#Movechat Digest: Online Marketing

Every Tuesday at 1PM Central Time, Portage Cartage moderates a Twitter-based "movechat" for movers and consumers looking for information on moving.  For the most recent chat, the topic was "Online Marketing." Below is the abridged transcript of the questions and the responses.


Q1 - Let's start with the basics: What is marketing?


TopMovingTips #Marketing is matching target audience's needs with our goods and services. 
MovePoint A1 the proces(s) by which companies determine what products or services may be of interest to customers
jkmoving A1: My fave analogy: marketing brings the horses to the water; sales makes them drink!
ezmovers So, online marketing as an extension to traditional marketing or substitution? Where do we get the most business from
GoodStuffMoving Q1 - Marketing is bridging the gap between company and customer, informing who you are, what you do, and how both need each other.
HolmanMoving @GoodStuffMoving Nice definition! 
TopMovingTips And it is NOT "shoving" our wares down market's throats. =)
ezmovers @jkmoving exactly :) it's a interconnected loop> marketing - sales - dispatch & movers! 
xpressmovers Marketing is process of determine the best products individual or a company has to offer and delivers them to the market. 
HolmanMoving Marketing is finding a way to relate to current customers and find new ones by providing useful information and quality products.
HolmanMoving Ha! Check out what one of our driver's wives just sent us! So cute! #moving http://yfrog.com/gzeaqrmj
PortageCartage @HolmanMoving Nice! Is he certified for air brakes?
xpressmovers @HolmanMoving Great shot, use it as an avatar :) 
TopMovingTips RT@HolmanMoving Ha! Check out what one of our driver's wives just sent us! ...http://yfrog.com/gzeaqrmj|| Drives better than me...
HolmanMoving @xpressmovers Going on the Facebook page for sure! They have 4 of the cutest Golden's I've ever seen. 
HolmanMoving @PortageCartage Ill have to ask. He looks damn good in the cab though! And hey, who could get mad at him during a move!? 
PortageCartage @HolmanMoving Exactly! Never trust a cat with your sofa.
GoodStuffMoving ...never trust a dog with your throw rugs. Sorry, not a huge dog fan...lol. But carry on, carry on... 


Q2 - How is online marketing today different from the moving industry's traditional marketing?


