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The Symbiotic Relationship between Search & Email

Marketing

Search marketing and email campaigns are often looked at by marketers as separate

tactics. However, email marketing campaigns can now be leveraged beyond thesubscriber base and published to the Web via new social media channels.

In turn, search marketing efforts can be designed to drive more eyeballs to not only acompany's Web site, but to a particular email marketing initiative.

So, how does the nimble marketer leverage an integrated approach to search marketingthat drives better email ROI and vice versa? This article will discuss why search is animportant part of an integrated marketing campaign and touch on the symbioticrelationship between search and email marketing, and where social media marketing plays in the mix.

Why Search is Important

Search marketing has important implications for businesses. In today's online world,search engines are often a first stop for consumers looking for content, deals, generalinformation, reviews and more, which influences critical purchasing decisions. A buttoned-up search marketing strategy takes advantage of both paid search and searchengine optimization (SEO) tactics to elevate a company's presence in the search results of specific keywords.

However, a recent study proves that search marketing's importance goes beyond just

making it to the first page of a Google search. A recent survey conducted by Jupiter Research (now part of Forrester) found that 61 percent of reluctant consumers can be positively swayed online. This has strong implications for a brand’s online presence andsubsequently how their target consumers and prospects find them online.

Search & Email - The Symbiotic Relationship

Most marketers understand that email marketing and search marketing have some sort of connection. But, more often than not, these two functions are  siloed  in differentdepartments or viewed by marketers as two separate tasks with two different reporting

methods. However, as the web continues to become a more social place and withnomadic audiences seamlessly moving around the web, search and email have anewfound need to work in tandem to capture prospects' attention and ultimately driveresults.

First, let's look at how search engine marketing (SEM) can drive results for emailmarketing programs. Most companies purchase keywords from search engines that bestassociate their brand with what prospective and existing customers are most likely to

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search for on the web. Combining this with organic, in-house SEO efforts helps to boostsearch marketing efforts. This is basic SEM practice.

However, what if consumers put in a search term on Google and are taken to a landing page where they are encouraged to sign-up for an email newsletter? This helps drive

searchers to become part of a brand's email marketing process, driving larger subscriptions and engagement, as the consumer chooses to opt-in and is therefore morelikely to act. By integrating search and email marketing with web analytics, marketerscan understand more holistically what search terms and keywords are driving traffic tothe landing page and augment email content accordingly to better reach, serve, andengage their key audience. This integrated approach could close the loop for marketers bymeasuring these campaigns and their results and optimizing in real-time.

Similarly, email marketing can also help drive search success. Consider a newsletter campaign promoting a seasonal deal to customers and prospects. The email getsautomatically optimized for the web so the content is picked up and posted by Google.

With emerging tools such as social media site sharing widgets, email campaigns can also  present viewers with options to share newsletters on social networking and other aggregating sites that they are members of or visit often, such as Digg, del.icio.us, andFacebook. This effectively shares your email with a broad online audience of fans,supporters, and others. And, it offers hyperlinked content that drives even more people back to your website or landing page.

Put examples of marketers (support with facebook, youtube, twitter…)

The Social Factor

The communication, community-building, and purchasing behavior of today’s consumer has changed. People are consuming and interacting with content from more onlinemediums than ever before, including email, social networking sites, such as Facebook,LinkedIn, and Twitter, and via mobile messages both online and on-device.

This transformation requires a shift in how marketers listen to and target audiencesthroughout the lifecycle of relationships. This new era of 21st century marketing requiresus to move beyond a "push" mentality with audiences, to more interactive and engagingrelationships that include two-way conversations across a broader range of channels.

Social media marketing offers opportunities to drive the relationship with search and

email forward faster and more cohesively. Search remains one of the key ways your customers find you online. But gone are the days when you can optimize just your website and achieve the search results intended. Why? Because search engines lovesocial networking sites and media and this content improves your company's SEO.

Sophisticated search engines are spidering through the internet looking for blogs, wikis,social networks, photo sharing sites, Twitter, and more, and you want your company tofeature prominently in those results and have a distinct and engaging presence.

