Showing posts with label Search Engine Marketing. Show all posts

Viability of Print Advertisement and Digital Advertisement

‘Necessity is the mother of invention’ nowadays is quoted as ‘invention’ is mother of necessity in the business world.

Nowadays, people experience new things every day. The current market invents interesting things to satisfy the requirements of the user and making life easier for them. It is only though advertisement people recognize these goods. The demand is created only through advertising through different media. The two main modes of advertising are print media and digital media, the backbones of commerce industry.

 
Traditional advertising or print advertising is more effective for enhancing business at a local level. When it comes to print media advertising, circulation plays a vital role. The more circulated a printed publication is, the larger section of readers receives advertisements. The downside of print advertising is that even if placed in well-known and largely circulated publications, the advertisement may simply go un-noticed. Sometimes to counteract the lackluster readership response to a print advertisement, a company should post the advertisement in a relevant magazine. 

Digital advertising helps to generate a wider geographic net toward a specific kind of customer. The major advantage of digital advertising is that it is an affordable cost form of advertising and is more easily acceptable for a specific fixed budget amount compared to the fees required for the publishing an advertisement in print. One of the most important features of digital advertisement is that the digital ad can be interactive that can take the form of a simple video clip, a brief game or even an interactive video game sponsored by some advertiser, depending upon budget constraints. Interactive ads provide a more memorable experience for the advertisement viewers than printed advertisements.

Pros of Print advertisement and Digital ads 

 In this era of high technology, print ads still have their place as effective medium to generate good marketing value of a product or service and even improve sales. Whereas, digital advertisements are best option for companies having fixed budget, a digital advertisement offers an advertiser a greater control over its viewers. Hence, less money is wasted on the viewers who have no interest in the particular advertisement. The print advertisements are particularly effective since anyone can afford a newspaper, even the poor, whereas computers and digital ads require a certain level of affluence to access. One can generate useful marketing information with digital advertising, since most proprietary systems of digital advertising offers additional information on user trends and successful referrals. To make a larger impact on readers, an attractive, full-page advertisement in the print media is necessary, since smaller advertisements are more easily ignored by readers. But overall digital ads are the best suited to most retail and remote service-based business needs.
The Indian market is estimated to be worth US$ 18 billion by 2017. With increasing brand awareness and purchasing power among-st the youth, especially in small cities, spending by Indian consumers is expected to grow four times to US$ 4.2 trillion by 2017. Such high growth potential in consumer spending attracts keen interest in different marketing and strategy initiatives.

India has 120 million internet users who spend approximately 16 hours per month online. Time spent online has a significant association with digital advertisement on internet which may help grow online advertising. The digital advertising market is fastest growing segment in India.

The online advertising market in India is expected to touch Rs 3,000 crore in 2015 from Rs 2,000 crore in 2014. Of the current Rs 2,750 crore, digital advertisement market contributes the large part. Search advertisements constitute nearly 38 per cent of total advertisement followed by display advertisement at 29 per cent. The Internet's share in total advertising revenue is estimated to grow to 16 per cent in 2018. Online advertising or digital advertising which was estimated at Rs 3,000 crore in 2014, could rise nearly threefold to Rs 10,000 crore in five years, increasing at a compound annual rate of 28 per cent.

The interesting fact is that Indians paid Rs 25,200 crore to access the Internet in 2014, a figure greater than the Rs 22,000 crore that print medium garnered in subscription and advertising.

Source: LinkedIn

Why Social Media Marketing is better than Search Engine Marketing?

There are a number of ways to get visitors on one’s website. The basic, which individuals and business, almost have to struggle while investing their money and time are into search and social.  One has to understand this for conducting business in the Internet world. One is always in a conflict which is better than the other or only one needs to be pursued and not the other for online marketing.


Some pointers to understand whether social media marketing is better than search engine marketing:

Recommendations from peers on social media - People in the age group of 18-26 use recommendations on social sites in researching a product before buying it which has become an online trend. Social media like Facebook, Twitter or Google+ work on peer recommendations with a like on the page. This will be seen by other connections and will help grow one’s business and get discovered by more people with the approval seal.

Criticism - With search engine results, there are negative things that show up or otherwise nothing is displayed. Online reputation is crucial for business to survive if bad reviews, reports, or other damaging articles show up then it could affect business. The solution to this is that whenever one comes across criticism on social media, one ought to turn those comments into compliments by reverting to it as soon as possible. This is essential for the current and potential customer to know that one cares about everyone’s satisfaction with one’s business.

Having one’s way with the target audience - With Facebook advertising, Stumbleupon ads, Promoted Tweets and advertising on social media, one could put business content in front of social media audience. This in turn gets visitors on one’s website, Facebook page and as well as visibility for one’s business on social media platform.

