Page 82 - Marketing the Basics 2nd

74 Marketing: the Basics
the main product page now that a keyword purchasing campaign has started, while a CEO would only need to know the revenue generated for the month.
STEP 4: OPTIMIzE THE MARKETING MIX
Armed with the data collected in Step 3, marketers can apply that information to optimize their tactics to squeeze out higher returns on their investment. Naturally, once a change has been made, the results will be measured, creating a sustained continual improvement process. Google is one company that never implements a change globally until it is tested using this method described above.
SOCIAL NETWORK MARKETING
The pervasiveness of the Internet has lead to the creation of new mediums enabling the web to become more interactive and personalized. Social networking services cater to the changing behaviours and desires of consumers. Consumers want to spend more time being connected to friends and family online. To enable this, social networking platforms such as MySpace, Facebook, LinkedIn, Blogs, YouTube and Twitter have been developed. These are becoming integral parts of the lives of not only consumers but marketers as well.
Online social networking sites are a boon for marketers as they deliver a captive audience. However, though we do gain access via social networks to critical demographic information and preferences, to truly engage the audience requires more than a contextual advert. We haven’t cracked the puzzle just yet, but for the time being the following mediums are essential to the online marketing toolkit.
CONNECT, SHARE AND UPDATE ... WITH YOUR PERSONAL PROFILE
The average individual living in the twenty-first century must complete more tasks on a daily basis than any time in the past. Checking email or phoning a friend has become an insufficient and time-consuming way of keeping in touch with contacts. Online networking websites such as Flickr, MySpace, Facebook and