How To Become A Digital Marketing Hero

Bought ads (SEM) is a different story though. The point here is to create small and very simple ads (50–60 characters) that include a heading and a call-2-action (C2A). The difference being that if you have enough money, you will always rank well in the search engine result page (SERP). The question is whether it is worth it in terms of ROI.

Working with SEO is all about creating good content correlation.

organic index—the search engines rank the hits based on algorithms that calculate what pages have the highest relevance for the words or phrases consumers search for. As a means to this end, Google and other search engines send out so-called “spiders” that virtually act as fake people.

Search engine marketing is done in two different ways: via organic index (SEO = Search Engine Optimization) or bought search ads (SEM = Search Engine Marketing).

Search engine marketing—i.e. maximizing the probability that consumers searching for products and services find your company and not your competitors—is simply a hyper-potent marketing tool.

Between adblockers, banner blindness and the fact that the average consumer in a mature market is exposed to 1700–2000 banners every month, it’s not exactly hard to see why seizing the attention of consumers is difficult.

The number of people using traditional digital media is constantly decreasing, and what few do are prone to such information overload that actually reaching through to consumers is becoming harder and harder

Through retargeting, you can concentrate the ads on only the people who have, for instance, already visited your site.

Despite its esteemed age, display as a digital marketing tool still has its uses. For one, it is a type of creative that many intuitively understand—it is basically digital versions of traditional ads and TVCs. It is also a smorgasbord for the creatively inclined, filled with morsels like graphic images, animation, copy, questionnaires and interactive design that are all well-equipped to stimulate more senses than just the visual.

In the second, demand side platform (DSP) and affiliate networks provide new solutions to maximize return on investment (ROI) on click, through behavioral control and retargeting.