If you are new to Internet Marketing or if you have just recently arrived on the scene, one of the biggest questions you may be asking is what is the purpose of the marketing mix as part of my overall Internet marketing strategy? What I mean by the marketing mix is to consider the whole picture when it comes to your online marketing strategy. When we consider the marketing mix, we really should be looking at everything from the optimization process right through to the link building process and beyond. By looking at the marketing mix, we can better understand who our customers are, where they are coming from, how they are finding us and what they are looking for. This is why I will often talk about the optimization process in the context of the marketing mix, as it can provide a better sense of what we are doing in the long-term to help our customers.
When we speak of the marketing mix, there are a number of different things that we can consider. For example, let’s take a look at search engines and why they play such a large part in many Internet Marketing strategies. There is much more to search engine optimization than meets the eye, but at its simplest level – and this is what you will be looking at most often when you are considering the overall purpose of the marketing mix – you want your website to be found by someone searching for products or services that you offer. So, how do you achieve this?
Well, the first step in this process is to optimise your web pages so that they rank highly in the major search engines. This is done by improving the structure of your site, by writing more relevant content, by including a wide variety of keywords and phrases and by focusing your keyword density in your pages to bring the most visitors to your site as possible. In short, by optimizing your website so that it is search engine friendly you create a better chance of making sure that your visitors find you and become regular visitors. And in turn that means a better chance of making sales as well. But this is only part of the answer to the question, ‘What is the purpose of the marketing mix?’
The next step is to focus on the actual conversion of traffic. How do you make sure that your visitors are clicking on your advertisements and visiting your websites? In order to get the answer to this question we have to look beyond the immediate goal and make sure that we are focusing on the long term benefits of what is the purpose of the marketing mix – increasing your traffic volume. Because if you are not increasing your traffic volume, then what is the point of having the marketing mix? After all, that’s where the money is to be made!
It is also important for you to understand that the purpose of the marketing mix is to generate as much income as possible from each visitor that lands on your website. And in order to be able to achieve this, you need to do everything in your power to ensure that the website is user friendly. After all, the last thing that you want to happen is to get searchers to your website who may then be put off by the shopping cart feature or the contact us page. It is often said that the purpose of the search engine optimization is to increase traffic. However, there are a number of different ways in which you can use the search engine in order to generate more income.
First and foremost you will need to build a good reputation with the search engines. This can be achieved by writing quality articles and content in areas such as keyword research, search engine submission, content writing and so on. Remember, quality content will attract more attention from the search engines and will result in more visitors landing on your website. A better reputation will also mean better chances of the visitors going on to click on the advertising links on your website.
One very important thing that we have to remember when looking at the purpose of the marketing mix is that we need to make sure that we are not getting too technical. Yes, we need to have a certain degree of understanding of SEO and SEM techniques but the more we delve into the inner workings of the various components of the internet marketing process, the more we may start to question whether it is all worth it. Just remember that the aim is to make money and not waste valuable time and effort doing things incorrectly.
You will also need to remember that the marketing mix has to be effective if you want a positive outcome. You will find that you have a greater chance of getting sales if you include some strong keywords in your advertisements and articles. However, ensure that you are not overdoing it and that you do not end up creating a mess. Ultimately, the purpose of the marketing mix is to bring you profits and not to distract you from your primary objective which is to succeed in business. Ensure that you follow this advice closely to achieve the maximum benefit from your campaign.