Introduction to Web Marketing
The techniques of online marketing may be different than traditional marketing but the goals are the same: to increase profits. Traditional marketing talks about "market share" where online marketing talks about "mind share". You want your site to be the site that someone thinks of when they need something in particular.
The different internet marketing camps tend to be very polarized. Whenever you read a webmaster site promoting a specific type of marketing (search engine optimization, pay-per-click, etc.) they will talk about that particular technique as if it is the magic way to become successful. If you read a site written by someone who had been successful with PPC they will want you to think that you have to use PPC in order to succeed. The same goes for the SEO guys. They will want you to think that the Google algorithm is the heart beat of your site and you will live and die with it. I believe this happens for two reasons:
First, most internet marketers tend to pay allegiance to the first method they learned. If the first method was SEO then they will tend to spend all their time learning everything they can about SEO (links, algorithms, tags, text optimization, etc). If their first method was PPC then they will spend all their time learning PPC (the different networks, keyword research, etc).
The second reason I think that internet marketing is polarized is that a person will bring their preferences to the table when deciding on which marketing method to choose. For example, if someone is cheap then I think they would tend to look at SEO. If someone has a higher tolerance for financial risk then they may be more likely to spend money on PPC.
Category: Web Design