How to Make Sure Your Search Tactics Are Google-Friendly
In the fast-paced, digitally connected world in which we live, many things change rapidly. While recent hoopla over search engine optimization practices caught Google off guard and potentially embarrassed some companies, this news should serve as a reminder that grounded marketing strategies and vendor selection really do matter.
In an environment where nearly 40 percent of U.S. advertising is wasted, we're seeing an increasing appetite for brands and their boards to seek accountability and shareholder value. This increased focus creates motivation for marketers to seek new answers, and for agencies and technology vendors to peddle “silver bullets” or a “tonic” to cure all symptoms. And that's the issue: the treatment of symptoms.
I suggest marketers strike the term “digital marketing strategy” from their lexicon. It’s a buggy whip in 2011. The reality is that consumers transcend channels and perceive brands as one entity, regardless of channel. What's needed is a marketing strategy for a digitally connected world. Not a nuance, this statement places consumers at the center of the marketing equation and directs marketers to unify their strategy towards a specific audience.
Without this philosophy, marketers unnecessarily create a tactical view of the marketing equation that silos customers and technologies. It also validates the silver bullets, making the easy path seem most productive. But the truth is there are no silver bullets.
Consider the following when planning your marketing strategies:
- Who are your highest value prospects and customers? How do you find, recognize and attract more of them?
- How can marketing insight as well as campaign stimulus and response be shared across all marketing and advertising efforts, regardless of channel?
- When a message is on the verge of being delivered, are you effective at using the assets from the prior two questions to deliver the highest value response?
- How effective is your marketing team at communicating across program and channel boundaries? Do they share common objectives?
Statistically, only 30 percent of the average customer portfolio generates any profit. These questions aren't exhaustive, but can be instructive to brands who seek to increase their marketing effectiveness in the digitally connected world we find ourselves in.