The Power of Technical Marketing, SEO, and Data Scraping over SMM

AIST Global
4 min readJun 15, 2021


As the world becomes more globally accessible, businesses have a new challenge: how to successfully market and advertise in this new frontier with the new tools available? Should you use technical marketing, SEO software, web scraping tools, or social media? Let’s break down each marketing technique’s pros and cons, how reliable each one is, and which you should invest more time and money on.

What is Technical Marketing and How It Works

Technical marketing is marketing that focuses on the specifications of a product. Technical marketing is the use of advanced product information to appeal to customers who already have a basic knowledge about the product. Although precise, it does not typically contain jargon or inside information.

How Does It Work?

A company running a technical marketing campaign needs to understand the audience’s needs and address that with a good solution. When running a technical marketing campaign, businesses often involve focus groups. These sessions collect information on what matters to the consumer when making a purchasing decision. The marketing campaign will then showcase these details to capture audience attention and stand out from the competition.

Why Is It Powerful?

Ultimately, a successful marketing campaign leads to a volume of sales, so it is important to win over a sale opportunity. When it comes down to the time of purchase, the specifications of a product highly influences the final decision. With successful technical marketing, your product will stand out from the competition.

Another reason to invest in technical marketing is that it targets motivated consumers. This means the audience is already interested in the product and is looking for the final push to make a purchase. Spending more time and effort in perfecting technical marketing can ensure you capture the highly-motivated customer rather than spending money reeling in potentially interested audiences.


  • Addresses the concerns of the target consumer
  • Detailed descriptions sell the product
  • Address potential upsells


What is SEO and How It Works

SEO stands for search engine optimization. SEO software increases the quantity and quality of traffic to a specific website through organic search engine results. SEO makes sure there is better visibility for a company’s content so that consumers are more likely to see their content, click on it, and become customers.

The better the traffic quality, the more traffic you will receive and achieve better and more organic results and customers.

How Does It Work?

Google responds to search queries with search engine results pages (SERPs) created by a Google crawler. The crawler gathers information from all the content it can find under that search query on the internet and builds an index with the data. The index is then put into an algorithm that tries to match the given data with the requested query.

So, what is SEO in digital marketing? SEO helps make sure your content is at the top of the search query by having correct title tags and meta descriptions and proper use of internal links within the article. Having the key search word in the first few paragraphs help as well.

For example, say you want to determine whether or not your cat’s runny nose is something to worry about. Type in “cat runny nose,” and the crawler will go out into the internet and pull multiple articles that could fit that query. Posts that have more hits for the requested search word will be at the very top, as they are most likely what you were looking for.

On page 20, you will find a random page that talks about humans having runny noses and mentions a cat at the bottom of the search.

When it comes to SEO, understanding your keywords and using them to your full advantage is, forgive the pun, key to being successful with SEO software. Using a good seed keyword is the first starting step. If that seed is not there or is not good, the keyword will not take root in the SEO garden and leave a good harvest of clicks.

To see how your keyword stacks up to other content on the world wide web, click here.

Your content should be the last click that the consumer clicks on. It should be the best result for the keyword and should be all the content that the user is looking for. The user should not click away from your content to find information on this content that you did not provide.

What is Data Scraping and How It Works

Data scraping, also known as web scraping, imports information from a website into a spreadsheet. Data scraping is an efficient way to get data from the web and analyze it for marketing campaigns. But are all forms of data scraping legal?

How Does It Work?

Using a data scraping tool, you can program bots to do the monotonous tasks for you. The tool will collect data from the website you’ve selected and import the data into a readable spreadsheet or API. You can then use the data for your business.

Examples of data scraping include research for more web content, pricing for sites like Expedia and Carfax, finding sale leads, sending product data from eBay to another online vendor like Etsy. Some people also use data scraping to email harvest, but this has dubious legal claims and ethics issues. Despite this, there are several ethical data scraping tools available. If you would like to take a look at building your own web scraping tool in Python, this tutorial should prove a handy resource.

How Is It Powerful?

Once a website such as Twitter and one of its hashtags is scraped and input into a sheet, marketers can see which users they may want to target for a campaign. Such solutions of digital marketing may be very useful and effective. Essentially, it can be a database for contacts.

Read the originally published article at technical marketing



AIST Global

AIST — a software agency based in Yerevan, Armenia. Since 2016 we provide web and app development and design services.