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The Marketer as Philosopher: 3 ways to achieve excellence in yourself and in your marketing

“A great marketer is a customer philosopher.”

— Flint McGlaughlin, Founding Director, MECLABS Institute

(This article was originally published in the MarketingExperiments email newsletter.)

The internet is full of
resources trying to help marketers with the mechanics of their job, but very
few are focused on the marketer as a person
and the unique experience you have every day in your work.

In this session, Flint McGlaughlin
aims to help marketers re-envision their role. He wants you to understand what
you are capable of doing with your marketing expertise so that you not only
produce a new level of results for your organization, but add meaning to your
work.

Why? Because we see marketing abused. Many people think marketing is just talking people into buying things, pushing them to do something. But true marketing helps people make the right decision. So the marketer must escape the negative connotation of the role and embrace the power of marketing as a force for positive change in our world.

Watch the video and get inspired to start your day with purpose. And if you’re in a hurry, here are some key points in the video: [

  • The importance of having a methodology over a list of tips (2:12)
  • Headline optimization (7:08)
  • Form optimization (12:35)
  • The power of marketing as a positive force for change in the world (17:19)
  • The marketer as customer philosopher (28:08 )
  • Beware of de-emphasizing people as technology increases in marketing. (35:15)
  • Experience a Quick Win Intensive with MECLABS to become a better marketer (45:25)
  • Live optimization (47:45)

You can follow along with
this FREE infographic:

How To Create a Model of Your Customer’s Mind


Related Resources

Landing Page Optimization: How Aetna’s HealthSpire startup generated 638% more leads for its call center

The Zen of Headline Writing

The Marketer as Philosopher: 40 Brief Reflections on the Power of Your Value Proposition

Quick Win Intensive: Get MECLABS scientists to help you find the fastest way to drive a major revenue increase

The post The Marketer as Philosopher: 3 ways to achieve excellence in yourself and in your marketing appeared first on MarketingExperiments.

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For comparison sake, the old keyword tool looked like this

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The upsides of the new keyword tool are:

  • fresher data from this year
  • more granular data on ad bids vs click prices
  • lists ad clickthrough rate
  • more granular estimates of Google AdWords advertiser ad bids
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With the new columns of [ad spend] and [traffic value] here is how we estimate those.

  • paid search ad spend: search ad clicks * CPC
  • organic search traffic value: ad impressions * 0.5 * (100% - ad CTR) * CPC

The first of those two is rather self explanatory. The second is a bit more complex. It starts with the assumption that about half of all searches do not get any clicks, then it subtracts the paid clicks from the total remaining pool of clicks & multiplies that by the cost per click.

The new data also has some drawbacks:

  • Rather than listing search counts specifically it lists relative ranges like low, very high, etc.
  • Since it tends to tilt more toward keywords with ad impressions, it may not have coverage for some longer tail informational keywords.

For any keyword where there is insufficient coverage we re-query the old keyword database for data & merge it across. You will know if data came from the new database if the first column says something like low or high & the data came from the older database if there are specific search counts in the first column

For a limited time we are still allowing access to both keyword tools, though we anticipate removing access to the old keyword tool in the future once we have collected plenty of feedback on the new keyword tool. Please feel free to leave your feedback in the below comments.

One of the cool features of the new keyword tools worth highlighting further is the difference between estimated bid prices & estimated click prices. In the following screenshot you can see how Amazon is estimated as having a much higher bid price than actual click price, largely because due to low keyword relevancy entities other than the official brand being arbitraged by Google require much higher bids to appear on competing popular trademark terms.

Historically, this difference between bid price & click price was a big source of noise on lists of the most valuable keywords.

Recently some advertisers have started complaining about the "Google shakedown" from how many brand-driven searches are simply leaving the .com part off of a web address in Chrome & then being forced to pay Google for their own pre-existing brand equity.

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