Mandira Banerjea, Staff Writer
Internet search marketing has assumed astounding significance in online business growth and is today a blend of theoretical knowledge and applied technical strategies. Nowadays, it keeps abreast of marketing dynamics and uses the Internet as the platform to promote goods and services by different modes of advertisement like Banner and Text Advertising, Email Marketing, Interactive Advertising, Affiliate Marketing and Search Engine Marketing inclusive of Search Engine Optimization and Pay-Per-Click Advertising.
The initial phase of Internet search marketing revolves around search engine marketing, which enhances web traffic from search engines through organic search engine ranking, paid listing and advertising. It is a part of business marketing efforts that concentrates on increasing traffic to the website from search engines. In addition, it addresses conversion achieved by increasing search engine visibility.
It has been observed that Internet search marketing techniques work better as they are speedier methods and paid listings operate differently as the site owner has to pay a certain amount that guarantees the inclusion of the site in the index. Mastering both methods and their proper combination would provide maximum search engine visibility. The objective of Internet search marketing is not merely to find equilibrium between organic and paid listings but also to attain maximum conversion of visitors into a loyal client base. Nowadays, search engine marketing relies not only on web traffic but also on the targeted audience and the extant to which they can be converted.
Using keyword matching options optimizes paid search Ads. It improves conversions and “click- through” while keeping the average cost per click affordable. It has been suggested in the forums of search engine systems like Google AdWords, MSN Ad Center and Yahoo search engine marketing that weighing the pros and cons of:
- Broad match.
- Phrase match.
- Exact match.
- Negative match.
The above help in driving the web traffic to the site.
This marketing strategy is all about acquiring, analyzing and using the personal information of visitors, their behavioral traits on the site, the way they have located the website, the efficiency of advertising, conversion rates and e-Commerce information. At the time of strategizing the promotional activities, it is necessary to personalize and characterize the brand as it evolves a unique company identitythrough Internet search marketing. It is a platform wherein the general public is aware of this particular Company in the marketing segment. Some of the most important tools are developing an effective business card, logo and company identification. An effective business card drives the message home. The logo represents the organization and its perception. Similarly, the organization’s name also plays a dominating role in spreading the company’s image.
To achieve on-line marketing success, it is imperative to plan a well- defined Internet marketing strategy that involves the location of a market, offering products or services that are in demand and that induces the clientele to come to the site. This would guarantee a level of financial success. Once the idea of developing the clientele zone is clear, it is best to gauge what the current clients have in common through Internet search marketing. It is also advisable to work out a marketing strategy that is different from the competitors in a unique manner. The Internet marketers should envisage the introduction of something special in the market through innovative advertising strategies.