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Management Consulting Atlanta, Strategy consulting Atlanta
Caswell | Smith helps clients outperform the competition. We differentiate by helping clients execute the plan that will establish competitive advantage in their strategic decisions regarding marketing, operations, mergers and acquisitions, technology and organizational.
White paper:
Internet Marketing Strategy.
Are your customers finding you?
The first step in the process to raising your digital marketing game is to realize that the winning competitive principles that apply to digital marketing are the same as traditional marketing. Location is key. Are potential customers finding you? Or are they finding competitors? To enable a potential customer to enter into your value chain, they must be able to find you. Since more and more people use the Internet as the first step in their buying process, the need to be found online has taken on new level of strategic significance.
In the real world, companies like Starbucks and Walmart lease and buy real estate locations that are strategically placed. By placing their premium coffee or "always low priced" products at major intersections on highly traversed roads, Schultz and the Waltons know that potential customers who have a need for premium caffeine or wholesale prices will literally bump into their stores. For Starbucks, the corner location is akin to being on the Google home page. Everytime you leave the home you see the logo. For Walmart, by setting up a one-stop shop in rural areas where low costs and competitors are often scarce, Walmart is similar to your email account, a destination location that you visit often.
Location on the Internet is obviously different than in traditional space yet equally important. To have success online, your company must be strategically located. The difference in the digital space is that major roadways that people use to find you are constantly shifting. This does three things,
a)forces you to be constantly paving roads
b)forces you to be proactive about your strategy
c)forces you to be constantly watching what your competitors are doing online.
In web 1.0, AOL and yahoo portals acted as the dominate highway from which all web traffic flowed. The traffic from AOL and yahoo accounted for over 90% of traffic during 1.0. At the time, obtaining a link or reference at or near the AOL welcome screen or a link in yahoo search directory yielded the best results to getting found.
Today, Google is king, as its search accounts for 80% of the traffic with AOL search also being "powered by Google." Obviously, optimizing your site in accordance to the Google algorithm is an integral part of a comprehensive winning strategy.
Yet with the rising popularity and mass market penetration of web 2.0, change again is afoot. To outperform the competition, a marketer must also focus on other emerging conduits to traffic...
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