Digital Marketing: Organic Channel VS Paid Channel

In this tech era, digital marketing is one of the highest-demand skills needed in 2021. Digital marketing itself refers to advertising through digital channels such as social media, search engines, websites, email, and mobile apps. In each channel, there are 2 ways we can approach acquiring new customers, namely paid and organic. In this article, we will discuss the paid and organic channels and the strategy behind them.

1. Paid Channel in Digital Marketing

Paid channel definition is the purchase of ad placement on a channel or site to do advertising activities for your brand and reach your target audiences. There are many channels to do paid ads, for example, Social Media ads and Search Engine Marketing.

Paid media strategy is to increase traffic, sales, conversions, and ultimately increase revenue. Sponsored content through paid channels helps the brand to promote their product/service to their target audience specifically. Also paid channels can reach a new audience that is currently in interest in the same product/service you offer. There are several buying models for the paid channels you should know:

Cost per click ( CPC)

Cost per click (CPC) is a buying model for advertising that marketers use to pay based on the number of times visitors click on a display ad attached to their ads.


Cost per miles (CPM) is a buying model for advertising that marketers should pay every 1000 impressions on their displayed ads. If the channel platform charges Rp3.000 CPM, it means the advertiser must pay Rp3.000 every 1000 impressions of its ad.

2. Organic Channel in Digital Marketing

The organic channel is a “free” channel referred to as the act of getting your customer to come to you naturally over time but with a non-paid approach. Unlike paid channel, the organic channel is a long-term strategy and you cannot expect immediate results on this non-paid approach. You need to invest time and energy to develop this organic strategy for the long-term success of your business.

The goal of organic marketing is to generate traffic and awareness for “free”. But in fact, it isn’t free neither because you need to invest in some marketing tools to help you get insight into what you’ve doing to optimize your organic channel. There are several strategies for the organic channel you should consider to increase traffic and awareness for your business:

  1. SEO
  2. Blog Post
  3. Guest Post
  4. Email Marketing
  5. Social Media Post

Why you should invest in Organic Channel

By implementing this strategy earlier, it means you’re working to build a loyal customer naturally over time. It will take a lot of time and work to develop and maintain your organic strategy, but if it works it will be worth it. Developing your organic channel can lead to longer-lasting customer engagement and also will reduce your cost to generate a new customer. Read More



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Sagara Technology Idea Lab

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