Direct Line Blog

The lazy online marketer

Share this article:
We got a rather long, anonymous reply to a recent Gloves Off debate, "Does accountable pricing help SMBs?" with the main contention that it is not pricing model (CPA vs. CPC vs. CPL), but product quality and effective targeting that determine campaign success today.

However, in disputing the need to contrast pricing models, our anonymous poster raises another interesting point: the role of laziness in online marketing. He or she asked the rhetorical question: "Which model allows a marketer to be more lazy and still make money?"

My question for our readership is, is there a role for laziness in online marketing? The obvious, gut answer is "no." Online marketers have to be vigilant, constantly watching their ROI, their CPA and, thanks to the latest technology, the chatter around their brands and products taking place on blogs and social networks.

But every day releases cross my desk that boast automated platforms for keyword monitoring and bidding or online ad networks that manage media buys based on a preset maximum bid.

As the amount of data available increases and the level of technical expertise for understanding search algorithms grows greater, how can marketers navigate information and price optimization without involving such tools? Is it lazy for them to do this without understanding the back end technology to all of this data processing and at times blindly automate campaigns based on predetermined equations and cost-benefit analysis? This issue becomes crucial when you consider the size of marketing departments for SMBs.

In fact, I think there is a lazy factor in evaluating what model is going to work for your marketing department. By choosing something that is automatic, that you can trust, more focus can go into planning the next push, evaluating the creative, the product, your audience penetration and all of the other valuable metrics that come out of a running campaign.

Join the conversation! Does your department rely on any "lazy" tools, or strategies to handle its day to day campaign maintenance?
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

The USTA's Strategy to Ace the Customer Experience

The USTA's Strategy to Ace the Customer Experience

The US Open may be the organization's centerpiece, but its CX strategy is a year-round endeavor.

One Town That Will Track You Down

One Town That Will Track You Down

Chicago is outfitting its streets with censors that track traffic patterns and cell phone usage. Hey, can you get Wi-Fi widdat?

Gaming Companies Excel at Engaging GenY

Gaming Companies Excel at Engaging GenY

Connecting with millennials isn't as hard as marketers think, and these companies are proving it.