The Marketing Revolution
Marketing isn’t a new concept, it has been there for years in different forms; subconsciously brainwashing us. The term was first coined when TV was at its peak, i.e. in the 1960s. When done properly, it changes the target audience’s minds from a need to a want and that’s what makes great marketers.
Back then marketing was easy, as very few marketers had the skills required. Marketing initially was all about repetition. You show the same cereal to the user again and again and boom, that is what they had for breakfast. Show them a pair of sneakers back to back and that’s what they’re walking in. It was that simple.
Today, the world is different from what it was. With the advent of computers and search engines, the world has evolved tremendously. The internet has become a whole new base to market products and services.
Search Engines like Google, YAHOO!, Bing, etc., have been optimized to show the most relevant, accurate, and on point information (they are called ‘Search Engines’ for a reason after all). For example, if you’re looking for courses and you hit “MBA in finance” on Google. It will instantly scan the entire internet and provide you with the most useful, relevant, updated, and scaled information. The first website being the best. The ultimate goal of any organization is to be on the top of the results page.
There are basically two ways to improve ranking in the Search Engine Results Page (SERP) of Google (or any other search engine). One is organic and the other is inorganic. The websites that show up on the top of the SERP (without being an Ad) are the organic results. That means that those websites have been optimized well and have been read by the Google bots assuring to show to the most relevant content. This is called Search Engine Optimization (SEO) where the website owners optimize the websites according to the Search Engine needs. On the other hand, the “Ad” that we see on the SERP are inorganic. Google charges the websites on a per-click basis. The price varies from keywords to keywords.
The results of the MBA in finance search done on Google may or may not be organic. If the first two websites have a small box beside the link saying “Ad”, then we know that they’re ads. The website owners have paid Google to be listed on the top. This is an example of Search Engine Marketing (SEM).
Google, as of today is the supreme power of the digital market world and it is quite impossible to take it off from position. It holds 93% share in the Search Engines’ Market, next, being Bing at 2%. The difference is so vast that no other company can even dream of coming close to competing with Google.
The Digital Market, today, is a revolution. It is widely spread and is forecasted to grow for the next 20 years. It has proven to be disruptive for the old-school marketers. People are more likely to just tap on a link than to see a billboard and look for the products later. It’s so easy now, just a tap and you have everything you want to know about anything. It’s a gift that this generation has.