I love getting AdAge every week. Although it's print, the headlines are enough to hopefully get marketers of all stripes to realize that the old way of interruption marketing is doomed.Take this week's top three:
- Media dollars drop despite election year
- Will Print Survive the next 5 years?
- As ratings fall, nets take on ad-skipping
Couple this with an IBD story about the decline of ad networks and why social media sites are struggling to monetize and a marketer has to realize that the fact that you are making a pitch because I happen to be (reading a paper, watching a show, or visiting a website) consuming content isn't going to work any more.
Companies now have to focus on real acquistion tactics and costs...and the only mass acquistion tool that is prove to work is search. More specifically data driven organic search.
With data driven SEO, the marketer is delivering their message up to a search term. Corporate Blogging empowers this by being easy to use and providing real blog content generated by employees and constituents. I'm not talking about basic blog software, but software designed for business blogging. the best blogging software is a software that aligns content around keywords and topics.
by leveraging content and targeting specific keywords (in the hundreds or thousands) you are anticipating a need...waiting. Data tell us that x number of prospects will be researching using the terms you identify. Rather than interrupting 100x hoping to get to x, you just wait for X to come. Then politely say: "hey, we can help".
Posted by: Kyle Lacy on Friday, November 7, 2008
It is going to take a huge paradigm shift for social media and traditional media to realize that it is not about consuming content. Acquisition is not a word normally used in the social media environment. Turning hits and search into sales? Yes. Please.
Posted by: Chris Baggott on Monday, November 10, 2008
What organizations have to realize that although companies can "do well by doing good" business is not a purely altruistic exercise. The only way a business or non-profit moves forward is by making more money. What has to happen in Social Media is that it has to move to a point where there is a clear path. Corporate blogging and that transparency is healthy only if lots of people see it. That's why search has to be the number one goal. Like the old saying: "It a tree falls in the forest....."