It would not be incorrect to say that most of the world’s population spends a significant amount of time online daily. For example, an estimated 6.6 billion people will use smartphones in 2022 globally – a major increase in users from 2016, when the number of smartphone users was 2.9 billion.
The trend only seems to be increasing. The more people own and use smartphones, the more digital our lives become. It is impossible to navigate through life without technology. The digital world has become an extension of the reality we live in. This has real-world implications.
One such implication is the rise of digital marketing and companies’ use of digital media to advertise and promote their products and services.
The Dawn Of Digital Marketing
Since a majority of the world’s population, it makes sense that companies invest in digital marketing strategies. Digital marketing refers to marketing tools designed specifically for the digital sphere. These include social media advertising, influencer collaborations, emails, and multimedia messages.
Despite the current economic downturn, digital marketing is one industry that continues to experience high levels of growth. The industry was worth $178.60 billion in 2021 and increased in size to $208.00 billion in 2022.
More and more businesses realize the potential of digital marketing, not just in its ability to reach a large group of people but how accurately targeted digital marketing can be.
One great example is social media platforms. There is a very clear demographic for each social media application. For example, TikTok is hugely popular amongst young people. On the other hand, Facebook’s main audience is middle-aged adults and the elderly.
This enables companies to execute a carefully developed digital marketing strategy. As a result, they can target their core audience in a much better way.
Digital Marketing Strategy
Once companies realize the potential and necessity of digital marketing, the next step involves developing a strategy. There are plenty of marketing strategies, and most companies use many strategies to meet their marketing goals.
In digital marketing, the most important tools are SEO and PPC. It is important to understand each in detail so brands can develop a digital marketing strategy. Every kind of digital promotion will come under either SEO or PPC. Determining the right strategy means knowing what each tool entails and how it can help meet marketing targets.
Search Engine Optimization (SEO)
To understand SEO, it is necessary to know how most people use the internet. As a user, when you are looking for anything in particular, you will first type it into a search engine. There is a 91.88% chance that the search engine you use is Google, the largest player in the industry.
Once you complete typing and press enter, you will get the most relevant search results in a matter of seconds. Search engines arrange search results based on a variety of characteristics. These include keywords, content relevance, and user ratings, among other things.
Most people will only click on the first few results they are shown. Few will ever visit the second page, though there may be hundreds of search results.
Seeing how effective search engine rankings are, most businesses want to rank high on search engines. This is called Search Engine Optimization (SEO). SEO includes everything that organically increases a website’s online ranking in search engine results.
Improving content on the website, making the webpage more user-friendly, targeting keyword use, and creating affiliate links are all SEO techniques to improve ranking and get more traffic.
Here are some things to consider when using SEO techniques as part of your digital marketing strategy:
- SEO is an economical way of getting organic traffic. It does not rely on paid adverts. SEO is more focused on quality, and the idea is to give customers relevant content.
- Growth’s relevancy and organic nature make SEO more effective in the long run. SEO rankings are much more stable and, once achieved, can be maintained through consistent effort.
- Low cost and longevity mean that SEO provides much better results.
- The time and effort are ultimately well spent since SEO cements a brand’s name and gives it credibility. In addition, since rankings are based on third-party assessments, i.e., search engines, people are more inclined to trust the results than paid ads.
- SEO takes time. It requires much effort, and there is no guarantee that you will achieve the desired results. Every search engine has its way of ranking online content. Even if you can crack the code, it is still a long process.
- While it takes a long time and much effort, all that work can go to waste if the way search engines rank changes. Policies on how to judge online content will get revised without warning, which can result in a complete change in ranking. A major issue is not just the sudden changes but also the uncertainty, as search engines do not reveal what they base their ranking on.
Pay Per Click (PPC)
Pay per Click is paid advertising which is targeted and precise. While paid advertising is nothing new, PPC has the innovation of allowing businesses to pay for ads when interacting with customers.
Using PPC, companies that get their ads featured on platforms such as Google, YouTube, Facebook, Bing, or Instagram, are only required to pay if a user clicks on the ad. In other words, payment is based on several clicks.
These ads appear on search engine pages, just like organic results. This is because PPC, like SEO, uses keywords that customers use to search for specific products.
Here are some advantages and disadvantages of using PPC:
- PPC doesn’t take a long time, unlike SEO. As a business, you can see an ad for your company on the first page of Google in no time.
- Not only do PPC results appear higher than optimized organic results, but they are also targeted. Ads are only shown to those actively searching for relevant keywords.
- PPC is an investment. It is much more expensive than SEO, even if it is targeted and payment of based on clicks. Running an ad requires a fixed cost and is not free of charge.
- Despite the cost, it does not guarantee clicks. Even worse, clicks do not guarantee sales. So, there is a risk attached.
- PPC also lacks credibility since users know it is an ad.
SEO Versus PPC
It can be hard to judge which digital marketing technique to adopt, SEO or PPC. Both have their advantages and disadvantages. As a result, you may be unable to decide how to form your digital marketing strategy.
It is a confusing matter if you are new to digital media marketing. Should it be SEO versus PPC for law firms? The answer, however, is quite simple. SEO and PPC are not competing for digital marketing techniques. They are complementary.
To develop a successful digital marketing campaign, it is necessary to use both SEO and PPC to get the best results. PPC provides quick results, which you need to stand out and get customers to pay attention to. However, it is SEO that retains customers. SEO is what brings them back time and again.
It is a mix of both techniques that maximizes the returns for any digital marketing strategy. SEO takes a long time and is a constant work in progress. At the same time, traffic from PPC lacks longevity and is short-lived.
Developing A Digital Marketing Strategy
Digital marketing is an art that requires just the right balance between SEO and PPC. It is a combination of the two that produces the best results. So naturally, some companies are more inclined towards one technique.
This is mainly due to resource constraints, as small businesses rely more on SEO. However, the best way to get customers to pay attention and keep them captivated is to use the two techniques in tandem. On their own, each is not as effective.