Wednesday, 4 May 2016

How to Make Public Relations Drive SEO

Integrated marketing relies on being able to capitalize across channels and disciplines that were once, and often still are, perceived as unique "silos" in the marcom universe: Each discipline can do great work, yet typically mainly serves the goals of that department.

PR and social media are about creating and spreading fame. Driving awareness and positive impressions relies on being top of mind, being present, and being found. And, as each day passes, the importance of ongoing SEO becomes even more critical.

To achieve the greatest publicity—being found and heard from, both online and offline—we have to transition away from the way we think about marketing in general. Having all functions of marketing, from PR to SEO/SEM to social media, working on a planar level increases the power of the keyword strategy.
Here's how marketing used to look:


Tuesday, 26 January 2016

The Three Outcomes that Drive Customer Happiness [Study]


Forget ‘customer satisfaction’, what matters is ‘life satisfaction’.

Here’s a great study in the latest edition of the wonderfully titled academic ‘Journal of Happiness & Well-Being‘ that can help you understand and deliver customer happiness.
The key takeout for marketers is customer happiness is not about satisfaction with a product or brand, it’s about how we help enhance the life satisfaction of our customers.

The study investigated the idea of human happiness and summarised recent psychology of that shows that to achieve high levels of ‘Subjective Well Being’ (SWB) – as happiness is known in psychology, we need to experience three things
  1. Frequent positive affect
  2. Low levels of negative affect
  3. High satisfaction with life
We need all three to be happy. Interestingly, the study found that people seem to be intuitively aware that these are the three factors that drive overall happiness.

Why is this relevant for marketers?  Simply put, we may over focus on immediate ‘affect’ – people’s emotional response to our ads or products – (removing negative affect, adding positive affect – or in plain English are we are creating smiles or relieving pains). This is good, but not sufficient, and it is very brand-centric.  Instead, we need to take a human-first perspective, and understand how what we do fits into people’s lives and influences their perceptions of life satisfaction.

Good marketing and good products enhance life satisfaction.
Tall order, but at least by asking the right questions, we’ll be on the right path
  1. Are we increasingly positive affect?
  2. Are we reducing negative affect?
  3. Are we increasing satisfaction with life?
The measure of good marketing is not ‘brand satisfaction’ or ‘customer satisfaction’, it’s ‘life satisfaction’.