Category: Marketing

Beginning of a beautiful relationship?

After months of love/hate tantrums thrown publicly, Microsoft and Yahoo agreed to hold hands, but only when strolling down Advertisement Avenue.

A very non-giddy Bartz and Ballmer invited millions of advertisers to the party. Both mentioned the dreaded G word (yes, that would be Google), but no mention of the M word (Merger).  And neither were seen in the same room, doing what couples newly in love do.  Hmmmm..makes one wonder.  If you are into celebrity snoop, here’s the tabloid.

More importantly, what does this mean to millions of businesses who are obsessed with getting to number 1 in the search engine ranking? Google is still the dominant player, but Bing (Microsoft’s new baby) is increasing its share. Perhaps time to look into optimizing your site for Yahoo/Bing as well.

But is SEO the be all, end all of online marketing? No. SEO is just one component of online marketing. How important that component is would depend on your particular marketing strategy. But don’t overlook social media, email, press release, media release, coupon, etc. They can bring substantial ROI to your marketing $,£, €‚¥, etc.

Marketing on social networking sites – Burger King did it right, did you?

Social networks are creating a buzz among the marketing folks who are trying to understand how to engage with the various communities online. Many marketers incorrectly assume that traditional marketing (i.e. advertisement) would work just as well on social networking sites as they have elsewhere. They happily go off spending money on that channel.

And they fail miserably.

Social networking is inherently about socialising.  Marketing, therefore must be about the social experience. Members of the site aren’t there to buy widgets, they are there to engage with their friends and colleagues. Take, for example, Burger King’s Whopper Sacrifice campaign. Specifically targeted to Facebook members. A great example how to market to the community while allowing them to engage with their friends. Burger King could have opted to simply place an advertisement banner offering free burgers. Some members would have taken opportunity of that offer. But from the community’s perspective Whopper Sacrifice isn’t about free burgers, its about engaging with their friends in a fun way.

Result – not only is the campaign more successful than a banner advertisement would have been, Burger King ended up getting plenty of free publicity too.

Interestingly enough would this same campaign work on LinkedIn? I suspect not. Facebook and LinkedIn, while both are social network sites are used in very different ways by the members. Active LinkedIn members work hard to develop relationships on the site. They will not “sacrifice” a connection for a free meal. So what would work on LinkedIn? Lets see if Burger King can come up with something interesting.

More to the point, if social networking demographics are the right kind for your product, how are you engaging with that community?

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