As the year 2016 draws to a close, the term ‘Internet Marketing’ will be remembered by many business owners and shops as the one thing they need to do better next year, but will it still be a ‘thing’ in 2017?
According to David Walter from a leading Hunter Valley web design and marketing agency, the term ‘internet marketing’ should be left in 2016.
“It (internet marketing) is no longer seen as another form of marketing for a business. Just as TV and radio fall under the one banner of marketing or advertising, so too will web based marketing” said Mr Walter.
With more business owners finding the need to advertise online as well as their offline efforts, Mr Walter believes we should do away with the term internet marketing and focus on web based advertising as what it is – marketing and advertising.
“Why shouldn’t we count web advertising in the same category as TV and radio? It is just as essential, if not more, in this day and age. With web based spending by consumers on the rise, along with product and service searches on mobile devices becoming the normal, businesses need to include web advertising into their marketing and advertising strategies, alongside the normal media.”
In a recent talk given by Mr Walter, he explained how he believes that in 2017, business owners will need to focus on their marketing budgets and targeting their correct audience. To do this he suggested researching the current buyer or user of your brand, and analysing their habits. Do they listen to mainstream radio? Are they attentive during commercials on television? Are they looking online for your type of product or service?
Research has shown that people looking for your product or service are more likely to buy, whilst people who see your advertisement somewhere might recollect seeing it, but not necessarily be moved to take action. Mr Walter, in his talk, suggested utilising a new form of SEO.
SEO, a term thrown around a lot throughout 2016 and earlier, stands for search engine optimisation. It relates to improving your organic ranking in search engines online such as Google, Bing and Yahoo.
David believes that more and more searches online are being carried out on mobile devices and not always through a search engine like Google. Someone looking for a good restaurant nearby might use the Yelp application whilst others searching for accommodation might look through TripAdvisor or AirBNB. The point he makes is that businesses should identify where their audience is looking and ensure your brand is showing up firstly, and secondly is attracting positive user generated content like reviews and feedback.
While SEO will help you get found on local and national search results on search engines like Google, some digital agencies miss the mark when listing businesses in the appropriate online directories and applications. David tells his audience to confirm with their marketing team or digital agency that they are finding the right listings and search terms for their brand, and ensure they are not wasting money on optimising something that will not help improve their return on investment, such as web advertising that gets blocked by their ideal user.
David Walter owns and manages web marketing agency, Xmedia Digital Solutions, and has been helping business owners since 2009 do more with technology and the web. He is open to explaining his opinions in the field of online advertising in more detail and can be contacted through his business’ website. As a digital marketing guy would say, just Google it!