John Serra

Jay Conrad Levinson - Gerilla Pazarlama

Gönderen R.Murat YILMAZ | | Gerilla Pazarlama, Gurular, iletişim

Geleneksel pazarlama der ki; pazarlama için para yatırman gerekir. gerilla der ki; paran varsa yatır, ama önemli olan para değil, risk yönetimi, enerji ve hayal gücüdür.

Bu sürecin mimarı, Jay Conrad Levinson ilginç bir örnek ile açıklıyor.

“Ufak bir işyeri var mobilya satıyor. Etrafta ondan çok daha büyük mobilya mağazaları var. Bir yanındaki mağaza kocaman; mağaza boyunda bir afiş asmış “yüzde 60 indirim!” diğer yanındaki ondan da büyük “yüzde 75 indirm!” Ve ortadaki gerillanın ise ne bu kadar indirimi yapacak,ne de bu kadar büyük afiş asacak parası var. O da tam ortaya kapısının üzerine şunu yazıyor: “Ana giriş”. İşte gerilla ruhu budur...”

Gerilla Pazarlama yöntemini geleneksel pazarlamadan ayıran 20 fark;

1- Geleneksel pazarlama der ki; pazarlama için para yatırman gerekir. gerilla der ki; paran varsa yatır, ama önemli olan para değil, enerji ve hayal gücüdür.

2- Geleneksel pazarlama insanların aklını karıştırır mistik bir hava yaratır, gerilla ise açık seçik gerçekleri anlatır.

3- Geleneksel pazarlama büyük iş dünyasına yöneliktir, gerilla pazarlama ise küçük işletmelere yöneliktir.

4- Geleneksel pazarlama performansı satışla ölçer, gerilla ise karlılığı ön plana çıkartır. Gerilla için önemli olan kar etmektir.

5- Geleneksel pazarlama deneyim ve yargılar üzerine kuruludur yani tahmindir. Oysa gerilla psikoloji ve insan davranışları üzerine odaklıdır. Çünkü gerillanın tahminle kaybedecek zamanı yoktur. Gerilla satın alma kararlarının yüzde 90'ının bilinçaltıyla verildiğini bilir.

6- Geleneksel pazarlama birden fazla işe aynı anda girer, gerilla ise önce işini yönet, işine odaklan ve ondan sonra başka işe giriş der.

7- Geleneksel pazarlama çizgisel olarak işini büyütmeni söyler. Oysa gerilla pazarlama geometrik artışla işi büyütmeye yöneliktir. Her müşteri için daha fazla işlem yapmak bunun bir parçasıdır. Diğer yöntem ise müşterinizin akrabalarını, arkadaşlarını işin içine katmaktır.

8- Geleneksel pazarlama önemli olan satıştır der ve satış sonrasında müşteriyi unutur. Gerilla ise müşteriyi her zaman takip eder ve onu asla kaybetmez.

9- Gerilla pazarlama rakiplerle çok ilgilenmez. Gerilla, “rakipleri unut, senin gibi standardı olanlara bak ve onlarla işbirliği yap” der.

10- Geleneksel pazarlama insanlara der ki; “hizmetimin veya malımın faydalarını satın al!” Oysa gerilla insanların problemlerini bulmak ve çözmek üzerine odaklanmıştır.

11- Geleneksel pazarlama her zaman “ben” der. Her şeyi bunun üzerine kuruludur. Ama gerilla “sen” der. Gerillanın her şeyi; broşürü, ilanı, web sitesi vb. hep müşteriyle ilgilidir.

12- Geleneksel pazarlama “ne satabilirim” der. Gerilla ise “müşteriye ne verebilirim” diye sorar. Geleneksel pazarlama almak-satmak üzerine kuruludur. Oysa gerilla “müşteriye ne verirsem onun işine yarar” diye düşünür.

13- Geleneksel pazarlama reklam, PR gibi geleneksel yolların her zaman işe yaradığını düşünür ve bunlardan birine inanır. Oysa gerilla pazarlama bunların birinin değil hepsinin birden işe yaradığını düşünür. “Bunların bileşimi işe yarar” der.

14- Geleneksel pazarlama ayın sonunda gelen faturalara bakar, gerilla ise ilişkilere bakar. Bu ay kimlerle ilişki kurduk diye sorar.

15- Geleneksel pazarlama teknolojiye pek fazla önem vermez, gerilla ise teknolojiyi sonuna kadar kullanır.

