Digital Marketing has unfolded as one of the most flourishing and rapidly growing fields, especially with the 21st century boom in digital platforms and technologies. With the subsequent emergence of wide-ranged digital marketing strategies, there appeared two overarching subsections of marketing: paid and organic. An outline of the features that differentiate paid marketing and organic marketing is examined extensively in this article.
While paid marketing naturally involves the requirement to spend money on advertising and marketing, organic marketing relies completely on non-paid methods for marketing purposes
The results obtained from paid marketing campaigns are generally instant. There isn’t a lot that goes into it besides the advertisers spending a certain amount for ad space in a particular digital channel. You can reach your target audience with a lot of ease and your online visibility can shoot up at a pretty quick rate. However, there is often a misconception that funding will definitely fix all your business problems and immediately bring you success. This is not true. Paid marketing campaigns need to be designed and planned strategically and with a lot of effort and patience. Your website or product material needs to be of high quality and credibility for the sustained functioning of paid campaigns.
On the other hand, organic marketing is more of a long-term, qualitative approach to building a brand and gaining traction. Its results may take a very long time – sometimes even years – to appear. While the results from paid marketing are bound to collapse after a point when funding reduces, organic marketing has no such burdening fear. Content Optimization and repurposing old content with modern spin is important to keep all your website, app, social media or product content relevant, original and authentic. This involves staying up to date with current trends and avoiding plagiarism and disingenuity to establish credibility.
Evidently, organic marketing methods would be more cost-effective in the sense that they would yield long-term results with minimal investment. Businesses usually have to pay SEO experts, content writers, content creators, content marketers, social media marketers, and other such professionals as per their specific requirements. They might also have to invest in certain paid tools and technologies. Besides that, the actual marketing process is more or less free of cost.
On the other hand, paid marketing by definition involves a repetitive spending cost. This is not necessarily a good or bad thing, but simply depends on a business’s budget and resources. Small businesses usually do less of paid advertising as they have lower budgets. Once the funding stops, marketing stops. But after in-depth research and analysis of industry trends and other factors, the right kind of investment in paid marketing can yield extraordinary results.
Credibility & Trust
Paid and sponsored ads are very clearly tagged so on search engines as well as websites and social media to let you know that this is not a content piece that was organically encouraged by the algorithm or some other form of merit, but is a product of money spent. This sometimes comes off as a nuisance or unauthentic and insincere to certain audiences.
In the case of organic marketing, it’s easy to tell that some content or brands are objectively considered more valuable over others, however inaccurate this may be in some cases. This gives them a lot of credibility and makes it easier for audiences to trust them based on merit. Of course, credibility can be built over time even through paid marketing with the help of high-quality and relevant content.
> PPC (Pay Per Click) Advertising – PPC is a paid marketing technique wherein a specific price has to be paid by advertisers each time their ads are clicked by users. This can be done via search engines, social media, websites, blog pages, apps, etc.
> Sponsored Advertising – While searching something on search engines like Google, you may have come across websites tagged ‘sponsored’. These are basically paid for by brands who want to appear on their target audience’s SERPs (Search Engine Result Pages).
> Programmatic Advertising / Media Buying – Media Buying refers to the purchase of online advertising space. In the case of Programmatic Advertising, this process is entirely automated through the use of DSPs, SSPs, and other elements.
> SEO (Search Engine Optimization) – SEO is an organic method of boosting website traffic and online visibility through top rankings on SERPs. It includes certain elements like keywords, backlinks, content optimization, etc. for this purpose. Essentially, your content should be high-quality, relevant and packed with the right keywords for this technique to work to your advantage.
> SMM (Social Media Marketing) – Social media marketing is simply the utilization of various social media channels and technologies to implement digital marketing tactics and grow business. A business must understand and figure out which social media platforms and content formats would be most apt for their needs and target audience. For example, while instagram and snapchat target a younger audience with posts, stories, reels and snaps, facebook has an older user base. On the other hand, LinkedIn can be a good place to target working professionals.
> Others – Some other means of organic marketing are email marketing, video / youtube marketing, etc. Sending out personalized emails with offers and newsletters, creating engaging videos and posting them on social media are some great ways to grow your audience.
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In the end, whether you choose paid or organic marketing strategies, or even a combination of both to different proportions, remember that neither one is superior or inferior to the other. Different businesses in different industries naturally tend to require a different approach to these two types of marketing. It is always a good idea to analyze your own needs, budget, resources, industry research, etc and compile both paid and organic marketing tactics into your strategic planning. Learn all the aspects of both these types with the best digital marketing certifications in 2024 now!