Interaktivierung

After playing several roles since 1993 in Research (traditional and online), Media (Sales and Marketing), Project Management, Online Sales (real and virtual Products and Software) and Search Engine "Stuff" (far more than only Optimization) it is now the best time to write a summary and to propose some different approaches for Online-Marketing.

I think that a different approach is necessary because of the increasing number of "products" that are advertised online and because of the time lag between product development and "reaction" by search engines to the new products.

Packaged Software was still a traditional product with a main release date, a packaging, some distribution channels, marketing programs and features that could be advertised against. Those Software was more like Hardware and treated very similar. The different Features of such a Package needn't to be really promoted, the package delivered 90 % of the functionality and for the 10 % you had to buy additional packages.

Software as a Service changes everything: "Google gets ready to rumble with Microsoft", "Microsoft buys FAST Search" and moves "Services into the Cloud", new Partnerships emerge for example in Singapore.

Now with more and more "Features", "Methods" and "Concepts" becoming important the methods of marketing need to change too. Costumers ask more for "Solutions" than for Technical Specifications, and they ask more and more through Search Engines and get used to get great answers.

Marketing in and with Search Engines is really simple if Costumers search for a certain Product (an entity), but not if they search for Features. There is no standard language for example for "I want get less spam, no viruses but don't want to be blocked from interesting stuff". And Features could go into very different fields of personal life or even business tasks that have nothing to do with Computers, Software etc. - so the language is even more vague and not well defined.

I propose here a different approach that takes all this into consideration, delivers metrics and solutions (full text only for contributors to this blog):

1. We need a set of forward looking "concepts" or "trends" to focus our "marketing"
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2. Once the Concepts are extracted for one market we can try to push the same knowledge to other regions in the world with similar populations and languages.
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3. The Optimization against concepts
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4. FAQ:

4.1. How can we optimize against concepts before we have the product / feature for this concept ?
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4.2. What is the main benefit ?
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4.3. Does this mean that - in that case - a Search Engine is spamming itself or another Search Engine ?
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4.4. Isn't that Entropy ?
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4.5. Couldn't everybody do this ?
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4.6. Next Steps ?
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