Why do we search for “marketing” 135,000 times per day in the UK? And where have all the click throughs gone?

Marketing: searched for 135,000 times per day in the UK

According to Google, we Brits enter the term marketing into our favourite search engine 134,466 times every day.  That translates to around 4.1 million times per month (curiously, by contrast, the term selling is searched for only 32,877 times per day – or just over 1 million times per month).

The accepted wisdom is that the number one organically ranked page on Google can expect to gain – on average – a potential 42pc of the total number of searches performed for a term. In the case of marketing in the UK, this should translate to a whopping 56,475 visits per day to the lucky page. And according to Google, the beneficiary should be the home page of Centaur Publishing’s Marketing Magazine – to the tune of around 1.75 million page views per month.

However, according to Google Ad Planner, the total number of page views to the Marketing Magazine site as a whole is currently only around 260,000 per month.

Clearly, there is a discrepancy somewhere.

Let us assume that Google’s search volume figures are correct. What are the possible explanations?

1. For some bizarre reason, the vast majority of people who click on the term marketing don’t actually then click on any of the results they receive.
   
2. The principal that the vast majority of click throughs from search occur on the first SERP (indeed, 42pc from the top ranked result) doesn’t hold in reality. Could it be that for certain terms, people stray far and beyond the first SERP?

Or it could be that Google Ad Planner’s figures tremendously underestimate the actual page views that Marketing Magazine is receiving?

Once again, in spite of all the data made available for free – and the ever growing list of general “rules” of internet marketing – the simple expedient of testing out data and theory together seems to throw up a host of contradictions.

Or perhaps I have missed a blindingly obvious explanation for all of the above – I’m more than willing to have my ignorance in this matter corrected. As, I’m sure, will most client side marketers who need to demonstrate the validity of their decisions.

Filed under: Digital marketing, digital pr, marketing, online pr

Marketing Schizophrenia – Reinventing marketing – Blogs – Brand Republic

via community.brandrepublic.com

Good post from Alan Mitchell at Marketing magazine:

“To reinvent marketing successfully, I believe we have to jettison marketing’s Persuasion Paradigm: the belief that marketing is ‘effective’ when it changes consumers’ attitudes and behaviours, and that this is what good marketing does.

Persuasion isn’t marketing’s only paradigm. The other paradigm is alignment – the belief that successful companies and brands align themselves to doing what their customers want them to do.

With very few exceptions, these two belief systems are contradictory and mutually exclusive. If one is right, the other one can’t be. If you are doing more persuading, you are also doing less aligning. And vice versa.

But today, elements of both are alive and well in marketers’ minds, battling it out for supremacy. This constant warfare isn’t helpful.”

Posted via web from Andrew’s posterous

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Freeconomics Part IV – Freemium, or if you ain’t paying you ain’t the customer – broadstuff

via broadstuff.com

“If you ain’t paying for it, you ain’t the customer”. Excellent post from Alan Patrick (aka Broadstuff) on Chris Anderson’s Freemium model. Great writing:

“It was at this point that Mr Anderson revealed the Deus Ex Machina of this Freecosystem, the thing that actually keeps the wheels turning in this economic perpetual motion machine. “Thats for the Day Job”

The Day Job! Of course! Yes, the Day Job is what earns the Real Money. You then use your Free Time to make Free Stuff to sell on the Free World. But if your Day Job is making stuff that people that people are making for free, then what?”

Posted via web from Andrew’s posterous

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Text 100 Global Blogger Survey Report Final

via slideshare.net

Results of Text 100’s Global Blogger Survey. No real surprises.

Posted via web from Andrew’s posterous

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If B2B marketing emails could talk: very funny video

via youtube.com

This really is very good – and sadly, very accurate. Well worth watching in full.

Posted via web from Andrew’s posterous

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Want to Buy my Opinion? Just Try It : Naked PR Blog

via nakedpr.com

Jennifer Mattern, Naked PR: “I am just sick, sick, sick of PR and SM folks acting like tools exist for their purposes and their purposes alone. It’s bad enough that PR folks are habitually late to the game to begin with, but once they discover a new tool, it’s like no one exists but them. Yes, I understand the PR value of blogging. I understand the value of conversations and relationship-building. Blah, blah, blah. We’ve heard it all before.”

Posted via web from Andrew’s posterous

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The Consumer Decision Journey – Duncan Brown’s Infuse Blog

via blogs.influencer50.com

Excellent post from Duncan Brown of Influencer50. I agree that the traditional awareness/familiarity/consideration/purchase/loyalty model just doesn’t apply any more – McKinsey’s new version says that awareness isn’t even a prerequisite for consumer decision making. Worth reading Duncan’s full post.

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Edelman CEO rocks out at Hard Rock Calling – Hyde Park

I had a great time at Hyde Park on Saturday watching The Pretenders, Neil Young, Fleet Foxes and Seasick Steve provide some barnstorming sets. As I enjoyed burning sunshine and overpriced beer and burgers, I couldn’t help wondering why I thought I knew the guy sitting/standing in front of us for most of the afternoon.  I had a nagging suspicion that he was something “big” in the PR world – but I felt a bit of an idiot asking him who he was, so I didn’t.

Anyhow – I have satisfied my curiosity – it was indeed Edelman UK CEO Robert Phillips (pictured below) who was joining the rest of us “men of a certain age” rocking out in civilised conditions.

So Robert – apologies – I was the guy with the hat behind you all afternoon with the quizzical look – small world, eh?

See and download the full gallery on posterous

Posted via email from Andrew’s posterous

Filed under: General PR, Technology PR, digital pr, online pr

How to boost your online rapport | Graham Jones

via grahamjones.co.uk

I hate Graham Jones. The volume and high quality of his blog posting is positively obscene. Yet another insightful observation: “All too often, people confuse usability with rapport”.

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Filed under: Digital marketing

What Ad Agency Clients Think – eMarketer

via emarketer.com

“If you don’t have a good grasp of new media, you had better get on it,” says US business development firm Reardon Smith Whittaker in a new report.

Posted via web from Andrew’s posterous

Filed under: Digital marketing