Search marketing and email campaigns are often looked at by marketers as separate tactics. However, email marketing campaigns can now be leveraged beyond the subscriber base and published to the Web via new social media channels. In turn, search marketing efforts can be designed to drive more eyeballs to not only a company's Web site, but to a particular email marketing initiative. So, how does the nimble marketer leverage an integrated approach to search marketing that drives better email ROI and vice versa? This article will discuss why search is an important part of an integrated marketing campaign and touch on the symbiotic relationship between search and email marketing, and where social media marketing plays in the mix.
search for on the web. Combining this with organic, in-house SEO efforts helps to boost search marketing efforts. This is basic SEM practice. However, what if consumers put in a search term on Google and are taken to a landing page where they are encouraged to sign-up for an email newsletter? This helps drive searchers to become part of a brand's email marketing process, driving larger subscriptions and engagement, as the consumer chooses to opt-in and is therefore more likely to act. By integrating search and email marketing with web analytics, marketers can understand more holistically what search terms and keywords are driving traffic to the landing page and augment email content accordingly to better reach, serve, and engage their key audience. This integrated approach could close the loop for marketers by measuring these campaigns and their results and optimizing in real-time. Similarly, email marketing can also help drive search success. Consider a newsletter campaign promoting a seasonal deal to customers and prospects. The email gets automatically optimized for the web so the content is picked up and posted by Google. With emerging tools such as social media site sharing widgets, email campaigns can also present viewers with options to share newsletters on social networking and other aggregating sites that they are members of or visit often, such as Digg, del.icio.us, and Facebook. This effectively shares your email with a broad online audience of fans, supporters, and others. And, it offers hyperlinked content that drives even more people back to your website or landing page. Put examples of marketers (support with facebook, youtube, twitter)
For example, the sharing of email newsletters by fans on Facebook makes this content available to their network of users, but also produces results when someone searches for these keywords in a search on Facebook. Similar results are realized on Twitter, but have even more web viral appeal as they can be re-broadcasted ("re-tweeted") out to an exponential list of users/followers. This means more content and engagement with a brand online, which translates into improved search results and email effectiveness. Essentially, the emergence of social networking and social sharing tools in email helps to force down the silos around search and email marketing to drive more cohesive, integrated marketing strategies.
causing people to general information, numbness, therefore, attention has also become a new Economic resources, many advertising is to arouse people's special attention, and symbiotic marketing has a special form, can cause particular concern, Symbiotic marketing conditions for the implementation. Symbiotic marketing, in general, two types of companies by the following results for the more appropriate one from the similar but different market segments products enterprises, and as the same food companies, beverage companies and ice cream companies, Health food and snack food companies symbiotic marketing may apply. The second is the production, sale or use of, or complementary relationships with upstream and downstream enterprises of different product components, such as Computer accessories and peripheral equipment manufacturing companies and machine manufacturers, the production of refrigerators and refrigerator deodorizer , detergent and hand cream, microwave and cooking utensils and other businesses can be implemented between the symbiotic marketing, because these products in the production, sale or use of a certain relevance, the implementation of symbiotic marketing can play a very good effect. However, with the Development of symbiotic marketing, in exactly the same between products and between different products phenomenon of the emergence of symbiotic marketing, such as companies producing the same product, put aside the original cut-throat competition, create a new win-win strategic partnership to jointly develop new markets, to product development, marketing depth, conspiracy to "market" This pie bigger, rather than the current "market" This pie fight on the size of such cases In recent years TV Alliance, VCD Union who is most apparent in the different symbiotic marketing relationship between the product, more imaginative, of course, to be successful must make careful planning and adequate preparation. Symbiotic form of marketing. Simply can be divided into three, one-time collaboration, such as commercial retailers and manufacturers of promotional activities to promote overstock products mainly joint sales activities, sales of product A B awards available product opportunities, etc., such as the summer of 2000 in Nanchang, less than 2 dollars to buy a jar of sun rose iced tea, you can buy a hundred Friends of Haier, Changhong, Konka, Hisense, Siemens, Little Swan, Yung-Sheng, any brands such as Electrolux appliances, save 10 dollars, buy jewelry, jade province $ 20 to buy Meng Jie, Hasty treasure, rich gold, Fontane and other bedding Save 15 dollars, buy Oil of Olay, sea fly wire, SLEK, Avon, a small nurses by 5 dollars, buy three guns, should be rather cool, wealthy, AB Underwear, Pierre Cardin, love, Manni, Triumph, spring bamboo and other brand products by 5 dollars. The second is a loose co-operation, such as advertising on the cooperation, especially on co-branding promotion, rising advertising costs in the current circumstances, the co-advertising, let the other half of the cost-sharing, but also has special interesting effect, why not do it. Many universities in China such as the living area, Little Swan Washing Machine with Procter & Gamble's Ariel detergent cooperation will contribute to a washing machine and laundry detergent, and convenient for the university teachers and students to provide economy, laundry service, this is a use branding the symbiotic way of marketing, most consumers in the future potential of
people to cultivate their brand identity, can be described as long-term vision. Third, the compact of cooperation, such as share sales channels, market Research information, the two sides established a long-term stability partnerships, such as the European telecom giant Alcatel and Motorola in the U.S. CDMA network marketing business carried out extensive cooperation. Symbiotic marketing in the implementation should pay attention to the problem. First, to do more careful and detailed plans in advance. Long both partners, weaknesses, market reactions may occur in future, possible future tragedies such as to conduct Research and analysis, to fully consider the possible adverse situations, especially in the case of unequal strength of the implementation of symbiotic marketing, the weak side to pay attention to protect their legitimate interests, can not be controlled by others, do not covet a moment of interest and led to the loss of long-term development. The second is carefully drafted partnership agreement, specifying the rights and obligations, the legal protection of the interests of both, but we must be careful not to violate the law. Third, the opponent's cooperation to keep abreast of marketing conditions, timely communication of problems, that have emerged which could endanger their legitimate interests issues through legal and effective way to promptly resolve, including the removal of partnership, to adjust partners. symbiotic marketing as a new marketing model, more and more welcomed by enterprises, and in practice, many enterprises to explore a number of kinds of diverse forms, but its core business is to seize every opportunity to make full use of various resources including public resources, partners, resources, competitors, resources, and consumer resources, internal and external resources, improve marketing efficiency, enhance corporate their market competitiveness.