“What is it that you do again?!”
With Father’s Day coming up this Sunday, I wanted to give my father a gift, in the form this blog entry. I’ve always wondered if he understands exactly what I do here at PTE, as an Internet Marketing Strategist.
While I’m sure he knows it has something to do with the Internet, websites, search engines and social media, I don’t think I’ve ever taken the time to properly explain how all those things come together. This is ALSO a great opportunity for anyone else to learn about the fundamentals of internet marketing – as it has proven to be one of the fastest growing industries in recent years!
So, what IS Internet marketing?
Internet marketing, also referred to as web marketing, online marketing, E-marketing, the list goes on, is the practice of marketing products via the Internet. Typically, it also implies the use any email, mobile and/or wireless mediums. While my specialties are mainly search marketing and social media, the rapidly-evolving plethora of disciplines that fall under the umbrella of Internet marketing makes keeping up quite fun!
What it really comes down to is marketing strategy. I’m a strategist, Dad! I help companies find a target market that is in need of their product, and then develop a strategy for reaching that market and communicating with them effectively. The many disciplines of Internet marketing all come into play at different points in the AIDAS Buying Model. AIDAS stands for Attention, Interest, Desire, Action and Satisfaction. These are the stages that the typical person goes through before they become a satisfied customer. In the graphic below, the orange triangle represents the decreasing number of potential customers that make it through each step. My job is to minimize those decreases, thus maximizing the effectiveness of an online business.
Here’s where it get’s fun – EACH step in the graphic below plays a special role in the AIDAS buying model – and EACH step requires its own special set of disciplines. For example, search engine marketing, social media marketing, and advertising are vital to the Traffic Generation step. Website usability and testing methods, as well as analytics and evaluation methods are vital to setting Conversion Goals. Every step requires a different set of skills. That’s why I work with an awesome team. Everyone at PTE helps with specific areas of the buying model.
So there you have it. I’m not a web designer; I’m not a programmer; I’m not a social media manager (although I used to be); nor am I a sailboat captain.
Those are all very specialized positions. I’m a strategist that helps businesses compete online. I help businesses get found, attract visitors to their websites, and maximize the performance of those websites, creating emphatic customers. I hope that best explains it, Dad! Happy Father’s Day!