Online Marketing is big business, global spend for 2012 is estimated to be $94.1 billion, up 17.1% from the previous year and as more companies move online its expected to continually rise every subsequent year.
However, as more companies shift their marketing efforts online the competition naturally increases, turning what was once a relatively low cost campaign into a less effective and higher cost one.
In the past online marketing consisted only of buying adverts and optimising your website to rank high in the search engines. Today its more complex with many different types on online marketing available, these are; Online Advertising (PPC, CPI, CPM), Social marketing and Search engine optimisation.
To simplify the various types of online marketing, we can categorise them as follows;
This would include advertising on the various advertising networks such as Google Adwords, Facebook Ads, Bing Ads (Pay-per-click), as well as direct advertising on sites that manage their own advertising inventory which normally work on a Cost-per-month or Cost-per-impression basis.
These advertising methods are considered short term gain, as you only see an increase in hits whilst the campaigns are running, however if you’re looking to get your message out in the quickest possible fashion then this is the best method, albeit the most costly.
Positive & negative points
- Instant results
- Traffic can be deeply targeted
- Can be expensive
- Results only whilst campaigns are active
Online marketing techniques that gradually increase the visitors to your website over a long period of time include everything from SEO, Website Performance, Link Building to frequent / relevant content creation.
Unfortunately long-term online marketing has suffered from an influx of ‘cowboys’ recently who are looking to capitalise on the uncertainty of the results and the time it takes to see them (more on this later).
That being said long-term online marketing should be where you focus most of your effort as unlike short-term techniques, you can still see results after your marketing effort has stopped.
Positive & negative points
- Traffic gradually increases
- Traffic can increase even when you stop marketing
- Slow to see results
- Search Rankings can fluctuate quickly
- Less targeted than short-term gain marketing
Which is right for you?
If you are a well established company with a large marketing budget you should be running short-term gain campaigns as frequently as posible whereas if you are a start-up with limited budget you may want to focus entirely on long-term gain initially whilst you make sure your website and company are ready to handle the increased traffic.
But no matter what your budget, never neglect the power of long-term gain marketing – you should always be focusing on this due to its relatively low cost and longer lasting results.
With a little training you will find the majority of the long-term online marketing methods can be done by yourself on a daily basis with little effort.
If you follow the above, you will be on your well on your way to achieving success online and not being caught out by online marketeers claiming to be better than they are.