You are probably familiar with the terms search engine marketing (SEM)and search engine optimization (SEO) as they are defined for theinteractive medium. In conversations at Marketing 2.0, I started to document a series of projects built on a new generation of online platforms.
Thesekinds of Web properties are hybrid versions of portals, forumdiscussions, community destinations that are also part social networks.The reason why I define them as part of organic marketing is that theirsustainability and value propositions are directly tied toparticipation. They are the new kind of interactive marketing, madeinteractive by both parties, businesses and customers.
Tocontinue with the analogy, there is a new crop of marketers who areahead of the pack in trying organic marketing. In my network, two standout. I've had the pleasure of meeting both in person and had theopportunity to discuss the ideas that were the precursors to theircurrent projects.
Pinny Gniwisch is a Rabbi 2.0. The founder and executive vice president of marketing for Ice.com,he is responsible for developing strategic alliances. Pinny just launched a new social media hub - ToBeeHive. In his words:
Theconcept of beehiving draws on bees innate ability to travel from flowerto flower gathering pollen and nectar and bringing this back to thebeehive to share. Today's web savvy consumer uses trend feelers to find out about what's happening in the world. Ultimately mobile,they travel from platform to platform - like social networking sitesFacebook, MySpace and Twitter - quickly learning about current affairs,news, trends and information.
Withthe advent of search engines, consumers can build a personalized webexperience using RSS, book-marking sites, and finding information in anano-second about news and events. In short, they are not dependent oninformation feeds from marketers to know what they want and when theywant it. With the collected information, the consumer brings news totheir beehive (or network) easily spreading the word.
[...] consumers can and will find the information they need and that this could be in our
control if we are transparent in our marketing efforts and corporateculture. Put simply, businesses today need to be cognizant of beehivingconsumers or, be warned, you will get stung.
Pinny and I met after I left a comment on Hugh's blog after one of their podcasts.In our conversations, we talked about the high touch economy, whichbenefits from the high tech boom - new tools are allowing us to get intouch again with the tried and true dynamics of human interaction.Think of your Web properties and the Internet as fertile ground. Whatare you going to grow?
You will be able to plant seeds and cultivate your brand impressions.That is the concept Mark Goren developed and launched recently. Markhoned his skill as copywriter, cultivating the power of words to moveto insights and action. The idea for Planting Seeds developed over a conversation at Marketing Profs Daily Fix. In his words:
Maybe you have a website or a blog. Consider this to be your hub,the place you want people to come to connect with you or your brand.But you can't just expect people to visit your site on your terms - youhave to get out there and connect with them on their terms. And thatmeans reaching out and interacting on different websites.
Essentially, that's the difference between building a web site and aweb presence. More and more businesses are starting to recognize theimportance of doing just that, either by growing their own branded webpresence or creating teams within their organization responsible forgetting out there and talking to people on their turf and terms.
One of the cool things about Mark's new site is what he called Be My Guest, a space where you can go ahead and post your ideas. Ideas are but seeds that need nourishment to grow.
Sincewe're still well within the agricultural metaphorical space, I amreminded of an interview musician, composer and producer Daniel Lanoisdid with Brian Eno in Here is What is,his latest album. In it, Eno shares how people think that ideas areborn perfect, ready for prime time. Instead, he says, many great ideasgrow out of s**t when they have the proper care, at the right time.
Organicmarketing is not just search and content, it is much greater than thosetwo elements combined. It is the sum total of all the actions thatsurround a transaction. Do you have a green thumb?
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