Digital Marketing and ROI – Part 3 – Attract, Retain and Convert
Wednesday, October 29, 2008(part 1 of this series, The Rules Rewritten | part 2 of this series, Digital Marketing Choices)
“psst… Hey buddy, ya wanna chant a mantra?”
I have a simple three word mantra that cuts to the heart of successful website promotion. If you are ever asked to describe the essence of digital marketing in three words, use these ones. Attract, Retain, Convert.
The search and Internet marketing sector has been a defining presence in the digital marketing space for over a decade. Most search marketing firms of note have been around long enough to understand the digitalization of all things media. For advertisers, the media is the medium in that its the places advertisers spread their messages.
What used to be the media; billboards, handbills, newspapers, radio and television is now (or soon to be), every surface imaginable. Four years ago, my father treated me to a Blue Jays game at the Rogers Centre in Toronto. Our first-base line tickets gave us a great view of the left-field outfield fence in which a series of massive screens scrolled through ads. These screens were embedded in the outfield fence and built to take the punishment of a 225lb athlete running headlong into them in pursuit of a long fly ball. Even more interesting, the ads tended not to repeat themselves. They were being drawn from what must have been a massive database of digital messages.
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