The New Marketing Ecosystem

The world has changed.  Customers no longer behave the way they used to.  Old marketing tactics like the Yellow Pages no longer work.  Marketing as it was known only ten years ago has evolved completely.

While there are a number of factors driving this change–a severe recession, the ubiquity of the internet, the growth of mobile devices, the dramatic decrease in the cost of computing power and storage, innovative new ways to communicate–I believe that this shift fundamentally boils down to the reality that your website is no longer a spoke in your marketing efforts, but the hub around which your efforts revolve.

We have created a model of this new reality that we call The New Marketing Ecosystem.  This model allows us to understand what the different components of our clients’ marketing are, and how we can most effectively amplify each component using their website.

Fundamentally your marketing breaks down into five Drivers of web traffic:

1. Paid search engine marketing
2. Organic search engine marketing
3. Word of mouth
4. Offline media
5. Mobile devices (not technically a separate source, but becoming important enough that it needs to be acknowledged)

And two Attractors that both receive traffic from your website and send traffic to your website:

1. Social media
2. Email marketing

The goal of the website is to provide continuity between the Drivers and your website, provide persuasive reasons to engage with the Attractors, and limit any friction between your website and the online purchase or lead being generated.

Thinking about redesigning your website?  Download your copy of the free whitepaper: What to do BEFORE you redesign your website.

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