Online Marketing is is More than Just SEO & PPC
| Tuesday, January 12, 2010
||Wow, it seems as though everyone and their dog is making SEO predictions for 2010. Some good some bad, some insightful, some obvious. Matt McGee over at Search Engine Land has compiled a list of 2010 Marketing Predictions from notable industry bloggers. One thing is for sure, the times continue to be a - changin'. There are a number of search marketers who are playing up and reacting to personalization and real-time search as though these things are like an online plague and should be avoided at all costs. I have a difficult time understanding this perception. For me online marketing is more than SEO and PPC, it always has been. Personalization and real-time search are two things that can assist in enhancing online marketing efforts. They are simply two pieces of a much larger pie.
The fact is search marketers should not fear things like personalization, real-time search that produce dynamic search results or even things like algorithm changes. Online marketing is more than SEO and optimizing to "manipulate" search engine results. Online marketing is more than paying for a given term to appear on a results page. It's about providing the right content to the right audience at the right time.. which is why social works so well, it's on the users' own terms. Moving forward in 2010 and beyond, online marketing is more than search engine optimization, it is about things like engagement, understanding, relevancy, content and attribution.
Yes there are tactics that can assist in gaining visibility in the search engine results page. Things like building relevant and quality link inventories, on-page optimization, content development and the like all serve a purpose as SEO tactics. Bid management, ad copy and sponsored management all serve as part of PPC tactics that you may be employing, yet online marketing is so much more. SEO + PPC does not = Online Marketing.
Components of Online Marketing
Online marketing, when defined, is basically the process of incorporating combined efforts to promote a product, service or event via the World Wide Web. It involves the creation, communication and delivering of these products, services or event and the perceived value associated with each. At its core online marketing may also be known as internet marketing or web marketing. Search, as in Search Engine Optimization (SEO) or Search Engine Marketing (i.e. PPC) are but two pieces of online marketing. There are a number of other items that make up online marketing including the following:
Wikipedia Listing for Online Marketing: http://en.wikipedia.org/wiki/Online_marketing
- Web Analytics
- Usability Testing
- Social Media
- User Geneerated Content
- Content Syndication
- Video Messaging
- Image/Visual Messaging
- Email Marketing
- Contextual Advertising
- Paid Inclusion
- Affiliate Marketing
- News Articles
- Press Releases
- Display Advertising
- Blogging & Microblogging
- Search Marketing
- Local Search Advertising/Geo Targeting
- Mobile Marketing
- Online Reputation Management
- Online Partnerships
- Link Building
In addition to the above items, online marketing also involves components of traditional marketing items and the ability to focus on the 5 "P's" of Marketing:
Online Marketing combines technical innovation with traditional marketing elements. Search is but a medium or tool that assists in the online marketing process.
Labels: online marketing
|posted by Jody @ Tuesday, January 12, 2010
As a small business marketer, I get caught up in only doing PPC and SEO. I need to think outside those areas and make an effort in other marketing activities.
Thanks for helping to adjust my thinking today.