Enterprises were forced to recalibrate their operations as the novel coronavirus pandemic upended regular activities in 2020. As such, many switched from the normal office setup to a remote work model to keep their businesses afloat. During these unprecedented times, the ability to adapt quickly to changing environments becomes crucial as it can make or break their company.
Those already operating in a remote work setup or hybrid work model — where they allow employees to continue their duties either on-premise or remotely — were able to pivot quickly when the pandemic broke out. Contrarily, those working purely in an office-based setting found it challenging to digitalize their operations.
In this fast-paced industry landscape, survival means one thing, but staying ahead of the competition is a completely different endeavor. One must get on board with the latest trend. Otherwise, the company will get left behind by nimble competitors that constantly update their business arsenal.
The marketing segment is among the areas that underwent tremendous changes amid the global health crisis. From the advent of the COVID-19 pandemic to the middle of 2021, many new marketing strategies emerged, leaning toward a digital-first approach. The rise of these modern techniques was driven by the shift in purchasing behavior that affected both individual consumers and businesses alike.
With people’s growing reliance on digital technology and the internet, more individuals are resorting to online means of making purchases. Using their mobile devices like smartphones or tablets, people can complete a transaction with just a few clicks. After a customer finishes the process, all they need to do is wait until their purchased item is delivered right at their front door.
Moreover, customers do not even need to know about the company before doing business with them. As long as the enterprise’s website is easily found on the internet, it has a chance to be clicked and visited by the online user. In the digital age, individuals can simply type an item or service they are looking for and browse listings on search engines like Google, Yahoo, or Bing.
Users often find the answer to their search query on page one or the first few pages of the search engine results. They rarely go beyond these places, which means that even though a company has a website, their online efforts will be for naught if their target audience cannot find them.
This is where online marketing strategies like search engine marketing (SEM) comes in. SEM capitalizes on this consumer behavior, and it uses techniques that rely on paid advertisements like search advertising and pay-per-click (PPC).
Search advertising means using paid ads to ensure that the brand’s merchandise or services can appear as a result for a certain keyword or key phrase that a user enters. It ensures that the business’s website has strong visibility in search engine results pages (SERPs).
Meanwhile, PPC – as the name suggests – is a digital marketing model wherein the marketer is required to pay a certain fee each instance an online user clicks on their advertisement. One of the advantages of PPC is that a targeted ad can be displayed at the precise moment a prospective customer searches for a specific term or phrase. This advertising tactic is often associated with Google; however, other platforms may also be used for PPC, such as other search engines and social media sites like Facebook.
Having a robust online presence is vital in the modern era. Therefore, businesses need the right team to run their SEM campaign. Although many larger enterprises usually have the resources to build their in-house staff, other firms with limited time and budget may outsource digital marketing services from reliable partners instead.
Many online marketing agencies are equipped with the expertise and tools to implement and maintain an effective SEM campaign. They also keep themselves updated on the latest marketing trends and practices to adjust the campaign accordingly. These digital marketing experts know the value of staying updated when it comes to marketing plans. They share their clients’ vision to ensure they can reach their business goals, attract and retain more customers, and generate more revenue.
When verticals opt to outsource digital marketing agency, they must keep in mind to find the provider that suits their requirements. Numerous companies have dedicated staff working on visual content like images, infographics, and videos for the campaign. Many also have professional individuals that can handle a business’s social media needs, maximizing the potential of their social media page to generate more customers and encourage them to interact and do business with the brand.
Staying on top of one’s online marketing strategies is key to meeting a company’s business goals. For more information on SEM, see this infographic from Digital Marketing Philippines that discusses its mid-year report on the different search engine marketing trends that created waves in the industry during 2021.