That’s a long-standing debate that has marketers on both fronts defending the merits of each. But don’t be too quick to dismiss what traditional media can do in support of your digital efforts!
Digital platforms offer a way for your business to reach out and make that much needed connection more meaningful for your audience, and it’s up to how well you actually know them. Depending on who you want to speak to, you can tailor-fit your marketing efforts accordingly.
On the other hand, if you want to speak to Millennials (those born in the 1980s to the 1990s) and members of Generation Z (those born in 2000 to today), it might be best to focus all your efforts on forms of media that they are most comfortable with such as video, blogs, email and mobile initiatives. Digital campaigns makes it easier to track and measure specific goals for your marketing efforts. This is in stark contrast to traditional marketing where it’s harder to track who actually switched to another channel when your commercial came on, who took the time to read your ad in the newspaper or how many actually opened the direct mail you sent them vs. The arrival of smartphones and the unprecedented accessibility it offers has reshaped the way audience consumes media. Fact is, mobile is now the leading medium around the world—and digital strategies can easily be a part of this growing platform. The beauty of digital marketing is that it gives businesses direct response for their efforts. Consider something from traditional marketing that will complement your business—flyers or posters work well for small businesses. As part of the copy, add your website address or social network sites as your call to action.
This means that you can reach your audience via digital and traditional media and ensure that you can track the results easier. Chris Mercer, who typically goes by "Mercer", has a sales and marketing background that stretches over 20 years. Now decades of real-world experience are brought to you post-by-post as he delivers Seriously Simple Marketing tips that you can use to build your own business!
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No one can deny that the invention of the internet has had an all-encompassing effect on our day to day lives – from the way we interact in our social lives to how we put together our professional image, to how we research topics and share information.
For a start, utilising the internet offers you a far broader reach than traditional marketing methods of posters or leaflets. Last month Brian Carter wrote a blog post for the brilliant SEO people at Moz, breaking down the cost of advertising per platform across both traditional and rising digital mediums.
The results, as shown below, indicate that in terms of costs online advertising is by far the most cost effective method of reaching the masses. Below we can see the apparent effectiveness of various advertising types on buying decision, based on a survey conducted by Twist Image.
By looking at this we can see that the aforementioned Super Bowl comparison holds-up well when looking at television’s influence on consumers. By combining the above two sets of data we were able to create a new chart that outlines the effectiveness of each platform per $1 spent. Talking about the superiority of online doesn’t seem to be completely unjustified after all.
An online food retailer may reach more people in a Google AdWords display network campaign for a low price – and some of those that see it may be positively affected by the ad - but how many dollars do you waste for every person you reach that’s 100% in the correct market?
Clearly online advertising can resonate when done well, but we have to question how many marketers squeeze absolutely everything out of their PPC campaigns.
When checked, Shutterstock's safe search screens restricted content and excludes it from your search results.
Various parts of our algorithms can apply to sites at different times, depending on what our algorithms find.
Matt’s video, made four months ago, was talking about the algorithmic MayDay change. To complicate matters, there was an acknowledged indexing problem, affecting new content, particularly on blogs.
Now, I believe in publishing useful, unique content, and not paying too much attention to SEO, other than covering the basics. Presumably, Google rewards the sites it likes with high rankings, and if we see a lot of aggressive sites filling the top page, should we therefore assume that aggressive sites are what Google actually wants?
If you’re short on time, or SEO skills, or inclination, then you may be looking at getting an eternal supplier to undertake SEO work.
Traffic and higher rankings can make you money, but can just as likely make no difference to your business, whatsoever, unless they are tied into your website strategy. Whilst high cost alone will not guarantee you good results, there’s a high probability that low cost will almost guarantee poor results.
If the SEO is pricing significantly under their competitors, there may be a legitimate reason.
On the other hand, there are agencies that will charge like a wounded bull for essentially the same tasks as everyone else.
