Online marketing channels that require more resources and/higher level of expertise

In one of our previous blogs we discussed the digital marketing tools that can be used with minimum or no resources. In this one, we will be discussing the other popular online marketing tools that usually require a higher level of expertise and resources to execute.

Search Engine Optimisation: It is commonly known as SEO. The aim of SEO is to get more traffics organically, that are free and derive from natural search results. Even though it sounds like a good idea for businesses, however, not very easy to implement. Since, all search engines have their own algorithm while responding to a search on the internet. The contents which are usually more relevant to the query according to a particular search engine platform get shown in the higher side of the ranking.

Although different search engines would usually use different matrices to determine which contents are more relevant and useful to its users, there are some common criteria that have been followed by search engines over the years to categorise different contents. The main important ones are key words, titles, links, words in those links, and also reputation of the content provider.

Voice Search: In a recent study it is found that only a 4% of US businesses are voice search ready with a physical location. Currently about 40% of adult search is based on voice search and it is estimated that by 2020, nearly half of the searches will be voice searches. In addition, Teenagers are more active in voice searching than adults. Which also indicates that the popularity of voice searches will keep rising in the coming years when these age group will be involved in majority of the purchase decision making.

So, what is voice search? To put it simply, voice search is a voice recognition technology that allows people to search on the internet by speaking to an electronic device. Now most smartphones and laptops have these systems built in already. Among all, Amazon’s Alexa, and Google voice search have seen a surge over the last few years. Furthermore, Google has started using mobile first index for their searches. Which means businesses need to adapt to the new landscapes with a greater urgency.

Display Advertising: Display advertising, also known as banner-advertising conveys the advertising messages to actual and / or potential users of that particular product or service via logos, animations, videos, photographs or texts. In some cases, these display advertising campaigns are created for either impressions or brand awareness, and in other cases to serve the both purposes. Moreover, this form of online advertising could also be used for improving tractions to their websites, that could eventually lead to higher sales.

Ideally, those banner commercials are very precise and targeted to the right set of potential customers. More often than not, these displays have visuals that are accompanied by very subtle message to ignite the interest of its viewers calling them for an action. High tech companies like Facebook, Twitter, and Google are some of the top platforms where companies generally put their display advertisements as those platforms have billions of daily active users.

Pay per click: PPC is a digital marketing channel where campaigners do not pay for their impressions on ads or ad placements, they only pay when an online user clicks on their posted ads. The most popular form of PPC is search engine advertising. It allows to bid for ad placements in search engines’ advertised links when someone searches using particular keywords. For example, if we bid for the key word ‘software’ and win the bid. Then anybody who searches for the same word should find our advertisements on the front page of search results. Every time someone clicks on that search results i.e. the ad, companies need to pay a fee to the platforms. So, the more clicks an advertisement gets through a PPC, the more cost it will incur to the company who placed the advert.

It takes some concerted efforts and well thought out ideas for a successful PPC campaign, since, it involves searching for the right key words, organising those key words, and setting up the PPC landing page that will attract viewers and create more tractions from the campaign. As the leading provider of PPC ad placement services, Google has a very innovative way of encouraging advertisers to create curated PPC for its platform. It rewards advertisers charging less per click for a relevant, and intelligently crafted content. 

Affiliate Marketing: This idea involves third parties who will make marketing efforts to bring visitors or customers to your site, and you will be rewarding them based on each one of the new visitors. This is very much like the concept of revenue sharing. This type of marketing can overlap with other various types of internet marketing due to its nature. For instance, it can involve the third parties conducting display advertising, content marketing, email marketing, pay per click and search engine optimisation on your behalf. In fact, Affiliates sometimes even publish reviews of partner’s products or services as part of their marketing campaign to drive tractions to the site.

As a matter of fact, majority of the affiliate programs incentivise the affiliate partners based on revenue generated from the program. Rest of them are mainly based on cost per action method. Which means the targeted audience have to do more than just visiting a site or clicking on a display commercial. As a result, it becomes affiliates’ job to make sure that potential customers not only visit the sites but also get potential views converted into actual sales. This way, if the marketing campaign works, it creates a win-win situation for both parties as the risks and rewards both are shared.

However, small businesses sometimes do not have the expertise and/or resources to execute these marketing campaigns in-house. Which is why, outsourcing such projects have become a common practice these days.

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