The Incredible Power Of Keyword Creativity
Anyone who uses Wordtracker to study the real searches made by their target audience, at some point says "I didn’t think of that" and realizes this tool is a creative’s dream. Keyword Creativity is the process of using keyword research to stimulate creativity with insights into customer behavior. Excitingly, this allows the marketing Holy Grail of the integration of on and offline campaigns.
All offline marketing must now consider the online search that will always follow even a branding campaign.
Designers, writers, marketers, public relations professionals, journalists and publishers can use keyword research to find out what their readers and viewers really want by seeing the details of their searches. And this research can then spark a thousand creative ideas.
With subsequent offline work informed by real searches, it can be responding to real needs and desires. Now a little communication with the online team allows them to make sure the website is ready to top search engine results pages for the same searches and for the content to satisfy the demands that drive them.
From keyword research to creative ideas, offline campaigns, matching online content and search engine success. All giving the customer what you know they want. That’s integrated marketing with Keyword Creativity.
Keyword Creativity experts, Neil Davidson and Wordtracker’s Ken McGaffin, will be running a Masterclass in Keyword Creativity for marketing and creative professionals on 26th November in London.
Explore the incredible power of Keyword Creativity with the articles below:
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Boost Your Marketing Campaigns With Keyword Creativity by Rachelle Money, 17 October 2008
Neil Davidson is a marketing communications consultant and writer with fifteen years experience in advertising and direct marketing. He gives us the low-down on what keyword creativity is and how to use it to boost your advertising and marketing campaigns.
Read: Boost Your Marketing Campaigns With Keyword Creativity
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It's Time For Account Planning To Wake Up To The Power Of Keywords by Neil Davidson, 6 August 2008
Keyword data could and should be one of the most important sources for account planners, argues Neil Davidson.
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Integrated Marketing Must Change For The Digital World by Neil Davidson, 6 August 2008
Google is now the ultimate brand for young people because it gives them the tools they need to make choices. Read how digital search will change the way brands advertise forever.
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How Lurpak's Post-Xmas Campaign Was Left With The Scraps by Ken McGaffin, 6 August 2008
Branding campaigns aim to build positive associations in the consumer’s mind so that they will look favourably on a company or product in the future.
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Why Online PR and SEO Go Hand In Hand by Ken McGaffin, 6 August 2008
Once you’ve optimized your website copy, you’ll find that the most important part of the optimization process happens off the page – with links from external sites back to yours playing a vital role in telling Google and other search engines how important your site really is.
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Keyword Creativity: An Online Opportunity For Ad Agencies? by Ken McGaffin, 6 August 2008
In 2002, AT&T made a major mistake. As part of the launch of its mobile initiative mLife, the company purchased television advertising during the Super Bowl coverage. Nothing wrong with that – along with the Oscars, it attracts one of the biggest audiences in American television and is seen as a creative showcase for the best in American advertising.
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Exploring Beyond Keywords Into Behavioral Research by John Alexander, 22 November 2006
If you have ever studied search engine optimization, then you'll know that most educators place tremendous importance on performing good keyword research. But for many Web site owners, their source of traffic is an after-thought.
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Keyword Creativity In Web Design by Ken McGaffin, 5 October 2006
"Keyword Creativity" is the process of understanding customer behaviour through keyword research and using the insights gained to drive the creative process.