A co-worker sent this link out today. It's the first TV commercial (as far as I know) to play on a major network (CNBC) for search engine marketing services. All the movement makes the message feel compelling, but at the same time I question the use of the term SWOT. Do people know that it stands for strengths, weakness, opportunities, and threats? Of course, maybe this term was included to make SendTec sound even more like experts. I also wonder if the SendTec folks planned for, expected, or even just hoped for the extra coverage they're likely to get on YouTube.
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I thought I would take a moment and address your commentary. I do believe that sophisticated marketers understand the merits of utilizing a SWOT Analysis. At SendTec, it is the strategic foundation upon how we assess a client's search program in terms of improving ROI and performance. As you indicated, a SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a marketing program, and more traditionally in a business venture. It involves specifying the objective of the marketing program by identifying the internal and external factors that are favorable and unfavorable to achieving that objective. We clearly have proven that a SWOT analysis can be incorporated into the strategic planning model for search marketing, and it is a standard process we perform for every client. For search marketing, we utilize the SWOT analysis to determine:
Strengths: attributes of the search program that are helpful to achieving the sales and marketing objectives
Weaknesses: attributes of the search program that are harmful to achieving the objectives
Opportunities: external conditions that are helpful to achieving the objectives
Threats: external conditions that can be harmful to achieving the objectives
In conclusion, given the evolving search landscape, the increased costs of purchasing clicks, and smarter competition, we have seen that a SWOT approach can be critical to success, or at the very least instrumental in improving results.
Hi Paul,
I think my comments above weren't as clear as I had hoped. I wasn't saying that SWOT analysis lacked merit, but rather I was questioning whether the term would make sense to viewers. Of course, if your target audience was sophisticated marketers, then you're right on the money,
Thanks for stopping by and good luck with the campaign!
Hopefully this helps people understand better what we do, well i guess they have to watch the commerical first.