Online Marketing in New Zealand

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.

Example of a featured snippet on a rental appraisal search on Google

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.

Example of a featured snippet with text from one site and an image from another.

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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