Il web propone molti strumenti, contenuti e soprattutto canali di distribuzione di contenuti, di cui il search marketing dovrebbe essere la leva promotrice. Gli utenti li usano quotidianamente, ma le aziende non li propongono nel loro carnet di servizi.
Questo mio post tenta di essere più una riflessione 'ad alta voce' che uno svelare un qualche arcano mistero. In questo periodo sto pensando molto a possibile scenari che il search marketing si troverà a vivere, a come il nostro concetto di search si sta evolving. The network now does not think more time to research itself. Certainly many people every day looking for any info on engines like google, yahoo and msn.
seek information of any kind. But not only. Looking for any type of content in any form whatsoever. A little example. By now most of us know that you do not like to be 'disturbing' (Seth Godin to speak about permission marketing), and the big worry on the part of companies is to find the right balance between the need to sell a product or service on both sides try to ensure that this message reaches the user only when that is interested and ready to implement.
What is less simple than it looks, and the problem is at least as large as the number of consumer's needs. The contextual seems to be the answer. Make sure that you will find us only when we look for. Perfect. Only companies that have made the search marketing their core business, ignoring a large part of strategic scenarios that the web presents.
In these days I made a navigation between the Italian and foreign companies that offer search engine marketing and search engine optimization, just to see if something in their view had changed. For obvious reasons I surfed all the sites of existing institutional, but once shared by all those I visited.
The lack of being behind the times. I will not slapped anyone for charity. But only you and invite them to reflect. Generally these services are offered: optimization and positioning in search engines, email marketing, pay per click . These services certainly useful, but not sufficient in strategic planning at 360 degrees. Let me explain.
Millions of people every day looking for video content, search for images, podcasts, mp3, go on e-shopping channels, like file sharing and file are passed to excess on the various existing networks. Pingo networks like Technorati that use the tagging system to categorize million posts. We talk constantly of Web 2.0, RSS and modularity offered from XML, digital broadcasting, blogs and vlogs, digital coupons, contextual advertising on the maps online, social networking and a million other things.
How many companies know that their sites offer a glimpse of these services? In none of these companies and the various operators in the search marketing reference it. In general their maximum contextual advertising is pay per click, positioning (which does not necessarily have to do with contextual advertising and contextualized as recent events have shown us) and email marketing .
Questa strategia miope danneggia loro, che sui loro siti intontano l'utente mostrando statistiche d'uso dei motori di ricerca a cui peraltro l'utente è poco interessato.
Il cliente vuole essere seguito, aiutato, incanalato sulla giusta via. Solo che per proporre un servizio bisogna prima conoscerlo e poi essere in grado di gestirlo. Attendo una rivoluzione dei contenuti, ma prima ancora, di approccio!
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