How the world of marketing has changed! Just ten years back, the way of marketing was completely different from the way it is now. Much has changed and the essence of it is called digital marketing.
The Old Method
The traditional method of marketing referred to all forms of marketing that are not online. This includes marketing through print, television, radio, phone, mail, and billboards. As you can understand, these forms of marketing have some problems.
- Low targeting – In traditional marketing, there is a very low focus on reaching the target customers. It is because there is no way to accurately segment the customers based on the features and so the marketing had to be targeted based on group features. For example, to market a rock music album, it was better to use radio and music channels. But the problem was that you could not target only rock music fans.
- Low interaction – Because the marketing is always done to a group, the businesses are not able to connect with the consumers. They are dependent on customers to reach out to them via letters. The only method they have in their arsenal to interact with customers is through a phone call and while it has its advantages, it is expensive and time-consuming.
- Expensive – Traditional marketing is usually very expensive. Since they take up some actual space it is more costly. Different firms must compete because of the limited quantity which further drives up the prices.
The New Way
Digital marketing is marketing executed through any digital channels or digital devices. The channels are vast and include everything from websites to social media. The devices are usually mobile devices or any device connected to the internet.
One of the main features is the level of targeting that is possible. Customers can be easily segmented, and relevant marketing can be shown to the customers who will save customers time and ensure that the marketing is effective.
Search Engine Optimization
Popularly known as SEO, it is the marketing done to list content higher in search engine results. It can be divided into two – organic and inorganic.
Organic SEO is making sure that your website has popular keywords and tags which users will search for in a search engine. The more keywords that are matched, the higher up in the list of results.
Inorganic SEO, on the other hand, is paying the search engine provider or third-party money to ensure that the content is placed higher up in the results.
While companies use both methods, usually new companies will focus on inorganic SEO and then slowly focus on organic SEO.