Digital marketing usually gets discussed as one bucket in companies. It shows up in planning decks as a single line item, even though what sits underneath it is far more nuanced.
SEO and PPC both live inside that bucket, but they don’t behave the same way once you start making real business decisions around them.
One requires patience and structural consistency. The other gives you speed and control, but only as long as you’re actively fueling it. They respond differently to competition. They scale differently. They also fail…
