that the brand and the team backing it could rest on the laurels and go into hibernation, the hard work would just begin as sustaining the position is as important as getting there.
Increasing visibility of your brand against competitor
Every endeavour should be made by the brand managing team
to ensure that no stone is left unturned to ensure that the brand is visible to it’s customers.
Search engine optimization and keyword rankings
optimization or SEO rankings is the name of the game if your brand needs to be recognized in the marketplace
Aggressive online marketing strategies need to be implemented if your brand needs to get it’s foothold on the SEO platform
which could be a very hot seat
because every brand worth
it’s salt would be clamouring to get on it.
Google the leading search engine facilitator has innovated and brought forth
some of the best platforms we have on the internet and would also go that extra mile to ensure that their applications are user friendly at all times.
This has been it’s forte and the reason for being number one on the information technology industry
, which is growing in leaps and bounds, since it’s inception,
Customers would want the sky and the moon though they know that they would not get it. It is human nature that we want more than what we really need. In short we would want to bite, more than what we could chew.
The responsibility of the online marketing professional is to see that the customer is satisfied at the end of the day and his brand meets it’s objectives too.
Changing customer perspectives to achieve the goal
Customers have their own perspectives of what they would need and would look for it from every source before they would buy a product.
A sustained email marketing campaign could change perspectives as customers could be vulnerable to prolonged bombardment of information coming their way constantly.
Respecting customer preferences every day
Online marketing professionals should endeavour to respect customer preferences at all times as offending customers with what they would not want to hear or see would be detrimental to the brand that they represent
On the contrary providing subtle information about a brand and giving it’s features that would be advantageous to the customer could hold the brand in good stead when it really matters when the “time to buy” decision is made by the customer.
Aggressive email marketing strategies can be helped
Email marketing strategies are always personalized to selected potential groups of a customer base and the selected emails should attract at the first instance, for any further reaction
from the prospective customer.
If the customer’s interest is kindled then he is sure to take notice and read through
it and if further information is needed by him, would revert back which would be a positive step in the right direction.
Sustained email marketing
An email marketing campaign should be sustained and have regularity
, “a once in a flash in the pan” effort would not suffice if a brand has to get the right exposure.
A brand needs constant prodding and coercing from the online marketing team to be able to counter what the competitors would be concocting
to take their place on the customer’s preference list.
Hence it is imperative that any strategy whether
email or otherwise is continuous, sustained and eye catching if any brand needs to go places.
Marketing online to social groups and others
“Birds of a feather, flock together” this is true for all social groups
and should be understood by online marketing
professionals, who should target these groups
with well planned and researched social media marketing strategies.
Cost effective marketing medium
Online marketing is a very cost effective medium to trade your wares and is universally used for every brand today
The online medium is fast and flexible, where strategies could be changed for a fraction of the cost of doing so on traditional marketing mediums and hence is the most sought after medium today
Monitoring ongoing campaigns and stratergies
Online marketing campaigns unlike the traditional could be easily monitored and corrective
action immediately taken if found to be flawed.
Monitoring a marketing and promotional campaign is very important to get regular feedback as to how it is riding the crest in the marketplace
Close monitoring would provide a host of opportunities too, which could be converted to advantages which could help the brand achieve it’s objectives.
Revision and amendment of ongoing campaigns
It also permits convenient revision and amendment if a campaign
whilst being monitored is found to lack the sting that was earlier envisaged
This attractive advantage gives marketing professionals the impetus to create challenging
promotional campaigns and let them loose in the marketplace
, monitor them and if it is showing signs of success continue, if it shows signs of slowness amend it or if it shows sloppiness
, then withdraw it