The Rocket Newsletter

February 2008

The eagle has landed. Or, more accurately, the Rocket has launched. Welcome to our new look email newsletter.

With so much momentum for 2008 we decided to take our successful newsletter to the next level. Your favourites are all still here but we've added some extra content that focuses on your needs... Client Corner and Networking Briefs. These are intended to give you more knowledge about search marketing and industry news - knowledge that you can use. Enjoy... oh, and please use the feedback button. We'd love to hear from you.

Hot Air, Ego's & Stats... A Typical Search Marketing Seminar

I very recently sat in a packed out seminar designed to educate people around Search Marketing, and provide advice and guidance on the latest techniques for attracting people to your organisation's website. After the first hour it was clear that my expectations were not going to be met. All I was presented with was subliminal sales pitches, spoken in sound bites and not much else, from agencies and individuals trying to raise their profiles within the industry. I was one of the lucky ones - I was invited as a guest and didn't have to pay for the seminar.


Apparently 43.6% of stats are made up on the spot

My mind started drifting. As I looked around the audience I realised that these people were really hungry for knowledge but I wasn't sure what nuggets they would take away from the session. There was certainly a lot of statistics banded around and apparently 43.6% of statistics are made up on the spot! When the coffee break came I made my apologies and left.

Giving you relevant and useful information

On the way back to the office I felt disappointed that many of these people would not get the information that they were looking for. Worst still they had paid to be sold to! I made a mental note that Propellernet will not be associated with such subliminal sales pitches. When we talk to people we speak to the person, and we aim to provide information which is relevant and useful.

On that note, if you would like a useful Search Marketing Seminar see our first Client Corner "Is search solely responsible for your increased online revenues?" It's yours for free!

Best regards,

Client Corner - Is search solely responsible for your increased online revenues?

So here is the first fact which nobody was prepared to say at this Internet Search seminar, and that is search always wins... but  unfairly! It's very easy for us in the industry to talk about how great our search strategy is and how it is solely responsible for the improved visitor numbers, higher conversion rates and increased revenues via our online channel. The reality is this isn't true. Your search personnel and, dare I say it, your search agency are maybe taking a lot of credit in areas where it may not be due. Here’s why…

  • Online behaviour shows that on average it takes 29 days from initial search to online purchase.  
  • This will involve around 10 different searches, starting with generic and ending in very specific  
  • The last click through to purchase is the de-facto measure of attributing the sale

          *stats courtesy of Google

Who should get the credit?

You and I will also purchase on impulse but it makes no difference; Internet search will win again. For whilst there may not be a lengthy research or decision making process the last click wins approach will credit the sale to your search strategy. In doing so you fail to acknowledge the marketing medium which influenced the search terms used, starting with the initial  “browsing” search all the way to the “high intent” specific term. Typically these influencing mediums will be a mix of offline and online marketing as well as referrals from friends and peers. A lot of the credit should be attributed to these factors. The challenge though is measuring the effectiveness of the more traditional marketing techniques. It's easy to measure Internet Search and therefore it receives the kudos.  With the Internet population continuing to grow, Search's ego will continue to be fuelled unfairly.

The spinal cord of your marketing

Your whole marketing strategy should be based around your target audience and therefore make the most of the best channels to reach and attract them. Internet Search is the conduit for your target audience to find you based upon the influencing messaging you communicate through your other marketing initiatives. It is essential for Internet Search to  be seen as the “spinal cord” of any marketing strategy and be integrated into every other marketing initiative....but please give the other marketing channels a break…they do work, and work much harder than others would want you to realise.

Jack Hubbard

Staff Profile

Name: Jack Hubbard
Role: Managing Director

Announcement: Internet search is evolving rapidly and can no longer be treated as a standalone marketing tool. Over the last 2 years our services have evolved to reflect this. As a result, Jack has taken on the role of Strategic Partner Director. His focus is to develop strategic partnerships with clients, reputable agencies and companies heavily involved with acquisition marketing strategy. Jack's aim is to realise significant growth for all parties engaged in the strategic partnerships.

 

 

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