Digital Marketing: Organic and Paid Search and Costa's Customs Online Presence
Scenario
Your small marketing consulting firm was recently hired by Costa's Customs. Costa's Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa's Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa's Customs' current marketing strategy ignores all forms of digital marketing. They've come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa's Customs' background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business.
Instructions
In your first weeks of reviewing Google Analytics for the company's website, you have noticed that the website gets very little in the way of search engine traffic. You approach your administrator with this information, and she has asked you for a report detailing:
Summarize organic and paid-search-engine-related marketing and include an analysis of the strengths and weaknesses of each method, focusing on the Google search engine.
Introduce the topics of paid and organic search through an executive summary focused on historical context and current best practices.
Hypothesize on how both paid and organic search could be used by Costa's and what results might happen if campaigns were created.
Create your own sample Paid search result text ad, title and description. Create your own sample Organic search result text ad, title, and description. Provide a justification for the creative direction of each.
Paid's title limit is 30 characters and 80 characters for the description.
Organic's title limit is 60 characters and 160 characters for the description.
All of these character limits include spaces.
Conclude your report.
Why is it important to pursue both paid and organic search campaigns?
How are each approaches different in terms of speed at which they work and costs short and long-term?
Marketing Report DM
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Marketing Report DM
Introduction
In the ever-evolving landscape of digital marketing, the success of a business hinges on its ability to adapt and leverage online channels effectively. Costa's Customs, a clothing retail company, has recognized the need for a rebranding strategy due to its dated reputation. However, their previous digital marketing endeavors, marked by poor implementation and engagement, have left them skeptical about online marketing, particularly in the world of search engine optimization (Bayer et al., 2020). This report aims to provide insights into the strengths and weaknesses of both organic and paid search, focusing on the Google search engine, and proposes strategies for Costa's Customs to rejuvenate its online presence.
Organic Search Vs Paid Search
Organic search engine optimization (SEO) is a crucial component of any digital marketing strategy, offering long-term benefits and credibility. Strengths of organic search include its ability to build sustained trust through relevant content and the establishment of website authority. This method is cost-effective in the long run but demands patience as results take time to materialize. However, its weaknesses lie in the time-consuming nature of optimization efforts and the dependency on search engine algorithms, which can lead to fluctuations in rankings. Paid search, on the other hand, provides immediate visibility on search engine result pages (SERPs), making it a powerful tool for quick exposure. Its targeted adverti