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For example, the sharing of email newsletters by fans on Facebook makes this contentavailable to their network of users, but also produces results when someone searches for these keywords in a search on Facebook. Similar results are realized on Twitter, but have

even more web viral appeal as they can be re-broadcasted ("re-tweeted") out to an

exponential list of users/followers.

This means more content and engagement with a brand online, which translates intoimproved search results and email effectiveness. Essentially, the emergence of socialnetworking and social sharing tools in email helps to force down the silos around searchand email marketing to drive more cohesive, integrated marketing strategies.

Bringing it All TogetherEmail is no longer a stagnant one-way marketing message and is increasingly becoming just one of the many ways a company should interact with and engage its customers and prospects. Email now offers new options for consumers to share and tag newsletters andoffers -- allowing your message to spread virally at the click of a mouse. Searchmarketing can drive effective email list building initiatives, the results of which are

measurable. If executed properly, email marketing can drive improved search results andare also measurable, providing actionable data in real-time to improve campaigneffectiveness.If most now agree that search and email marketing are better when working together todrive marketing results, then it’s easy to see how other marketing tactics can also beintegrated into a holistic campaign approach. As described above, social media channelscan interact with both email and search and act as the intermediary, amplifying their  power at virtually no cost.Are people forwarding your message or linking it to their social networking pages? Are10 percent of your new email subscriptions coming from Twitter? Having a unifiedsearch and email marketing strategy will help to hone this, and drive greater ROI with the

same or even less resources.

In marketing practice, symbiotic marketing, has the following obvious Economic  benefits.

First, to reduce marketing costs, resource sharing can reduce the cost of resources, suchas reduced Development costs, the two companies to develop a new product as anadditive, each enterprise can take advantage of new product upgrade existing products,improve product quality or innovative selling point, so as to enhance marketcompetitiveness, reduce cost of sales, the two companies to share distribution channels,sales force, warehousing, transportation, etc., to achieve a multiplier effect; lower 

advertising costs, the two companies advertising through cooperation, can improve theeffectiveness of advertising, reduce advertising costs.

The second is to improve marketing efficiency by sharing sales channels, can achieve ashort introduction of products in more regions, which occupy the market or the first stepinto the market than the competition benefits, is very clear, because consumers have a preconceived psychological, first impression is much more profound than the second.The third is of particular concern in the  Information age, Information is a lot of impact,

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causing people to general information, numbness, therefore, attention has also become anew Economic resources, many advertising is to arouse people's special attention, andsymbiotic marketing has a special form, can cause particular concern,

Symbiotic marketing conditions for the implementation.

Symbiotic marketing, in general, two types of companies by the following results for themore appropriate one from the similar but different market segments products enterprises,and as the same food companies, beverage companies and ice cream companies, Health food and snack food companies symbiotic marketing may apply.

The second is the production, sale or use of, or complementary relationships withupstream and downstream enterprises of different product components, such as Computer  accessories and peripheral equipment manufacturing companies and machinemanufacturers, the production of refrigerators and refrigerator deodorizer , detergent andhand cream, microwave and cooking utensils and other businesses can be implemented

 between the symbiotic marketing, because these products in the production, sale or use of a certain relevance, the implementation of symbiotic marketing can play a very goodeffect. However, with the Development of symbiotic marketing, in exactly the same between products and between different products phenomenon of the emergence of symbiotic marketing, such as companies producing the same product, put aside theoriginal cut-throat competition, create a new win-win strategic partnership to jointlydevelop new markets, to product development, marketing depth, conspiracy to "market"This pie bigger, rather than the current "market" This pie fight on the size of such casesIn recent years TV Alliance, VCD Union who is most apparent in the different symbioticmarketing relationship between the product, more imaginative, of course, to be successfulmust make careful planning and adequate preparation.