The most important thing is to ensure they establish your site has no technical issues that will prevent it being crawled, and that your content is structured correctly. Only you know your skills, but the following areas are reasonably straightforward for those with a little web knowledge.
Simply write on topic and sprinkle keywords through your content and headings, or have your copywriter do so. Like any complex professional service, you’ll still need to monitor and measure, even if you do opt for expensive, comprehensive outsourced options. Mike Mindel from Wordtracker has put together some nice free SEO overview videos for beginners in the industry.
The first search engines weren’t particularly clever, so it was relatively easy to figure out their sorting algorithms. Whilst this hacking was still ultimately about money, it was as much a game as anything else.
As search engines got more sophisticated, and more money flowed online, the nature of the game changed. BTW: For those who want to read deeper on a history of SEO, check out this excellent Danny Sullivan interview.
I’ve worked out a succinct answer that is easy for non-technical people to understand.
For example, if a searcher, with a below-average level of reading in English wants a quick answer to a question about the common cold, then who’s to say a simple, peer-produced bullet-point explanation is less relevant than a doctoral thesis on the same topic? What concerns us is that most of these new content syndicators are producing low-quality articles that are link based,” said Tim Duncan, the ICSC’s recently installed executive director.
Google are, no doubt, measuring how relevant visitors think the information is, and there are various signals that could be used to determine this.
Having said all that, a lot of samey, lightweight content won’t survive in the long run, because Google likes to provide variety in their result sets. Keep in mind that some of the most lucrative SEO information isn’t likely to be published in the public domain. The sheer avalanche of SEO information can be overwhelming, for beginners and experts alike. It can result in a lot of noise, and not much in the way of signal, especially when you’re learning. Chances are, your goals and the search engines goals will be aligned in many areas, but take their advice with a grain of salt. In a nutshell, SEO is about about publishing content people want to engage with, and linking.
Originally when launching Mahalo, Jason Calacanas claimed that it would be spam free and that SEOs would have hell to pay. He had a multi-month sales pitch leading up to the launch of his site where he kept stating that Squidoo is spam and kept calling SEOs scumbags so he could pull in attention and links.
The publicity strategy worked great as it helped land Jason some mainstream press coverage and a lot of ditto head bloggers (who lacked either the experience or the mental faculty needed to see the bigger picture) got behind Jason.
Mahalo’s goal is to improve search results by eliminating search spam from low-quality websites, such as those that have excessive advertising, distribute malware, or engage in phishing scams. Around the above conversation flowed a bunch of links, which helped Mahalo get off to a fast start. Instead of a server farm that crawls through the entire known Web so it can automatically match Web pages to the queries you type, Mahalo’s search results are created by humans, in anticipation of the queries its users will type in. When I was working for Mahalo, staff were strongly encouraged to get blogs if we didn’t have them and blog about Mahalo whenever there was a high-traffic opportunity like an awards show, sports or political event. I unsubscribe from the blogs of my former co-workers when the majority of their posts are Mahalo link parades, just as I unsubscribe from any blog when it becomes a mouthpiece. Their content was not Pulitzer prize level, but the strategy paid off and they started pulling in search traffic. In spite of claiming that he just wanted to dominate the short head of search volume, that is not how Mahalo started gaining search traffic. You need to have something useful or original to add to the conversation if you want to compete for the most competitive keywords, and penny pinching outsourced content doesn’t get the job done there.
Around the time I highlighted the emergence of that strategy, Google’s Matt Cutts was interviewed about it and claimed that it was fine because Jason Calacanas was using MediaWiki to create his site. Well the above computer speakers page that was highlighted still ranks in the top 5 search results in Google.
And the site has been growing quickly, with traffic increasing at least 3-fold over the past couple years. Jason used the economic downturn as a convenient excuse to fire most of their editorial staff. To appreciate how reliant their model is on scraping content, I want you to see how a new page starts off. Once you strip the ads and scraped content from that page there is nothing left but branding & navigation. Two other noteworthy things about that page are that it was generated by a robot (see below) and that it is already indexed in Google. That page (which was automatically generated in under a minute by a fake user robot named searchclick) is already ranking well in Google! Search engines like Google scrape content so that they may provide a service of value to end users *and* publishers.


