Marketing strategy has to start somewhere and throughout a strategic process you are always having to ‘imagine tomorrow’. You need a future view of the digital landscape, to ensure you are arming yourselves and your clients with competitive advantage. Late last year, I spent 2 days in Dublin enjoying the hospitality of Google. Amongst the ample Guinness, there was a wealth of knowledge and thought leadership provided. One of the lectures really inspired me to re-imagine the way we talk about tomorrow with our clients; otherwise known as the ‘Four Pillar Approach’.
Mastering Search
Search still remains an area that confounds many marketers. However, long gone are the days when you could hide behind batch buying links and found an SEO strategy on this activity. Today, marketers need to look back to the ‘Kotler-esque’, approach to marketing: relevant content, produced for the right people in the right place and time. Sure, ensure your website is well optimised, however, gone are the days of manipulating search engines. This is simply a quick fire tactic to not only lose domain authority, but also brand authority. With PPC becoming increasingly expensive, having an organic search strategy focused on developing resonance with the customer is key. Let your organic search strategy do the qualifying, and then convert with PPC…
