Ian Lurie // Mar 17 2008
I was listening to Joseph Jaffe’s most recent podcast and one concept blew me away:
Old-style marketing was about interruption. No news flash there. But Jaffe’s statement that marketing is now about discoverability really resonates:
You could say internet marketing is like a good (gasp) conversation. A good conversation is between two willing participants. A bad one has one participant confronting another and forcing them to listen.
So, where customers used to pause for advertising, now the find what they want through search engines, social media and yes, even banner ads.
Internet marketing is particularly suited to this kind of marketing.
Search engine optimization is the ultimate discoverability medium. You work to gain a high ranking.
Customers search for what they want. They find you.
Even paid search doesn’t interrupt: The user doesn’t have to stop what they’re doing to wait for the ads to go away.
Hence the success of Google, Yahoo and Live (yes, even 1.5% market share is damned good when it’s 1.5% of a gazillion).
Radio stations make money by selling ads.
Those ads are inserted right into the stream of music, news or screaming pundits.
If you want to listen to the content, then you have to wait for the ads to finish.
Duh. Commercials. Need I say more?
If you can get 40 bloggers to review your product (bragging modestly), you’ve increased the chances folks will find you when they start looking.
They may have favorite blogs, and one of those 40 may be one of them.
They have a better chance of finding you in a search, because those blogs will have their own search rankings.
Friends may see the reviews and forward them to your potential customer.
Discoverable marketing – internet marketing – requires a whole different mindset: A conversation mindset.
Is your internet marketing discoverable? Or are you still depending on interruption?
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More