Jakob Nielsen, the usability guru, does not blog. His newsletter "Alert Box" predates the popularity of the blog. Should Nielsen take up blogging? On a more general question, we are aware of the usefulness of each specific "channel". Nielsen started his promotion using newsletters. These were popular for a long time before blogging. Since then, many new things seemed to have taken the spotlight from older promotion formats. There are all kind of theories about the use of channels. The most basic one calls for using the channels that most fits your product. If you have an iPhone application, use mobile advertising. If you use Google AdWords, put most of your budget into mobile clicks. But is this really the best channel for a mobile Office application? Maybe in this case, the best way is to go after the Microsoft Office buyers?
Content Marketing Techniques, Observations and Tips from A Technology & Business Writer
Monday, July 23, 2012
Spread Your Coverage Thin...
Do you spread your coverage thin? By this I mean, do you have many places to promote your blog (product, service, message, etc.)? If you have a message that can appeal to a broad audience, spread the message in many places. Advertisers rely on broad audience. When Coca Cola, Ford and Google advertise, they go after most people. They don't know who likes their products but it does not matter much. In most B2B products and services this is not the case. It is the case for Google, Microsoft and Amazon. These are companies that offer something to most businesses. Of course there are big many factories that only need a few copies of Microsoft Office and the decision to choose a new version is minimal. Yet this does not account to the decision to advertise.