In chapter 10 of Internet Marketing when talking about Integrated Marketing I say that 'online' is often the poor relation of marketing and that it should be an integral part of any promotion - in this case the launch of the government's new National Careers Service.
Whilst having my breakfast this morning [banana, strawberry, kiwi fruit & yogurt smoothie :-) ] I saw part of the BBC's Breakfast News which included an interview with some from the Government Careers Service talking about the launch of a new service. So ... full marks to the PR dept for getting the story on national TV. However, if the interviewee mentioned a domain name or URL I missed it - so I fired up Google and search for "national careers service" - and got this:
Yep ... no listing for the new service, so [a] no pro-active SEO, and [b] no PPC ad.
So I searched on "national careers service relaunch" and got:
So I clicked on the top listing and was taken to www.ukonlinecentres.com/marketing/spring-online-with-us.html - and half way down that page was the message:
So I put "next step" into Google and got:
When I clicked on that link I was redirected to: [note the URL - the new services has a dedicated third level domain name and website - which should have appeared in my first Google search].
Note that near the bottom of the page was a promotion for something happening today - but only when I hovered my mouse over it did the message 'Launch of the National Careers Service' appear. Nothing else on the page told a visitor why they had arrived on the website of one organization [the National Careers Service] when they clicked on a link for a different organization [Next Step] - let alone tell them why/how the new service will be better than the old one - which is what the guy on the TV did to alert me of the story.
Integrated Marketing? I think not.
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