KARACHI:
Digital marketing has eclipsed conventional methods because the advantages of digital tools far outweigh the disadvantages. Digital marketing targets specific and willing customers.
IT professionals and mentors, speaking to The Express Tribune, highlighted the stark contrast between conventional and digital marketing. Conventional marketing relied on huge funds for billboards, broadcasting, television or radio 15 or 20 years ago. While product imports reached millions of people, not everyone was willing to make a purchase. For example, if a housewife saw an advertisement for fertilizers, it would be irrelevant to her. Out of millions of viewers, only a few may be potential customers. This has made it difficult for small-scale startups with limited budgets like Rs 5,000 to 10,000 to market products effectively.
In contrast, digital marketing offers many options for targeting specific customers. For example, a fashion designer who sells fancy, trendy dresses for women may target women in a certain age group, who reside in affluent areas. Tailoring product offerings can also narrow the target audience. However, it is not guaranteed that the target audience is willing to make a purchase. For example, if someone recently bought a sweater, they may not be interested in buying another right away, even if the company is promoting sweaters. Advertisements are often shown to the public while consuming website content or browsing social media through promotional marketing strategies.
Digital marketing includes various strategies such as content marketing, social media marketing, search engine optimization (SEO), email marketing, PPC (Pay Per Click) and Google Ads.
SEO stands out as a particularly powerful tool compared to other digital and push marketing methods. When someone searches for a product or website, their intent is clear—they’re completely interested in it, that’s why they’re searching for it. For example, if someone is looking for a good lawyer in New York, they will likely search for “best lawyer in New York” and find top rated professionals. SEO experts play a critical role in bridging the gap between buyers and sellers. Service or product based companies often seek the help of SEO professionals to improve their online visibility and attract potential customers.
The first three positions on the front page are highly sought after, both regionally and globally, depending on the client’s requirements. SEO or App Store Optimization (ASO) professionals undertake about 50 activities to improve the ranking of a website or app, aiming to attract more business. They may advise customers to consider getting a new domain if their current website has fallen out of favor with Google due to issues such as plagiarism, typos, bad grammar, unauthorized image use, and other violations. Service fees for SEO or ASO professionals vary based on location and successful ranking among the top three positions.
Additionally, a significant number of local shopkeepers and merchants are turning to SEO professionals to develop and improve their respective e-commerce websites. This trend has contributed to the booming business, aided by the availability of motorcycle riders who ensure efficient home delivery services.
“There are approximately 1.2 million SEO experts worldwide, with over 30,000 professionals based in Pakistan. Currently, we exclusively offer SEO services to foreign clients worth $3,000 per month, ensuring their websites rank in the top three positions within six months. Local companies often have limited budgets for SEO services. However, other local SEO professionals cater to these companies, charging fees ranging from Rs 50,000 to Rs 100,000 per month. SEO students can improve their skills by gaining knowledge through social media platforms and following the top 25 SEO experts recognized by Google. I am honored to be among them, the only one in the country,” remarked Mehboob Shar, Eminent SEO Expert, Founder and CEO of Icreativez Technologies.
SEO professional Ghulam Mustafa highlighted that SEO experts strive to ensure that their clients’ websites appear on the first search engine results page (SERP). By achieving a prominent position among the top 10 to 12 results, visitors are more likely to browse the site, leading to increased business opportunities.
Another SEO expert, Ms. Mubeen Muzammil, shared her focus on improving local site rankings. He emphasized the importance of metrics such as clicks, impressions, comments, and site or app visits. These factors contribute to the website’s improved popularity and traffic, ultimately leading to more ads and better monetization.
Published in The Express Tribune, April 16u2024.
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