By definition, Internet Marketing is a multi-faceted, highly sophisticated set of specialties and sub-specialties that are undergoing constant change and evolution. Consider the following much generalized timeline of significant technological events of recent years:
- Early 90′s – AOL
- Late 90′s – Google
- 2002 – iPod
- 2005 – Over 70 million websites indexed by Google
- 2007 – IPhone
- 2008 – Estimates of Google Algorithm changes estimated to be at a rate of 5 per day!
- 2008 – YouTube now accounts for over 25% of all internet searches
- 2008 – Twitter, Facebook, and dozens of additional social media sites attract huge user growth; now relied upon heavily for consumer and technological information.
- 2009 – Bing is launched; Google Wave in Beta
- 2009 – IPhone 3gs
Multiply the above list of 10 by about 500 and you will arrive at the approximate technological and human events, all of which have affected the processes of Internet Marketing.
Now consider the following partial list of the major specialties of internet marketing:
1. Search Engine Optimization (SEO)
2. Pay per Click (PPC) Advertising
3. Website Design
4. Web 2.0 Programming
5. Conversion Optimization
7. Web copy
8. Podcasting
9. Webcasting
10. Ecommerce / Data feeds / SEO friendly design and functionality
11. Syndication for Backlink generation
12. Social Media Optimization
13. Multimedia Indexation and Syndication
Consider the number of people you would have to recruit for, hire, support for continuing education, base pay, benefits, etc. Consider the cost of turnover as well.
Even for the most competitive industries, Organic Search Engine Optimization including all of the content generation and syndication involved will likely not exceed $100,000 per year. There are no vacations, sick time or any other internal personnel issues.
Most importantly, the internet is infinitely measurable which means results on every level are measurable. In contrast to traditional marketing methods, internet marketing can be evaluated and graded by reliable performance measures.
Further, Internet Marketing Companies, like Optimum7, may offer Pay for Performance models where performance metrics are linked directly to the ultimate total of services fees billed.
In addition, we at Optimum7 are continually amazed at the amount of money companies are just wasting on their PPC programs. We see poorly written Adtext, poorly designed and targeted landing pages; all of this resulting in poor CTRs (Click through Rates), poor conversion rates, low sales, frustration, even anger. Our PPC experts, with relative ease, can significantly improve all of the important metrics towards improving the business results by employing our PPC Management system and associated processes to maximize CTR and Conversions towards improved sales and ROI.
Outsourcing has overwhelming advantages as illustrated in this writing. The caveat of course is to select the right Internet Marketing Firm. We have written on this many times. The short checklist is as follows:
1. Seek Firms with a consultative, project-oriented approach.
2. Strong foundation in Keyword Research.
3. Demonstration of live and deep results for current and renewing clients. Live means you are doing the searches and finding the client on page 1 of Google. Deep means that you can find many competitive keywords for the same client.
4. Strong Emphasis on Content.
5. Ability to interview existing clients.
Use this article as your reference going forward as it will surely provide good guidance as you plan for your successful future. Of course, contact us at any point along the way for help and advice.
March 1, 2010
