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The Four Pillars of Online Marketing: Search, Mobile, Local and Social

In a recent interview, Google Vice President, Marissa Mayer, succinctly summed up her company's four key areas of business: Search, Mobile, Local and Social.

Nice to know, but if you're a small business owner, why should you care about how Google is structuring their business? Because, while Google's product may be information, Google's business is advertising. And Google has structured their business model around the four spaces that matter to any advertiser or business trying to reach people online.

So Google's "four key areas" provides a valuable metric by which to measure the reach and scope of our online marketing efforts. Or, put another way, 'Does our marketing plan really take advantage of the full spectrum from Search to Mobile to Local to Social?' Even today, the majority of businesses have have barely tackled half of one, i.e., they've worked on SEO for their Web site. (Paid advertising being the other half of Search.)

SEO has been the golden calf of online marketing for well over a decade, and it's still critical to your online success. But online marketing is not a one-cylinder vehicle, and putting all your effort into tuning one cylinder may leave your business sputtering and making little headway. Why not build on what you've already accomplished by exploring news ways to reach more customers in new spaces online.

Lucky for us, Google has given us a nice set of buckets to help organize our ideas. Here's a non-comprehensive list to jump-start your thinking. Which of these online marketing tools or techniques have you employed, and which do you need to learn more about?

  • Search Engine Optimization (SEO)
    • Keyword research
    • Onsite SEO
    • Inbound links
    • Competitive analysis
    • Linkbait
    • Article marketing
    • Google Analytics
  • Search Engine Marketing (SEM)
    • Multi-variate testing
    • Pay for Inclusion (PFI)
    • Pay-Per-Click (PPC)
    • Conversion tracking
  • Mobile Web site
  • Mobile advertising
  • Text messaging (SMS)
  • Multi-media messaging (MMS)
  • SMS advertising
  • Voice (IVR)
  • Mobile applications
  • QR codes
  • Citations
  • Google Places
  • Yahoo Local
  • Bing Local
  • Local directories
  • Google Tags
  • Offers through Groupon, Local Social
  • Event calendars
  • WIFI advertising
  • Classified ad sites
  • Blogging
  • Guest blogging
  • Twitter account
  • Facebook page
  • Linked-In profile
  • YouTube channel
  • Reviews
  • Geo-social check-in apps
  • Digg, Reddit, Stumbleupon, etc.
  • Brand listening
  • Influence tracking

Feel free to tell me what I have left out or put in the wrong bucket. Then pick just one new opportunity from the list above and put it to work for your business.

Bookmark and Share Comments Comments (2)
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# Posted By web design abu dhabi | 10/30/14 9:13 AM
I feel there may possibly become a couple of duplicates, but an exceedingly helpful listing! I've tweeted this. Numerous thanks for sharing!...
# Posted By marmeren keukenwerkblad | 3/27/15 8:25 AM