Home Advertising Tips Under One Roof: Consolidation Comes To Marketing Services

Under One Roof: Consolidation Comes To Marketing Services

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Consolidation: It happens in the freight business to share costs among smaller shippers. Debt consolidation buys debtors additional time and allows them to make a single monthly payment. Marketing is moving toward consolidation as well — and with good reason.

By combining formerly disparate disciplines such as SEO, SEM, social media and traditional advertising, marketers are uncovering cost savings, convenience and consistency of messaging.

There was a time when it made sense to have different vendors handling each task. I’ll explain why this occurred before and why it’s time to centralize creative and strategic assets.

Origins Of SEO And SEM

Search engine optimization (SEO) is the backbone of any marketing strategy in the digital age. SEO emanated from web development and internet search engines. Google and the like needed a way to sort websites in relation to a given search entry, thus the emergence of keywords.

Meanwhile, search engine marketing (SEM) derives more from traditional advertising, essentially moving ad dollars from billboards and radio spots to search engines and syndicates. Search engine marketing has by no means replaced traditional advertising: Look around and you’ll see that physical, in-the-world ads are everywhere. However, it can arguably be considered common knowledge that the future of advertising lies in digital, driven by search engines. It should also be noted that SEO and SEM go hand in hand. The former is the organic half while the other is the paid advertising half.

Origins Of Social Media

Social media burst onto the scene in the late 90s and early 2000s, initially as child’s play. There was certainly an advertising foundation to the profitability of early platforms like MySpace, but they were primarily seen and operated as teenage forums. No one back then would have predicted just how powerful social media would become for branding and advertising. According to HootSuite, social media ad spending is predicted to exceed $35 billion globally in 2017. Clearly, we’re no longer treating social media like “something the kids are doing.”

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Shutterstock

Consolidation: It happens in the freight business to share costs among smaller shippers. Debt consolidation buys debtors additional time and allows them to make a single monthly payment. Marketing is moving toward consolidation as well — and with good reason.

By combining formerly disparate disciplines such as SEO, SEM, social media and traditional advertising, marketers are uncovering cost savings, convenience and consistency of messaging.

There was a time when it made sense to have different vendors handling each task. I’ll explain why this occurred before and why it’s time to centralize creative and strategic assets.

Origins Of SEO And SEM

Search engine optimization (SEO) is the backbone of any marketing strategy in the digital age. SEO emanated from web development and internet search engines. Google and the like needed a way to sort websites in relation to a given search entry, thus the emergence of keywords.

Meanwhile, search engine marketing (SEM) derives more from traditional advertising, essentially moving ad dollars from billboards and radio spots to search engines and syndicates. Search engine marketing has by no means replaced traditional advertising: Look around and you’ll see that physical, in-the-world ads are everywhere. However, it can arguably be considered common knowledge that the future of advertising lies in digital, driven by search engines. It should also be noted that SEO and SEM go hand in hand. The former is the organic half while the other is the paid advertising half.

Origins Of Social Media

Social media burst onto the scene in the late 90s and early 2000s, initially as child’s play. There was certainly an advertising foundation to the profitability of early platforms like MySpace, but they were primarily seen and operated as teenage forums. No one back then would have predicted just how powerful social media would become for branding and advertising. According to HootSuite, social media ad spending is predicted to exceed $35 billion globally in 2017. Clearly, we’re no longer treating social media like “something the kids are doing.”

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