Are You A Irresponsible Marketer & How ?
Mitch Joel talks about The Irresponsible Marketer on his blog Six Pixels of Seperation on how the marketers are not putting their heart and wallets for the things which have real ROI.
Think about it this way: traditional advertising is a "hope and a prayer" (must we really trot out the infamous quote from John Wanamaker: "I know that half of my advertising doesn’t work. The problem is, I don’t know which half.") Brands take out ads in hopes that people see them, remember them, and then (either at that moment or at some point later in time) act on them. Some of the best ads have a conversion rate of 5% (meaning 95% of the people who saw it did nothing). On the other hand, if you think about the context of search, we have individuals who are actively raising their hands and looking for something specific. It could be your product or service or they could be creating search queries that have enough keyword relevance that you could be in front of them. On top of that, you don’t pay for that ad, unless they click on it.
The problem is real marketing is not glam and sexy and most of the marketers don’t want to get into numbers crunching and reporting ROI, trends and analysis in excel’s cells and columns. If you are running an ad-campaign or just launched a product, you are happy to note the ‘x’ number of blog mentions on the web. Are bloggers your consumers ? When your consumers search for you online – do you want them to find you through rant and raves or directly through your site.
Few months back it was my wife’s birthday and I was planning to gift her some jewellery. There’s one of the most reputed brand I was looking for, these guys must be spending millions on print advertising, fashion shows, etc. etc. But when you search for their brand name online there’s just one link on first page, rest all is non-sense or some other sites carrying review, listing and so on.
Then on the site it was first Enter, then skip intro and then product description in flash’s cranky fonts and cool background music. The product gallery sucked even on my high-res screen. Cool too you, but not usable to me.
Result, I went to the good old Tanishq because this is what I got on the first results page on any search engine that I tried that day Tanishq Store Locator – South Region for the keyword “Tanishq Bangalore”. Just explore their site and how they have mixed flash and animation with regular HTML – browsable & findable, both.
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- 8 reasons I like 22feet.in website– A Digital Agency from India
- The Future of Social Software is Reputation & Game Mechanics
- The Sanity Checklist For Digital Marketers (a.k.a The Art of Slow Digital Marketing)
- Is Digital Media shaping the young peoples’ relationship with Brands & Marketers ?
- Top 250 Blog Posts – Advertising, Marketing, Media and PR « Spotlight Ideas
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