Are they the same? Not really.
Online marketing focuses mostly on tactics. It’s a mix of direct marketing techniques e.g. SEO, SEM, social media advertising, etc. It’s easy to do and it’s easy to measure results. A lot of marketers do it (myself included) to drive short-term performances.
Marketing online, on the other hand, is an act of doing marketing – providing solutions to customers – in an electronic form. It starts with a good strategy – understanding the audience you serve and offering solutions to them. It’s harder. It’s time-consuming.
I get stuck in the ‘online marketing’ world now. It’s very hard to get out.
Do you think SEO (Search Engine Optimisation) is important? I kind of do. At the end of the day, a lot of people use Google to search for things they want to buy, information they want to learn. It’s a part of our online marketing routine. We have to include an SEO plan in all of our websites. I am not sure why but my perspective about SEO has changed.
It started when I read a few blog posts that our SEO agency prepared for our new website. It did help our ranking with certain keywords. It did the job for us. However, I didn’t see the value of those blog posts to customers. Later on, I found a quote from one of the books I read. She said that – don’t write for the bot, write for humans. And, that changed my perspective. When you write for the SEO purpose, you create a framework in your head the keywords you have to include. It’s not natural.
Instead, you should think about your customer’s pain points and have those in your writing framework. Your content would add more value to customer’s life. Your solution would reach customers more directly and eventually it will help you with a good SEO ranking.
Remember: write for humans, not the bot.