Digital marketing, SEM, social media and mobile devices have significantly changed how we connect with our audiences. They’ve created a huge opportunity, as well as a great burden. The marketing function has become complexed. No longer can we rely on print, publicity and a media buyer to distribute our smart ad campaign; marketing nowadays requires heavy IT resources and an understanding of complex. “With so many tactical options available to today’s search marketer, it can sometimes be difficult to determine which approaches are best for achieving specific goals. Should press releases be optimized for increased brand awareness? Or, will a PPC (Pay per click) campaign achieve better results?”
Social media, search engine marketing, email marketing, mobile devices, website optimization, content marketing …it’s impossible for an individual marketer to master them all, in addition to their traditional media activities. And then there’s strategic planning, creative development and financial measurement.
But the reality in most small to mid-size enterprises (SMEs) is that their marketing team only has room for a handful of specialists, if any. Most don’t have the budget to employ experts in all the necessary marketing mediums needed to effectively reach their audience. And even if they do have the budget, they often don’t have enough work to justify hiring full-time specialists. If you’re not a specialist hired solely for your expertise, you’re forced to know a little about a lot to be well versed in how to use a combination of digital and traditional mediums to effectively meet your revenue goals. A common misperception about search marketing is that it consists only of on-page optimization. In reality SEM touches countless online channels with the ultimate goal of bringing targeted traffic to a web site. The number of channels that search marketing taps into – to deliver the right people to your content.
Search engine results aren’t realized simply from optimizing your website anymore. Gaining an understanding of the multi-channel nature of the Internet is a key to successful online marketing campaigns.