16- Geleneksel pazarlama büyük grupları hedef alır. Gerilla ise küçük grupları ve kişileri hedefler.

17- Geleneksel pazarlama bilinç dışını hedefler ve küçük detaylara önem vermez. Oysa gerilla pazarlama bilinç altını hedef alır ve detaylara önem verir. Telefonla konuşma biçimi veya insanları ziyaret şeklinin önemli olduğuna inanır.

18- Geleneksel pazarlama yalnızca pazarlama tanıtımı ile satış yapabileceğine inanır. Oysa gerilla pazarlama satıştan önce rıza almaya önem verir. Önemli olan insanlara çok fazla pazarlama malzemesi göndermek değil, bu malzemeleri göndermek için insanların rızasını almaktır. Satışa değil rızaya odaklanmak önemlidir. Bu durumda sizin malınızı almak isteyenler ihtiyaçları olduğunda ellerini kaldırırıp sizi çağırırlar.

19- Geleneksel pazarlama monologtur, gerilla pazarlama ise diyalogtur. Gerilla her zaman bir sen söyle bir ben söyleyeyim der.

20- Geleneksel pazarlama bir avuç pazarlama yöntemi kullanır. Gerilla pazarlamada ise kullanılabilecek 100 ayrı proje vardır ve gerilla bunların içinden seçim yapıp bileşkesini kullanır.Bu 100 projenin 62’si ise tamamen bedavadır.

Google REALLY Wants You to Speed Up Your Web Site

When Google’s Matt Cutts makes this statement on Twitter:

“This is important. Google provides webmaster tool to see how fast your site is…”

You can pretty much take to the bank that Google is getting ready to add site load speed to its complex search algorithm.

In fact, Cutts points us to this Google announcement:

On Site Performance, you’ll find how fast your pages load, how they’ve fared over time, how your site’s load time compares to that of other sites, examples of specific pages and their actual page load times, and Page Speed suggestions that can help reduce user-perceived latency. Our goal is to bring you specific and actionable speed information backed by data, so stay tuned for more of this in the future.

So, why is Google adding “speed” to its algorithm? The clue is given by Google:

Studies have repeatedly shown that speeding up your site leads to increased user retention and activity, higher revenue and lower costs.

Oh, you thought Google was talking about your revenues and costs? No, silly, it’s Google’s.

PS. Want to check your site’s performance? You’ll need a Google Webmaster’s account, then follow this navigation path: yoursite>labs>site performance (thanks NC_SEO)

Who is Buckminster Fuller?

“For the first time in history it is now possible to take care of everybody at a higher standard of living than any have ever known. Only ten years ago the ‘more with less’ technology reached the point where this could be done. All humanity now has the option to become enduringly successful.” – R. Buckminster Fuller, 1980

This confident assertion was made in 1980 by the late R. Buckminster Fuller–inventor, architect, engineer, mathematician, poet and cosmologist. As early as 1959, Newsweek reported that Fuller predicted the conquest of poverty by the year 2000.

In 1977, almost twenty years later, the National Academy of Sciences confirmed Fuller’s prediction. Their World Food and Nutrition Study, prepared by 1,500 scientists, concluded, “If there is the political will in this country and abroad... it should be possible to overcome the worst aspects of widespread hunger and malnutrition within one generation.”

Even with tragedies like Ethiopia and Somalia, it is becoming clear that, as Fuller predicted, we have arrived at the possibility of eliminating hunger and poverty in all the world within our lifetime.

 

The Saboteurs Of Search
Andy Greenberg, 06.28.07, 1:20 PM ET

If your online business, like thousands of others on the Web, relies on Google searches for traffic, then Brendon Scott is a good person to have on your side.

For a price, he can boost a site to the top of Google (nasdaq: GOOG - news - people ) search results for lucrative search terms, attracting crowds of customers. And better to have Scott working for you than for your competitors. Because occasionally, Scott says, he takes a less friendly approach: reducing a competing site's visibility to searchers--or making it seem to disappear from search results altogether.

Scott offers what he and some other search marketers call "negative search engine optimization" or "negative SEO," a harmless-sounding term that amounts to sabotaging a Web site's ranking in search engine results. Sometimes negative SEO is performed for reputation management, tweaking online content so that it floats to the top of Google or Yahoo! (nasdaq: YHOO - news - people ) results, thereby pushing a critic's negative comments to a lower ranking. But in rare cases, Scott says, negative SEO involves more nefarious means, convincing Google or Yahoo!'s search algorithms to bury a competitor's site deep within search results, where its traffic practically evaporates.

