changes in marketing

OrangeSoda: About that AMEX ‘Debacle’

Nothing is more surprising than when a small-to-medium sized business takes their social media seriously. Working in the marketing industry, I often find clients are either on the side of ‘do that magic SEO stuff that makes us #1 on Google’ or ‘I wrote all my title tags using keywords… from my keyword tag.’ You can then understand my amazement when OrangeSoda’s Dan Garfield, Site Architect and Sr. Brand Manager, contacted me directly after publishing the following tweet: As mentioned in the tweet, OrangeSoda, Inc. has been acquired by Deluxe Corporation as reported in a press release. My comment stemmed from a number of news and blog post related to Google Webmaster Tools’ emails concerning the detection of “unnatural links” and American Express. In summary, AMEX established a division focused on marketing small business clients through the use of link building, social media, and directory submissions. One article I referenced early on while investigating the unnatural link emails associated with Google’s Penguin release was by Bill Hartzer titled: How NOT to Build Links to Your Website: Courtesy of American Express. In his article Bill offered one key point of evidence from emails business owners received from AMEX’s Market 3D division: Not much was said about the Webmaster notifications by OrangeSoda or AMEX, so I was surprised by the call. During the course of the conversation, which was quiet pleasant – to Dan’s credit, we discussed some of the specifics of the actually result of Penguin and OrangeSoda’s work with AMEX. According to Dan, out of six thousand clients at the time of the algo change and 3D partnership, only 2 clients received these notifications. Furthermore, Dan stated that neither client was negatively impacted in ranking when the notifications were received. Who these clients are/were is a matter of privacy. So, on one hand, there is information stating that AMEX went about SEO in all the wrong ways (i.e. buying links, ‘SEO’ content, etc.). While on the other hand, OrangeSoda is, c/o Dan, stating that for what they were responsible for there were little, if any, issues. I will say that Dan was forthcoming to the fact that the business owners were not barred from using other marketing services. Either way, the burden falls on business owners to take an active role in their marketing and link profiles. My concern is that the email the clients receive still puts OrangeSoda as the ‘executor’ of the 3D marketing program, placing responsibility on them. In his follow up email, Dan offered this information: Things have been crazy busy here in the last few months leading up to our acquisition and I don’t think we’ve had the proper time to talk about how Penguin and Panda have affected our clients. The great news is that our clients are doing better than ever, the updates seem to have helped our clients rankings. There’s also been some hubbub around Google Webmasters letters. Of our nearly 6,000 clients we were able to confirm that two people had received a letter from Google Webmasters and neither of those clients seemed to have any affect on their rankings. We’ve been thinking that we should do a blog post every time Google updates to talk about how it affected our clients. We’re still mulling it over but we agree with you that transparency is the best policy so that’s what we’re striving for. I did make the suggestion to Dan that the company not sit behind a steel curtain and let us lowly SEOs run about making wild accusations; at best we are wild guesstimaters. Instead, put out some...

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Advertising in Multiple Baskets… A Necessity

Finally, a moment to breathe has returned. The last month and a half has been filled with personal challenges and tons of combat missions flown over enemy territory. Suffice it to say, no nukes were dropped but I did have to do some carpet bombing (No any animals harmed in the writing of this post, though). Anyway, back to business; with economic woes and marketing being a big part of any company’s budget, it begs to question; what avenues should advertisers use and what could hinder the effectiveness? One avenue that most would use is radio; a more costly but highly effective second is television. But with the advances in technology, do these avenues still maintain their cost effectiveness? The answer… no. How can I say such a thing, simply… technology is a blessing with a double edge. With the ever evolving communications capacity of everything from netbooks, cell phones, PDA’s, XBoxes and Playstations it is hard for advertisers to find ad points that get the message across effectively to there demographic. The market has changed so dramatically, it is impossible to pin-point advertising like it once was in the 1980’s. At one point in time, one could pick up a Wall Street Journal and know who it was geared for. Turn on the radio and choices were limited to sports, talk, rock and roll, R&B and public radio. Television was simple and very basic compared to the millions of channels beamed into our homes daily. I remember a time, hard to believe, but television went off. So, what is this all to say? There are so many channels of advertising that anyone wanting to make a drop in the bucket has to be prepared to spread the wealth. Nothing will truly come of marketing in one area, with a small budget. Nowadays, radio will lead one to television, television will lead to a Google or Yahoo search, and the search engine results will lead to a site where; if interested, the individual will take an action. This is a lot of work not only for the individual but the marketer and their client(s). Suffice it to say, marketing, just like television, will never be the same. Just as we now can do an über search on the internet; marketing must be über-faceted for the audience attention spans as it dwindles and...

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