Joe Reevy turns the spotlight on marketing spend & dispels the Google myth
We are very fond of experimentation in our marketing. Through trying things and measuring the results we learn and adapt.
Recently, we undertook two new (for us) marketing initiatives and one old one (attending a couple of conferences) we hadn’t done for quite a while.
The new ones were a telesales campaign and the new flavour of the month, search-engine optimisation (SEO). “Hold on”, I hear you say, “Isn’t this the chap who wrote The Google Myth?” (160 NLJ 7413, p 550). Well, yes I am, but just because we couldn’t make the maths work in a thought experiment isn’t a reason why we shouldn’t try the real experiment of running an SEO campaign, is it?
The marketing funnel
I should mention here the principle of the “marketing funnel”. When acquiring turnover, you go through stages in your relationship with the future client. They start as a “suspect” and go down the funnel in stages as you build your relationship with them, some dropping out at each stage. The suspect
