Before digital media came along, marketers had to rely on print, radio and television advertising to attain customers. Most of these channels are essentially one-directional modes of communication, requiring clever thinking to create a response and ensure customer engagement. With the advent of mobile telephones, the Internet and other types of interactive communication; marketers can today enter a two way dialogue with the client.

Best SEO advertising of the past utilized a strong call to action and typically a voucher to be redeemed or perhaps a tear off coupon to be posted back. As well as the hit and miss nature of the approach, not representing a true picture of customer interest, paper based campaigns could be costly and require a high level of administrative management. Where print advertising is utilized, the buyer incurs additional media placement costs on top of the agency fee for the development of the advertisement. Radio and television offer phone in opportunities from time to time, but like print they are essentially single-direction communication channels.

Digital technology and information capture

Internet and mobile telephone technologies have revolutionized the marketing industry, providing the means to track consumer interests and acquire an inexpensive link direct to the client. A form on a website can capture customer details and ask key questions to aid with market profiling. The voluntary provision of email or mobile telephone contact details allows the marketer to 'get in the front of' the customer without breaching privacy regulations.

Customers are often attracted to relinquish private information through the offer of free materials and giveaways, or the chance to enter a competition. The more closely consumers become linked to digital technologies, the greater the energy of the info channel for marketers. With mobile telephones and other electronic devices kept on the person, the rate of 'hits' is likely to be far greater than the scattergun approach of traditional media.

Once the immediacy and accessibility of digital media is combined with metrics, analysis and customer profiling / segmentation, the online world becomes even more powerful for marketing purposes. Today we are able to reach the customer whenever we want to, losing virtually no time being an issue or leveraging opportunity arises, send targeted information that reflects the profile we have gleaned online and reasonably expect a fair percentage to engage in two way communication.

Keywords and internet marketing

Internet marketers utilize popular search terms to isolate what potential customers are interested in also to ensure that content can be acquired online which meets a person need but also serves the objective of engaging the client with the marketer's brand.

Poor internet marketers do that badly, overestimating the worthiness of keywords and underestimating the importance of providing value to the client. Customers resent hollow content that is designed purely to drive website traffic to a specific site, and search engines such as for example Google develop tools to search out low quality sites and reduce their ranking. Poor copy online could mean a low search engine ranking, meaning when the customer types in your keyword, a great many other sites can look before yours in the results list.

The process of getting an internet site ready to attract probably the most traffic possible and maintain an excellent search ranking is known as SEARCH ENGINE OPTIMISATION (SEO). local SEO marketing experts can help a small business in raising their ranking and keeping it high and 'Google friendly'.

--

James Copper is really a writer for http://www.webhub.co.uk to purchase information on digital marketing