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Fire all your marketing staff – you don’t need them

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Subject:  Fire all your marketing staff – you don’t need them
Author:   MirkoBehnert:   view profile | all posts by this author | add to favourites
Date:   16:13:21 16 May 2006
 
Ashley, I do here what you are saying, but actually I think it depends on your definition of "Marketing staff".

We have a very integrated marketing team here at Hotels.com were analysts, seo-experts, crm manager etc. work closely together to create a single integrated system (business) ... we find the right users at the right places through targeted marketing and take them to the relevant pages and therefore enhance their user experience.

Our analyst team is very key to understand how users interact with the site and this in turn helps us to adjust customer user flows through the site.

Just think about your "online marketing wheel/framework" - acquisition, conversion and retention are all parts managed by marketers and it needs to be closely integrated between the different functions.

I do agree that great applications/web sites generate "free" traffic ... it just depends on how patient you are and whether you just want to wait for them or push it a little bit as well ...
 
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