Wednesday, February 1, 2017

How Google Analytics ruined marketing

Marketers in the high-tech world who use phrases such as “social media marketing,” “Facebook marketing” and “content marketing” do not understand the basic difference between marketing strategies, marketing channels and marketing content. And Google Analytics is to blame.
In the just over 10 years since the release of the platform in November 2005, too many tech marketers now ignore the difference between strategies and channels, favor digital channels that often deliver lower returns than traditional channels and think that direct responses are the only useful ROI metric.
And all of that is wrong.

No one ever said “television marketing”

Imagine that it is the 1990s and I want to reach the people who watch “Friends” on television. I would have these three available strategies out of the five that comprise the traditional Promotion Mix:
  • Advertising
  • Publicity (in the form of a product placement)
  • Direct marketing (in the form of a direct-response infomercial)
I could run an advertisement during an episode of “Friends.” I could pay NBC to have the coffee house hold an event that would feature my product in an episode. I could hire a “Friends” actor to appear in an infomercial that would air directly after an episode. And so on.
Now, none of this would be “television marketing” because “television marketing” is not a “thing.” “Television” is a marketing channel, not a marketing strategy. If I choose to advertise on television, “advertising” is the strategy, the advertisement itself is the content and “television” is the channel over which I transmit the advertisement.

In the same way, “Facebook marketing,” “social media marketing” and “content marketing” are not “things.” “Facebook” is a marketing channel. “Social media” is a collection of marketing channels. “Content” is a tactic, not a strategy. “Content” is produced in the execution of strategies such as advertising, SEO and publicity. Here are two examples.
If a tech marketer creates a video and spreads it on Facebook, here is what he is doing:
  • Strategy = Advertising (one of the parts of the traditional Promotion Mix)
  • Content = The video itself
  • Channel = Facebook
If someone creates informational material that aims to rank highly in Google search results, here is what he is doing:
  • Strategy = SEO (which may need to be added to a new, modern Promotion Mix)
  • Content = The blog post
  • Channel = The company’s blog/Google search results
Why is this important? The terms that we use reflect the assumptions that underlie our approaches to marketing — and bad assumptions lead to bad marketing at best, and spam at worst. This is what I believe that Mark Ritson meant when he wrote his recent, controversial Marketing Week column stating that marketers need real marketing qualifications.
After all — and as I think Ritson was implying — too many online marketers do not know basic principles such as the few that I have mentioned so far. And it was the introduction of Google Analytics that led to these poor assumptions and this bad terminology today.
Read More:
Related Article: The Insider Secrets Of Viral Video Discovered

No comments:

Post a Comment