Symbiotic form of marketing. Simply can be divided into three, one-time collaboration,such as commercial retailers and manufacturers of promotional activities to promoteoverstock products mainly joint sales activities, sales of product A B awards available product opportunities, etc., such as the summer of 2000 in Nanchang, less than 2 dollarsto buy a jar of sun rose iced tea, you can buy a hundred Friends of Haier, Changhong,Konka, Hisense, Siemens, Little Swan, Yung-Sheng, any brands such as Electroluxappliances, save 10 dollars, buy jewelry, jade province $ 20 to buy Meng Jie, Hastytreasure, rich gold, Fontane and other bedding Save 15 dollars, buy Oil of Olay, sea flywire, SLEK, Avon, a small nurses by 5 dollars, buy three guns, should be rather cool,wealthy, AB Underwear, Pierre Cardin, love, Manni, Triumph, spring bamboo and other  brand products by 5 dollars. The second is a loose co-operation, such as advertising onthe cooperation, especially on co-branding promotion, rising advertising costs in thecurrent circumstances, the co-advertising, let the other half of the cost-sharing, but alsohas special interesting effect, why not do it. Many universities in China such as the livingarea, Little Swan Washing Machine with Procter & Gamble's Ariel detergent cooperationwill contribute to a washing machine and laundry detergent, and convenient for theuniversity teachers and students to provide economy, laundry service, this is a use  branding the symbiotic way of marketing, most consumers in the future potential of 

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 people to cultivate their brand identity, can be described as long-term vision. Third, thecompact of cooperation, such as share sales channels, market Research information, thetwo sides established a long-term stability partnerships, such as the European telecomgiant Alcatel and Motorola in the U.S. CDMA network marketing business carried outextensive cooperation.

Symbiotic marketing in the implementation should pay attention to the problem.

First, to do more careful and detailed plans in advance. Long both partners, weaknesses,market reactions may occur in future, possible future tragedies such as to conductResearch and analysis, to fully consider the possible adverse situations, especially in thecase of unequal strength of the implementation of symbiotic marketing, the weak side to pay attention to protect their legitimate interests, can not be controlled by others, do notcovet a moment of interest and led to the loss of long-term development.

The second is carefully drafted partnership agreement, specifying the rights and

obligations, the legal protection of the interests of both, but we must be careful not toviolate the law.

Third, the opponent's cooperation to keep abreast of marketing conditions, timelycommunication of problems, that have emerged which could endanger their legitimateinterests issues through legal and effective way to promptly resolve, including theremoval of partnership, to adjust partners. symbiotic marketing as a new marketingmodel, more and more welcomed by enterprises, and in practice, many enterprises toexplore a number of kinds of diverse forms, but its core business is to seize everyopportunity to make full use of various resources including public resources, partners,resources, competitors, resources, and consumer resources, internal and external

resources, improve marketing efficiency, enhance corporate their marketcompetitiveness.

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Strategies for Symbiotic Marketing

When you have a symbiotic relationship with donors, they get what they want and need.And you get the money and loyalty that your organization needs. Then, because it’s a

win-win situation for both parties, the relationship grows and endures.

Here are a few ways to develop and sustain a symbiotic relationship with your donors:

1. Treat them with respect at all times, but don’t fall all over yourself to please them. Asymbiotic relationship is, after all, a two-way street. Both parties need to benefit or therelationship becomes a parasitic one for one party and a subservient one for the other.

2. When you ask for a donation, do it without either begging or apologizing. And never stoop to tricks like creating urgent needs that don’t really exist; the boy was only able tocry “wolf” so many times before people stopped believing him.

3. Don’t evaluate a campaign only by how much money it raised in the short term.Instead, judge it by how much it enhanced the relationship and, because of that, willcontribute financially in the longer term. With that kind of thinking, you’ll avoid creatingtransaction-based campaigns with no residual value.

4. True friends don’t ask for a favor every time they make contact, so once or twice ayear mail something to donors without asking for a donation. They’ll appreciate thegesture and won’t figure that you’re hitting them up for money every time they see your logo on an envelope.

5. At all times keep in mind that what’s good for your donor also is good for your organization. Always look out for their best interests as well as your own.

So, when marketing symbiotically, how would you approach something like a receiptmailing?

Some nonprofits mail a tax receipt as a stand-alone because it’s cheaper than including aletter. Others enclose a thank-you letter with generic content — they don’t want to spendthe time and money to create a special note of appreciation. Others still figure that, sincethey’ve already incurred the cost of postage, they might as well ask for another donationat the same time.

But if you market symbiotically, you give real consideration to what the donor wants. Inaddition to the receipt, craft a letter that relates back to the solicitation that generated thedonation. After all, that was obviously a subject that interested the supporter enough todonate. He or she would, no doubt, like to hear more about it.