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Convergence Strategy
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Successful marketers of the future must embrace a convergence strategy. The days of making pretty little ads that win awards are over. Connecting with current and future customers becomes more important as worldwide competition for the consumer's dollar soars. Warren E. Buffet
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The following are just a few examples that apply to any business ... keyword linking is
akin to telephone speed dial ... make it easy for a customer to get information they
need to make a purchase decision.
Consumer Packaged Goods Market
 | The market for soda beverages is declining, market share is eroding to store brands and other discount lables. 98% of Coke consumers don't know that their product is a superior ingredient for making fabulous ribs. Try the link keyword: coke37
If 5% of purchasers bought 1 extra 2 litre bottle of Coke, how does that impact sales? |
 | | Kraft Foods, a fabulous player in the CPG market with a great website. Tons of information and product consumption ideas. Problem is, less than 6% of their customers go to the site. The search button is there for a reason ... forcing a customer to search is a major turn-off. In today's times, telling the world that you respect their time is a value proposition. Make it easy for consumers to educate themselves on how to further consume product. |
Retail
 | The Brick is the biggest home furnishing chains and one of the largest advertisers in Canada. A huge website with hundreds of items. Linking from a printed ad or media commercial directly to additional on-line product information is easy. What are the dimensions, will it fit up the stairs ... consumers that can easily get answers before they actually go shopping are more efficient purchasers.
For electronics retailers a convergence strategy helps avoid the marketers worst nightmare ... your ad inspires a purchase and the customer goes on-line, conducts a search and buys elsewhere. Over 85% of electronics consumers conduct on-line research prior to making a decision. Keywords might not win you all the business, but you have a better shot at being on the list.
With ad-words, being at the top on page 1 just means you are surrounded by competitors ads. Try it for yourself at Google, search the term "new sofa Toronto." The Brick isn't on the first 5 pages! But lots of product to look at from retailers that I have never heard of.
The following graphic illustrates another keyword application for retail.
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Got a great video or commercial on-line ... let the world in on it!
| Keyword linking is an inexpensive tool to link the offline world with the magical selling applications of the on-line world ... If you are selling power saws, advertise a link to the Coke Ribs Recipe, everytime someone has those ribs, they will remember your saw! But first thing they have to do is go to your website to enter the link ... get it? |
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