I don’t know if you remember Theme Zoom’s Pyramid of Promotion. This is the diagram that we created in 2007 to help you determine the fastest way to start generating sales, not merely (and only) the fastest way to get traffic.
I’ve updated this chart in a way that refines the ideas of promotion and reflects the impact of social media platforms on branding and customer influence.
I started by adjusting the old pyramid to combine the JV and affiliate blocks into a single entity, and removed the social media aspects. This leaves us with a chart I call the Online Marketing Pyramid of Promotion.
Click to enlarge the updated pyramid of promotion chart.
Notice how these methods represent one-way communications. You talk and the customer listens. At the bottom of this pyramid are items in yellow. These are more brand-building marketing aspects of online marketing. They take time to implement and are more trust building than direct response marketing.
This graduates to the white area which is more direct response marketing. At the very top of the pyramid you have the items which are most immediate in terms of generating results.
PPC, CPA and CPV require very little time to set up and you can be up and generating traffic responding to your direct marketing campaign very quickly. Banner ads can take a little longer to create, and refine. These items can be implemented in minutes to days
Affiliates and webinars have quite a bit of setup time and need some technical expertise, but can still be implemented fairly quickly; generally a 30 – 90 day time frame, depending on marketing lead time required and experience of technical setup.
Next I took the social elements I pulled from the original diagram and added the most prominent and stable elements in the social sphere today to create the Social Media Pyramid of Promotion,
This is an important chart because it has been shown that you will be more successful when you are a part of the two way conversations going on about your company and your products.
While much has been written questioning the value of social media, this
landmark study has found that the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement. The relationship is apparent and significant: socially engaged companies are in fact more financially successful. –ENGAGEMENTdb: Ranking the Top 100 Global Brands
Like the Online Marketing Pyramid, the bottom part in yellow are more reputation building; establishing you and your company’s reputation within the social sphere, where as the white areas toward the top are more response activating and will tend more to generate instant attention and often traffic.
The key to both of these pyramids is that it is the same Keyword DNA Braid that traverses all of these conversations. Certain elements of each pyramid maybe more heavily sprinkled with educational keywords, but direct response keywords should not be omitted from the social aspects just because marketing there is a taboo.
If you have any questions or comments about the new and updated pyramid of promotion charts, you may contact us at our main keyword research website Theme Zoom.