search marketing interdependency
TRANSCRIPT
interdependency
What do we mean by interdependent?
Relationships that are interdependent
Marketing is interdependent
Google’s view
Leveraging assets
An Interdependent approach to search
“two or more people or things that are dependent on each other”
https://dribbble.com/p_kwiatkowski
“the management process responsible for identifying, anticipating and satisfying customer
requirements profitably.”
https://dribbble.com/wojtas
4 forms of interdependency:
Pooled
Sequential
Reciprocal
Comprehensive
(3 are covered in this book)
Tasks are completed independently and then are simply grouped together to show output.
Tasks are completed independently but each task builds on/adds to the previous task. Making the output the sum of various parts.
Each task requires the other to fully work, however individuals may interact along different intervals of the production in order to complete tasks.
Comprehensive needs a high level of interaction, coordination and collaboration between all parts and during all stages of the production.
does this relate?
is
This…
Is more like this…
“Our customers only complete one journey”
“Our customers only enter the journey at one point”
“We only contribute at one point of the purchase cycle”
…are
“Our customers only complete one journey”
“Our customers only enter the journey at one point”
“We only contribute at one point of the purchase cycle”
Google says so…
”In reality…customers research,
compare and make purchase
decisions via multiple touch
points across multiple channels.”
http://analytics.blogspot.co.uk/2011/08/introducing-multi-channel-funnels.html
Well, actually…
There are many and important variations in the structure and functioning of marketing “caused largely by the wide variations in the character of the commodities and the nature of the market
conditions” (Breyer 1931 p1).
This… also not new
Thibaut and Kelley wrote about interdependency, status, conformity, and group goals in their book on
social psychology as early as .
But the thinking is relevant today because…
Moz completed a survey looking at the ranking factors in Google.
Links take up 40% but there are a much wider variety of factors to gaining success in search:
Page load speed
HTTP response time
Content relevance
User usage
Leverage assets to other channels
“Customer in, not product out”Source: https://www.google.com/think/articles/build-your-engagement-engine-part-3.html
Make your work interdependently
http://www.melodiesinmarketing.com/2009/01/04/green-marketing-pie/
Being Here
Being Here
Can contribute here
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
StructureQuality
There is a need for you to engage users on site through informative, helpful content not just through promotional, link worthy content.
BUILDDESIGN
CONTENT
BLOG
Engagement
Satisfaction
StructureQuality
CITATIONS
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority
Relevance
Freshness
Instead of looking at engagement signals off site like shares and links. Look at indicator metrics such as bounce rate, time on site, signals that should be better. These tie in with Panda too and are a way of saying “Hey Google, our site is great for users”.
Relevant
User Experience
Fast
Comprehensive
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
StructureQuality
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
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CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
StructureQuality
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
StructureQuality
Comprehensive needs a high level of interaction, coordination and collaboration between all parts and during all stages of the production.
https://dribbble.com/p_kwiatkowski
http://www.flickr.com/photos/x-ray_delta_one/4148693427/sizes/l/
https://dribbble.com/wojtas
https://www.flickr.com/photos/antoniocastagna/https://www.flickr.com/photos/josemanuelerre/
https://www.google.com/think/articles/build-your-engagement-engine-part-3.html
http://moz.com/search-ranking-factors
http://impgroup.org/uploads/papers/4473.pdfhttps://www.flickr.com/photos/that_chrysler_guy/
http://www.flickr.com/photos/44534236@N00/6918582534/sizes/l/
http://www.flickr.com/photos/seattlemunicipalarchives/4058808950/sizes/o/
http://www.google.com/think/tools/customer-journey-to-online-purchase.html