Paid media and organic media: how to integrate into e-commerce

Mídia paga e mídia orgânica: como integrar no e-commerce

Paid media strategy is one of the most common and simple practices to implement in the marketing area. On the other hand, creating organic media is an example of a strategy that must be cultivated over time to achieve the desired results.

Because of this difference, many companies make mistakes because they focus on just one of these modalities when, in fact, combining the two would achieve more expressive results. That’s why we decided to compile the best practices, so you know how to integrate the two into your e-commerce strategy. So don’t waste time! Keep reading and learn more about the topic!

What are the differences between paid media and organic media?

When we think about digital marketing, several tactics can be implemented for the company to advertise products. In addition, these efforts can be directed to a particular locale or triggered when a keyword is searched.

Therefore, we need to understand how these two models work in the real world.

Paid media

In simple terms, paid media consists of investing so that the brand, company, or service gets online visibility. But how can this be done? Through ads on search engines that place the company’s website before the results.

It is also possible to acquire spaces for posts advertised on social networks. In this case, we use images, videos, and content that are part of a dissemination strategy.

Organic media

Organic media, on the other hand, is a form of digital marketing in which the company invests unpaid time and effort to build a relationship with its audience. This strategy generally links to interaction with the public through organic access on internet search engines or social networks.

In this case, selling products or services is not a priority but rather understanding the customers’ perceptions and strengthening the company’s reputation. However, achieving positive results requires time, dedication, and discipline.

Paid media and organic media: how to integrate them?

The idea of this post is to explain how these two strategies can be applied together and maximize the e-commerce return. Check out some examples of initiatives that work.

Shift the focus of paid content

You can incorporate the characteristics of organic media into the paid media strategy. One way to do this is to create content that doesn’t focus on sales but has a value proposition for your audience. That makes the reception much more positive.

Betting on paid campaigns leading traffic not only to sales pages (but also descriptive content) will help you gain reputation and the recognition you need – for instance, a landing page that tells the story of the product and how it was developed.

This type of campaign is ideal for the customer who is not at the time of purchase but at the time of decision. By giving them knowledge, you naturally create a cost-benefit ratio, allowing their next access to be organic since the perception of value has been generated before.

Create more complete campaigns

Paid media is a practice that achieves results in the short term, while organic media will only bring benefits in the medium and long term. It makes sense to be sure that the audience is presented to the brand through paid efforts, but that remains engaged because of the value of organic content.

Just like in the previous example, you can create a traffic flow on your site using paid media as an educator, organic media as a promoter, and returning to paid media with remarketing or retargeting campaigns, these being short-term results campaigns.

Understand that even though your website is an e-commerce, it is very important it has content. Content generates access, access generates data, and data is currently the kick-off for any understanding or analysis that aims at business growth with better results.

Assess audience behavior

The audience itself will indicate whether the content had a positive reception. Thus, focus on actions that present satisfactory indicators. This approach helps drive efforts and understand the behavior of those who communicate with the company.

The performance of paid media, as well as organic media, depends on your ability to integrate these concepts into a package that is attractive to the public. So, pay attention to the information you’re delivering to consumers, build consistent stories, and understand that you need to have an even closer relationship to convert more.

In this content, we brought some tips on what you can do to integrate your organic media and paid media strategies and get better results in your e-commerce. We hope it helped you! 

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