The marketer in the era of always using the terms such as "social media marketing" (marketing/media), "Facebook marketing" or "content marketing" (marketing) but didn't understand the basic differences between the marketing strategy, channel marketing and marketing with content. And the main Google Analytics is the need to mention the crime here.
According to the article by Samuel Scott, Techcrunch, articles about the things that the Digital Marketer misunderstand about Marketing
Only 10 years since Google Analytics (GA) debuted in 2005, many of today's marketer has completely ignored the difference between strategy and marketing channel. Them over in favor of online channels, these channels often bring about results is lower than traditional channels and direct-response for that single metric is useful here.
But all these things are misconstrued.
Imagine these in 1990, if I want to reach people who watch television show Friends on TV, I will have 3 strategies can do now (among 5 strategies included in the Promotion Mix its President.
-Advertising
-For public opinion known (via the press, poster, ...)
-Direct Marketing (email, spam, advertising, phone calls, ...)
Can I run an ad during the episode of Friends, pay for NBC News events to showcase my products or hire a cast of Friends taking a piece of product advertising between screening episodes of Friends, ...
Today, the "TV marketing" certainly is no longer a hot tag to put on the marketing strategy, because it no longer wake time. Actually, TV is a channel marketing rather than a marketing strategy. If I choose to advertise on TV, "advertising" would be a strategy, promotional video content is also the transport channel is TV ad my ads.
Similarly, "Facebook marketing", "social media marketing" or "content marketing" also is not a marketing strategy that is just marketing channels. Rather then Social media marketing tactics rather than strategy. Content is produced in order to execute the strategies such as advertising, SEO or loan information for public opinion rather than absolutely not strategy. Here are a few other examples.
---------------
If a company's marketing team to create a viral video advertising on Facebook then here is what he will do:
The strategy = ad (a part of the Promotion of traditional channels Mix)
Content = video
Channel = Facebook
If someone wants to create these publications contain information to give your website to achieve higher rankings in Google search results, then what he is doing will be:
The strategy = SEO
Content = the post article on the website/blog
Channel = Website/company blog, Google search results
----------------
Why is this so important? The terminology we use often reflects the determination of our own in the way marketing approach-and the misconception of marketing activities will lead to inefficient or worse is a spam victim bluff. This is exactly the reason I think many marketer today are misunderstood about marketing. The main GA birth also made many people misunderstand about marketing as well as a marketing term now.
Elements in traditional marketing
Marketing strategies always include things like creating messages, attached to a message content would then convey that message through a number of channels target customer.
In the controversial article I wrote not long ago, I mentioned the whole marketing process takes place in the frame of the action strategy (strategic frameworks) consists of 5 elements in the Promotion Mix (Promotion is 1 of the 4 letter P that we often see in the marketing model 4 p familiar) : direct marketing, advertising, promotions (sales promotion) and individual sales through sales staff (personal selling).
I also describe the strengths and weaknesses of each of the elements as well as how to use them.
When the marketer up ideas for marketing campaigns, the typical questions should be given are:
Who is the audience for mainstream clients? Our goal?
The message would best suit customer target groups?
The strategies in the Promotion Mix should be used to convey that message? Best online/offline channels we can use to reach target groups on?
The printed media can we created to transmit the messages based on the 4 questions above?
How to measure performance based on the indicators associated with each strategy in the Promotion Mix, we just use?
Strategy, message and media still more important marketing channel. For example the one that uses many different tricks to make a reporter for the New York Times article about his company. The result is that the article will appear on print, web copy as well as on the soft edition published through Amazon Kindle. The article will also be shared on social networks, forum and news-gathering channels from many sides (similar to the new Message or Flipboard), ... This is also the reason essentially don't exist "digital PR". It is true that PR. How to create the best public opinion is still the name on the newspaper coverage, never changes, whether you choose a transport channel (paper or website, application).
An example of direct marketing is that when somebody writes a paragraph advertising the product to attract customers direct feedback. Ad article this product will still be transmitted to multiple channels such as direct mail, email, Facebook, Google Adwords, ... by a computer that people will still like that.
Below are listed the strengths and weaknesses of each factor in the Promotion mix:
Google Analytics has changed all that like?
According to the report of the current STATION, used W3TECHS by 55% of the total number of Web sites on the network and takes up 83% of the market of website traffic analysis tools. More than half of the website using the ICC said this is the only source they use to collect and analyze data for marketing.
Google really has changed the entire marketing industry. However, the appearance and the universal properties of the GA are again making the marketer turn their focus from the marketing strategy to the channel. Below is a screenshot from a former client of mine when I was a senior consultant.
Traditional marketing for the coordination of activities based on the strategy of including these elements in the Promotion mix: direct marketing, advertising, personal selling, promotional programs and solicit public opinion.The STATION has replaced most of the factors by things such as direct, orgarnic search (search results that users find natural), social, referral, email, paid search (pay search results – often through Google Adwords), ...
This led to many marketer (especially in technology companies) understand the wrong marketing are things like on the station. However, a shift of perception of the marketer has lead to lousy marketing activities by any marketing strategy would also be conducted through many different channels. So the key issue decided failure of marketing activities will strategically rather than the transport channel.
Let's take for example the phrase "social media marketing" (mass media), a term quite fuzzy shark does not mention any specific strategy:
-Marketing strategies (actually is due to the marketer called that is exactly not) get feedback directly from a specific group of potential customers on the mass media channels based on the demographic characteristics and their interests.
-The paid advertising campaign (or sponsors) to put the post up advertising in mass media (newspapers, news sites, etc.)