Better management of reputation - One can optimize social media marketing with help of search engine results too with reputation management. If one is concerned about their online presence then social media is the way.  Social profiles that normally rank well for businesses include Facebook, Twitter, Google+, YouTube and LinkedIn. If the only online content created by one appears on the first page when someone searches for the brand name, then one is well on their way to creating a great first impression. This prevents negative results and creates stronger brand presence.

One has seen how social media marketing is better than search engine marketing. Now let’s see how search engine marketing can help social media marketing:

Optimization strategies - Utilization of keyword is essential for social media. Many people search for particular keywords on social media; one could use different tools to do this. This will help update one’s status updates and bio information for search in social media.

Improve one’s on-site presence - Social media profiles have customizable tools that are profile name, description, image which can be tweaked for better search optimization. This will help for better branding and keyword placement for digital marketing. 

Finally, to conclude search and social media have to be in juxtaposition as search is not getting replaced by social but is supplemented by it.  In contemporary times, it is essential to set up one’s social media presence so one needs to plan one’s strategies for effective business presence online for longer time. It does not matter whether the visitor to the site comes via social media presence or via site search results and then goes back to social media reviews but having a presence on search and social is unavoidable.

The Technicalities of SEO, SEM and SMO

SEO (Search Engine Optimization) – SEO is used to improve the visibility of a website on the internet. This is done by improving your SERP (Search Engine Ranking Page). The higher the SERP, the higher the traffic on your website! 



It is common knowledge that a higher ranking website on the search engine will get the most number of hits. This is achieved through the right usage of keywords. There are 2 kinds of keywords viz branded keywords and traditional keywords. Balanced use of these 2 kinds of keywords can do wonders to your website.
The ROI on SEO is equal to the amount of effort one puts in. SEO is a smart way of beating the search engine crawler at its own game. However, one gets a maximum of 30% conversion rate when implementing SEO on a website. Also, it is interesting to note that SEO ought to be done differently for different search engines. For instance, Google’s crawler goes for the back links whilst Yahoo and Bing’s is more interested in the website’s content. 

Also, Google likes old websites better. Hence, even with SEO a website will take some time to get a higher rank on Google. All search engine algorithms work differently and a website has to adopt smartly to get on top of all the search engines. SEO is one of the best ways to market your website through natural and unpaid search results.

SEM (Search Engine Marketing) – Direct and paid marketing of the website on the search engine is known as SEM. A website will display in the advertisement section of the search engine when implementing SEM. However, the conversion rate of SEM is a humble 10%. 

SEO is very much a part of SEM. What’s the difference then? SEM is a larger blanket than SEO. SEM allows you to optimize links, increase keywords through bids, increase conversion rates via paid methods etc. against SEO. The major difference between SEM and SEO is that SEO lets you garner attention through natural means. On the other hand, SEM is a paid direct campaign.

For, a campaign will not succeed in its ventures until the website performs. This is where SEM comes in. One often sees ads along with search results on the search engine. These ads are an outcome of SEM done by numerous websites. These websites pay the search engine to display their ads with the relevant keywords. Thus, whenever relevant search terms are entered, these websites show up as ads.

SEM requires a certain level of smartness. One needs to keep a close eye on the competitors when using SEM to promote business. For, if the ad doesn’t receive any clicks, it will simply mean wastage of money. The best way out of this would be to keep a fine balance between SEM and SEO.


SMO – Social Media Optimization has nothing to do with search engines for a change. It involves social networking websites such as facebook, twitter, foursquare, Google plus, stumble upon, tumblr, pinterest, YouTube and many others. SMO is considered to be much more useful than SEO and SEM. For, it lets you reach out to your customers directly. However, SMO is not for all the industries.
For instance, a stock equity will never do well on social media. Social media is for vibrant industries such as fashion, ecommerce etc. When the visibility increases on social networking websites then SERP i.e. Search Engine Ranking Page automatically goes up. 


For, an increase in visibility on social networks automatically leads to more hits on the website link. In fact, even search engines give priority to websites that are viral on social networks. Hence, it makes sense to spend money on SMO to increase visibility and traffic on your website.
Also, if one is looking for your website then he or she is bound to find it if you have implemented SMO. Moreover, services found on social networks are more trusted than services found on search engines. Hence, social networks are a good place to market your business at. What’s more, it anyway adds to your organic search results! 

Even though, increasing your presence on social network will be helpful, implementing SEO, SEM and SMO altogether is the best strategy. This way you will not lose out to the competition and your money won’t be wasted. Plus, who doesn’t want maximum results!

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