Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Getting Web Smart Searching for No.1; New Wave of Wisdom Required in Business

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Getting Web Smart Searching for No.1; New Wave of Wisdom Required in Business

Article excerpt

Byline: Rebecca Marshall rebecca.marshall@scnews.com.au

CHANGE, just like the future, is already here.

Having a basic website with old content and vague meta tags or a simple online directory listing is just not enough.

Consumers are turning to the internet in increasing droves, and they are getting smarter and more detailed about the way they search for anything from a plumber or a shoe shop to a cafe or a removalist.

Managing Director of Innovation Centre business Traffika, Matt Forman, said an effective digital marketing strategy has never been more important for businesses.

"Don't ignore it," he said. "This is not going away. Consider it as part of your business planning, don't do it in isolation. It is not separate to a business strategy, it is part of your overall marketing planning.

"It is not enough to just set up a Facebook page or a Twitter account and post items a couple of times a week. To get real return on investment you need to take a strategic approach, just as you would with any other aspect of your business.

"You must understand where your target market is spending their time. Then you must understand how to measure what you're currently doing online. You want to make sure you are measuring the right things so you know what is successful and what isn't.

"It's also important to make sure you have someone who can keep up to date with all the changes. You don't want to invest in technology that no one uses or social media that doesn't work.

"It is very specialised. We have a medium-sized team and we are all flat out keeping up, so I can't imagine how someone who doesn't specialise could keep up."

Mr Forman said social media was meshing with search activity, evidenced particularly through FourSquare.

"It is an application you can install on your phone, and you might check in to say you're having a coffee at Gloria Jeans, so your friends can meet you," he said.

"It also allows these businesses to market to you and incentivise, so people who check in the most get a free voucher. …

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