SalesNewz.com

One of the oddest things about all the updates that Google has made over the last few years concerns the lack of impact that some of the changes have had on some businesses I know. Google Panda and other ranking algorithm changes have caused significant drops in traffic for many of these companies.  But that’s not the odd thing. What’s strange, at least at first glance, is that a number of these companies have suffered only small drops in sales. This goes against everything we’ve ever thought about in search marketing–I mean, the reason that you work so hard in search is to get traffic to your site, because the more traffic you get, the more you sell–right? Google says wrong–at least partially wrong–and they have a good reason why.
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If you’ve ever watched a storm coming over the horizon, you’ll be right at home with the changes that are happening in marketing. Everywhere you look, marketing is undergoing changes. If you have the new skills required, it should be a smooth ride for you, but if you don’t, you might be in for a rocky ride. Read on to see what changes are coming and what you need to know to make a smooth adjustment to where marketing is headed.

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Have you ever wondered whether big events have any effect on how marketers reach their audiences? Under normal circumstances, some people are clicking on your ads while others are riveted by something they are doing, and it all evens out, we assume. But what about when a big event is capturing the attention of a sizable chunk of the audience? A new study set out to answer that question during a recent World Cup soccer match, and what it found has an interesting lesson for marketers.

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A client asked me this very question recently and it got me to thinking about what’s wrong with the way a lot of us think about search marketing. The major concept behind successful search marketing (and indeed all of Internet marketing) is direct marketing. And the more you know about direct marketing, the less this question makes sense.

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I work with a lot of big companies to help them adopt or expand Internet marketing practices, and one group is often decidedly less enthusiastic than the others: the sales team. Sure, some of the other groups are nervous and possibly unsure of whether they can do it, but the in-person sales team is usually downright gloomy. Sales people often see the Internet as a direct threat to their livelihood. They often say that sales people are the human face that the company needs to keep its customer relationships strong. I want to talk to you today about how the sales team has the right instincts on this issue.

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