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|World & Business - Marketing|
|Monday, 23 July 2012 10:22|
... And asked Jesus, tell us, okay pay tribute to Rome? And Jesus answered: who is the face that is printed? Cesar is not it? Render therefore to Caesar what is Caesar's.
The revival of SEO
It seems that in the end will clear the smoke and begin to settle the foundations of what is still a new form of online marketing, putting some things in place. Recent changes in Google, stabilizing presence in social networks - Facebook has lost 2 million Spanish Internet is that there are people who can not read a graph - the expected maturity in the area of digital analysis - that no longer WebAnalytics called - and the completion of major campaigns and investments makes an ideal setting for increased investment in online marketing.
The online campaign that began last year and half now see, in the analysis of their results, how he had much, much smoke when nobody knew who stepped on the field , rather than when they had done their homework and know where moved the project. Of course, by the way, as always, have paid for the sins, or anyone who thought the Internet, unlike other media, they had euros to 90 cents - as of now reads as a free lunch? - stayed onshore projects, large motorcycles were sold to the public administrations, SMEs in hopes of saving the crisis, and have done many things wrong, others have done well, although the percentages are not equal.
What social network is that coin?
A few weeks ago, Tristan Elósegui - Master of KSchool mate - wrote an excellent article (which is already more than 40 comments) where put in place social networks: Social Media Strategies do not work . It expands and clarifies Juan Luis Polo (CEO of Creative Territory) in Today's Marketing ( see video ). The companies they want to sell, which has generated a great disappointment among those who thought that social networks were going to petar in sales, because the mistake is that everyone is created Venca, or Post, or Carrefour, or Hoffman.
It does the same marketing a large company an SME.
What's engadgement is for large, because SMEs do not go that far.
(Exceptions prove the rule, there is always someone who goes well, but rarely)
The presence in enterprise networks is closer to the channel the customer service department or sales business, this is establishing and maintaining a conversation with users - repeated over and over again - but if you fall in love make a sales channel: habemus problem. No one denies the importance of customer service department, it costs less to retain an existing customer than attract a new one, it is foolish to deny that communication and customer service sold. But I do not sell that movistar sells Twitter @ lines, @ BancSabadell that will put into orbit the bank (especially after buying the CAM) and that @ Groupon (sic) is an example of customer acquisition, because it not nobody will believe. Why there must be a Community Manager?
Yet the value that social networks bring to companies is huge, they have allowed to go ashore, with her street customers, understand their interests and concerns. Personally, after the unfortunate experience with Bankinter, never thought I would believe that a bank could keep me happy online, do not say happy, but happy, but some do not get it. Just do not try to sell anything, who are with me, close, so far but so close. How could that be possible without social networking? No way, their value for businesses is high, intangible, but high.
It took over a year and a half to put into context the Social Media: It is very important and critical to brand presence online, branding, customer service, building specifiers (prosumers call them), and a thousand things, but not for direct sale. Are complementary to other channels, but not substitutes. Without a marketing plan online, Social Media will not save any project. If someone believed that hiring a community manager had resolved the issue ... ñeeeec, mistake, money thrown away.
In what is SEO SEO
The main traffic channel remains the SEO web, because people are still searching the internet, because if I know what I look for is because I am a customer, or I've missed otherwise, but then you have my data. New customers captured in Google (so it has 97% market share).
As we saw in the III Congress SEO Professional last month in Madrid, the SEO is experiencing a renaissance in the sector occupying a position that not even defended. Google's Latest wafers have shown that if you live using the search engine business, you must work for the search and not against it. The bucho has upset the river and anglers are enjoying it SEO right. Investing in SEO is growing because, now, the SEO is considered as the main source of traffic, and when you remove it, it hurts (a lot). Has increased the demand for SEO professionals , not people who do SEO (there are many who put in his LinkedIn profle), but people can take a project and develop a strategy search engine optimization that withstand the onslaught of Google.
A basic posicionamieno strategy (to be found if you look), apply to web development SEO (friendly URLs, categorization, faceted product, etc.), Content marketing to 3 bands (for SEO for the Social, to Branding) web popularity campaigns, development and mobile apps SEO, integration with Google Shopping, active presence in Google Plus, Places, etc., all that remains relevant more than ever, with more competition, more work much more SEO. Does the SEO was dead? That is, I was on a spree.
Cesar is not the currency, is Google
But neither is the handsome SEO to go the party, because the way Google is not inscrutable: he goes for it. Being in search engines these weeks is a party, a rave mounted in a zoo, full of pandas, penguins and more bugs to come. The organic results (SEO) do not guarantee much nowadays, so the output is clear: PPC (some call it SEM).
Competing with local results ( sirloin, Social - Local - Mobile ), videos, news, faces of friends along with the results, photos of products from the shopping, etc.., no choice but to go to the PPC. In the forums says it has raised the price per click to get more investment to offset the fall in visits SEO, also by the increased investment online, greater control over investment (best digital analysis tools), etc. .
The distribution of investment in online marketing has become more defined. Investment in Social Media is mandatory and necessary investment to SEO has consolidated and grown to be fixed in any project, PPC is still growing and absorbing most (remember that lives in Google AdWords 97%).
And now who we?
However, projects look more mime, to enter more competitors has raised the cost to get something going with some assurance of success, so the sector is demanding professionals (not amateurs) can design online marketing strategies and implement them .
Know how to apply the techniques many - thank God the training in the sector continues to increase as there is a Master SEO (what happens, okay, I am addressing myself) - but to define a comprehensive plan with social media, SEO, PPC, Apps , content creation and offline + online presence has raised the bar a little more, increases the cost of projects and increased investment can assume, but do not forget to give each area its part, the SEO, PPC, Social Media at, to each his own, and to Caesar what is Caesar's.
Rome was an empire, Jesus gave him back his money to Caesar, but for now, SEO is the leading source of web traffic (exceptions prove the rule).