The “second round” of our guest posts is being kicked off by Li Evans, an old friend of State of Search, has been a guest on our radioshow before. We are very pleased to have her on board. She is going to write about understanding the marketing channels.
There are a lot of ways that marketers can integrate different marketing channels. From email, to social media to search (both PPC & organic) to even affiliate marketing and display advertising, the questions truly become overwhelming if you aren’t looking at data and research to help point you in the right direction. If you are just going by with “what worked in the past” you can find that your efforts are truly falling behind the times and aren’t garnering you any ground in engaging with your customers.
Launching a major integrated marketing strategy without understanding where your customers are, what they like, what are their passion points, what do they consider valuable and in the end, what makes them convert is a useless effort. It’s a lot like playing the child’s game of pin the tail on the donkey where players are blindly trying to put the tail in the right place. Without some sort of guide to lead you down the correct path, pinning down the right tactics will be as hit and miss as that child’s game is. Unfortunately your business really cannot rely on hit and miss marketing tactics for very long. Most companies today need to see results, fast. (more…)