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It is important for both clients and online marketers to remember that Google, YAHOO and MSN haven’t invented Marketing Strategies and Methodologies, although there is a healthy ongoing debate as to whether they are actively reinventing them that is occurring daily.
Online Media Buying Campaigns have simply repurposed traditional marketing and advertising concepts – by integrating them with a new and emerging internet based delivery platform and technology, Internet Search Marketing.
“Local Search” and “Metro Targeting” are recent examples of this evolutionary phenomenon being ported over from traditional media distribution channels to online marketing delivery platforms. Although these strategies are relatively new advances for online marketing professionals, geo targeted strategies and options are old news to the Radio and Cable TV Spot Market Professionals and Media Buyers.
Brand, Category and Geography – Marketing Strategy and Brand Positioning
Identifying and using Brand, Category and Geography as thematic elements of a Search Engine Marketing Campaign allows for both a strategic and a structural alignment between the Advertising Client and their Online Marketing Agency.
Using these targeting parameters will better focus each Client’s Marketing Plan and Strategy and more effectively manage their online ad budget, whether the account and their clientele are local, regional, national or international.
Information vs. Interpretation
I saw an Ad for a financial company recently on TV. It stating that success in the financial marketplace was 40% information and 60% interpretation and that the level of skilled interpretation the advertiser was offering to its clients was its added value benefit.
This holds true for online marketing too – information is extremely important but it is the interpretation of the information that leads to the effective creation of successful online marketing strategies.
Information
Brand, Category and Geography are informational elements.
Brand represents product identity, product associations, positioning strategy, added value, company profile, brand history and brand perception. If a company is a new company – than there is no “brand perception” and building a brand and a brand strategy is the task at hand.
Category provides data on the competition/key competitors as well as keyword strategies and inventories, Ad display channels, trade mags/websites and social networking opportunities.
Geography focuses on local, regional and national ad campaigns as well as other demographic informational targets like male/female, age targets, trend data and distribution channel related geo-delivery factors.
Interpretation
The strategic interpretation of this collated information allows for a trusted and detailed communication between the client and their online marketing agency – centered on goal setting and on obtaining specific, measurable results for the client’s products and/or services through online marketing advertising channels.
The integration of traditional marketing concepts with online marketing distribution channels allows for innovative planning and engagement – while simultaneously creating standards with milestones for the client and the marketing agency to track and analyze over a given time period or during the run of a specific ad campaign.
Benefits to Clients using Brand, Category and Geo Targeting
- A unique marketing strategy and plan developed for each client
- Effective integration of traditional and emerging marketing technologies
- Strategic implementation of online marketing via multi-disciplinary team
- Efficient management of client’s resources and time
- Targeted traffic that converts to sales
By: Terry Hayes – Sr. Creative, SEO Copywriter – www.ChaosMap.com Email Terry with comments and feedback at: thayes@chaosmap.com
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