If you optimize your page titles on a new blog post you are helping to feed relevant optimized content into the Mahalo machine. As abusive and as extreme as the above sounds, it is actually only the first step in the process.
What happens next is that if your content (published on Mahalo without permission) causes the Mahalo page to rank for new valuable keywords then they may feed those keywords into their page generation tool and keep making more auto-generated pages in that area, leveraging their domain authority and YOUR content to compete against you while building an automated spam empire. Some of the top earning pages might have freelancers thicken them out, but the only reason humans are involved at that stage is to legitimize the mass content scraping farm that is the base of the operation.
If you build link equity and are good at public relations you can get away with murder in Google. Jason got Squidoo penalized by calling it spam, and under the same level of scrutiny, how is Mahalo which scrapes millions of 3rd party content listings *without any editorial filter* not spam? I don’t think we can stop people from being greedy or stealing, but I am surprised Google has turned a blind eye to this process. The following is a guest post by Ari Ozick, a member of our SEO Community who frequently shares great insights.
The above graph is based on an intensive questionnaire of over 2500 world class SEOs, including freelancers, in-house corporate types and SEO entrepreneurs. Here’s the thing, though: I don’t have to guess about any of these answers for my business.
Often, someone will come to me and tell me that they’ve stopped writing content, or that they don’t want any reciprocal links, or that they don’t want to be listed on site X.
The only way to make a decision is by looking at data gathered and seeing if the data provides you with enough information to make an informed decision.
I have said it before and will probably say it again, buying data in the form of testing is the best investment you can make in your business. SEO is a bit different – no two web sites have the same link profile, and minor differences can lead to very different results in terms of how certain types of links and on page changes will effect changes in search results. Ideally you also need to have a good idea of the link graph in the verticals you work in, and an idea of what competitors are trying to accomplish. Data has taught me that what works for one site doesn’t necessarily work for another site.
You need to be actively running tests and making efforts to build your business and your sites. According to a Nielsen report last month, Bing is growing faster than any other search engine. The new statistics, from internet research firm Hitwise, will make disappointing reading for Mr Ballmer, who has said he is willing to spend as much as $11bn on search. Microsoft have struggled for along time to make a dent in Google’s share of the search market, so it looks like they are beginning to make inroads, albeit slowly. This is not a battle Microsoft can afford to lose, and for search marketers, competition between engines can only be a good thing. The thought of adopting different optimization strategies for different engines feels so antiquated now. In the past few years, SEO has been about all-Google, all the time, so the rule of thumb is to optimize for Google, and the rest pretty much takes care of itself. Like Google Guy advice, it tends towards the general and is ultimately self serving, but interesting to be aware of, nontheless. Even stalwart traditional marketers know that they cannot compete the Internet’s potential to reach thousands with just a single post.
Printing something on a billboard or paying for some ad space on a newspaper with a call to action that pulls focus to your online initiatives can be a great way to expand exposure.
For instance, if you want to reach out to Traditionalists (those born between the 1920s to the mid 1940s) and Baby Boomers (born in the late 1940s to mid 1960s), you might want to consider that these generations might appreciate a combination of digital and traditional efforts.
And if you have a limited budget, getting these results can go a long way towards showing you that you’re doing something right for your product or brand.
So for your Seriously Simple Marketing Hack , let’s try mixing a bit of traditional for your digital marketing strategies.
