In Part 1 of the Sullivan keynote, one theme was the fast-changing nature of online marketing.
Yes, it does change fast, but not really.
Does this sound familiar?
Andrew Goodman shows up to a seminar and asks how many of the attendees are familiar with a 201-level search marketing concept like the "miserable failure" search query, or the Long Tail. Having just come off a conference where 99% of people would have put up their hand, and the remaining 1% just had his arm in a sling, Goodman's shocked when not a single hand goes up... and they mean it.
A prospect contacts us at Page Zero with some initially favorable impressions of their first push into online marketing. Their customers have become increasingly dependent on the web as a research channel, and they also use the website to set up appointments with sales reps. However, right now, this company has an incredibly expensive-looking, Flash-heavy site with virtually no search engine friendliness in mind; landing pages that won't work as measurable or persuasive pages to bring paid search traffic to, etc. Had they taken care to research the search channel a bit more (it's close to 50% of online spending, y'know), they would have saved themselves 6-12 months, and $50-100,000. Now, a long term SE visibility plan is required, including significant changes to the website. Fortunately, the time to market for a custom AdWords campaign is much shorter, although the effort to persuade and measure better will also require non-trivial site changes.
Some things haven't changed nearly as much as they should have. Wouldn't a self-respecting web shop want to partner with a reliable marketing shop, or have one of their own in-house, so the client gets what they need from the beginning?
Posted by Andrew Goodman
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