In the world of online marketing, you need to be extremely analytical in order to succeed. It's fast becoming a well known fact. Old school marketers and traditional advertising agencies are struggling with this fact. Many of these 'old schooler's' are making changes in order to embrace the online space, but its a big change. I would suggest too big in most cases.
Old school advertising agencies are used to selling creativity and far fetched ideas that are only limited by total budget. Online marketers of the future will be selling the business results that they have gained in the past using their analytical creativity in combination with any number of marketing tactics to create profitable strategies.
Lets take Google adwords as an example of a marketing tactic that will (IMO) require a lot of analytical creativity in the near future........
In the early days of adwords, the cost of (visitor) acquisition was cheap. This was due to a combination of the lack of competition and the new results based business model that the adwords system was built on.
All that was required to get great ROI using adwords was a credit card, a product that was in demand, a decent website and web analytics software that allowed you to measure real business metrics like ROI.
Now, however, we are starting to see genuine global uptake of new performance based media channels like Google adwords. Everyone is starting to realize that pay-for-performance type online marketing is measurable and therefore more cost effective than old school media. Pretty soon, the cost of acquiring a visitor using Google adwords may indeed be equivalent to that of old school media (assuming we could ever measure it) due to sheer demand.
The cost of Google adwords for any given product or service will eventually stabilize as more businesses learn how to accurately measure the returns that they get from every dollar they spend. Businesses will genuinely know what a click is worth for a visitor who has searched for any of their target keywords. It is at this point that the need for analytical creativity will become essential.
It is fair to say that some industries in New Zealand are reaching this point, but not many. Travel would be one and jobs might be another. If, however, you take a look at the US market you will find many industries that are starting to master the art of analytical creativity for online marketing. Terms such as multivariable, taguchi and control groups are becoming common place in the offices of online marketers in the United States.
Analytically creative people will create structure around those far fetched ideas of the traditional agencies of the past, using the new media channels such as Google adwords or facebook business solutions. By creating an analytical marketing structure, this new breed of marketer will minimize the negative financial impact of failed ideas whilst enhancing the positive financial impact of the winning ideas.
But who will train these analytically creative people? Where will these people come from?
Pois e realmente um programa maravilhoso ver o desfile de 20 de setembro em Piratini. Em 2007 eu fui pela primeira vez assisti-lo e fiquei emocionada, e um desfile muito lindo feito com alma por cada um daqueles gauchos que la vivem. Vale a pena.
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