The advantages of using an online marketing company for sales, branding and exposure is self-evident. As traditional off-line markets are embracing online marketing such as SEO, to eagerly promote products and services, the need to refine the sales and fulfillment cycles based on supply and demand is ongoing.
To bridge the gap of demographic disparity, search engine marketing specialists are now involved in managing aggressive (organic or sponsored) online marketing campaigns for highly-competitive keywords for their clients on a daily basis.
Instead of business as usual (television, radio, print), companies must now adapt their advertising and marketing efforts to embrace a new breed of web-savvy consumers to secure such ripe online opportunities. This is due to the fact that traditional consumers have shifted the way they perceive, search and acquire information as a result of search engines. To say that the playing field has been leveled is an understatement.
In a matter of months and aggressive SEO and Branding campaign can secure millions of impressions and reach a targeted audience (that converts) as a result of a successful SEO campaign. Keywords thought previously unattainable can now be optimized organically for your site in a matter of months, vs. years of branding using traditional off-line means to reach those same prospects.
Instead of spending $300,000 to launch a new product. With a fraction of the cost using a fair amount of content (300-600 pages developed over time) and strategic positioning, a start up could potentially rival the most competitive national brand within a year through (1) leveraging optimized landing pages (2) targeting an optimal range of keywords (3) acquiring links from authority sources and (4) using the proper tags for a viral social media barrage to kick off a viral backlash of online exposure.
When you consider traditional PR (public relations) the emphasis was hinged on the contingent that you reach the largest qualified audience through newspapers, television and publications. The method focused on third party referrals or endorsements from authority columns, TV shows, talk shows or similar mediums.
When Google entered the scene in the 90’s, the rules of marketing changed. In 2008, with the advent of bloggers, social media and search engine optimization, you can reach the same prospective users of traditional media (reaching audiences that rival traditional publications) in an environment that is most suitable for conversion (their own computer screen) as a result of content and tags harboring on the brink of their interests.
In the past when the methods for delivering media were limited to television or an occasional article from a monthly or bi-weekly publication, with RSS feeds, social media sites or Google Blog Search you can simply specify the keywords that interest you and have email updates delivered to your computer, PDA or phone as they occur in Google 24 hours a day.
Would you rather spend $240 using PRWeb for a national release? or thousands of dollars from a traditional marketing firm to accomplish the same reach and exposure and have to incur the fee of copy writing to boot. It is this logic that now has businesses searching for more value and reach for leveraging their advertising dollars.
According to a study from SEMPO – Search Engine Marketing Shows Strength amidst the economic background of gloom and doom. Value, which is recession-proof, is the new metric as online marketing has become a viable alternative to exorbitant traditional marketing methods.
What more could you ask for from the standpoint of conducting business online? Nearly instant analytics and holistic market research are available with the ability to track responses or spy on your competition with just a few keystrokes to glean an innovative new tactic.
It is true that online marketing offers ingenious alternatives to the brick and mortar mentality from the “if you build it they will come, era”. Now with research, creative copy and a landing page, you can test conversion rates at a fraction of the cost of a traditional offline campaign to see if it is worth leaning into.
Using tags (to seed the search engine result pages), analytics and tracking to gauge conversion and user engagement the new frontier of advertising and promotion. Entering a competitive niche or booming industry has never been easier with online marketing. Now with a stint of market research, custom content composition and search engine positioning, virtually any phrase can be optimized.
Creating a buzz through an aggressive link popularity campaign, a timely story (based on search or social media trends) and traffic (as a result of tactful exposure) can result in developing authority for your website which intrinsically has the ability to impact a national audience with a few strategic themed posts or authority backlinks.
Online marketing serves cater to a vital function, reaching a new breed of consumers that are responsible for reshaping the way the market (and those who engage it) respond to an intelligent, informed and user-centric client that possesses vision, know-how and the ability to impact your brand with the drop of an email or one viral comment in the right place.
Not to take anything away from traditional PR or tactics, but for those that live breathe and sleep SEO & SEM and have invested the past 10 years honing their skills as the internet grew to embrace the span of it’s present-tense magnificent stature.
Personally, my money is on the quick and nimble online marketing companies that have been cutting their teeth to hedge competition with technology and internet marketing tactics. For those with vision, occupying the vanguard of this promising new medium of digital media as it expands to unparalleled proportions is the new final frontier.
Gone are the days of the Yellow Pages, and TV, Radio and Print are now mere modalities of the online experience. Information in its various flavors is all about packaging, and comparing online marketing to any other medium at present shows a clear advantage for those who embrace and master this terrain.