When deciding whether to focus on traditional or digital marketing techniques, think about the audience you are hoping to reach out to. It therefore follows that the internet has had a significant effect on how we engage with products as consumers and advertise them as producers. This means that companies can advertise their products far and wide, something which is also very attractive to consumers because they now have a far wider range of products to choose from – you can even buy some items from overseas! Nowadays the availability far more wide reaching opportunities to engage with online gambling games means that there are more chances for businesses to engage with consumers. While stimulating, it made the HH Global marketing team stop and think about the bigger picture. The cost of a 30-second advertisement in the Super Bowl hit $4 million dollars last year – a reflection of the demand and competition to fill that half time space. That being said, at 47%, online advertising certainly looks like an effective method of advertising. This seems like a much better way of fairly assessing the cost effectiveness and the emotional effectiveness of each advertising platform comparatively. However, it’s worth noting that while consumers deem online effective, the true cost effectiveness of PPC is down to the digital marketer and their targeting. While we initially rolled out this change earlier this year, the web changes, sites change, and with that, our algorithms will continually adapt to the current state on the web, on those sites.
I checked keyword after keyword, and found script driven, aggressive black-hat, content-free sites in top positions.
SEO is one strategy amongst many, and sites should, first and foremost, prove useful to people. For example, you may receive more traffic after engaging an SEO, but if this traffic isn’t interested in what you offer, they will click back. Some SEOs will devise metrics for success that are easy for them to achieve, but make no real difference to your business.
Depending on how your site has been built, these changes may be minor or significant in terms of cost to rectify. As a rough ballpark, a small site, that doesn’t have design issues, that has had no previous SEO work, could take, at very least, five days of full-time SEO work.
It can involve restructuring a site, coding, content creation, marking up content, market research, strategy, link building, and public relations. Generally speaking, the more pages you publish, the more chances you’ll have to be seen.
Keyword research is easy enough to do yourself, using readily available keyword tools, as is content generation. This involves requesting links, submitting your site to directories, and building effective partnerships. There was a time when Infoseek’s algorithm was almost entirely based on keyword density and keyword position. The search engines, Google in particular, have become more and more oblique, which means systematic technical approaches are less effective than they once were.
It is their job to take a site from nowhere in the search engines to achieving desirable rankings. I think they mean “any content they think is quality” Perhaps Google can send them a regular cheque each week, too!
Besides the confused frame of journalistic news vs Q&A-style content, the end user decides the level of quality they will accept and pay for on the internet. There is a massive echo chamber of opinion, constantly replenished, produced using publishing tools based on the notion of communicating something, often. Whilst search engine reps often come across as helpful and friendly, because they typically are helpful and friendly people, keep in mind that what they are saying serves their company first and foremost.
They don’t care if your site succeeds or not, as there are plenty of other sites to index. You need to create content that matches visitor intent, you need to be crawlable, and you need to have inbound links. These days, SEO is more a holistic, strategic process aimed at connecting with people, as opposed to a dark, technical art aimed at tricking machines.
Your niche may require different strategies to other niches, which is why well-meaning advice in forums and on blogs can hinder you. This was well received by SEO conference organizers because people would talk about how outrageous Jason’s speech was online, so (seeking marketing for their conferences) the SEO conference organizers acted like lap dogs standing in line waiting for their turn to have Jason call their paying attendees scumbags.
Because, Calacanis says, the top 10,000 search terms account for 24 percent of all searches. But since the pages were just link lists they were not remarkable enough to be linkworthy and the service was not sticky enough to keep people coming back. Even if they poured hundreds of Dollars into a piece of content the generalist content with little to no topical expertise could not compete for the most competitive and highest traffic search keywords. But a big piece of that traffic growth is that they have got more sophisticated in their content scraping strategy.
Once you have enough domain authority you can publish automated scraped garbage and rank well in Google. So they use your page titles and your content snippet to rank their site using your content, without your permission. They will scrape it, and if you are less authoritative than they are, they will likely outrank you!
Now that he is scraping your content (and adding nofollow to the links to your content) I think he is right. What happens when the media gets in on this “what the bloggers have to say” scraping game? In the questionnaire, I asked one simple question – what is the most profitable activity in your business. The bottom line is, however, that most of these blogs are fundamentally aimed at increasing their readership, their clients, and their reputation.
