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Search marketing interdependency
The document discusses the concept of interdependency in marketing, defining it as relationships where tasks and individuals rely on each other for effective outcomes. It highlights four forms of interdependency and emphasizes the importance of customer interaction across multiple channels during their purchasing journey. Additionally, it underscores the need for creating quality content that engages users rather than just aiming for promotional links.
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Search marketing interdependency
- 1.
- 3. What do wemean by interdependent? Relationships that are interdependent Marketing is interdependent Google’s view Leveraging assets An Interdependent approach to search
- 5. “two or morepeopleor thingsthat are dependent on each other” https://dribbble.com/p_kwiatkowski
- 6. “the management processresponsible for identifying, anticipatingand satisfyingcustomer requirements profitably.” https://dribbble.com/wojtas
- 8. 4forms of interdependency: Pooled SequentialReciprocal Comprehensive (3 are covered in this book)
- 10. Tasks are completedindependently and then are simply grouped together to show output.
- 12. Tasks are completedindependently but each task builds on/adds to the previous task. Making the output the sum of various parts.
- 14. Each task requiresthe other to fully work, however individuals may interact along different intervals of the production in order to complete tasks.
- 16. Comprehensive needs ahigh level of interaction, coordination and collaboration between all parts and during all stages of the production.
- 17.
- 18.
- 19.
- 20. Is more likethis…
- 22. “Our customers onlycomplete one journey”
- 23. “Our customers onlyenter the journey at one point”
- 24. “We only contributeat one point of the purchase cycle”
- 25. …are “Our customersonly complete one journey” “Our customers only enter the journey at one point” “We only contribute at one point of the purchase cycle”
- 27.
- 28. ”In reality…customers research,compare and make purchase decisions via multiple touch points across multiple channels.” http://analytics.blogspot.co.uk/2011/08/introducing-multi-channel-funnels.html
- 29.
- 31. There are manyand important variations in the structure and functioning of marketing “caused largely by the wide variations in the character of the commodities and the nature of the market conditions” (Breyer1931 p1).
- 32.
- 35. Thibautand Kelley wroteabout interdependency, status, conformity, and group goals in their book on social psychology as early as .
- 36. But the thinkingis relevant today because…
- 45. Moz completed asurvey looking at the ranking factors in Google. Links take up 40% but there are a much wider variety of factors to gaining success in search: Page load speed HTTP response time Content relevance User usage
- 49. Leverage assets toother channels
- 50. “Customer in, notproduct out” Source: https://www.google.com/think/articles/build-your-engagement-engine-part-3.html
- 51. Make your workinterdependently
- 53.
- 54. Being Here Cancontribute here
- 56. CITATIONS BUILD CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness is listening to… DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality
- 60. There is aneed for you to engage users on site through informative, helpful content not just through promotional, link worthy content.
- 61. BUILD DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality
- 62. CITATIONS CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness
- 63. Instead of lookingat engagement signals off site like shares and links. Look at indicator metrics such as bounce rate, time on site, signals that should be better. These tie in with Panda too and are a way of saying “Hey Google, our site is great for users”.
- 64. Relevant User Experience Fast Comprehensive
- 72. CITATIONS BUILD CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness is listening to… DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality
- 74. CITATIONS BUILD CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness is listening to… DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9
- 76. CITATIONS BUILD CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness is listening to… DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality
- 78. CITATIONS BUILD CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness is listening to… DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality
- 80. Comprehensive needs ahigh level of interaction, coordination and collaboration between all parts and during all stages of the production.
- 81. https://dribbble.com/p_kwiatkowski http://www.flickr.com/photos/x-ray_delta_one/4148693427/sizes/l/ https://dribbble.com/wojtas https://www.flickr.com/photos/antoniocastagna/ https://www.flickr.com/photos/josemanuelerre/ https://www.google.com/think/articles/build-your-engagement-engine-part-3.html http://moz.com/search-ranking-factors http://impgroup.org/uploads/papers/4473.pdf https://www.flickr.com/photos/that_chrysler_guy/ http://www.flickr.com/photos/44534236@N00/6918582534/sizes/l/ http://www.flickr.com/photos/seattlemunicipalarchives/4058808950/sizes/o/ http://www.google.com/think/tools/customer-journey-to-online-purchase.html