Marketing 2.0 in plain language
Social Media & SEO: In the last month or so I have published quite a few posts on Search Engine Optimisation (SEO). I talked about the importance of Basic SEO Knowledge, the chances Google offers you as a marketer, Self SEO Diagnostics and Developing a Keyword Strategy.
But this blog is about marketing on the social web. So, what’s with all the SEO?
McKinsey change the purchase funnel!
Everyone knows the purchase funnel gets narrower towards the end, right? The entire marketing process has been aligned to this principle for more than forty years.
Well, now we can think again. McKinsey’s recent global study shows a definite change in the way consumers research and buy products. And that opens up ways of smarter marketing.
McKinsey have replaced the traditional purchase funnel with the ‘Customer decision journey’. At the beginning of this journey, the consumer begins with an ‘Initial consideration set’ of brands or products. So far, so much the same.
The difference between online publicity and online PR…
Once upon a time marketers had two main ways of getting their product or services noticed by consumers: advertising and publicity.
The principle of advertising is based on interruption. In order to get people’s attention you need a large degree of creativity or even humour. This helps people absorb your message and makes it stick.
The principle of publicity is based on getting placement in mass media. To compete in the battle for media inches, your story needs to have good news value.
Hi! I’ve been a B2C/B2B marketer for nearly 20 years: founder & consultant at Storywise, brand director at Commodore, marketing director at MonteVerdi.TV and head of marketing & promotion at EMI Music. Today, I’m a proud husband, father of two & content marketing specialist at ROBIN – the intelligent customer service assistant.
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