-The strategy of creating public opinion over the article hot spread on the net
-The sales campaign directly with the sales staff in direct contact with potential clients through mass media channels
-Promotional campaigns unleashed coupon, discount or discount code up the social media to increase sales
Each of the 5 are can be considered "social media marketing", but when a term can be applied to everything, the fact it carried little meaning. 5 traditional strategies are most effective under a general marketing plan.
When misuse and misunderstand the term traditional marketing, the marketer is only doing harm to the company as well as their campaigns.
When they look at the graph on the ICC viewed the results, such as Social, they will also be hard to overlook are the strategies and activities are bringing good results. The same thing also happened with other items appear on the station. The strategic activity is often more important than the transmission channel. These channels are merely the format of media publications as well as appropriate content type, generally must be located in a full, comprehensive strategy.
Positive things that GA brings is that it helps us to know the channels would tend to be highly effective. The negative thing is we no longer understand the strategies and specific activities through these channels can lead to results.
Google Analytics makes everyone shifted to online marketing
The STATION not only cause confusion between the marketer and the strategic commands, but also leave the industry shifted to the channel online instead of offline as before.
Of course the STATION can be a useful tool. The basic package is free, so the STATION is easy to understand as many startup select this is tracking user reaction channel. But it came with a limit is usually only effective tracking is the channel online. If you want to run a TV ad strategies, the ICC will not have any parameters for you.
So many of today's marketer tends to bias on the channel online. As reported by Internet ad agencies, budgets for online advertising has increased from 500 million dollars in 2003, up 7.2 billion by 2014. In other words, the more we depend on the STATION, the more the tendency to use the channel online such as Google Adwords more by tracking them easier.
A doubt can say all these things are in the calculation of Google – especially when we're online a lot more, especially since even the normal cars can also drive and an Internet connection.
And yet, direct marketing is also one of the things downright uncomfortable with several people. From the spam email is automatically considered "livestock" clients to the advertisement pops up annoying you when want to read or communicate with your friends on social networks. The model also ads in a row following the end of this day to you the other day.
The direct response publications often are set to submit to a certain time frame, according to a certain cycle far back like a stereotyped activities rather than nothing to creativity-the core elements to help companies build brand image and sales.
People are very upset with the campaign to lure the public opinion through the press or the offline advertising activities-they only remember what the most creative. But they also didn't like the commercials online, or also called the United States of America than that of direct marketing (email, publications, ... or call direct to customers).
The online advertising industry is currently self embarks on death from from for yourself when more users to use multiple ad blocker.
Google Analytics only ROI metrics from direct sources
Direct marketing is one of the most annoying forms of marketing, but the most commonly used by easy to follow.The simplest example is that I spent $ 5000 to send catalogues/email/Facebook ads run to 10,000 people, the result earned 100 new customers with the value of the lifetime (Lifetime revenue) brought $ 12,000, is really very easy to effectively track ROI (return on investment)?
But let's look at this example:
----------------------------------
The Director of my company have a talk in a symposium between the companies in the industry.
-When someone sees our brand projection on the screen and type in the Google search, the STATION will immediately folded them into groups of "Organic search"
-When someone finds our brand (maybe on the leaflet enclosed link website) and type the website address directly into the browser, the STATION will place them into groups of "Direct" (direct source)
-When someone see our Facebook page and then visit the website, the STATION will grouped as "Social media"
-When a reporter meet us at a Conference and interesting article about the company, pulled the visitors back to the page, it will STATION group "Referral" (referrals)
---------------------------------------
You have to realize what's wrong here?
It is the STATION's mistake to equate any branding into the online channel. GA to track traffic sources rather than tell you the cause why they visit your website. In the example above, it is clear there are up to four different access source derived from a single marketing activity (at the Conference). Whether the marketer will mock the efficiency rating that activity?
Google Analytics are dragging us into the whirlpool direct index
There is one fact that most startup technology as well as business for sale online are just take take interest in the direct marketing index-reflected through the entries as Goals (targets) or Events (the Act) on the station.
This is exacerbated when companies use direct-response indicators as direct sales, customer or weekly download on the STATION platform to measure the effectiveness of the campaign.
Why use blog/website posting of content is becoming the main media channel of many companies. The article repeats a few keyword phrases that will constantly be tossing up in the hopes of helping the company earn more customers. This also leads to the view to retrieve the sentence reads snatching victims more traffic-nice index on GA but unsuitable content, ultimately harming the reputation of the brand, business, organization.
The key of modern marketing: synchronize all channels online and offline
Below is the diagram suggests how conduct marketing activities in the new era of mass marketing channels appear new.
The overall strategy is still the target customer segment based on demographic characteristics and preferences, build marketing strategy overview many factors in the Promotion mix, message design, choice of channels (online and offline) is suitable, creating media publications delivered to clients the last measure is effective, this activity.
The General advice still don't just focus on the online channel. Remember to Pepsi case has lost market share to the loss and dropped to third place in the market when the switch off TV advertising budget to social media channels (online).
The consultants at the agency or the media company surely will still recommend that this's online channels by which is the source of their revenue. The video stream is always also the platform affirms "TV is dead" by their survival depends on this, even when the TV is less popular than before.
Those units are still using GA as your traffic analysis only of yourself, you are conscious of the fact they are being "locked" into a platform as well as how you are governed, what limits on this platform. The question at the moment is no longer "what should I post content on the website to pull more weekly view?" that would be "I will promote the product to how even when the Internet didn't exist?". Please answer this question, the online marketing activities will also unfold right before your eyes.
Comments
Post a Comment