Wednesday, 17 June 2015

The cross functional nature of marketing

A traditional view on marketing was to simply split it by indirect and direct marketing.  Indirect is where you are not going direct to a client and direct is where you are. Both are there to create leads. Sales would be the conversion of those leads to opportunities and hopefully sales.

However, increasingly we will see terms out there such as inbound marketing and search engine optimization.

Are these terms just re-badging of the traditional all encompassing models for specific areas.  For example, Inbound marketing is a mixture of picking off parts of indirect marketing (i.e. landing pages) and direct marketing (i.e. email automation). SEO is simply about improving your organic search.  

So it might be useful to put together an all encompassing, collectively exhaustive table. It is also helpful to cross reference how the various techniques can help with your strategy.

Indirect marketing tactics can help with your overall game plan in one of four ways.  Three of these are related to how people find you: through paid ads, referrals or backlinks, organic search. The fourth one refers to how prospects interact with your website.

Each of the various Indirect tactics can affect your different strategic imperatives.  To give you some examples:

Social media and video can obviously help with your referrals from youtube. They can be used embedded in the paid ads or on your website.  Also as google analyses their website traffic, this will ultimately help with organic search.

Landing pages are great for specific adverts but can also help with specific content on your website and as above ultimately help with organic search.

Keyword density is really focused on assisting with organic search improvements and again with website conversion through appropriate content.

All in all it takes a hand in each of these tactics to improve your marketing strategies.  There is no magic bullet (unless you hit that viral masterpiece - good luck!)

We live in times where search engines are looking for good content that attracts and engages visitors, and keeps them on your site.  The strategies you focus on and the tactics you use need to be examined with constant care where quality is more important than quantity.

About: Market Dojo provides accessible eSourcing software. Find out more at

1 comment: