When Google launched in the late nineties, it was a simple search engine designed to make the internet easier to navigate. In 2016, Google is unapologetically an ad platform, with the Adwords pay-per-click (PPC) service generating a whopping 97% of its $73 billion sales in 2015. For many businesses, PPC is an addiction; their sole means of generating web referrals, because they’ve turned off all other marketing activities.
Sales and marketing have always made slightly odd and awkward bedfellows.
Incensed by the multiple misuses of the term ‘marketing’ Malcolm Johnston felt compelled to set the record straight. Marketing is like an iceberg, where a small proportion of the output from analysis and planning is visible to all and that visible bit is known to marketers as the promotional mix. Yet, maybe because this element (which includes PR, direct mail and advertising) tends to be the most expensive bit of marketing, it attracts the attention (and ire) of finance directors and ill-informed multiple pressure groups. But marketing is much bigger than promotion and is, or should be, both a function and philosophy within a business.
Brexit has brought momentous change in British politics, and could have happened very differently had either side pursued a different marketing strategy. Regardless of how we voted or what the future holds, the campaign offered so many lessons on how not to market effectively that we can’t resist looking at the five things Remain and Leave failed to offer.
With search engines being the number one driver of traffic to websites – beating social media by more than 300% – it’s difficult to conceive of a business that wouldn’t benefit from some form of SEO (Search Engine Optimisation). Search strategies will be different for every organisation, however - shaped by their individual needs, website style and format, and especially their target market. What do you need to know when organising your SEO efforts?