TopMovingTips A2- Online marketing is more of "mass customization." Requires personalized marketing on a broad scale. 
PortageCartage @TopMovingTips Great phrase! 
TopMovingTips @PortageCartage I thank you kindly. =) 
GoodStuffMoving Q2 - Online marketing seems to be a lot less broad and more focused, targeting specific groups, areas, businesses, etc... 
jkmoving A2: Online marketing lets you customize messages, target very specific audiences & to track customers thru a purchase funnel.
ezmovers A2- Ppl want more attention because internet gives more freedom to connect, so yes @TopMovingTips it's more personalized! 
GoodStuffMoving Online marketing seeks more of an ongoing contact too...
xpressmovers Traditional marketing limits you on both financially and on creativity level. Example is the pic Paige @HolmanMoving just posted.
jkmoving A2: Online marketing is terrific for direct lead generation b/c it's so trackable & measurable (e.g, SEM/pay-per-click ads). 
HolmanMoving Online marketing is much more focused on engagement, conversations and words. Not traditional, verbose marketing speak. 
PortageCartage I think a key difference is flexibility. Once you buy a YellowPages ad, you're stuck with it for a year.
jkmoving Yep, u can develop a relationship w/your prospect. RT @goodstuffmoving: Online marketing seeks more of an ongoing contact too...
PortageCartage You can also involve a lot more people in online marketing, increasing a sense of ownership in the company, if it's done right. 
jkmoving Yes! RT @portagecartage: I think a key difference is flexibility. Once you buy a YellowPages ad, you're stuck with it for a year. 
ezmovers it's all about Google ranking though, isn't it?! it's a whole science, yet flexible and easily trackable! 
HolmanMoving @GoodStuffMoving You too!
ezmovers @PortageCartage true, much more fun and creative when all departments get involved! 
xpressmovers A combination between traditional marketing and online marketing could deliver great results.
TopMovingTips @ezmovers Well, if we knew the Google algorithm, it would certainly be science. A lot seems like sorcery to me! =)
xpressmovers @TopMovingTips No need to know the algorithm. It changes every few days. Quality content always ranks higher.
  GoodStuffMoving @TopMovingTips @ezmovers Just good combo SEO, SEM, social media, fresh content, etc. It's easy! #lol #lol #lol
PortageCartage @ezmovers Good point. Google walks the talk: they grew due to word of mouth and a good product. I never saw a Google ad on Yahoo. 
jkmoving You def need both. RT @xpressmovers: A combination between traditional marketing and online marketing could deliver great results.
TopMovingTips @xpressmovers, Oh how I *wish* that were true. You should see some of the garbage ranking number one! 
GoodStuffMoving And yet doesn't it hurt when you see Yahoo Answers or some other site from 1999 rank higher? 
TopMovingTips Try producing great content with no backlinks, and then tell me how important quality is. =)
TopMovingTips I have been fortunate, have hit #1 for six of my search terms, and I really wish it was just the quality that worked. 
GoodStuffMoving ...someone left this black top hat sitting here, maybe I should go dancing... 
TopMovingTips @GoodStuffMoving Make sure to post the footage on YouTube!
PortageCartage @GoodStuffMoving LOL - funny you.
xpressmovers @TopMovingTips It doesn't happen overnight. Quality websites always win at the end. Give me example for poor sites that rank high. 
HolmanMoving You need worry about Google, but it's more important to be legit. 
TopMovingTips Be happy to, including completely blank WordPress blogs.
TopMovingTips And no, quality websites do NOT always win in the end, sadly. 
xpressmovers @TopMovingTips They do, of course it requires some work on your end to promote them as well. Speaking from personal experience. 
HolmanMoving @xpressmovers @TopMovingTips It doesn't happen overnight. Blank sites seem to be winning, but Google will knock em out in time.
ezmovers Google leads the whole search for any type of business! quality backlinks->quality site and quality of work-> that's the magic:) 
TopMovingTips @expressmovers We will have to politely "agree to disagree" on that one. =)
xpressmovers @TopMovingTips Creating and distributing quality content to the web requires time, skills and knowledge about SEO.
jkmoving Agreed. RT @xpressmovers Creating and distributing quality content to the web requires time, skills and knowledge about SEO. 
HolmanMoving Agree. RT @xpressmovers: @TopMovingTips Creating/distributing quality content requires time, skills and knowledge about SEO. 
GoodStuffMoving Agreed. RT @xpressmovers Creating and distributing quality content to the web requires time, skills and knowledge about SEO. 
TopMovingTips @xpressmovers You really want to debate this, don't you? Suggest we take it out of chat. You can email me after. Yikes!!! 
xpressmovers @TopMovingTips I don't mind debates if they lead to a good thing and all involved can learn something new.
HolmanMoving At the end of the day, black hat tactics are going to fail because they are going to piss people off. 
TopMovingTips There will always be an "arms race" between SPAM/ black hat and those who police them. Stay on the side of the angels. =)
HolmanMoving Google is going to get smarter and we'll see Black Hat stuff come down. Other than that, we'll see some good creative talent.
xpressmovers Google and other engines have hard time catching up, but when they do it's nasty. Search for "Google Panda update". 
GoodStuffMoving @xpressmovers don't remind me... 


Q3 - Personal question: what irks you most about online ads?


