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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.
Via Anthony Burke
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Rescooped by Martin (Marty) Smith from Digital Marketing Fever |
Scoop.it!
Via Anthony Burke
Martin (Marty) Smith's insight:
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.
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.