Let's say you are a beleaguered CAD CEO and are trying desperately to move your company ahead in these tough times. Marketing is a good place to start. Let us examine the prevailing marketing guidelines that seem to be emerging.
- Spend your advertising budget on Google ads
- Befriend an already popular blogger
Develop and invest in a marketing campaign.
Let's look into this a bit further.
Very cheap, and you only pay when someone clicks. So what if Google can't tell the difference between Computer Artery Disease and Computer, Computer Aided Dispatch and Computer Aided Design? You can get rid of your high price marketing VP and most of the marketing department. It takes little skill to create Google ads and manage the campaigns -- except you do have to get your message into 3 tiny little lines. You can get tons of empirical data... immediately.
Befriend a Blogger
A popular blogger is like gold. A blogger gets popular because he/she is probably a subject expert, writes intelligently and often. Best to fly them to headquarters -- economy class is fine. You can pitch to them all day but leave plenty of time for fun stuff, take in the sights of you town -- make sure you go to a good restaurant and let's not forget the power of alcohol. Altogether, this creates a warm fuzzy feeling -- and it can be had for a couple of thousand dollars, tops. Any blogger worth his salt will document his newfound knowledge of the company and its products. After all, a blog must be fed.
You can do this with press, too, but with less success. You could get old and die waiting for an article.
In contrast to above, a full fledged marketing campaign takes planning and execution, often requiring careful consideration at the highest level. They take time to run and worse of all, can run into tens of thousands of dollars. Results are not as easy to gauge.. in the short term.