Which Internet Marketing Channels to Invest In

by SEO Expert on 12/07/06 at 2:36 am

When it comes to marketing your website, there are literally thousands of different channels to consider. Among them are SEO, ad banners (CPM), pay-per-click (PPC), site sponsorship, expired domains, pop-ups, pop-unders, social networking, social bookmarking, blogging, syndicating, link development, paid inclusion, article-writing, press releases, participating in forums, podcasts, YouTube videos, email marketing, affiliate marketing and the list goes on and on.

So which channels have the highest value? Is SEO the end-all to effective online advertising, or just a piece of Search Engine Marketing, which is but a segment of more ambiguous realm of Internet Marketing.

Lately I’ve read a lot of articles pushing the idea that using both of two competing niches (Paid versus Natural, Search versus Banners, etc) is more effective than using one or the other. This philosophy can be matched with the basic investment principle of diversification. You’ve heard that old cliche you need to diversify your portfolio┬Ł a thousand times from your investment planner haven’t you?

Take a look at the charts below. Notice that Natural Search has the highest volume of responses and conversions. Banner ads drive a huge amount of traffic, but because people aren’t specifically searching when they click a banner by impulse, the result is a lower conversion rate. Paid Search (PPC) on the other hand, converts quite well.

Example of Responses

SEO with Internet Marketing Data: Shows Responses by Channel

Example of Conversions

SEO with Internet Marketing Data: Shows Conversions by Channel

This chart was taken from a one year sampling of data in HBX. Unfortunately, I cannot disclose the account, but use your imagination based on the number of mediums to figure out that this isn’t a mom and pop company.

So the answer to the question of which Internet Marketing channels to invest in might possibly be simply to invest in all channels, including SEO, for the best Internet Marketing campaign results.

Point: Don’t limit yourself. Strategy: Diversify, invest more in higher converting channels.


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