E-Commerce stores may put more focus on optimizing for conversions from existing traffic, while sites like blogs and forums that sell advertising on a CPM or flat rate model will optimize for higher traffic – link baiting and public relations. That being said, it’s best to have a secondary group of sites so you can measure the effectiveness of different link building methods, without endangering your profitable, money making sites.
To that end, I highly recommend Majestic SEO and SEM Rush (I’m a happy customer, nothing more).
Strong sites with aged links have consistently performed better when they receive low quality links, while newer sites have languished until they received some better links.


These are links that are probably not your top priority on your link building list, and certainly not given the time of day on most SEO blogs, yet we saw a definite increase in rankings on competitive terms.
Some webmasters would go so far as to serve differently optimized pages to each major engine. But depending on what your business actually needs, another question worth exploring would also be: how can digital and traditional marketing work together for your brand?
An integrated print and digital marketing campaign can work really well in gaining a high ROI and reaching a wide audience. Marketing experts continue to emphasise the importance of the web to any marketing campaign. Another good reason for the internet’s popularity is that it is very low cost and convenient.
There are even sites set up with the purpose of telling you where to find the best bingo bonus or fantastic deal. Sure, online is much cheaper than newspaper advertising, but how far do online messages resonate in comparison to its older, more traditional alternatives? Those advertisers are putting $4M aside for televised advertising, not PPC, so it would be foolish to jump to  conclusions about any potential online advertising superiority based on cost alone. This is a ranking change, not any sort of manual spam penalty, and not due to any technical issues with regards to crawling or indexing your content.
This implies that your site may trip a threshold, and be judged quite differently than it was the day before. This work involves link building, adding keywords and content to the site, and other external promotional activities. This is fine, however make sure any firm you do use has a good knowledge of the country and culture in which you operate.
Look for content management software that is reasonably SEO friendly, out of the box, such as Wordpress (free). Setting off on the right course can pay high dividends, whilst heading down the wrong path can be difficult, and costly, to recover from. It can be a good idea to get consultancy as to where you should focus your link building energies.
Saturate the long tail with auto-gen, just like your competitors were doing, and it was game on. Some SEOs, myself included, use SEO as part of a business strategy, a strategy that is just as much about publishing, domain names, brand building, marketing and traffic acquisition. Even a non-profit may make money from SEO by saving money they would have spent on some other marketing channel.
They want people to do this so they can convert these people to buyers, of their goods, their services, or their ideas. Some might say this goes beyond the job description of an SEO, however whether an SEO works on this part or not, they do need to understand it. Looks like an over-supply if you ask me Some of them could learn a thing or two from SEOs. If geared towards rankings, the content may also offer the facts in a format the user finds more useful. I think I can guess what the elitists at the ICSC may argue – they know what it is, and they will define it! I suspect money is the true driving force, as opposed to any real concern for editorial standards. The real problem traditional publishing and the mainstream media is facing is that their business model is screwed.
If users want deeper answers to search questions, either Google will deliver it, or users will abandon Google and go somewhere that provides it.
If you are just starting SEO, here are the ten areas you should spend most of your time on when you’re starting up.
A high ranking for a certain keyword won’t necessarily help you achieve your goals unless your site matches visitor intent. So, the more you understand your audience, and the more content that matches their intent, the more you’ll get out of SEO. You’ll also become a better judge of who is offering you good advice, and who is just repeating something they heard.
Calacanis has said that algorithmic search engines, like Google and Yahoo, suffer from manipulation by search engine optimization practitioners. Jason dissed SEOs in public, at a keynote, on purpose, and then learned a bit so he wasn’t quite so ignorant of SEO any more, and is now working the SERPs as a black hat SEO. Does it even matter who created the content so long as someone wraps it in ads & ranks it? The results are in, and as the graph clearly shows, Twittering away the day is by far the most profitable activity for most SEOs. If you’re guessing or following other people’s advice on pretty charts (even if it’s backed up by third party expert opinions), then you’re leaving a lot of money on the table. That means that the information they offer is less aimed at being fundamentally useful, and more about furthering their goals.
