Internet Marketing Have Things Changed?
Internet Marketing vs. Traditional MarketingTraditional marketing involves finding a media outlet (print, radio, TV, etc.) whose demographics (age, gender, median household income, etc.) best mimics one's existing or desired customer base. Once this demographic match is determined, the content, brand, item, etc. is placed within view of the designated potential consumers with the hope of attracting their attention.
Now enters the age of Internet Marketing.
The Internet is literally a network of millions of computers (i.e. servers). These servers are filled with vast amounts of information. It is estimated that there are well over 10 trillion pages (10,000,000,000,000) and millions of new pages are added every day.
Early on, it was recognized that this vast amount of information had to be organized in some logical fashion in order for it to be useful. Consequently, indices evolved forming simple structures based on subject. Further refinement of indexed pages within individual subjects still represented an overwhelming amount of information. This led to the development of the search engine.
A search engine consists of a searchable index in which search results are based on a search engine indexing algorithm. A search engine spider reads a web page and then analyzes its subject value on very specific criteria. This would include page titles, body text, images, etc. The ultimate goal in this analysis is to be able to serve the most relevant pages for a given search phrase to the requesting party. That is the core of the goal of any search engine, defining relevancy. In this endeavor, search engine algorithms are constantly being altered and refined to better index and thus deliver the most relevant pages for a given search.
Therefore, this vast amount of information on the Internet is just sitting there waiting to be 'served' to whomever asks. Here lies the major distinction between traditional and Internet marketing: the information is not served unless asked by the viewer.
Traditional Marketing uses demographics to attempt to narrow a large population down to a targeted 'potential' viewer.
Internet Marketing is the reverse because it is the very targeted viewer (consumer) searching for very specific content.
Thus, the strategy of Internet Marketing is very different.
Have things changed?Yes!
They are looking for you rather then you looking for them!
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A Side Note: Pay Per Click CampaignsPay Per Click involves a website owner paying a search engine directly for rank. You pay (or bid) for specific keyword phrases and rank position within the paid inclusion listing for these phrases. Costs are accrued directly from viewers 'clicks', meaning you are only charged if the viewer 'sees' your site. This type of Internet marketing was created for obvious reasons, to generate revenue for the search engines. Generally, results for paid inclusion (PPC) are displayed on the same page but in a separate area from the non-paid search results (e.g. Google's paid listings are located on the right separate from the 'main' rankings).
Our personal feelings are that 'relevancy' of a match (web pages associated with a given search phrase) should not be an item of trade. When one does a search for a specific subject, the results should be based solely on the relevancy of a particular page, not on the ability of someone to bid the highest price.
Relevancy should not be sold!
We would also like to add that if a website were properly optimized, the site would obtain top rankings among the major search engines for the most relevant keyword phrases for that site. With these results, a PPC campaign's importance is minimized and is, in our opinion, eliminated.