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Breaking News: Search Marketing Techniques Devised in 1930’s
By dave_pasternack | April 15, 2008
Excellent article by Alan Rimm-Kaufman on the fact that today’s search marketing best practices are inherited directly from traditional Direct Mail techniques devised 80 years ago. Especially relevant is the “List-Offer-Package Rule” holding that Lists (the segment you’re marketing to) are the most important variable, followed by Offer, and then Package (i.e messaging). This basic rule should inform everything we search marketers do; the amazing thing is that they were promulgated in the 1920s and 1930s. While the mechanics of marketing have changed radically, the principles haven’t; if more people were familiar with them, we’d have far more effective search marketing campaigns today.
Topics: Good Stuff, Old vs. New Media, Search Engine Marketing |
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