E-commerce Link: Convergence Culture
- Maximize profits: Only ROI and return on ad spend (ROAS) matter. You don't care about ad position or competitors on results pages; all you want is positive return.
- Achieve total dominance or perceived leadership: You want the No. 1 position on the results page and all the positions on the first page of results covered by your sites. This would usually be a branding decision, with the brand vying for results page dominance without paying much attention to direct profits.
- Maximize traffic: You want to spread a specific message very quickly to the market-get as many visitors as possible, not caring much about the position or the ROAS.
- Be present: You just want to be there, competing with the rest, but not necessarily getting on top.
- Defend: A PR and/or customer service concern. It's all about identifying problematic search results and trying to push them down the page.
This is just a start but a start that will help you overcome the pitfalls of investing in a "siloed" search mentality.
Get With It
Everything about the corporate organization is converging: Direct marketing, PR, branding, HR and customer service are forced together. Marketers need an overarching plan that takes this into consideration, an umbrella that keeps all of our marketing disciplines dry when it starts to rain.
Jeff Molander is principal of Molander & Associates Inc., a digital marketing and media firm offering investment and budget allocation advice to marketing and financial executives. He can be reached at firstname.lastname@example.org, and blogs at jeffmolander.com.
Also contributing to this column is Rok Hrastnik, the international Internet director at Studio Moderna, the largest DRTV retailer in Central and Eastern Europe. He manages e-commerce operations across 19 countries and leads a team of 80 Internet marketing experts. He can be reached at email@example.com.