Wednesday, March 05, 2008

Jonah Bloom Outreach

Dear Blogger,

Are you a recipient of the Jonah Bloom outreach email from Advertising Age Magazine? If you are a member of Advertising Age Magazine's Power 150 Marketing Blogs I'd encourage you to check your email. Here's what I had to say in response to the email:

The most overlooked piece of digital technology today is the simplest and most overlooked. The keyword. With 81 billion blogs and websites, business owners depend upon keywords to drive site visits. But we all use the same keywords. So it becomes impossible for Google’s AdSense for Search and Content Optimization Teams to help you build truly effective campaigns. Regardless of the business you are in. If you are an ad agency ‘ad agency’ would be a keyword, so would branding, strategy, product positioning, differentiation, marketing and a plethora of other terms we all use. Commodities. So using keywords, differentiation becomes impossible; unless you find a way to identify keywords people are searching for that no other web site but yours has to offer.

As a new product concept and product positioning consultant to companies such as Procter & Gamble I was stunned to find a site with a very simple keyword utility called You plug in the term and it gives you something called a KEI index. The higher the number the more people are searching for the term and the fewer the number of web sites containing the keyword. What a great way to differentiate yourself. I’ve found gaps covering “Perceptual Monopolies” and “Abstract Dimensions” among others that have captured the fancy of inquisitive clients everywhere, and the best part is, no other consultant or ad agency on the planet employ these terms, so I know they’re not stepping on my Intellectual Property or sharing these concepts and philosophies with clients.

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