what is marketing

What is Marketing


Traditional Marketing

At its highest level, marketing is about delivering a competitive advantage with longevity and a satisfactory return for an organisation’s or individual’s stakeholders. Put another way, like it or not, it’s about profit – which is achieved by delivering more sustainable value to everyone involved than your competitors do.

As with everything, when you delve a little deeper, Marketing gets more complicated. To keep it simple at this stage, I would consider the main role of Marketing to be communication with ALL stakeholders – stakeholders being customers, employees, the public, investors, influencers…the list goes on.

Marketing decides the who, what, how and when of business communication. Communication is how you reach people, it’s how they know you exist and what you do – it influences how they see your brand and if they want to spend their money with you. Ultimately it’s what achieves the high level statement outlined at the beginning of this article.

You may have heard of the four or seven P’s of Marketing – Product, Price, Place, Promotion, People, Physical Evidence and Processes. These are the tools which all marketers use to deliver their objectives. You can read more about these in our Basics of the Marketing Mix article.

So if you’re new to marketing, I would urge you to start by really understanding the marketing mix and marketing communications. Get to know these two things and how to use them to achieve a sustainable and profitable competitive advantage – master them and you will be set for marketing super stardom


Digital Marketing

Digital marketing is a sub branch of traditional marketing and uses modern digital channels for the placement of products e.g. downloadable music, and primarily for communicating with stakeholders e.g. customers and investors about brand, products and business progress.

So digital marketing is about two things –  access to your products and communication.

Follow the link to learn more and access the effective digital marketing resources.

Search Engine Optimization (SEO)

SEO search engine optimization

Online Videos

With more than 78% of internet users watching video online and 30% of search engine results now containing video – video search engine optimisation (VSEO) is becoming increasingly important in digital marketing.

Let’s start by quickly defining VSEO:

VSEO is the process of optimising your videos so that they appear, for your desired keywords, in the hosting site’s results e.g. YouTube, and search engine’s results e.g. Google.

So what are the basic steps to optimising your videos?

– Add a relevant video title and description
– Add relevant video keywords; there are 3 types,
—– Informational (e.g. What is VSEO?)
—– Transactional (e.g. Buying books on VSEO)
—– Navigational (e.g. VSEO.com)
– Build quality links to your video (hopefully this will occur naturally)

Note: Informational keywords perform better in search results, so they should be your primary focus.

Other factors which can affect your video ranking?

– Number of thumbs up and down against your video i.e likes and dislikes
– Number of comments and shares against your video
– Number of channel subscribers

With these in mind, it’s important to consider what you want to be found for and name, describe and add the relevant keywords against your videos.

SEO for Websites

Search engine optimisation (SEO) is part of Search engine Marketing (SEM) and can be further broken down into on-page and off-page optimisation – not really something we go into here.  This article will take you through the very basics of SEO – it’s really a beginners ‘check list’ and will get you on your way to building long-term results.

The SEO foundation

  • Buy an independent domain name i.e. one which you fully own and can get hosted where ever you want.
  • Depending on your brand, it may be an advantage to have a URL with your main keyword in it. If your main keyword is Digital Marketing; then DigitalMarketingxxx.com would be perfect for us.
  • If you can, buy .com, .co.uk and .org for your chosen URL name. This will ensure any competition can’t snap them up! You can buy other ones later, but in the mean time redirect the secondary ones to the main one you use.
  • Do some keyword analysis so you’re clear on the keywords you will be targeting (the google keyword tool is a good place to start)
  • Focus on two or three keywords/phrases per page on your site.
  • Name your pages sensibly, using words not numbers e.g. www.digitalmarketingxxx.com/free-stuff It’s usually good to separate each word with a hyphen. This allows search engines to separate each word.
  • Put keywords in your page titles. Google has recently released an ‘optimisation’ update which now means you can’t just fill your page titles with keywords like Digital Marketing | Marketing | Social Media. You now need to be writing ‘natural’ page titles such as ‘What are the basics of SEO for a beginner?’ – not perfect grammar, but it includes more natural keywords.
  • Although not a part of Google’s search algorithm, you could add a page description and relevant keywords as your ‘meta data’ (this is basically held in the page code), but I wouldn’t recommend spending a lot of time on this.

The things which affect your ranking the most are:

  • Content – It’s ALL about quality!! Write good, relevant content with your keywords naturally woven in. Use appropriate header tags, bullet points, paragraphs etc so it’s easy for the reader to understand (this will make it easy for the search engines too!)
  • Backlinks – Get quality backlinks/in bound links to your site. You want links from relevant pages on a relevant site. The stronger the page’s PageRank (PR) where the link comes from, the better. The anchor text for these links should be the keywords you want to be found for. E.g. a link from www.marketing.com to www.digitalmarketing.com where the user clicks on the word (anchor text) Digital Marketing Resources would boost our organic rankings when our audience searches for ‘digital marketing resources’. Ideally you want more backlinks/inbound links than outbound links for each page.

Give your site time to mature and obtain authority with the search engines, it’s not an overnight process and people make a living out of this subject alone, – so get the basics right and build from there.

If you only remember one thing – everything is about quality and natural content and backlink profiles – at the end of the day Google is providing us all a service and wants to deliver the most relevant results based on our searches in our local area, if the business or keyword is local oriented. Meaning that you could rank for “Your main Keyword” + “City, Town, or Area” such as “SEO Sligo“, or “Digital Marketing Services Dublin”. Trying to cheat the system will only work short-term, if at all! So work with these basics for longe term success.