With change comes opportunity, and technological advancements have led to big changes in how marketers communicate to consumers, and vice versa. This change means opportunity for brands and smart marketers.
Watch as George Gallate, RKG CEO, discusses how we think about the opportunities brought about by this mass of communication, what it means for brands and what role SEO plays in linking it all together.
George Gallate: Hi, George Gallate here, CEO of RKG. Adam and the team had asked me to talk about what’s on my mind at the moment, and I’ve been thinking a lot and the teams been thinking a lot about the changes that are happening and what change signifies to us. Change really means opportunity, and for those that understand what’s happening with change, there is their future. And I think that what is really happening at the moment is commerce coming to a point of understanding that we’ve got two quite powerful paradigms happening.
The first is we’re in the age of many voices where previously we had a degree to control a brand message, to control our marketing or sales message, and having our consumers respond to that. Now those consumers, both our advocates and the detractors have voices that impact the ability for commerce. And the second thing that marketers had and CMO’s really had a strong lever of control with is mass communications to build a brand. And now we face, as well as the age of many voices, as a result of that a mass of communications as opposed to mass communications. And to be able to understand how a mass of communications can be used to harness a brands ability to create sales or how we can drive sales becomes really, really important. Looking at brand and how brand works, if we look at the pure definition of how someone feels about a brand, we’re at a position now where, with those many voices, or with that massive communications, we can through clever content creation and sensible content distribution, or syndication, create the most powerful of builders of businesses that we’ve known. And we know that brand is a response driver.
That all sounds great, that all sounds really clever. But if you’ve got this massive communication and a ton of content, how do you actually link that all together? And here is where the principles of SEO, knowing that what we’re truly about his discoverability is being able to work across many many platforms, and to bring a measurable point of discoverability, regardless of whether it’s Amazon.com, the Apple platform, good old Google, or the graph, how do we make a brand discoverable, how do we make that affect measurable, and how do we prove ROI. That is occupying mine and my partners’ thoughts at the moment, and expect to hear a lot more from the team on that in future editions of this blog.
Thanks, and have a great day.