It seems that things like to come around in full circle. Maybe we don’t actually come full circle. Maybe we simply get to a point where objectives become clear again and the things that where cluttering our vision and making our judgments questionable got so fuzzy that we were forced to get back to the basics.

This happened 4 or 5 years ago in the SEO industry. The games of optimizing pages by simply editing keyword meta tags and stuffing the right amount of targeted keywords into the content of your homepage and then seeing results overnight are long gone and have reverted back to marketing basics. Now the focus on relevant content is become the sole focus. Go figure, you now need to create a site that people will actually enjoy using and one that the user will tell their friends about to be successful and acquire high search engine placement. Basic marketing of creating a product that the user wants and needs is now a necessity.

My baseball coach would always preach fundamentals. “Mike, keep your head down, watch the ball into the glove, use two hands, point and through”. I think we often forget the fundamentals of marketing and this years marketing sherpa shows signs and evidence that marketers are getting back to the basics.

According to the Sherpa agencies that own and run the marketing campaigns of many of the top companies in the world have finally realized that they are not putting enough effort and money into landing page creation and optimization and site analytics. Along with landing page optimization and analytics, SEO was at the top of the list for things that are not getting enough effort.

It really doesn’t matter what cool ad network you are running your campaigns on, it comes down to tracking and testing. It also doesn’t matter if it marketing, baseball or selling, you have to remember and practice the fundamentals to be successful.

What fundamental actions do you need to practice?

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