These days, the online marketing endeavor occupies the forefront of virtually every advertising specialist’s workplace attention. The commonly-accessible mediums of internet websites, blogs & social media pages have revolutionized the marketing field in several unprecedented ways, one major example is of teachers who travel to teach English in China – they now use online mediums to facilitate themselves and students.
Not only are these platforms cheap to promote business goods & services on, they are also intimately connective. Their audience targeting potential, mediated through the Frontier Internet service and other ISP provisions, also accounts for a major chunk of their corporate appeal.
How the Online & Traditional Marketing Domains Compare
Online marketing (or Digital Marketing, as it is also known) practically eliminates the need for investing hard-won adspend dollars on the traditionally expensive brick ‘n’ mortar advertising staples of:
- Print Publications (newspapers and fliers)
Instead, it allows companies and marketing agencies to run enticing social media ads on Facebook, Instagram, and Twitter at a fraction of the amount that would otherwise have been needed.
But the field of digital marketing has a catch – an Achilles heel if you will.
It comes inundated with a number of confusing terms and concepts, which leave its novice strategists at considerable pains to form an immediate understanding.
Digital Marketing Concepts You Need to Understand TODAY!
Recognizing this problem, many bloggers nowadays attempt to write elaborate glossaries that vent on each key term (used in this domain) in detail. Unfortunately, however, most of these fall short in their endeavor to provide some clarity to their still-confused readers.
In this blogpost, I’ve tried to tackle this issue once again – but with an emphasis on making the prose more easily understandable for the prospective online marketer. So if you’re thinking about launching your very own company profile page on the internet, you’ll know which issues to keep sight of.
Just be sure to pause and g back the points you find difficult to comprehend through a cursory reading.
SEO (Search Engine Optimization) refers to the bulk of strategies used by organic marketing techs to increase a brand website’s SERP (Search Engine Results Page) rankings. This provides companies with the advantage of having their website URLs listed in prominent search engine positions to facilitate customer conversions.
To carry out SEO-related webpage optimization, online marketers need to tailor both on-page and off-page content samplings in several search engine-friendly ways. These include strategic keyword incorporations, the usage of appropriate headings/subheadings, and frequent content postings.
SEO, for the most part, is primarily geared towards content optimization. The remainder of its emphasis has to do with website developmental and viral proliferation concerns. It is oftentimes referred to as ‘Organic Marketing’, because its skilled practitioners don’t have to invest any currency to execute it.
SEM (Search Engine Marketing) concerns itself with the paid marketing route of online marketing.
It features the use of such tactics as PPC and CPC promotions on search engine and popular social media platforms to target custom audience groups. In contrast to SEO-oriented marketing campaigns which bear slow results, SEM proves very helpful for those brands which wish to make an immediate impact. Small businesses and startups, in particular, as well as those marketing officials who are not proficient in the intricacies of organic advertising, oftentimes only have the paid promotions option at their disposal (to contend with).
One of the other benefits of SEM comes in the form of its small learning curve. Almost anyone, with a little bit of planning and creative insight, can launch a promising paid campaign. This aspect comprises another distinguishing feature of SEM from SEO, which needs a sizeable input of time for being learned to even a basic level.
Keywords arguably comprise the single most important and consequential factor for SEO success. In a nutshell, they represent the search terms used by potential consumers for locating their desired products & services on the internet.
As such, it becomes very profitable for brands to rank well against the keywords that match their exact sales portfolio. This way, whenever a potential consumer makes a browser search using these terms, he/she will be preferentially directed to the said company’s website. And more targeted traffic directly corresponds with increased sales turnover, as every digital marketer is aware.
In the context of online marketing, keywords are broadly classified as short, medium and long tail. Short tail terms are more generic, and although they are easier to insert into text pieces organically, generally promise little ranking potential. Medium tail keywords are specific, while long tail search terms prove to be the most lucrative in terms of luring in leads that are ready to convert.
‘On-page’ refers to any content or code that is present (or intended for placement) on a brand’s own website. These softcopy materials can range from elaborate website copy productions & multimedia samplings to site blogs and HTML frontend templates.
‘Off-page’, on the other hand, refers to any brand-sanctioned content, multimedia or encoded productions intended for publishing on third-party (unaffiliated) web platforms.
The distinction between the two categories depends merely on the user-orientation from which they are perceived (what is considered on-page for one individual or company would be deemed off-page by everyone else).
If you’re interested in probing this topic further, consider subscribing to a Frontier Cable internet plan, and carrying out your online inquiries on online marketing from there.
Alex Brian is an entrepreneur, marketer, and writer. As Hawaiian resident, he loves beaches and bathing in the sun. That's where he finds his inspiration to author in-depth guides that teach E-commerce store owners ways to manage, grow and scale their business. In a former life, Alex worked for Cox Customer Service which generates 6-figures in annual revenue through its website and retail.