“Time moves fast, unless you are serving it” (Malcolm Forbes)
Check out the changes and developments of the Internet 2002 to 2012
“Time moves fast, unless you are serving it” (Malcolm Forbes)
Positioning of product or service by channel – the core of Marketing SEO
Product of quality, rich content and optimized
Placement achieved by integrated channel presence for on-line visibility
Promote through Ad Words, EMail, PR Web
Price sensitivity, and flexibility to be competitive
Plan quality content across different internet channels
People connect with your audience
Participate in the social media Conversation
Pathways for target audience to follow to achieve defined goal (RFQ or Contact)
Process all the above with structure and metrics
Recent presenation on the challenges and opportunities of Internet Marketing and SEO in the current Mobile Flat World
Acknowledgements to Thomas Friedman author of The World is Flat and Mary Meeker now a a partner at the Silicon Valley venture capital firm of Kleiner Perkins Caufield & Byers.
Globalization 1.0 (1492-1800): With exploration the kingdoms in Europe pursued global expansion that included discovering and controlling international trade.
Globalization 2.0 (1800 – 2000): Multinationals followed their countries and took over international trade.
Globalization 3.0 (2000- ): Individuals of diverse backgrounds able to collaborate and compete globally and mobile / wireless speeding up change.
With Globalization 3.0, “playing field” has been leveled
Target segments start with dialogue with one person
Think Customer Needs as build Customer-Led positioning
Global Branding now live in the portfolio
Its a Consumers Choice and Input to innovation through customization
Pricing must be Flexible in the new comparative world, dynamic like rest of marketing mix
365/24/7 Communication and Distribution with Integrated supply chain
Advertising / Branding as interactive and integrated marketing, communication, education and entertainment
Marketing Research is knowledge creation, there are no secrets
Scale allows experimentation to learn from mistakes!
New Business Strategy process and struggle …….where is IT?
New Organizational Structure – brand, internet, website, marketing – who manages what? A role for a “Chief Integration Officer”?
Internet Marketing - Dynamic and Global
SUMMARY - Small Business Competitive Advantage in a Flat World
Have an OPEN MIND but GET INVOLVED to be PART of the DYNAMICS
Develop CLEARER RELEVANT POSITIONING of BUSINESS PROPOSITION and BENEFITS to Target Audience / Market
Set Goals ………..Use metrics…….Measure Improvements
Focus on Competitive Advantage…..Point of Difference
Find the Best Knowledge Source…..keep up to date with changes & opportunities
Find How to Help People…in Business and Social….
Not Everything on it’s own has an ROI……Total Picture / Holistic
See complete presentation www.proteusism.com
Internet Marketing – The Internet Opportunity Gap
1. Research studies identified that consumers are actively increasing their use of the internet, where they collect and disseminate information and knowledge (Forrester Research), AND at a faster rate than business traffic.
2. This is the result of the dynamic changes and choices in technology which has resulted in fragmentation of the “traditional” communication. Consumers have changed their approach, but the business structure (primarily in the medium to small size companies) is lagging behind.
3. This significant gap provides a major competitive advantage and window of opportunity for enterprises willing to change in line with the consumer approach.
4. Its not a single piece of the marketing mix that is required to change (e.g. a new website, use of search engine optimization, use of Google ad words etc) but a new internet marketing pathway based on proven brand marketing principles.
5. “Build a Website and they will come…..but they don’t” How few websites in an existence today are built (and regularly updated) for the “changing consumer”?
6. The new Internet Marketing Model fundamentally changes the thought process and business structure of how to reach the customer / consumer.
7. The website (& its contents) is a critical focal point, as it integrates and coordinates all the other Internet Marketing & Advertising possibilities available to businesses.
What are the changes that We as Consumers have adopted so willingly?
Basically we have more choice today, and the choice is more under our control.
The availability of multimedia in multiple delivery systems has created a breakdown of what we read, watch, listen to, use, avoid. and what we can ignore.
As a result, our perception of branded products and services has changed due to seeing more images, more messages, more frequently.
The message, positioning and promise of the product and the service have also changed.
We now continually assess a branded product and service (and its supplier) in a multi dimensional composite of all we have recently seen & heard from multiple sources, in the rapidly changing and dynamic new environment.
Our expectations have changed we are more demanding, more inquisitive, more skeptical, and more savvy in our adoption of the traditional marketing “message” in advertising promotion, packaging, supplier claims, and PR.
We no longer Surf the web, we now Search the web.
We expect websites & suppliers to be as efficient & easy as Amazon.com.
We Google when we want information.
We do not read Web Sites we scan pages for Keywords or Relevant facts.
We link with people in totally new Social networks e.g. LinkedIn, Face book.
We expect change and speed of change and adopt it quicker e.g. IPhone, IPad
We Skype friends overseas with a free video communication service.
We search and compare products & services.
We build our own news & entertainment schedule with YouTube, CNet, ITunes, ESPN.
We communicate “word of mouth” now by “speed of email”.
We balance or challenge mass media statements with individual Blog “experts”.
