{"id":2934,"date":"2015-03-26T13:20:45","date_gmt":"2015-03-26T13:20:45","guid":{"rendered":"https:\/\/www.improvemysearchranking.com\/?p=2934"},"modified":"2023-11-17T14:54:32","modified_gmt":"2023-11-17T14:54:32","slug":"the-rise-of-online-marketing-and-how-its-killing-traditional-practices","status":"publish","type":"post","link":"https:\/\/www.improvemysearchranking.com\/the-rise-of-online-marketing-and-how-its-killing-traditional-practices\/","title":{"rendered":"The Rise of Online Marketing, and how it\u2019s Killing Traditional Practices"},"content":{"rendered":"

Traditional Marketing \u2013 A Declining Power<\/strong><\/h2>\n

Once upon what seems like a very long time ago, prospective customers would look up your product or service in the yellow pages, miraculously remember your ridiculously expensive TV advert, or come across that coveted magazine clipping that they had been saving for this very perfect, opportune moment…<\/p>\n

Perhaps you had to \u2018cold call\u2019 potential clients. The very term sends shivers of irritation down one\u2019s spine. You\u2019d barter for another 5 seconds of their time before they cut you – and any chances of your product selling – off, forever. For small businesses and marketers, these times were gloomy; traditional sales techniques were time-consuming, inconvenient and, most importantly, very expensive.<\/p>\n

Okay, I\u2019m painting a pretty bleak picture of traditional marketing. I would be lying if I said these techniques weren\u2019t successful at all. They were. The key phrase here is \u2018were\u2019. Before the online boom of the 2000s, traditional marketing was just \u2018marketing\u2019. It was the status quo, and the most viable way for businesses to sell themselves.<\/p>\n

But times have changed. In the UK, for example, the print newspaper industry is collapsing. From 2001 to 2014, newspaper sales fell from 12.06 to 6.89<\/a> million copies sold per year. That\u2019s a 42.84% decrease!<\/p>\n

\"traditional<\/a><\/p>\n

TV advertising isn\u2019t doing much better<\/a>. Not only is it a declining market, airing a 30-second ad on national television is very, very expensive<\/a>. All of these traditional marketing outlets that were once growing steady and dominating are on the out. Why? There is predominantly one reason \u2013 the Internet.<\/p>\n

 <\/p>\n

Online Marketing <\/strong><\/h2>\n

What started as a small network for U.S. colleges to share data has exploded into the all-encompassing source of information and communication that we see today. As the internet becomes an ever-growing presence in our lives, so does its importance as a marketing medium increase.<\/p>\n

When we want a product or service, the first thing that 80% of us do<\/a> is search the web. 80%, 4 in 5; the vast majority. It goes without saying that, if your business doesn\u2019t make use of online marketing effectively, you\u2019re missing out on a huge chunk of clients. The following article will go into detail about what online marketing actually is, and the benefits it holds over the quickly declining traditional strategies of the past.<\/p>\n

 <\/p>\n

What Does Online Marketing Look Like?<\/strong><\/h2>\n

Online marketing is as diverse, if not more so, than traditional marketing. However, there are a few key strategies of which every marketer should be aware:<\/p>\n

 <\/p>\n

Search Engine Optimisation (SEO)<\/strong><\/h2>\n

SEO is a buzz-word that has been going around for some time, and rightly so. It is the most powerful online marketing technique that your business can utilise. Search engine optimisation, as a concept, is quite simple. Search engines \u2013 such as Google, Bing and Yahoo \u2013 find and rank web content (websites, images, videos, etc) based on a number of factors:<\/p>\n

– The relevance and usefulness of web content
\n– Your website\u2019s structure
\n– Your site\u2019s loading time and responsiveness
\n– Number and quality of inbound (internal) links<\/p>\n

Search engine optimisation is the enhancement of online content to appear higher up in search engine results with these factors in mind. For example, Wikipedia is a highly optimised website. This means that, for the majority of things that you search for online, Wikipedia will at least be on the front page, if not in the top 5 of results.<\/p>\n

Two billion people browse the internet, and 93% of that number<\/a> start their online journey\u2019s using a search engine. The benefits of appearing in the first page of search results, you can imagine, are numerous, and there\u2019s a reason why businesses hire SEO experts to optimise their content. The optimisation of content can make your business more relevant, visible and therefore much more profitable.<\/p>\n

