Context Marketing: How Google Failed

Do you still remember when Google ads, formerly called  Adwords, showed their ads on the right-hand side of your search results in  2016?

And do you know that these Google ads failed to drive any action by over 98 percent of the time? How is this possible despite Google ads being the perfect message at the right time to the right person?


Clearly Google had to rethink the way of doing things and had to come up with new ideas of what marketing is.


The question for you or your enterprise is where do you need to be to drive consumer actions?


Rethink your marketing campaigns may that be PR, Out of home advertising, social media or digital. Don’t continue to rely on what used to work and start understanding one very important change.

The consumers don’t listen to the advertisement anymore. Over 600 million people today use ad-blocking software.


Mathew Sweezy’s research in his book called The Context Marketing Revolution explains key traits of high -performing marketing organizations. Everything those companies did from their metrics, tactics, roles and business goals, traced back to the consumer experiences they created.
And by the way, today you see the Google ads on the top or at the bottom of your search results page.


Hopefully, this video is valuable for you and as always don’t be shy and reach out to me to discuss your marketing challenges.

But remember, as long as the Matterhorn stands, everything is going to be alright.

Sources
http://www.wordstream.com/blog/ws/2016/02/22/google-kills-off-right-side-ads
https://mathewsweezey.com/books/

6 Digital marketing channels you must use to succeed

Are you still looking for guidance on how and where you should maximize your digital marketing channels?

Below you find 6 digital marketing channels you must use today to succeed. My approach is very easy to understand on how to optimize your digital ecosystem.

As a marketer the goal is to find synergies and interactions among each digital channel and to maximize it’s potential in order to achieve better results.

The Digital Ecosystem:

Inbound Marketing Graphic

 

1. Data analysis

Analyse the source of your traffic and only then you start to understand what kind of people are coming to your site and even a little bit of why they are coming. (Customer behaviors) Define your goals and focus on actionable outcomes.

2. Search engine marketing

Increase your visibility in search engine results through Pay-Per-Click ads or through an optimized website with your most relevant keywords.

3. Email marketing

Use email marketing to build loyalty and trust with your prospects/customers. Make sure your email list is clean and that you send out your messages to the right/relevant targets.

4. Social media

Social Media is not to worry about which social network you should be using and how many. Rather focus on building a community where your prospects and clients want to be.

5. Content marketing

Foremost write for human beings and not for robots. Create content people are willing to share with their network.

6. External websites

Outreach to external websites and bloggers. You build relationships and create authority for your website.

Do you agree with me?

What other digital channels would you add to the list that show good results?

Please share your feedback and critics in the comments section. I would love to hear from your stories.

Related article:

Digital Transformation is about people

 

Claude Oggier

Creating Great PPC Ads Slides

In order to broaden my knowledge in the field of online marketing I decided to join the PPC Market Motive course with Faculty Chair David Szetela. Online advertising expert David Szetela is currently president of music startup NoNoyz.com. He was also recently voted Top PPC Expert by a poll of several thousand PPC advertisers.

If you want to get started with PPC I recommend you go trough first the slides below before you can find my previous blog posts to this topic with relevant case studies.

Do you find this blog post useful? Just let me know;-)

My Klout Influence Summary

I like to look up my Klout report from time to time because it helps me to get an idea of the people I am tweeting about most and about my Twitter style;-)

According to @klout, I’m influenced by: @Szetela @markwschaefer @chrisbrogan @cshirky @sengineland and I could not agree more.

  • @szetela – David founded Clix Marketing one of the few agencies paid according to their performance and he is Faculty Chair at Marketmotive
  • @markschaefer – How a Blog Went From Zero to AdAge 100 in Nine Months? Ask Mark;-) Start reading his blog
  • @chrisbrogan – Learn How Human Business Works – Beyond Social Media. Get inspired
  • @cshirky – Clay Shirky tells you how change happens when people come together. Here comes everybody
  • @sengineland – Search Engine Land is a must read hub for news and information about search engine marketing & optimization

How do you feel about your Klout score?

Do you have the information I should know about and I should start following you?

Let me know and I will be happy to take a look at your content.

Claude Oggier

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