The original 80/20 rule concept is that 80% wealth of the world is in the hands of 20% of its population. Since this ratio has been applied on many concepts, it eventually had to fall upon search engine marketing too. At the height of the Internet bubble the popular misconception was that everything could be set on “auto-pilot”: for every kind of promotional and marketing campaign you could write programs and set them rolling and then you’ll be laughing all the way to your bank. Fortunately, this misconception was shattered before it could cause some major damage; on second thought, it did cause lots of damage.
Marketing is always human-centric because it involves people. Even when machines like the teller machines are set up people first need to be educated and made aware of their existence and only then they can be used. The Internet in the beginning was a fad used by geeks and enthusiasts but then entered the mainstream and people started using it for their daily communication and business needs. These activities cannot be carried out without direct human involvement. You need to talk to people, you need to initiate a relationship with them, you need to establish trust and only then they become eager to part with their money and buy your products and hire you for your services.
The 80/20 rule in search engine marketing means that the software controls the 20% of the marketing effort and 80% of your marketing effort involves direct human interaction. The 20% software involvement means the gathering and analysis of the data and giving you the figures that you need to carry out and target your human interactions. It also helps you as a communication tool.
There are many advanced data analysis software available to study and predict the demographic patterns of the Internet users. These include free and highly expensive software tools.
The human-involvement side of search engine marketing involves:
- Generation of targeted content.
- Creating Lots of linkbait content.
- Keyword targeting.
- Search engine optimisation.
- PPC advertising.
- Online events.
- Social media marketing.
This is where most of your search engine marketing effort goes and this is where the true strength of your marketing activities lies.