The New SEO Approach Is Going To Be Consumer Oriented
The CMOs may have some understanding how website optimization works but many of them might not be able to understand how SEO really works. The reason is that SEO was never perceived as something that would have something to do directly with the consumer.
Nevertheless, now there is a way by which you can make any CMO understand essence of your SEO strategy. As a matter of fact, the approach we are talking about basically helps making any type of marketing campaign understandable for the top marketing officials in any organization; and they are surely going to learn more about the potential of your marketing campaign.
The marketing model I am referring to is created by Avinash Kaushik, who is digital marketing evangelist at Google. This model is called “See, Think, and Do”.
Understanding “See, Think, Do”
While discussing this framework, Kaushik also pointed at the invalidity of current marketing framework, AIDA (Attention-Interest-Desire-Action). He also dismissed the cycle of awareness, consideration, purchase, and loyalty during the process of buying.
This framework is more consumer-oriented, and it basically tends to make the sellers understand consumer’s journey. Here is the summary of an interview of Kaushik with Acronym CMO Mike Grehan in this regard.
Grehan starts the discussion, “I believe when you develop content around intent and think in a more focused way about the ‘required experience’ on the customer journey, you begin to change the voice and the way you communicate, too. You begin to think more of the individual and speak in a one-to-one tone as opposed to the often copied ‘mass media audience’ voice. The fact is, nobody watches the internet. You can’t compare it to the audience-designed broadcast medium. In short: Talk to ‘me’ — not my demographic.”
Kaushik said, “I don’t think about awareness, consideration, purchase loyalty — these standard marketing models, I hate them. So I created a new one. I call it ‘See, Think, Do.’ And what it says is that rather than thinking selfishly as a company, you have to think from a consumer perspective. Every single person in the world is in one of these four buckets [See, Think, Do, Care].”
This framework refers to different stages a customer goes through during the buying process.
- See: In this stage, a large audience is focused. This audience basically involves qualified and addressable audience.
- Think: Narrowing down the list that of ‘See’ stage, this stage involves focusing on the audience that is considering or thinking about the product or service.
- Do: This stage involves targeting the final part of audience that is planning to buy.
An illustration of this framework by Kaushik should make it easier for you to understand the scenario. Here is an image illustration in this regard. The most important attribute of this framework, as illustrated in the image, is that it is not defined by demographics but by behavior.