Organic Marketing vs Paid Marketing: What Is the Difference?

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( — April 27, 2022) — In the 21st century, digital marketing is no longer an option but rather a necessity. If a business decides not to put effort into digital marketing, it is either neglecting its brand image or is living in denial. 

eCommerce developers understand the value of digital marketing. But what does it really mean? We define digital marketing as online marketing using digital technologies such as the internet, mobile phones, display advertising, and new media. 

Digital marketing can be categorized as organic marketing and paid marketing. The common objective of these channels is to generate an advertisement that delivers an online response. In other words, it’s all of the online activity where you’re trying to get people to take action, like making a purchase or filling out a form.

Organic and paid (inorganic) marketing are some of the fundamental digital marketing strategies employed for eCommerce. For example, when a company decides to use digital marketing tactics, they can go the way of organic posts or paid (inorganic) posts. There should be foundational knowledge of each tactic to fully understand what marketing tactic is better in organic marketing and paid marketing. 

The Concept of Organic Marketing

Organic marketing refers to using natural or “organic” content placement on your website rather than relying on paid advertising or sponsored posts. Organic content aims to get traffic from search engines, social networks, and other sources by naturally attracting users through compelling content. In addition, eCommerce businesses need to understand how search engines work in order to have a successful organic marketing campaign. 

A successful organic marketing campaign relies on three components which are: keywords, content, and links. 

  • Keywords are the phrases/ words that potential customers enter into the search engine for information on related products/services.
  • Content is the information that pops up when potential customers click on the search links.
  • Links are references from other websites that redirect customers to your eCommerce website. 

The Concept of Paid Marketing

Paid marketing is a marketing strategy businesses use to promote their business on the internet to customers who often directly search for that product/service. Paid marketing is easy to spot on Google. Whenever you type in a phrase or keywords, the ads at the top of the search results are paid marketing posts. If the ads interest you, you click on the link and are redirected to the advertiser’s website. 

Most paid marketing campaigns use a bidding system called pay-per-click (PPC). PPC means that businesses only pay when someone clicks on their ads — not when it appears. The various forms in which paid marketing are carried out are:

  1. Pay-per-click (PPC) advertising
  2. Display advertising
  3. Search engine marketing (SEM)
  4. Social media advertising

Benefits of Organic Marketing Vs Paid Marketing

Although organic marketing seems like a sustainable option for eCommerce brands, paid marketing tactics also come with their upsides, and we can summarize them in the following.

Organic Marketing

  1. Organic marketing increases visibility and brand awareness since people already spend so much time on the internet.
  2. Organic marketing is free marketing and increases brand relationships by being authentic over delivering a sales pitch. 
  3. Naturally boosts your search engine optimization (SEO) ranking by directly targeting consumers who answer customer pain points.
  4. Organic marketing is cost-efficient and can be easily carried out without the help of marketers.

Paid Marketing

  1. Paid marketing has a highly targeted reach, and users are targeted based on their demographics, location, and behavior.
  2. It provides faster results than organic marketing because your content is being seen by people actively looking for your products.
  3. Paid marketing increases eCommerce revenue, and businesses also see an immediate return on investment (ROI).

Differences in Organic Marketing Vs. Paid Marketing

The differences in organic marketing vs. paid marketing can be categorized according to the goals, visibility, longevity, and costs. 

  • Goal: organic marketing aims at building brand awareness and trust within your target audience, while paid marketing focuses on driving traffic to your website or sales page.
  • Costs: organic marketing costs vastly less than paid marketing in the long term but requires more effort from business owners to maintain than paid advertising. The offset in organic advertising vs paid advertising is that paid advertising requires little effort to produce results but has high running costs.
  • Visibility: both marketing tactics provide visibility in organic marketing vs. paid marketing, but organic marketing takes time while paid marketing provides instant results.
  • Longevity: organic marketing lasts longer than paid advertising because people keep visiting blog posts, watching videos, and reading reviews created naturally even after they stop paying for search ads or display ads.  

The Synergy in Organic Marketing Vs. Paid Marketing

Because organic and paid marketing achieves different things, it is wise for businesses to use both of these strategies in their marketing campaign. Believe it or not, a combination of organic and paid marketing creates a synergy in marketing that achieves more results than each strategy used alone. 

Organic posts can build emotional connections to customers that develop into brand loyalty over time (creating a long-lasting relationship with customers), while paid marketing addresses the potential customer base that requires your product/service in real-time! It is possible to build brand relationships and increase ROI instantly with both marketing strategies. 

Overall, it is essential to choose the marketing strategy that is best suited for your organizational goals in organic marketing vs. paid marketing. 

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Getting your business online is the first step to becoming a successful eCommerce business. Still, as the business grows and changes, your marketing strategy should reflect your willingness to stay ahead of the competition. Therefore, eCommerce brands are advised to explore the right blend of both strategies if they are to take their marketing efforts up a notch.

AllValue is one platform that can aid in the management and execution of your campaign strategies either with organic marketing, paid marketing, or both. AllValue ensures that your business stays relevant by increasing your business’ adaptability to growing trends and ensuring that your organic marketing and paid marketing posts are highly efficient.

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