A New Marketing Paradigm
The
intersection of traditional and social media is forming a new marketing
paradigm with digital and search engine marketing transforming how
consumers research and buy products. At CorporatePA, we know that in order for any
type of marketing to be productive, the digital landscape has to be
optimized to effectively capture the leads driven by all efforts. We
define this new process of marketing as Influence, Drive, Optimize.
Influence..
This
is the role of creative services to build the power and effectiveness
of the marketing message. Brand building is the most critical aspect
of "Influence." As marketers, we are concerned with metrics,
targeting, and benchmarking. However, the foundation must be
creative. Is it compelling? What is the recall? What is the
frequency before burnout? Even in Direct Response Television, which
works well as a driver for online sales, the creative is important to
maximize results.
The Internet can play a major role in testing
your creative message to ensure its quality and effectiveness. Landing
page optimization is a process where multiple variations of your
message and calls to action can be run simultaneously to measure the
most effective combination.
Drive..
Media
(TV, print, radio, digital, direct response, viral social networking)
remains the most efficient and effective medium to drive traffic to
your website and capture leads - even for reaching young demographics!
Recent studies show (MTV Networks 2009) that television remains the
best medium for brand introduction (for youth 12-24), to build brand
images/status, and establish trust. The study also indicates that TV
makes it easier to make brand choices.
However,
what we also know is that the cost per lead is going up for all media
initiatives--why? Because the leads are bleeding off to the Internet,
where most consumers go to do research before buying. A recent
Microsoft study found that 70% of search traffic is navigational in
nature – meaning that people knew where they were going and were just using the search engine to find it.
Optimize..
Whether
your visitors are coming to your website after seeing an ad on their
favorite TV show or magazine, the chances are they "searched" the name
of your company on a search engine before landing on your site. At CorporatePA,
we feel in this environment, Search Engine Optimization is the main
driver in "capturing traffic" from a wide range of media platforms.
Think
about it. You see a product on TV. You just have to have it! But you
only remember the service or tagline. You do multiples searches and
spend time on a variety of websites until you find the right one.
This
is the reason that a company's entire digital footprint, from the
website to the social profiles, need to be optimized to maximize the
leads that are captured.
For example, we have a client in the
"structured settlement" space who was competing directly against
industry giant, JG Wentworth. We found that many people online were
using search terms that came from commercials—pa
rticularly the company name.
Within six months of optimizing
his website for those terms, our clients saw a 30% increase in revenues
along with top positioning in search engines.
SEM 
SEO Philosophy 
SEO Process 
Influence Drive Optimize 
Search Engine Marketing 
Search Engine Optimization 
|
Newsletter Articles 
