When we look at the world of advertising and marketing, we find various forms that are used to target different publics. These include:
- Direct sales (marketing products directly to the consumer)
- Mail (brochures, pamphlets)
- Print (newspapers, magazines)
- Out of Home (Billboards, bus stops, train stations, etc.)
- Ambient (placing ads in non-traditional locations)
- Search Engine Optimisation
- Banner/ Pop-Up Ads (online)
- Social Media (Facebook, Twitter, YouTube, etc.)
- Pay-per-click (Google Adwords, some social media advertising)
Put simply, all of these different types of marketing aim to make a particular target market aware of whatever product or service is being advertised, and to persuade them to purchase that product or use that service. Without advertising, businesses just wouldn’t be able to survive, because the people they are trying to sell to wouldn’t know they existed.
The different types of advertising listed above can be split into two categories: traditional marketing and Internet marketing.
|Direct sales||Search Engine Optimisation|
|Out of Home|
Each type has advantages and disadvantages, but when broken down into these categories, the pros and cons are similar. Traditional marketing can be used to target those markets not familiar with the Internet (young children, elderly people) but this statement is becoming less and less valid each day, as the Internet and interacting online becomes increasingly popular and part of everyday life. Another advantage of traditional marketing is the fact that in the case of direct selling, it will always be easier to make a sale face-to-face as opposed to conversing online.
However, there are also a number of disadvantages or limitations to traditional marketing, especially when compared to Internet marketing. For one thing, it can be expensive and not very cost-effective, for example printing an ad in a metropolitan newspaper can cost anywhere from $2000-$78,000 per day! While that ad will reach a large audience, only a small portion of that readership will be the intended target market, and it will be placed among many other ads, which will for the most part, go ignored. This also goes for TV and radio advertising, which for a price will be broadcast to a huge audience, but only a minority will be consumers the ad is trying to target. Also, with traditional forms of marketing it can be difficult to accurately track the results of the campaign and whether or not it had a successful return on investment.
The point made earlier about ignoring advertisements is the same across all forms of marketing; people have become immune to advertising and are able to block out anything that doesn’t immediately interest them. With that said, Internet marketing triumphs over traditional marketing from a targeting point of view, because it can be set up to only reach a specified target market. Results for Internet marketing- and Search Engine Optimisation in particular- can also be accurately tracked using clever online tools like Google Analytics.
Where SEO differs from other forms of marketing, whether it be traditional or Internet, is in the fact that any investment put into it will only attract interested consumers and therefore potential customers. For example, say an online pet shop was to invest in a number of keywords it wanted to rank higher in search engines for. If one of those keywords was ‘dog coats online’ and (by using SEO) their site ranked highly for this, every person seeing the listing would be in one way or another interested in finding out more about dog coats online.
As an SEO company, we would be able to show this client how many people search for ‘dog coats online’ each month, where their site currently ranks for it and how many people have reached their site using that particular keyword. This goes for every keyword they want to rank higher with, and after doing the maths it is clear that in terms of cost-effectiveness, ability to accurately track results and potential return on investment, search engine optimisation ticks all the right boxes.
If you would like to find out more about what SEO can do for your business, please contact firstname.lastname@example.org or fill in the contact form and we can arrange a consultation.