Online marketing and digital advertising

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) refers to two methods that are used to increase your company’s visibility on Search Engine Results Pages (SERPs). These days, people want fast results when they search online. It only takes a few seconds for viewers to decide which link they are going to click. If your business appears in the sponsored content sections (the ads at the top of the page) and high in the organic results, it is more likely that your links will be chosen.

SEM is a combination of Search Engine Optimisation (SEO) and sponsored search (results advertising).

Types of Online Marketing

There are 6 categories of digital marketing:

1. Search Engine Optimisation (SEO).

This involves employing best practice on your website to ensure that it appears as high possible in organic search engine results. Viewers tend to trust the links that appear first, organically. The higher you rank, the better your “authority” is, which can help reduce keyword bidding costs on your sponsored search advertising.

2. Content Marketing.

Publishing content on your website and other online platforms (typically social media) that delivers value to potential customers to increase brand awareness and drive traffic to your site. This, in turn, also aids SEO.

3. Online Public Relations (PR).

This is the practice of getting your brand mentioned in the news, by relevant industry publications, and generating conversation about your company or offering in comments, chats and online communities.

4. Online Advertising.

Any display banners, videos, text, animations, gif or image adverts placed online. This includes Google Ads (sponsored search, display, or remarketing); YouTube advertising; promoted content and boosted posts on social media; and programmatic advertising.

5. Social Media Marketing.

Any promotion of your business via social media channels be it organic or paid reach via promoted content, boosted posts, or influencer marketing.

6. Email Marketing.

As the name implies, this is when you market your company to new or existing customers via email. Methods include cold emailing, drip campaigns, promotional mailers, competitions and lead referral campaigns or customer relationship management.

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