Role of Personality in Negotiation
An impressive personality goes hand in hand with good communication for an effective negotiation. A charming personality is the key to an effective negotiation. Let us understand how one’s personality traits help in an effective negotiation. During negotiations an individual must try to be himself. One should not fake things or pretend to be good. […]
Corporate Governance in the West and the Rest of the World
The previous articles discussed how good corporate governance is imperative to the existence of a structured and functioning economy. In this article, we look at the ways in corporate governance is practiced in the developed economies of the West and in the developing economies in the rest of the world. To start with, the ongoing […]
Why Startup Companies are Staying Private?
Once upon a time, a successful IPO was considered to be a transition point for a startup company to be recognized as a full-fledged public company. The goal of every startup company was to finally go public on a reputed stock exchange. The only startup companies which did not want to go public were the […]
Effect of Endocrine System on Human Behaviour
Nervous system protects our body from various dangers by following a sequence of interpretation and reaction to the stimuli. Endocrine system secretes chemicals called hormones throughout our body which influence our feelings, moods and behaviour. Endocrine system is composed of glands which is a group of cells that secrete hormones. Various glands perform various functions […]
Media Strategy in Advertising
Every work to be done needs a plan of action so that the work is done in a desired and correct manner. Media Strategy plays a very important role in Advertising. The role of Media Strategy is to find out the right path to transfer or say deliver the message to the targeted customers. How […]
Most Business Organisations both big and small have realised the necessity of having a presence on the internet. Many Organisations limit themselves to setting up a Company website and provide contact information. Those who realise the potential of being able to tap the customers online go one step forward and provide online services.
Whether the Organisation wishes to offer online sales or not, one of the basic marketing necessities vital for the business is the presence on the internet. When prospective customers are looking for products and services and when your competitors are present on the internet, do you have any option but to be advertising on the internet?.
Once the need for advertising on the internet has been established, the next relevant question that comes up is to choose between paid search or organic search for advertising. The technical aspects of development of the content and the website etc will be handled by the SEO specialists. However the marketing managers and the management need to understand some of the basic concepts that are relevant for their decision making and marketing plans.
Paid search as the word denotes, refers to online advertisements that are sponsored or paid for by the Company. These sponsored ads are displayed along with the organic search results.
The paid ads are built around specific target queries related to the product or the service that the Advertiser is trying to sell. These advertisements are retained only such time that the Company pays for each click.
Organic search ads on the other hand refer to the list of websites or results that are put forth by the search engines. On receipt of a query, the search engines use certain algorithms to search for thousands of web pages using the key words as given in the query, list out the web pages in the order of relevance of the content to the query and publish the same.
If you are the Marketing Manager, it is but natural that you are required to take a decision of choosing the Organic search option or the Paid search option. Making the right decision calls for understanding both options in detail.
Paid search advertising is generally built for a specific target audience. It caters to specific queries only. Since these are paid on per click basis, the effectiveness and viewership of these advertisements can be measured.
More over the Marketing Manager can have a direct control over how much is being spent on the paid search advertising for it is paid on per click basis. It is also likely that the viewers who click on the advertisement and visit the web page are serious buyers and the chances of conversion into sales in such cases is very high.
Organic search on the other hand does not involve any payments and is hence long lasting. The effectiveness of the Organic advertising is dependent upon the Content of the website provided and the SEO optimization. As long as the website gets listed on top of the list the viewers are likely to visit the website. The content displayed will determine whether it manages to get the viewer to be interested in contacting the Company and furthering his business interest or not.
In this case the quality of the content will also signify the value proposition to the viewer. It is highly effective in engaging the customer and providing him value in terms of information. This mode helps build the brand image of the Company in the long run.
In the long run the Organic search has been found to be more effective than paid search advertising. The data analysis shows that the percentage of people looking through the websites that are listed through the Organic search is much more than the percentage that visits the paid advertisements.
Paid search advertising can also be a highly effective option in case of short term sales campaigns and schemes that need high visibility and buzz.
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