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Journey to the Center of the Marketing Universe


Journey to the Center of the Marketing Universe

This content from: Duct Tape Marketing

center of marketingThere was a time, just a few short years ago really, when small businesses finally concluded they must use the web to supplement their marketing efforts and create another potential channel for marketing messages.

Today’s business must evolve that thinking radically again or face extinction. The onslaught of social media use didn’t simply create another set of marketing tactics, it signaled, to those viewing it strategically, a shift in the marketing landscape that has become preposterously evident as we race towards the end of 2010.

The Web and digital interactivity now represents the center of the marketing universe. Most marketing decisions must start and end there. Today’s marketer must view their marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that drive sales and service.

All businesses, regardless of industry, have become what I call O2O businesses – their primary marketing objectives are focused on driving people online to drive them offline and in that effort the online core web presence has significantly heightened responsibilities.

Here’s some of what I mean

  • While advertising was used primarily to create a sale or enhance an image it must now be used to create awareness about web content
  • While SEO was primarily a function of optimizing a web site it must now be a function of optimizing brand assets across social media
  • While lead generation used to consist of broadcasting messages it must now rely heavily on being found in the right place at the right time
  • While lead conversion often consisted of multiple sales calls to supply information it must now supplement web information gathering with value delivery
  • While referrals used to be a simple matter of passing a name they now rely heavily on an organization’s online reputation, ratings and reviews
  • While physical store location has always mattered, online location for the local business has become a life and death matter

If you are still looking at your marketing efforts in a linear way – with online tactics falling somewhere in line – it’s essential that you change the way you view this model entirely. Today’s marketer must build from the center first and only then can you create the strong foundation that will carry your marketing into the next decade.

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Small Business Development Center at JCC has moved across campus

An array of services includes customized permit and license information, idea and product development, business planning, financing,…
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Google Launches AdWords Small Business Center

Through the help of social media and good site architecture, small business owners have come a long way in creating sites that not only rank, but also engage users. However, it’s no secret that one area where SMB owners still struggle is in the world of paid ads.

Last year we quoted a study that found that more than half of SMB owners quit paid advertising within six months of starting. Google is obviously looking to change that in the best way Google knows how – by creating valuable resources for SMB owners to learn from.

Last week Google announced the launch of the AdWords Small Business Center. The Small Business Center is designed to be a knowledge hub that SMB owners can use to learn AdWords best practices and get key information about everything they need to know to run a successful AdWords account. The information provided will be broken down into beginner, intermediate or advanced, so that small business owners can benefit regardless of where they are in their learning and grow into the information.

Here’s a look at some of the early topics covered:

  • Write great ads
  • Choose the best keywords
  • Adjust bids and budgets
  • Improve your website
  • Track your results

Going through the information already on the site, I was pretty impressed with the depth. For example, just checking through the Adjust Bids and Budgets section, I was surprised by the breadth of knowledge offered and how well broken down it was. It allows small business owners to really go at their own pace and pick up additional information as they’re ready for it. I’d imagine that even experienced AdWords users could get some additional tips by checking out this resource. It’s nice to see Google really digging in and not just tossing out a few high-level tidbits.

Also part of the Adwords Small Business Center is a Discussion Forum where small business owners can meet others new to the AdWords process and share information and tips. However, there was no sign that Google representatives would be also be participating in the forum, which was a little disappointing. It looks to be strictly for small business owners to talk and share with each other.

The Center also provides links to the AdWords Help Center, the AdWords blog and other resources so that small business owners can easily access them. There’s even a link to find an AdWords-certified professional if you want to hire someone to help you with your campaign.

While it would be nice to see Google designate some personnel to monitor this center and take part in the Discussion Group, this is still a great resource for small business to sink their teeth into. It organizes trusted information on a tricky topic into one place so that business owners don’t have to hunt all over the Web to find it. It’s just another example of Google doing what Google does best – providing hubs of free information that business owners can use to grow their businesses. The AdWords Small Business Center is one resource I definitely recommend SMB owners check out.

From Small Business Trends

Google Launches AdWords Small Business Center

View full post on Small Business News, Tips, Advice – Small Business Trends

IMMACC Launch Of Internet Marketing Mentoring and Coaching Center – Total Marketing Program

IMMACC (http://immacc.net), the Internet Marketing Mentoring and Coaching Center is launching in mid- September 2010.
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Islamic center trying new Twitter strategy

Islamic center trying new Twitter strategy The organizers behind Park51 never expected such strong opposition to building an Islamic…
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World Market Center @VegasBill Interviews @tkpleslie @tkpsev 8-2-10

World Market Center @VegasBill Interviews @tkpleslie @tkpsev 8-2-10 Bill Cody http://twitter.com/VegasBill interviews Leslie http://twitter.com/tkpleslie and Sev… the Social Media Hotspot area a…
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