In case you ever doubted the insights available within search engine data have a look at this piece on Google's use of searches around 'flu.' It reallys shows the potential power of search data over other data sources.
Keyword research is an essential part of any search engine optimisation project. But did you know that it also contains revealing insights into consumer behaviour - insights that can be used in all areas of online marketing and advertising?You can jump-start the creative process, outsmart the competition, and refine sales strategies using keyword insights.
Keyword research allows us to glimpse the online behaviours of prospects and customers. Knowing exactly how, where and what they search for provides us with a deeper understanding of their wants and needs.
Use keyword research creatively and you'll produce powerful marketing strategies that will bring more profitable results—for both you and your clients. This month in London—for 1 day only—Wordtracker is presenting:
KeywordCreativity, an Insightful Workshop for Creative Professionals November 26th, 2008 9:30am to 17:00pm at etc. venues, 51-53 Hatton Garden, London, EC1N 8HN
What Will You Learn?
In this practical workshop, Neil Davidson, a veteran advertising and marketing strategist, and Ken McGaffin, Chief Marketing Officer of Wordtracker.com, will show you how easy it is to translate simple keyword research into high-impact marketing.
You’ll learn how to use keyword research to:
Generate creative ideas and solutions
Understand what consumers are really looking for
Generate fresh ideas for compelling web content
Gain a competitive edge in the marketplace
Save time and money by taking the guesswork out of advertising
Develop effective new product and publication names
Create dynamic marketing strategies based on actual consumer need
Deliver a higher calibre of service and quality to your clients
... and much more!
But There Is Something You Should Know
Because we want to ensure that people get the most out of this workshop, Wordtracker is limiting the number of participants to only 20.
So if you're serious about learning how to turn keyword research into high-impact marketing, your prompt response is strongly encouraged. Registration is available on a first-come, first-served basis. More details can be found by clicking on the link below:
It's heartening to hear that marketeers want it, with the downside that they find it so difficult to achieve.
One hint to why they are still failing may be the centrality of the TV idea in their model of integration. Recognising that meetings need to be about more than TV execution is a start but starting with a big brand idea that is born in ATL makes integration tough. Most of these ideas are not adaptable enough to truly work in other marketing channels. It needs to start with what consumer needs are in different channels and contact points and then developing ideas that can work in ALL channels.
Keywords and SEO are more and more important - it's impossible to avoid, whatever business you are in, because consumer behaviour is so intertwined with digital search. It's also a pretty tough area to find accessible writing on.
The story of Will it Blend's success on You Tube has almost gained mythical status for marketing people, so it's really interesting to hear it from the horse's mouth, the CEO of Blendtec, in this interview with Rachelle Money for Wordtracker - http://www.wordtracker.com/academy/case-study-willitblend
Ravi's right to point out how many people get lost in digital marketing, putting new technology and channels before asking what different customers want and how and whether digital can deliver this. As he says, invest the time in constructing smart customer personas and they will start telling you what they need.
Matt's analysis of good and bad practises makes some good points, but what I really want to do in response is add to his answer re why some ad agencies get it wrong.
Unfortunately agency website design, their own and for clients, can still suffer a lot from the problems that were around five years ago. The idea that the web is a big playground for creatives needs to fall behind customer understanding and website usability. Maybe it sounds boring, but it's still possible to create websites that communicate big ideas but don't lose prospects in the fog created by long downloads, unmet needs and poor navigation.
Interesting piece by Tod Norman of Watson Phillips Norman on great planners, and it's not just relevant to budding planners!
Tod, an old colleague, makes two good points - great planners have a natural interest in sociology and psychology, not marketing theory, and they show the results of their thinking not the workings. Good advice for anyone in business and marketing....