Invariably, the answer I get is “I read it on a blog” or “It was on a forum”, or “I saw it on Twitter”. Niche Adsense publishers and others operating on the longer tail of search will look to create volume quality content and build links in a more focused manner, sending link juice to the pages that need it most. There’s nothing like having fairly accurate data without being at the complete mercy of a search engine.
In the vertical we had a newer, less linked to site – there was absolutely no movement in either direction for that site. While it’s good to have an idea of what’s going on in the larger SEO community, what really matters is your rankings.
So: why is marketing via the internet so popular, and what advantages does it bring to a campaign? You can outsource your marketing to a specialised company, or even just put it to a member of your team to keep your social media and website accounts up to date, and this is much cheaper than advertising through a physical retailer. Indeed, the online gambling industry is an excellent example of how the internet can help smaller businesses. Get the SEO to breakdown the work into hours and tasks, and see if the amount charged equates to the work required.
Marketing, SEO or otherwise, requires an intimate knowledge of language use, culture and location, so ask to see previous work, and check references.
Using SEO friendly software means you’ll avoid a lot of technical problems that can be expensive to rectify if you use software the search engines find difficult to crawl.
In summary, submit your site to directories, get your partners to link to you, issue press releases featuring links back to your site, put links in your online signature.
Some may say we haven’t completely left this phase, but the sun is setting on this approach.
I suspect such a role is becoming less common as search companies like Google extend their tentacles into every corner of the web, and search consultants invariably follow. If the client doesn’t see a positive benefit from an SEOs work, they are unlikely to keep paying for the services. You’d be better concentrating on aspects such as ease of access, readability, findability, relevance and freshness.
Links are the arteries of the web, Traffic travels across links, so all links, crawlable or not, no-followed or otherwise, are valuable.
It all boils down to this: put keywords in your title tag, write on-topic content, make sure your site is crawlable, get links to that content, get people to talk about you. Chances are, you will need to shell out some money, but the cost of a decent, well structured course is nothing compared to the wasted effort spent heading in the wrong direction.
Mahalo’s reliance on human editors is intended to avoid this problem, producing search results that are more relevant to the user. Jason dissed affiliates in public, at a keynore, on purpose, and then learned a bit so he’s not as ignorant of affiliate marketing as he was before, and now Mahaoloo has embedded (inline) affiliate links (take a look.. Apparently there is more money to be made on twitter then there is in link building and out ranking the competition.
In fact, if I had to guess, I imagine the most profitable activities for companies would be conversion optimization, link building, and public relations. It very rarely is about providing concrete, useful tips that will lead to a direct increase in your ROI. You need to make a business decision based on data, not on what something written somewhere on some forgotten piece of the internet.
Our testing on authority sites has shown us that you can send almost any type of link and get some benefit, either in rankings boost on a specific keyword or a larger net for long tail keywords.
It also means that you can engage with your customers even outside of office hours, which can be very helpful.
You can never have too many links, so long as they accurately represent the content is on your site, and they appear in places your audience hangs out. If they think that people want higher quality, then the answer is simple – produce it and let the visitor decide. Yet if you tried to rank a new site using the same tactics that clearly work on an old, trusted crusty site, there’s a very good chance the new site would at the very least be filtered, and at the top end of the spectrum be penalized. On a similar note, the internet allows you to get to know your regular customers and what they like to buy, as you can spot patterns in their purchasing history.
It’s a better idea to create fantastic content, then link out to the popular people who can spread the word. It can be difficult to isolate variables at the best of times, but there is no chance of doing so if you try too many techniques all at once. Of course, defining what is an authority site is another issue – I suggest you go out and test what exactly is an authority site, and reach your own conclusions. If you’re using social media, then you can even engage with customers directly and build a proper relationship with them. Every time he explains how he’s not a spammer, he’s explaining why YOUR not a spammer either.



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Comments to «Cost of internet marketing campaign»

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