The mad hatter has always been my favorite Disney character and while that may seem a bit odd to some, I value his outlook on birthdays and on tea! I guess you have to be a little ‘mad’ to work in the marketing industry these days as well. I suppose the hatter’s ‘Un’ theme can apply to almost everything in life, marketing including. Some of us, including myself have fallen into the realm of catering to every Google update that rolls around. I have found myself marketing more for search engines than for the actual consumer, which is a big ‘no-no’ these days.
While I preach market more for consumers and less for search engines, sometimes I definitely find myself caught up in making sure our rankings are in order before we cater to the needs of the user. What we need to be sure of when marketing our businesses, is that we are viewing all our efforts from the consumers point of view. How are they viewing our site? Our content? Is it speaking to their pain points and offering valuable solutions to them? That’s where “unmarketing” comes into play.
The action of forgetting everything you learned about marketing for search engines and gearing your efforts towards what consumers really long for – quick, easy, & personalized experiences.