When I started in digital marketing:
- Google had just bought a company called “Urchin” which they relaunched as “Google Analytics”.
- Mobile internet was entirely text-based (a “baby internet”).
- The average cost per click on Adwords (now Google Ads) was $0.32.
- Search engine optimisation was entirely gameable (e.g. buying links from link directories was still a thing!).
That was the wild west. I spent half my time just keeping up with the pace of change.
Fast forward to today, and the masochistic side of me still keeps up (daily newsletters, FTW!).
But what I have come to appreciate is that – despite the algorithms and machine-learning and bid types and tools and automations and growth hacks – there is one constant that trumps the spectacular pace of change.
That one constant is us.
At the other end of that Facebook Ad, that Google search result, that inbox, that website button click – is a person.
And the psychological principles that persuade people to action are timeless. An understanding of technology helps, but it’s useless without the ability to persuade.
I’ve come to appreciate that successful marketing isn’t as complex as you may have been told. It simply requires messaging that connects with your customer. That’s it.
Copywriting and content… everything else is merely an enabler. A carrier for your message.
A lot of marketing agencies peddle their domain knowledge in SEO, paid traffic, website UX, and the rest. But very few seem to connect that knowledge with the ability to persuade.
My consultancy focuses on assets that give you an unfair advantage: your data, your website and your email list.
These are assets as old as the internet itself. Hard-coded into the world wide web.
They also happen to be assets that you OWN, which means less hussling with Goobook Marketing.