GoodStuffMoving Q3 - When you lose control of your own hardware, ie, BLARING LOUD VOLUME or something...yet, we're somewhat guilty of it... 
TopMovingTips A3 Irrelevant to my interests, SPAMMY, screaming, flashing, interrupting, pop-ups, web windows that won't close.
MovePoint A3 the ones with gross or inappropriate images 
GoodStuffMoving @MovePoint Firefox or Chrome, AdBlock, even Facebook doesn't have ads! 
HolmanMoving Hate online ads. Google PPC is one thing, annoying pop-ups are quite another.
jkmoving A3: Cheap tactics bug the heck out of me -- banner ads with the goofy dancing people or moving eyeballs to catch your attention. 
HolmanMoving @jkmoving Ohhh I hate that! 
GoodStuffMoving Q3 - Not an ad, but using Internet Exploder...any version... (I'm on Chrome right now)
MovePoint you have won a free ipad!
PortageCartage That's a classic! RT @MovePoint: you have won a free ipad!
TopMovingTips @MovePoint wins A3. =)
xpressmovers A3: Popup ads, speaking ads, music ads and everything that distracts you from the main webpage. 
TopMovingTips Ads that are relevant to my needs and interests, that attract me because of benefits and not "circus techniques" don't bug me. =) 
GoodStuffMoving YOU ARE VISITOR #1,000,00!! ACT NOW TO RECIEVE YOU'RE FREE IPAD! 
PortageCartage I saw a site that played music right away; had a 'mute' link so I clicked, but it doubled the volume instead. #grrr 
HolmanMoving @PortageCartage Ugh. How annoying. 
PortageCartage I'm concerned because my kids are just starting to use computers and don't have the ad-filters I've built up over the years.
HolmanMoving @PortageCartage Can you buy a virus program that helps?
PortageCartage @HolmanMoving I don't trust software to do my job as a parent. My approach is simply to be present when they're on the computer. 
HolmanMoving @PortageCartage Well, imagine that! A parent who wants to be parent! Much props!
xpressmovers @PortageCartage That's nearly impossible to be present when kids are using a computer.
ezmovers @HolmanMoving @xpressmovers @TopMovingTips agreed! it's a whole new way of promoting, marketing, branding and connecting! 


Q4 - Any predictions on how online marketing will continue to evolve for our industry?


GoodStuffMoving Q4 - I wouldn't be surprised if 90% of moves book entirely online and throw in a few jpgs in lieu of a visit... 
jkmoving Q4: More customization and more ability to reach highly specific/niche audiences. 
GoodStuffMoving Would you be comfortable running and operating a moving company through a laptop w/o physical office, either home or else? 
xpressmovers @GoodStuffMoving I know companies like that!
MovePoint i love OLM but i'm not convinced that online marketing will ever trump a good old fashion refferal from a friend or family member 
jkmoving A4: With the web, we're constantly reminded that consumers hold the power. We must understand THEIR needs & how we can serve them. 
TopMovingTips @MovePoint I'm not sure they're mutually exclusive- a lot referral from friends/family coming over the web now. 
PortageCartage I predict that we'll see the lines blur between sales, service, and Ops, especially as social media adoption accelerates. 
jkmoving @goodstuffmoving No way. We rail against "fly by night" operations (i.e., no physical address? probably not a good idea)
GoodStuffMoving @jkmoving Yeah, but that's current. In 20 years? 
ezmovers @jkmoving customers also abuse this power very well! they know it's all about them!
PortageCartage @ezmovers @jkmoving I think that's a very small fraction of customers. In my experience, most people are honest & reasonable. 
HolmanMoving @GoodStuffMoving @jkmoving You're going to always need brick and mortar, warehouses and trucks. Can't email a shipment!
jkmoving @topmovingtips Agree; people are used to conducting their life online - incl info from a moving co, even if it's a referral.
GoodStuffMoving @HolmanMoving @jkmoving ...very true. 
xpressmovers @jkmoving @GoodStuffMoving Cost of operation rises on a daily bases. Companies want to save on every level, SM gives them that.
TopMovingTips @jkmoving And those daggone people on Twitter!!! Oh, wait a minute... =)
GoodStuffMoving @jkmoving while twittering away...lol 
jkmoving @goodstuffmoving I'll be flying in my hovercraft in 20 years ;-D 
PortageCartage @HolmanMoving @GoodStuffMoving @jkmoving Heaven help us all if somebody ever invents Star Trek's transporter device.
TopMovingTips @jkmoving And where is my flying car? supposed to be here already.... 
GoodStuffMoving @PortageCartage @HolmanMoving @jkmoving Hey, that would help us with shipments and moves! 
GoodStuffMoving @TopMovingTips @jkmoving Personally, I want my lightsaber before my hover car... 
jkmoving Yep, ref online review sites ;-) RT @ezmovers: @jkmoving customers also abuse this power very well! they know it's all about them!
TopMovingTips Lightsaber could really help with some of those troublesome customers... 
GoodStuffMoving GoodStuffMoving Use the forklift, Luke 
PortageCartage PortageCartage Well done! LOL RT @GoodStuffMoving: Use the forklift, Luke.


For next week's chat, we'll discuss Myths About Movers.