In Pictures: 7 Ways Your Site Can Be Sabotaged

"I understand the rules of search," Scott says. "And once you understand the rules, you can use them not just constructively, but also destructively."

Those rules, at least for major search engines like Google and Yahoo!, are based largely on the number of links from other pages to a given site: The more links, the higher that site ranks in Google and Yahoo! results. But this system of link-based ranking invites cheating. Search engine optimizers can use software that generates thousands of links to their site, pushing its ranking artificially high. In response, Google and Yahoo!'s search algorithms now automatically punish sites that game their algorithms by pushing the offending pages deep into the unseen layers of search results. (See "Condemned to Google Hell.")

That filtering strategy keeps search results relevant to users despite the meddling of Web spammers. But Scott and other search marketers say it also makes possible a powerful form of negative SEO. Search marketers claim they can frame certain competitors as cheaters by posting thousands of links around the Web, making a competing site look like it's engaging in "link spamming," a tactic that draws the disfavor of major search engines. In SEO circles, this technique of setting up a competitor to be punished for link spamming is sometimes called "Google bowling."

"If a new site gains half a million links over the course of a weekend, it looks suspect from Google's point of view," Scott says. "So you make someone look naughty, and then get them caught."

Scott says that he's used Google bowling in the service of clients with travel Web sites and mobile phone sites, but he tries to avoid using the tactic frequently. It tests his ethical limits, he says, and its beneficial competitive effects don't usually last long. Google bowling, he says, occurs most often in already disreputable parts of the Web that hawk porn and pharmaceuticals.

When Scott has stooped to direct sabotage, he says he's signed nondisclosure agreements that prevent him from revealing details of the deal. Such secrecy means that claims of using Google bowling are difficult to verify. Jason Duke, another practitioner of negative SEO based in London, is similarly tight-lipped about his deals, as well as the specific methods he uses for reducing a site's ranking in search results. "We don't talk loudly about our clients," he says. "Especially the ones we do morally questionable things for."

Google and Yahoo! offer even fewer clues about the extent of negative SEO practices, leaving them a subject of speculation and doubt. Some search marketers question whether tactics like Google bowling even exist. Google's Webmaster Central site, designed to answer search marketers' queries, says merely, "There's almost nothing a competitor can do to harm your ranking or have your site removed from our index." But Duke, and many search marketers, take that "almost" as a concession from Google that negative SEO does occur.

Matt Cutts, a senior software engineer for Google, says that piling links onto a competitor's site to reduce its search rank isn't impossible, but it's extremely difficult. "We try to be mindful of when a technique can be abused and make our algorithm robust against it," he says. "I won't go out on a limb and say it's impossible. But Google bowling is much more inviting as an idea than it is in practice."

Cutts also points out that any potential for sabotage exists across all search engines. "It really should be called 'search engine bowling,' " he says.

Duke says that Google bowling--or search engine bowling, as the case may be--does work, and that he's "advised businesses both on undertaking it and recovering from it." He adds that one of his own sites, a financial services business, was hit with the tactic and lost an estimated 5 million unique visitors over the course of 10 days.

Neither Scott or Duke will say just how much they receive for their sabotage services, though Duke says his base rate is around 3,000 pounds (about $6,000) a day, with extra charges for especially labor-intensive jobs. He cites one assignment, reducing the search engine rankings of a film's negative reviews, which paid in the tens of thousands of pounds.

A less cryptic and less controversial purveyor of negative SEO is ReputationDefender, a company based in Louisville, Ky. ReputationDefender, which charges $10,000 per assignment for its SEO services and claims more than 25 clients, offers to hide unflattering comments about individuals or businesses on the Web by using what its founder, Michael Fertik, calls "Google Insulation." The company creates positive content about its clients and floats it to the top of Google or Yahoo! results, so that negative content is pushed to subsequent pages, where it's less visible. (See "Google-Proof PR?")

Duke says he also performs this kind of less objectionable negative SEO when it suits his clients' needs. But he argues that it's a slippery slope from this more accepted tactic to less polite methods of search-rank sabotage.

"SEO can always be seen as good or bad, depending on which side of the fence you're sitting on," he says. "That's the reality of search. For every winner, there's also a loser."

Thanks goes to Matt Cutts for sharing this url on Twitter.