There's no longer an excuse for failing to prepare for unforeseen changes to your campaigns, because you rely on the online marketing ecosystem to deliver immediate sales, leads, and brand lift.
Hurricane Sandy and Election Day can both be a source of education and strategic inspiration for those of us who spend most of our time thinking about SEM campaigns.
If Hurricane Sandy has taught us anything, it's that one rarely prepares sufficiently for disaster, be it hurricane, tsunami, or earthquake. Even when one does, it's easy to underestimate the disaster's impact. In real life - as in digital advertising - some damage from disaster is inevitable, regardless of the level of preparation. However, there is no longer an excuse for failing to prepare for unforeseen changes to your campaigns, because you rely on the online marketing ecosystem to deliver immediate sales, leads, and brand lift.
The U.S. presidential elections also taught us a valuable lesson in the value of online media as a tool for influence. Several industry professionals have evaluated the Obama and Romney paid and earned online media campaigns and most gave the Obama camp the nod for a better executed campaign. I saw some fascinating marketing campaign executions from both sides, which in many ways were more innovative than much of what I've seen produced by the private sector. It seems that political advertising and marketing are innovating faster than their equivalents in the traditional for-profit business sector. An especially important factor in this innovation cycle was the fact that data from search and social media ended up being used to accurately predict voting patterns, as well as to stimulate "get out the vote" community action behavior.
Let's get back to planning for unforeseen disasters that might impact your SEM and online media campaign. The kinds of surprises you should prepare for include:
Regardless of the cause of the challenge, there are some things you can do to minimize the impact of any disruption, including:
This has been a test of the emergency campaign management planning system. We now resume our regularly scheduled programming.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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