Traditional search will be dead- welcome to cloud communication
The RSS feedreader is DYING. Being part of the feed will not be enough to those who want to master the next stage of search marketing. That’s because, smaller integrated mobile web communities will make the process of spontaneous discovery far more faster, far more better, leading to better engagement.
The search result will compete against the discovery and recommendation result and beyond the link rank, search cannot really recommend.
Traditional SEO and SEM can no longer be the surviving grace for digital marketers. That’s because the cloud communications landscape is unfriendly to lead forms. Any kind of complicated data capture form based functions. So the good old days where people searched and you made your product weave in as part of those search results, only to have consumers come to a landing page to fill in forms which you then qualified as leads, is more or less over.
As Dan Kaplan Says,
“The future of marketing in the post-PC world is not about showing up high in search results. It is about reputation and spontaneous discovery. It is about weaving yourself into the feed. This is an evolution of what is known these days as inbound marketing. It involves creating awesome content that makes you relevant and then leveraging your overall awesomeness to establish a relationship with your target customers and maintain it over the years.”
It spins my mind to think that even after a decade, traditional search marketing consists of a landing page, some key words, adwords, and lead capture forms. That’s close to being retarded in your digital strategy and marketing approach if you are planning for tomorrow. What’s equally retarded is this whole perception that spending some money on digital and ad words will get leads immediately.
NO. IT WONT. Not unless you create a digital experience which engages people to spend time on your site. Not unless your content is good enough to make a difference. Not unless your product is recommended by anyone other than you. Not unless you create relevance. Not unless people discover you and your product within their digital communities. And you cannot do all of that overnight. Hell you cannot do all of that in over a year of constant change, because you currently have a legacy system which was created and perfected for web 1.0.
You. Just. Can’t.
You can start though. Start thinking different and doing a few changes. Your display advertising means zilch , if the display is not discovered. For discovery you cannot still hold on to the same media platform which you have been holding on to for the last ten years. Sure they give you the hits, which looks great on a metrics spreadsheet but are they REALLY giving you results?
Like REALLY? I do not read the websites which I used to read 10 years ago. Am sure even you don’t. Then why do you think that your consumers like bozos, are still reading the same sites?
Customers like yesterday are willing to BUY even today. But unlike yesterday the noise capturing their attention span is tremendous. So if they don’t get a good experience of experiencing you and your presence and your content on digital, they will move away, because their attention span is being pinged by twitter updates, FB updates and all other such updates every second. And in that stream every other marketer is trying to sell something.
As I have said earlier as well, in a post PC, Cloud Communication world, how will you even enable search? How will you enable social when communities with their strong and weak ties change platforms? How will you enable form based marketing, when you yourself don’t fill a single form which has more than 3 fields?
Digital marketing is not very complicated. Just don’t ask others to do what you spontaneously don’t do. Understand the digital experience that gives you true happiness and try to first re-create that for your own consumers.
Then think about doing lead generation.