SEM stands for Search Engine Marketing. An all-encompassing method of increasing visibility of websites (URL’s) in terms of Paid Search (PPC) and Organic Search (SEO). As digital marketing agencies specializing in PPC and SEO continue to gain influence in the marketing world, savvy business owners are taking notice and have been quick to stay ahead of the technological curve. They’ve done this by launching SEM initiatives to utilize agency skill sets to increase traffic to their site. A great example of a company that failed to display savvy behavior in adopting an internet marketing strategy is Blockbuster, who received a devastating blow from Netflix. Change is scary, but being left in the dust by your competitors is terrifying. In the last decade the way we communicate, acquire our information and make decisions to purchase products has changed dramatically. Gone are the days of printed yellowpage listings and celebrity endorsements for consumer goods like the one with former baseball player Joe Dimaggio below;
In are the days of Amazon and Ebay whose success can be best summed up by their ability to take notice of the increased amount of traffic online and reach that audience, and as a result these internet giants have risen to the top in the process.
With the amount of success the aforementioned internet marketers have seen, there has been a widespread desire to duplicate their success. Organizations across the board have significantly altered their budgets to clear room for digital marketing initiatives enhanced through SEM. This ultimately brings traffic to their sites for informational or transactional purposes depending on what they are looking to achieve. (In this posting a few bullets are provided on just how digital marketing boosts success: http://blog.wakefly.com/2013/08/the-internal-marketing-team-skeleton-crew-how-digital-marketing-boosts-success/ ) Today, non-traditional advertising initiatives are becoming a vital marketing aspect with any business and these initiatives are all fueled by SEM. (In this article digital marketing is described as rocket fuel for your business: http://www.wakefly.com/why-digital-marketing-is-your-teams-rocket-fuel/.) But when did SEM become relevant to your business? To answer this question, lifestyles of Americans and the way they spend their spare time has changed significantly due to raised connection speeds and the amount of time people are spending online. The reason agencies focused on SEM are gaining so much traction today, is their ability to reach this large audience and monitor their purchasing behaviors and search tendencies.
So how can you apply SEM to your business?
When it comes to internet marketing, there is not a blanket strategy that can be applied. Every business’ mission and vision is very unique in terms of what they are specifically looking to achieve. This is where a digital marketing agency comes in. By outsourcing to digital marketing agencies, the expenditure is far less than hiring an in-house individual that has the entire skillset of what an agency has to offer in terms of Web Development, SEO, Paid Search, Social Media, and Display advertising. Creating an SEO strategy is very important in optimizing your content. Maile Ohye from Google talks a little bit about it in this video:http://www.wakefly.com/video-creating-seo-strategy/. Agencies that specialize in SEM are well versed in the evolution of the internet market and the frequent strategy altering changes that are seen in the industry. So as you continue to see brick and mortar stores pull back and increase their presence online, think of your internet marketing strategy. Are you are pulling a Blockbuster, or falling in line with strategies that will sustain your success and enhance your ability to rise above your competitors?