Sea Changes: 4 Reasons to be Upbeat about Marketing in 2010
Click the audio player!
In the mood for some festive music, I just pulled out a CD by one of my favorite jazz trios – the magnificent pianist Tommy Flanagan, who accompanied Ella Fitzgerald for years, here teamed with bassist Peter Washington, and drummer Lewis Nash. You’re listening to the album’s title track, Sea Changes – which inspired the title of this post. You can either be anxious about change — or embrace it and be happy! Guess what I’ve chosen?
The upbeat composition by Flanagan made me think of how the Sea Changes in PR are changing things for the better. Having transitioned my practice to an inbound marketing approach, here are four reasons why I’m looking forward to 2010.
- Companies are waking up from the marketing deep sleep of 2008-09 and coming to the realization that they’ve somehow returned to consciousness in a new and promising world. While they slept, some PR and marketing people were busy figuring out that new online tools open opportunities that didn’t exist before to engage with customers and other stakeholders.
- As these companies bring budgets into play, they’re happy to learn that online efforts can not only generate leads, but also convert the leads to sales. It’s really nice to sit with company executives and watch their heads nod enthusiastically as the light dawns that their websites – maybe with a few tweaks and additions – can become drivers of marketing success.
- As a PR/marketing strategist, I have a fresh tactical toolkit to dig into. New inbound marketing tools & techniques are capable of turning the idea of marketing integration from nice concept to powerful reality. By pulling a variety of disciplines together – sales, marketing, PR, corporate affairs, community relations, customer service, search, video, web development, R&D and more, inbound marketing allows organizations to leverage knowledge across corporate silos and benefit from broader buy-in and contribution to business objectives.
- Wow! It feels so good to offer services where we can actually measure how they contribute to the bottom line. No mistaking when relatively soon after optimizing a site for search engines, adding a blog with great content and building links with important online communities your Website Grader score goes from 20 to 85 and you move from Google obscurity to ranking on page one or two for important keywords.
What’s making you feel optimistic about the year ahead?
Enjoy! See you soon!!