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Execs from Kellogg, Nissan and GE think you shouldn't discount the tried-and-true like email, search marketing and site optimization in favor of chasing the Next Big Thing.
The Longer I'm An Internet Marketer... The longer I'm in this strange business of creating connection online the more I see the need for a tapestry approach. Internet marketing is a giant loom and we are weavers. Our looms are in service of our organic but somewhat immutable things such as: * Company Values.
* Unique Value Propositions.
* Expression of who we (company, brand or product) are.
I agree with this article that core to any weaver's online trade are thing like technical SEO, email marketing and conversion optimization. As weavers we live in the land of AND not BUT. If we layer social media marketing and other new shinny dancing ideas and objects into our core we will succeed. If we take a zero sum Internet marketing approach and move core (and working) strategies OUT in favor of the new shinny-dancing thing we lose. If we apply existing ROI standards to THE NEW we lose.
Weaving (or Internet marketing) is a process, a process of testing and incorporating, incorporating and testing. There is a problem. Most of the world functions on a Zero Sum basis. As we bring a new thing on we diminish the old things. Internet marketers can't afford a zero sum approach. They must life in the land of AND keeping core and working strategies as they test and incorporate new. Think of all the value you've created after thousands of email tests. You know what kind of hero image, headline and call to actions work for your business vertical. NEVER give up such treasure to the new shinny-dancing thing since to do so is crazy and goofystupid. Instead set aside time and budget to test THE NEW even as you continue to trim the old because that is just what weavers do.
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Executivess from Kellogg, Nissan and GE think you shouldn't discount the tried-and-true marketing tactics like email, search marketing and site optimisation in favor of chasing the Next Big Thing! Good advice.
As every B2B brand turns to content marketing, we're about to be hit by a deluge of... crap. Here's what you can do about it.
Why I've Moved On From Content MarketingIt was hard to realize I had to leave a beloved concept, but content marketing as I've preached it since 2003 is over. What killed the goose that was laying such golden eggs?GREED mixed with incompetence killed our content marketing goose as this excellent slideshare points out. They believe the end is in sight. I believe the end is in our rearview mirror. I would still rather have MORE content than less, but any content marketing strategy must have a disruptive element. I've shared several posts on how to create a disruptive culture and form disruptive internet marketing:Disruptive Internet Marketing Exampleshttp://www.scoop.it/t/curation-revolution/p/3995413442/5-examples-of-disruptive-marketing-and-5-ways-to-create-a-disruptive-culture
How To Create A Disruptive IM Culture http://scenttrail.blogspot.com/2013/01/5-ways-to-disrupt-your-internet.html
Why Your Internet Marketing Must Disrupt To Winhttp://scenttrail.blogspot.com/2012/12/why-your-internet-marketing-must.html
Good news is disruption requires creative energy and risk taking so most won't attempt it. Bad news is creating great disruptive Internet marketing is like anything else because it requires creative energy and risk taking (lol). Don't contribute to the content marketing deluge of the ordinary. Live is way to short to not be GREAT. Disrupt and you will create Internet marketing that matters, cuts through clutter instead of adding to it, and may just save the world and how cool would that be?
Infographic on building business branding with 5 professional digital tools online marketing with social media marketing & applications to increase branding
Love that this infographic opens with social bookmarking, the most underutilized SEO positive tool I know. Social bookmarking is simply sharing your source material in an organized way via a tool such as Delicious. Love that this Infographic from Chintan Jain shares great examples of each strategy, who is using the tool for great online presence and branding now. That helps see all the way down the funnel.
The world of marketing is constantly shifting and you need to adapt. Ever since the first years of the world wide web the internet has been threatenin
This infographic is in pounds, but you get the idea. I don't agree with the overdraft for PPC or the huge "online PR" budget. So much of something like this comes from how you define things like "online PR". If I had a $100,000 marketing budget here is how I would spend it: * $40,000 on some disruptive campaign in 3 to 5 flavors (umbrella so could be tweaked and spun out over each quarter at roughly $10K a quarter).
* $20,000 on content marketing and curation.
* $10,000 Facebook / SMM campaign (to build the list).
* $10,000 SEO to tighten the ropes a tad.
* $10,000 Mobile (to figure it the Heck out). * $10,000 On some crazy contest, game or new product (expect to lose this).
Minimum ROI for the whole budget would be $3 to $1, great ROI would be $5 to $1 or better and breakeven is acceptable for some of the pieces. Note I have NO PPC in the starting budget. The $40K umbrella campaign could earn some PPC if acceptance is fast and then falters or if a tiny push could make the difference, but the days when PPC could get anyone's Internet marketing up Everest are gone.
PPC as supplemental as a "step on the gas" move is fine. I've even used PPC to help form campaigns since the feedback is immediate, but PPC is in the backseat until we know where we are going and the cost to get there. I didn't cut email marketing in only because that is an understood critical component of everything as is social. The $10K social is to create SOCIAL campaigns that could bleed over into other areas if successful.
The key is try as many things in as many different places as possible while paying the rent with a campaign crafted from past success and your read on current trends (the umbrella). BTW, a "campaign" doesn't mean "free shipping" it means something like Atlantic BT's 15th anniversary, an event so rare in the web development space it deserves a year's worth of Internet marketing (an umbrella theme - the 15th anniversary - with 4 movements Q1 = Social, Q2 = Web Design, Q3 = Mobile and Q4 = Ecom for example).
What about you? How would you spend $100K in online marketing money?We also have a Facebook thread started on Atlantic BT: http://www.facebook.com/AtlanticBusinessTechnologies