I wrote the above notes in 2008, and little has changed, I am still amazed that the Internet Business Opportunity Gap for Small and Medium size businesses still exists.
So why are Small and Medium size businesses lagging behind in the adoption of Internet Marketing and SEO Optimization?
With the drive to Local Search being championed by Google and Bing, surely 2011 will the year of dramatic change.
Any ideas let me know.
If you have achieved a successful implementation of search engine optimization for a B2B Business Website, i.e. improved search ranking, increased visits, more unique visitors and sales leads providing more business, how do you keep improving?
How do we generate even more website traffic and more even more sales leads and more orders for Freeman Schwabe Machines.
This is the challenge and goal for Freeman Schwabe Machinery in 2011.
New marketing opportunities do exist to expand the business, building on Current Customers who have already purchased machines and to increase the Customer Base even further, so we will continue to provide more quality information and more rich relevant content for people who visit the site.
The starting point for building the internet marketing plan is in the details of the Analytics Data, so it’s back to research the search keywords and the pages most visited, and building on the success already achieved. That’s the beauty of Dynamic SEO! Constant change, analysis and making improvements to take the business to the next and higher level.
The main expansion opportunity for the Freeman Schwabe business in 2011 is the with delighted customer base that the company team has built up over the last 3 years. Freeman Schwabe provides quality hydraulic die cutting presses, mold & trim, embossing and laminating presses and backs up the sale with a value added maintenance and parts / service program.
The internet marketing strategy being developed with Freeman Schwabe management will build on this success. Watch this space!
My jaw is still against my chest, after reading the 2010 UK Website – SEO Study of 1,001 SME (small medium enterprises) websites and compared them against a range of SEO criteria.
It is especially worrying as I also read the results of Zoomerang 2010 US Research “…. understanding of how small to midsized businesses (SMB) are using their
marketing budget in 2010, as well as 2011 projections”
- 46% of SMB (small medium businesses) businesses, in USA, do NOT have a website!
- 35% of the SMBs surveyed employ some form of social media
The net take away is SEO has made very limited progress in Small Business Marketing in USA and UK.
The good news, however, is the opportunity for Marketing SEO Consultants is huge, if we live long enough!
Rethink the purpose of your company website and other touch points with potential customers through the internet or digital media.
Remember all business materials and actions should be consistent and work in synergy, and be focused on the company positioning and competitive advantage of its products and services…..mmm Traditional Marketing approach…….
The website is your opportunity to present these products and services and convert visitors to buyers.
Your conversion rate will depend on how well your website company offering, its positioning and your credentials fit with what the searcher is looking for.
Comments and Feedback.
Visit my website at www.ProteusISM.com
Marketing SEO – Translation Provided
After a long pause or absence I am back with this my 3rd attempt to write and establish my Blog Dynamic Marketing.
Written “tongue in cheek” with a Marketer’s myopia at the language and hype of search engine optimization (or as spelt in UK “optmisation”) and other new terms.
I am amused (or confused) how quickly we have “adopted” this relatively new language provided by search engine engineers and mathematicians, including the new acronyms and buzz phrases: SEO, Tags, Links, SEM, Social Media etc.
When was this new language introduced and accepted, and who hijacked the existing marketing terminology, and why has marketing “jargon” become out favor with modern digital media?
In the competitive marketplace of business marketing, it’s difficult enough to market and sell The Added Value of SEO, without adding a new language in the mix!
Especially when most potential business customers, have not heard of the new terms and if people have heard of the terms then most potential businesses don’t understand what the new terms mean!
The opportunities for businesses implementing internet marketing are exceptional, so why is the adoption of SEO by many website owners, so cautious or dare I say it slow!
I believe its because the new language and terminology, is misunderstood particularly by the “old school” of traditional marketing, and the longer this persists the more the “new school” enjoys the elitist feeling of superiority of speaking in a different tongue.
Perhaps the latest business opportunity is “Marketing SEO – Translation Services”
Marketing SEO vs Search Engine Optimization
I am intrigued with the new terminology surrounding Internet or Website Marketing (and Sales), and the breakaway from traditional marketing and advertising terms.
The subject of terminology arose recently in the development of a new website. What is development SEO work?
What is SEO work?
What is Marketing SEO?
Where are the overlaps and why have the engineers changed the language?
Search Engine Optimization, is defined from a “mechanical” perspective and as description of a new interface with a search engine to help each other perform better, but it almost refuses to acknowledge or in fact denies the strong relationship with “traditional marketing”.
Here maybe we start to see the marketing generation gap, as these new terms can be misleading or at least confusing to the newbie who grew up with and is used to the traditional marketing process and terminology.
To me Marketing is focused on the Customer or Consumer, and Innovation and Creativity.
In my view, the term SEO should be redefined as “Marketing SEO” to make distinct from “Admin SEO” when the focus is code compliance and actions are based on formula and rules.
Ken Auletta in “Googled: The End of Life as we Know It” highlights early on in his thesis the reason for the success of the Google approach is that the search process is transparent, whereas traditional advertising or marketing had become opaque, which others refer to as the “magic” or “sizzle”.
