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Fusion - the new way of marketing
on 27 May 2011
The "fusion" of fusion marketing is not just the combination of new, online, inbound marketing techniques with more longstanding marketing techniques like print advertising and face to face networking. It is much more than that - it's about how online and offline marketing techniques can work together to support each other and to achieve a synergistic effect. So, for example, a blog raises the search engine rankings of your website by creating fresh content, your tweets and LinkedIn posts promote your blog to interested readers, your Facebook page collects feedback and drives more business to your website, your YouTube videos create interest in their own right and make your website more interesting, and active face to face networking draws more people into your digital space in the first place...
In a nutshell, David Taylor and David Miles point out there are at least 13 marketing techniques to drive business to your website, and you can use at least four of them at no cost. Those who get them working together most effectively not only save money but win a great deal more business!
Complete internet newbies will get a feel for what the online aspects of fusion marketing are about, but as a manual it does assume reasonable familiarity with web techniques - the authors do not talk you through every small step needed, e.g., to set up your Twitter account, your LinkedIn page or a Google Adword campaign, but they give the reasonably "net savvy" reader many useful pointers. Each chapter concludes with a series of action points that act as a summary and a checklist.
Advice on offline techniques includes being clear about your VUKM (Vision, Key Messages, Unique Selling Propositions and Mission), putting yourself in your customers' shoes and possibly using mystery shopping, being rigorous about testing and measuring offline as well as online marketing activity so that you know what is really working and can cut out ineffective activity, and getting out and making new contacts through face to face networking. The strong emphasis on face to face marketing - a whole chapter is devoted to it - reflects the fact that, while there is a great deal in this book for the large business, especially one of those large businesses that has not really woken up to Web 2.0, the authors are writing primarily for the small business.
Do I have any quibbles? The book has a number of illustrations, and a lot of web links, but more illustrations would have been nice. The use of bit.ly and other abbreviate web addresses, so beloved of the Twitterati (because they help you keep within the 140 character limit), will be tricky to type in and will become meaningless if the links get broken (while you might just be able to find another page on the same site where you have a full web address). This might indeed point to the fact that an electronic version of the book will be easier to use than the printed version, and of course the authors may be happy if you get that message.
These are minor issues, however, and there was much that I liked and found new - I found the advice on pay per click advertising and website KPIs was particularly valuable. It's great to read a book written by British authors, referring (in the main) to British websites, too - most of the books that I've read about internet marketing to date have been American.
I should add, in full compliance with Amazon's rules on the subject, that David Taylor, whom I've met networking, kindly sent me copy of this book for review. I'm looking forward to getting a printed version in due course - even if it does make checking out the links a bit more difficult!