Search engine marketing guru Mike Grehan, also the founder and CEO of SmartInteractive Ltd. in England, did a session at ad:tech New York called, “Linking and Optimization for Better Ranking and More Traffic” where he reportedly discussed his notion of the four P’s of online marketing.
Most marketing students learn that the four P’s of traditional marketing are product, price, promotion and place, but according to Mr. Grehan, the rules are slightly different on the worldwide Web.
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“The four P’s of marketing are positioning, permission, partnership and performance,” Mr.Grehan said.
Positioning is all about using paid and organic search to drive ads.
Permission is opening a dialog with potential customers and customer retention management.
He said performance is measuring the success of your Website and online marketing strategies.
Finally, partnership is affiliate marketing, co-promotion and joint venture, Mr. Grehan said.
“To prepare a campaign there are certain key questions that marketers need to ask themselves,” he said. “Who are we? What do we do? What are we known for? What message are we trying to get across?”
After answering these questions, marketers should list the top ten phrases which cover the content of their site. Each phrase or search term should be at least two words.
“Talk to people within and outside of the organization,” Mr. Grehan said.
Marketers need to make sure to have a unique page of good quality content for each search term.
“One of the most important things to remember is search engines return Web pages, not Websites,” Mr. Grehan said.