 <\/p>\n

Social Media<\/strong><\/h2>\n

With Facebook at nearly 1.4 billion monthly<\/a> users alone, businesses would be foolish not to take advantage of social media outlets such as Facebook, Twitter, Linkedn and Google+. Simply having a presence one these sites and interacting with followers can have a hugely positive impact on your business. 80% of business executives<\/a> ranked social media as an important tool for marketing, compared to 75% seeing it as a customer service tool. Social media marketing can:<\/p>\n

Increase brand awareness <\/strong>\u2013 having a presence on social media can seriously enhance your brand\u2019s exposure and credibility. People share, recommend and talk about brands on social media, and that fact is vital to your success in marketing online. Influence Agents talk about<\/a> some seriously effective ways you can increase your brand\u2019s awareness on social media.<\/p>\n

Boost customer loyalty <\/strong>\u2013 the personal touch that social media accommodates is highly useful in increasing and securing customer loyalty. For example, the majority of Starbuck\u2019s Twitter tweets<\/a> are replies to individual customer queries. In turn, over 60% of tweets about Starbucks are positive \u2013 a surprising statistic, considering the stigma associated with the organisation. Direct interaction with customers truly boosts people\u2019s regard of your business.<\/p>\n

Improve traffic and conversion rates <\/strong>\u2013 every post, every tweet, and every share on social media is another opportunity for your readers to convert. It might simply boost traffic to your website, increasing your exposure, or entertain, engage with or inform your readers (brand awareness and loyalty) which, in turn, increases the chance that they\u2019ll convert, and purchase your product. Fact – social media is 100% more effective<\/a> at converting leads to sales than traditional marketing methods.<\/p>\n

 <\/p>\n

Content Marketing<\/strong><\/h2>\n

A content-driven marketing strategy, simply put, offers your potential clients \u2018value\u2019, first and foremost. This focus on value extends to both search engine optimisation and social media. Search engines reward websites that offer informative content that provides value to readers. Similarly, quality content created\/shared on social media is rewarded with the aforementioned increase in customer loyalty and brand awareness.<\/p>\n

High-value content includes:<\/p>\n

Infographics<\/strong> \u2013 long, vertical graphics that integrate statistics, facts and images in a highly readable, informative manner<\/p>\n

Videos<\/strong> \u2013 video is one of the most rapidly growing mediums of communication, and will form 55% of all online traffic in 2016<\/a>. A professional, informative and entertaining video that can provide value can seriously boost conversion rates<\/p>\n

Websites<\/strong> \u2013 where a normal businesses website might advertise their product, a value-oriented website aims to inform, entertain, or benefit their readers. For example, WholeFoods offer valuable articles<\/a> to readers on their website, who, in turn, might stick around and share it with their friends \u2013 probably on social media!<\/p>\n

 <\/p>\n

Online Marketing – 5 Reasons why it Surpasses Traditional Marketing<\/strong><\/h2>\n

2. Lower Investment Costs<\/strong><\/p>\n

\"Online<\/a><\/p>\n

Sending letters to prospective clients, never mind paying for national ads, is hugely expensive, at \u00a3200 per 1000 viewers. It\u2019s not very cost effective, either \u2013 44% of direct mail is never even opened.<\/p>\n

Online searches cost \u00a30.50-\u00a32.00 per 1000 viewers. Even if your business invests in SEO consultants, experts or services, or otherwise directs revenue towards SEO, the cost to reach 1000 viewers shouldn\u2019t change much, as your website will experience an exponential increase in visitors. As your SEO strategy improves, your costs per 1000 visitors might even decrease!<\/p>\n

The great, almost magical thing about the internet is that it doesn\u2019t exist. Physically, anyway. Websites \u2013 as long as they are maintained and hosted \u2013 will remain on the web indefinitely, unlike printing costly leaflets, magazines and newspapers. Traditional marketing relies on large-cost, regular investments of money to become even comparably successful.<\/p>\n

2. Higher Conversion Rates<\/strong><\/p>\n

Despite the higher costs, traditional marketing strategies are actually less effective. While SEO leads rake in a 14.6% close rate, traditional, outbound leads (such as direct mail or print advertising) sits at a measly 1.7%.<\/p>\n

\"lead<\/a>
Figure 1 – The State of Inbound Marketing, Hubspot http:\/\/cdn2.hubspot.net\/hub\/53\/blog\/docs\/ebooks\/the_2012_state_of_inbound_marketing.pdf<\/figcaption><\/figure>\n

Search engine optimisation works on an \u2018inbound marketing\u2019 basis. That is, browsers are actually looking for your business, product or solution to their problem, which is a far more effective, client-oriented approach. Traditional marketing relies on outbound leads, which blindly hope that their target audience will be reading. For the cost, those chances typically aren\u2019t worth it.<\/p>\n