I applaud and support the transparency, my only point is not all the “traditional marketing” terms nor its thought process should be rejected, as we should recognize there is overlap, especially when we want to educate newbies on the benefits of SEO.
We are therefore in a transitional period, where there is a language divide and education is required, and maybe “Marketing SEO – Translation Services” is ongoing business requirement, particularly emphasizing the benefits of internet marketing.
“We are what we repeatedly do, excellence then is not an act, but a habit”.
I guess “I should do as I preach” and start the new business year by updating my Marketing Strategy – Goals – Activity Plan for the year. At least an overview to focus my thoughts and activities.
Business Proposition and Positioning
Proteus provides businesses with a measurable and experienced internet marketing and sales support, that will deliver results, based on proven marketing skills.
Proteus will deliver against agreed goals.
Proteus will focus on increasing sales leads, leading to increase sales income.
Proteus will focus on cost effective and efficient internet marketing implementation.
Proteus Internet Marketing LLC, 3 years on continues to grow, change and develop.
Business Clients based on results have renewed contracts and are ongoing customers and are delighted with results.
SEO and SEM are also developing and changing even faster, one challenge is keeping up with all the opportunities, which is a great position to be in!
Goal for 2010 / 2011
Add 5 new customers to the business base in 2010.
Identify potential customers that “get it” but do not have the time or knowledge to get into the detail of SEO and SEM.
Target Customer Profile
WHO – medium size businesses with appreciation “at the top“ of the potential benefits of internet marketing and are willing to test / measure / learn / grow
WHERE – based in UK or USA
WHY – the business wants to learn and use the internet to reach potential customers but does not need or can justify full time internet marketing in organization
Internet Marketing Planning 2010 / 2011
Detail monthly activities to:
increase visitors to web site with constant SEO update and Ad Words Campaigns
increase readership of blog by regular writing with basic insights to small medium size businesses, and hopefully dialogue
expand social media visibility of John Cullen and Proteus
contribute more to local business community, get involved
So why is it taking so long for small and medium size businesses to realize the changes.
Not only is the world flat but it appears to be spinning faster, at least things appear to be happening faster.
Corporate is being challenged by smaller more energetic and forceful competition, through online search, building an effective web site and social media network has become a dynamic marketing tool. Where everything you do should add and improve the whole business, dare I say in a “holistic approach”.
Today’s marketing as evolved into how the early economists described the world of “Perfect Competition”, where the leaders are winners, but the competition is right behind, and improving constantly, as information is open and available to all.
Being out of the Corporate for life for some years it amazes me I stayed or lasted so long, but I am glad I did because being active in Global or International Marketing helped me achieve what I wanted to achieve: a global view, different cultures, different environments, disruptive marketing, meeting people and fresh new regular challenges, working in a dynamic marketing environment. [Dynamic as defined by Merriam Webster dy·nam·ic
“marked by usually continuous and productive activity or change”]
There is a correlation between the two worlds of Global Marketing and Internet Marketing and hence the reason I am doing what I am doing.
With the evolvement of SEO, SEM and Social Media Marketing, more and more closet marketing gurus have appeared, unfortunately most lack the depth of experience and knowledge in proven and tested foundations in marketing and sales.
1. With so much “free advice” available internet marketing consulting has still to develop and to be recognized within the mainstream of essential business needs, which adds significant value and therefore worth investing in.
2. The speed of change has many smaller businesses confused or unaware of benefits, consulting involves coaching and coordinating, and selecting what is relevant to individual clients and their unique business challenges and opportunities.
3. The role and opportunities of the Internet, SEO and SEM has been “hijacked” by IT as an empire building opportunity and a job security item, and marketing was too slow to recognize its potential, and now we face an in-house “expert”, who does not want to relinquish power.
4. Thinking with a different “head set” and “focused on people” is a prerequisite, this is a significant change to forcing products out to reach sales targets, which is a significant issue for a large potential of small and medium size businesses, certainly most family businesses.
5. How do we reach people, who don’t see or understand the need and benefits, using old media / marketing tools to tell people about new media / marketing opportunities ?
6. How do we communicate with people who don’t use the internet as a new medium, the acronyms and the terminology has developed very quickly to give validity to the tech or IT property?
7. Building trust with an unknown and a “consultant”, this is the most important and the most difficult parameter to overcome with new clients, especially as everything is constantly changing, so not everything is proven. There is a large element of trust.
8. Delivering tangible results to show added value to clients, without “guaranteeing #1 google ranking” or other promotional gimmicks which conflict with the longer term benefits.
9. Introducing “visibility of information” and “measurement” as a key business management tool, creates concern with management.
10. To implement all the benefits is time consuming and to capitalize on all benefits requires time, patience and most important the basic business premise understanding “what is your business positioning and competitive advantage to start with”.
The last point is the single biggest challenge of all, so marketing may not have changed that much.
Who are we?
Who are our competitors?
Where do we want to be?
How can we get there?
How do make a profit in doing so?
Proteus Internet Marketing Services
Cincinnati, Ohio, USA
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