That’s enough for our shallow dive, now we’re going to get serious. We’re going to take our tools and go hunting for real keywords. I’ll start with nice civilized tools that everyone uses, and then we’ll pull out the chainsaw and play like pros. Remember to keep your limbs clear and your safety goggles on, this could get dangerous. Then were going to step away from digital toys to some degree, and provide a baseline for the processes that will eventually evolve into our integrated platform. I can’t say this too often: Platform doesn’t mean software, in fact it’s the opposite of an inflexible, single-minded software solution. Your platform is how every aspect of your marketing efforts interact, what, how and when they deliver. Once we get that baseline established we’ll continue explaining how to get the attention your company needs using both online and traditional approaches.
In the grand scheme, I plan to show you how to become a thought leader in topics and markets that are important to you. That’s mostly related to content, and I’m going to cover that issue to the brink of tedium in the Creativity section.
Then I’m going to show how to translate that leadership into exposure and how to measure every aspect of what you are doing. We’ll track efforts online and off all the way to the money. That, of course, will be in the Measurement section.
Finally I plan to show you how to take action on everything we’ve built. How to plan your costs, buy advertising in the new and emerging auction markets, create, morph and use your budget to improve your company, your products and your market share. Naturally that will be in the Advertising Inventories (Media) section.