3. Competing is Easier<\/strong><\/p>\n

It\u2019s true, many companies benefit hugely from traditional marketing \u2013 namely, TV and film advertisements. 96% of homes in the UK<\/a> own a television set, and being able to broadcast your product to that number of viewers is invaluable. However, most of us don\u2019t own fast food chains, or household brands, or whatever else is advertised on television these days (I haven\u2019t switched mine on for over a year!). Most businesses are fairly small, still growing, and haven\u2019t got hundreds of thousands in their budget for advertising.<\/p>\n

Search engine optimisation and social media strategies are great for this. With a little effort and time, small businesses can compete with much larger companies on search engine rankings and social media presence. For the most part, Google rewards quality, optimised content, and that \u2018neutrality\u2019 is one of the most integral elements to the success of online marketing.<\/p>\n

4. Performance is Easily Measured and Optimised<\/strong><\/p>\n

Online marketing is an analysts dream come true. With it, you can measure traffic and perform highly sophisticated tests to optimise content, all in real time. These tests allow the highest performing variable to be identified and chosen. Something as simple as a different colour, words in the headline, or font size can dramatically affect the success of online content. Everything is quantifiable, and these tweaks and changes can be performed immediately, and at little cost.<\/p>\n

Finding the same precise information, changing even a small element of the design of a leaflet and printing a new batch is a hugely complex and costly process, involving customer surveys, test prints, and collaboration between multiple company departments that could take weeks, if not months. Not to mention the potential disaster of printing error-ridden content. Making the equivalent change to online content is ridiculously simple.<\/p>\n

While traditional marketing often relies on word of mouth, the interconnected platform of the internet thrives on it. With appropriate content and strategies, businesses can even find themselves going viral \u2013 being viewed and shared all over the web \u2013 at no extra cost.<\/p>\n

5. Content is Relevant and Engaging<\/strong><\/p>\n

Online marketing techniques are inherently more relevant and engaging. Browsers will find content that is relevant to their needs at the time; Google tends to rank websites from a browser\u2019s perspective, and what online content would be most relevant and useful. Social media carries on this personalised approach, with brands being able to directly engage with their customers, cater to their needs, and reinforce brand loyalty.<\/p>\n

85% of people fast-forward<\/a> through commercials. Traditional marketing relies on one-way interruption. The majority of people simply aren\u2019t interested in the adverts that they see. From TV ads on their favourite show to sales leaflets with the mail \u2013traditional marketing usually forms the irritating footnotes to the prospect\u2019s main focus or interest, and the most engagement they\u2019ll likely get will be the salesperson cold-calling them to push their product.<\/p>\n

 <\/p>\n

Future Steps<\/strong><\/h2>\n

It is evident that a paradigm shift is under way. Consumers are becoming empowered in their experience, choosing their desired brands and product on their own terms. The old ways of outbound, traditional marketing simply can\u2019t keep up with these trends. Not only are the old forms of media \u2013 print journalism and TV \u2013 becoming redundant, intrusive forms of advertising are simply skipped or ignored. While these mediums still offer some value currently, the situation will likely look drastically different in 10, 20 or 30 years\u2019 time.<\/p>\n

For businesses to truly thrive, the internet is inevitable, and an opportunity for growth. This evolution towards an online-focussed marketing strategy must also come with a shift in the perception of what marketing actually does. The \u2018old ways\u2019 of pushy, loud advertising won\u2019t survive here \u2013 the lack of comparable success of banner\/sponsored adverts are testament to this.<\/p>\n

Businesses must focus on inbound marketing techniques, where prospects are attracted towards a company\u2019s services or products. This can only come about through the creation of quality, useful and optimised content, along with meaningful engagement with customers. It is only through this quality, customer-first\u2019 strategy that your business will become truly future-proof.<\/p>\n","protected":false},"excerpt":{"rendered":"

Traditional Marketing \u2013 A Declining Power Once upon what seems like a very long time ago, prospective customers would look up your product or service in the yellow pages, miraculously remember your ridiculously expensive TV advert, or come across that coveted magazine clipping that they had been saving for this very perfect, opportune moment… Perhaps […]<\/p>\n","protected":false},"author":2,"featured_media":2942,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oct_exclude_from_cache":false,"inline_featured_image":false},"categories":[33,67],"tags":[],"yoast_head":"\nThe Evolution of Marketing: Online vs. Traditional | IMSR<\/title>\n<meta name=\"description\" content=\"Traditional Marketing is a declining power. Once upon a time, prospective customers would look up your service in the Yellow Pages. 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