Purpose of this website
The goal of this site is to give insights, updates and practical advice on online marketing in New Zealand - with no strings attached. There are many other excellent sites with a wealth of information on all things digital marketing, across all the different verticals and channels you can think of.
The only problem is, the best ones are based overseas with no local context of the digital marketing industry in New Zealand. Then they are many marketing company blogs within New Zealand, perhaps with a little more insight, but with the ultimate goal of having your online marketing spend directed through them as an agency.
This site will remain a free and open source for digital marketing information, with advice and insight for all levels of knowledge on the topic.
Topics that we'll cover
Our main focus in the world of online marketing is in PPC (pay per click) advertising and SEO. As such you can expect a lot of content to be driven by those topics. Online marketing encompasses so much more than that though and we'll cover just about anything that can help you achieve your marketing goals.
What is Online Marketing?
Is online marketing and digital marketing the same thing? Yes! And no... it really depends who you are talking to. For the most part, the two terms can be used absolutely interchangeably and nobody would be any the wiser.
Technically though, online marketing is the same as internet marketing. It is marketing that uses the internet as it's delivery method and incorporates many channels.
Digital marketing is marketing that takes place on a digital channel, but not necessarily using the internet. Online marketing is a large subset of digital marketing, as digital marketing would include things like SMS marketing or multiple other methods using digital platforms that are not online.
Subsets of Online Marketing
That really is just semantics though. More importantly, what are the main facets of online marketing?
SEO (Search Engine Optimisation)
SEO is simply the practice of optimising a website to rank well for important keywords on search engines. The main target of course is Google, but any effort to organically grow traffic by moving up the rankings in search results is a form of SEO.
This facet is often thought of as the low cost option for online marketing. If you know what you are doing, this can be true. In reality though, SEO is an extremely complex field with constantly changing algorithms and new ways to get it wrong. While you may not be "paying for clicks" when you run successful SEO, you will very rarely find that it costs nothing to achieve these sought after organic spots on the search engine results pages (SERPs). In most cases, if it's not costing you money, it is certainly costing you a lot of time. Valuing your time is extremely important when weighing up marketing strategies, so make sure you have thought this through.
One of the most interesting facets of SEO at present, is the prevalence and adoption by Google's SERPs of featured snippets. These "instant answers" give an immediate response to a users question and appear above all other search results. An example of this in New Zealand is Quinovic and their rental appraisal page. As you can see in the below screen shot, when you ask in Google "what is a free rental appraisal?" a featured snippet gets returned at the top of the search results.
Another, more unusual example is this one for the search "cross-lease." HomeLegal in this case provides the image for the snippet, though the text for the answer has been taken from another website.
Search Engine Marketing (SEM)
Neil Patel call's SEM "the paid cousin of SEO." There are certainly a lot of similarities, as you are paying for spots on the same SERP as organic listings that SEO has achieved.
How SEM works on a practical level is fairly different. It is an excellent tool for reaching customers right when they are searching for the product or service that you offer. This "bottom of the funnel" marketing activity is invaluable to a business that gets it right.
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