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The word is “Now”. Look around you and observe how the ways of the world have changed. Traditional media channels like television, radio, print and snail mail have become redundant with time and are giving way to online search. People are no longer willing to wait to get what they want and are already looking at the next best thing before you call out to them. This growing sense of impatience is being fuelled by none other than the technology which has become an integral part of our lives: the Internet. Why wait for your newspaper delivery-boy to know about the terrorist attacks in Europe, when your can get instant news updates online? Why waste time waiting for your TV to play your favorite music video, when you can catch it on YouTube instantly? Why post a birthday card to your friend in the other side of the country when you can just send a personalized e-mail to him at the press of the ‘return’ key?
The past few years have seen the profound effect that Internet has had on the advertising industry. Search Engine Marketing has grown to be worth tens of billions of dollars annually and has already overtaken radio advertising in terms of market share. Every form of business, whether personal or professional, is “online” these days, and the ones which are not are gradually perishing away into nothingness. It is all about the “survival of the fittest” being one step ahead of your competitor, in this industry. Coming out with a new product and marketing it online within a few minutes can save you millions of marketing dollars as well as provide you with an unmatched edge over your rivals. Now, can you even think of just sticking to the traditional ways of marketing your business? Of course, TV, radio and print marketing, when used together, can prove to be a very effective marketing technique, but then the advantage that online marketing offers your business is not worth being ignored. Read on to know why:
One of the greatest distinctions between traditional and online marketing lies in their strategies to target potential customers. Traditional marketing utilizes demographics like gender, age, monthly household income etc. to find a media source like TV, print etc. which appeals to a certain section of population. Then, the marketing experts try and narrow down this large population to a potential ‘target’ consumer and strive to grab the eyeballs of this targeted viewer.
Now let us take a look at the internet marketing strategy.
The Internet is a huge network of millions of computers across the globe which is stuffed with new information covering a wide array of topics, every single moment. The best part about Internet is that this large database of information that it contains is logically categorized and indexed for the benefit for its users. This indexing of information and web pages is done according to a complex search algorithm of a search engine. The user types in a particular query in a search engine, which then analyzes a number of websites to come up with the most relevant search results for the request. This essentially means that the Internet is acting like a server of information to the users’ queries, but most importantly, this information will not be served to the user unless he asks for it. This very fact makes search marketing more targeted than traditional marketing, as the users and the searched contents are highly specific.
Unlike TV, radio and print, online marketing is relatively inexpensive and more economical. This is because when you are selling your products or services online, your website is not providing only information about them, like traditional marketing does. It is also giving your potential customers a means to research and purchase your company’s offerings online, anytime, anywhere, at their own convenience. This means that you can elicit a quicker response from your audience and achieve your sales targets quicker. Your company can achieve all this for a very small fraction of what you would normally spend as your traditional marketing budget. Also, the power of the Internet and its omnipresence allows you to expand your business nationally and internationally without much added expenses.
A big advantage of investing in Internet Marketing is that you can trace, measure and test all the aspects of your marketing campaign without wasting too much money or efforts. You can observe, track down and determine which banners and messages are attracting more audience almost instantly. This is because online activities of users usually require them to click on an advertisement or perform a certain action relating to a purchase as in the case of Pay Per Click (PPC) or Pay Per Play (PPP). You cannot achieve the same kind of measurement with television or billboard advertisements, because you cannot keep a tab on the number of people viewing your advertisement, who will eventually be interested in buying your product.
The point to understand here is that, building your brand’s success story does not mean the complete abandonment of traditional marketing. The secret lies in re-evaluating your present marketing strategy and revising it periodically to suit your business needs and the current trend of the industry. It is time to think out-of-the-box and adopt transitional marketing values. But remember that it is a fact that search marketing works and that is exactly why it is getting popular everyday. Migration to SEM can eventually lead to your costs spiraling downwards and your returns spiraling upwards, which is what every business needs. See the difference for yourself. Give it a try.
