Internet Marketing and Twitter Resonance
2010/10/12 Leave a comment
Profit, Twitter Resonance and Internet Marketing
Internet marketing has shifted subtly from an SEO story dominated by the Google, Yahoo, Bing search engine advertising models to Twitter’s Resonance focused advertising model largely due to the way people on the internet change the way they define the questions that describe what they need and the answers they believe fit their questions.
Internet Marketing, Content and Products
Getting the right products to the right people is among the biggest challenges faced by internet marketers and this challenge is effectively addressed by content, but only if the content used is aligned to the questions or answers of people searching for solutions. It has only been about seven years that Google’s SEO advertising model allowed marketers to help searchers find content related to their questions or find the answers that they believe are valuable, and this was done with PPC or pay-per-click services and ORGANIC or ‘free’ content postings.
Content, Products and Social Media
While Google was able to innovate and take the search engine market away from Yahoo who had developed it in the mid 1990’s as a ‘directory’, it was Twitter that rode the Social Media wave and, almost by accident, stepped into an advertising model that avoided the ‘dark side’ of SEO marketing–spam. As soon as Google started taking away market share from Yahoo entrepreneurs deconstructed their success and started to build up digital media corporations, essentially content creation engines, to feed Google and profit by directing ‘eyeballs’ to Google advertisers or actually sell products like Amazon. Amazon started as a ‘book seller’ and ended up as a SEO powerhouse that is often in the top Google SERP or search engine results page rankings.
Smaller entrepreneurs saw how Amazon and other digital publishers stepped between manufacturers and buyers or Google and Media Advertisers and started blogging to do the same. Soon Social Media platforms and other blogs we ‘full’ of content whose sole purpose was to direct searchers to small entrepreneurs who profited handsomely and if you Google any product or brand will see them on the first page of Google, Yahoo or BING.
By late 2008 or early 2009 over half of searches started in Social Media and advertisers started noticing Twitter.
Twitter Resonance ‘Kills Spam Dead’
Twitter users ‘Tweet’ 140 character messages and more often than not ‘Tweets’ point to related content usually in a Social Media blog by using a Tiny URL or similar link. The main difference from the point of view of searchers or rather former search engine users is that it is possible to ‘follow’ people that you know or sources you ‘trust’ to find information that you need or want to know. Combine this with the fact that fewer than 20% of searchers believe the stories on corporate web sites and you have a hot channel for marketers that want to deliver their messages in a trusted media channel.
Spam is the another issue creating difficulty for the search engine advertising models as small SEO entrpreneurs exploited the trusted status of blogs to place content far and wide across the internet to point searchers to their sites which then offered Google ads or an Amazon ‘buy’ button. Google countered early in 2010 by purchasing Metaweb for their Semantic algorithms and appears to be working on reducing the ‘hits’ offered to searchers and must ‘weed out’ the SEO spam.
Twitter doesn’t need to worry about spam as when a ‘Tweet’ or microblog is no longer important to searchers is ‘dies’ or goes silent and it is easy to see which communities ‘spam’ as they constantly shift from one type of content or topic to another. Spam dies with Twitter’s model and appears to thrive with search engine advertising models.
Search Engine Marketing Increases Your Marketing Risk
Even if Spam was eliminated today old content that is highly ranked would introduce a high level of risk to marketers by delivering information that is out of date to searchers, whether they are customers or not.
Imagine spending millions of dollars on research and development and manufacturing a new product only to take it to market and have old specifications show up first on search engine results because the pages are frequently used by existing customers. Not good.
Eliminate Marketing Risk with Content Alignment
Using Social Media generally and Twitter particularly helps marketers deliver the right content to the right customers so they get what they need whether it is new content to new customers or old customers that wish to upgrade or old content to old customers that need tips and tricks on how to get more value from their products.
We use content alignment to create new value with Speedsynch.
Nick Trendov www.speedsynch.com @resonantview