Organic Versus Paid Marketing – Which is Better for eCommerce?
Posted 18 May 2021
Marketing an eCommerce business in 2021 is increasingly a complex balancing act between a variety of different approaches, from organic eCommerce marketing to paid options. Should you be talking about influencer marketing? Falling back on old classics like content marketing? Or just pouring everything into paid marketing efforts? That is the question we’re trying to answer today.
Busy Marketplaces Necessitate Real Strategy
When it comes to thriving in today’s increasingly crowded online marketplace, making sure you are using the best and most relevant techniques and approaches for your business is absolutely vital. There is no getting around it, no one can expect to thrive without a functional and balanced approach to digital marketing, one that considers your businesses strengths, weaknesses, needs and customer profile.
Organic eCommerce marketing is all about producing a website that thrives on merit and sheer functionality. It can be extremely effective when it comes to building a lasting presence online. We are talking elements like high-quality content marketing, effective social media presence, promotions, highly functional and effective web design, on-site SEO, etc. By using these techniques, you can expect to steadily build lasting results.
However, these kinds of results can come quite slowly. This is by no means the fastest approach to achieving high rankings and vital site traffic, but it is steady, effective, and lasting. Paid search options are effectively the opposite. You are paying for clicks through to your website (PPC) or to place targeted ads and other paid methods. In essence, you are jumping to the finish line in terms of reaching your customer base. But you are paying for the privilege, and once the budget is spent, these results slow dramatically.
Effective Digital Marketing Strategy Demands a Balance Between Organic eCommerce Marketing and Paid
So, the answer to my original question, which approach is better for eCommerce is obvious; neither is ideal on its own. Like all techniques in marketing, they need to be applied, tweaked, and studied. That’s how to find the best results for the individual business, combined with utilising other approaches to mitigate their shortcomings.
The ideal organic eCommerce marketing approach combines a range of different approaches. This means that once the paid marketing budget runs dry, there will still be results coming in from other sources. These include content marketing, social media marketing and on-site content, all producing improved rankings and traffic. More than that, having run these approaches concurrently, you can expect them to support and boost each other’s results. This strategic diversification of your approach is what is going to boost results and return. Without an effective budget and approach for the different techniques, you will not see the results you need.
In the end, one of the most powerful tools in every eCommerce business’s arsenal is always going to be analytics. By accurately interpreting and acting on the data of your various marketing efforts, you can continually refine and redress the balance between different approaches. Helping to avoid wasted budget and continually reappraising your paid and organic eCommerce marketing efforts.