Rand Fishkin: Where you spend your money matters
This morning I had a video discussion with Rand Fishkin, who was keen to show what he’s been up to with Sparktoro and how this can be useful for marketers to be smarter with their targeting.
We discussed a number of topics, all of which are available to watch in the video recording below. However, the thing that struck me most from this conversation was Rand’s clear purpose on doing the right thing – with a clear social conscience on where the profits from the corporations are re-distributed to.
There’s a disillusionment with Google and Facebook, who have become too powerful. They hold too much control in terms of where ad dollars are spent, how much traffic/revenue they provide, and the reliance on this for brands means that they have a huge amount of control, that if they turn it all off businesses could hugely suffer, if not disappear, overnight.
If you’re a market leader, brute force media buying wins. If you’re the plucky underdog, you simply have to be smarter with your approach, otherwise the biggest budgets win.
There are many ways you can do that, which Rand shows:
- Find the publishers who have the most influence within your target audience –
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