MARKETING BRANDS ONLINE: THE SEARCH ENGINE AND ITS OPPORTUNITIES
Marketing brands is a constant necessity as newer brands enter the markets with their products. Initially, door-to-door sales were the only direct marketing avenue available to brands, but today several opportunities exist to advertise and market existing and new brands. Ever since the advent of technology, brands can reach all of their consumers directly and effortlessly. Several avenues of direct marketing like social media, mall outlets, etc., exist today, which help brands gain instant consumer feedback. This feedback is essential as advertisers can cater their strategies according to the target audience. The latest avenue in direct marketing is the search engine. The SEM company plays a vital role in Search Engine Marketing (SEM) as they enable brands to advertise their products and services on search engines. But how do brands advertise on search engines, which are primarily a portal for information?
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INNOVATIVE MARKETING: SEARCH ENGINE ADVERTISING
Search engines like Google, Yahoo, Bing, YouTube, and the like have one primary use – enabling people to find what they need. People can find anything from research papers on quantum physics to nearby gas stations, malls, and restaurants. The search engine is like a library with archives of all content available on the internet like webpages, websites, documents, pictures, videos, audio files, and every other type of virtual content.
The search engine works on the words people enter into their search bar and displays the most relevant content to the search query. People must enter specific terms to get the most relevant searches to their search. But how does this help advertisers? Search engines display their results on their web page known as the Search Engine Result Page (SERP). Almost all search queries have some relation to a product or service. For example, people searching for restaurants nearby will probably find several advertisements for food delivery apps or restaurant table reservation apps. The query is about food and restaurants, and the search engine brings up thousands of pages related to food and restaurants, including apps, websites, articles, blogs, etc. But people don’t tend to go beyond the first few results unless they can’t find the appropriate result.
The goal is to have the brand’s advertisement within the first few results, so people will click on them or download the app. This process is also known as Search Engine Optimization.
THE SEM COMPANY: ROLE AND ADVANTAGES
The SEM company is vital to brands as they help their advertisements and products appear as high up on the SERP as possible. This service is essential for newer brands, as they are yet to establish a customer base and need to reach as many people as possible. The average search engine processes as much as 40,000 queries per second, which means at any given time, at least 40,000 people are using a search engine.
Advertising on search engines requires a different skill set than social media marketing or other traditional marketing methods. These companies recreate the brand’s website or e-commerce site using several technical tactics. The primary advantage of hiring an SEM company is that brands get to be ahead of their competition. These companies understand the brand’s products and target audience, catering their strategies to increase profits and the potential customer base.
How do they do this? There are several avenues, from SEO to cross-linking websites, for efficient SEM. The company will apply the most appropriate strategies depending on each client’s requirements. The brands can rest assured that these companies will curate their content to reach as vast an audience as possible. With the users of search engines increasing every day, brands can use this growth to their advantage by engaging directly with this audience.
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