Marketing Madness

The Pope Hires an Online Marketing Firm

When most people think about the Catholic Church, SEO and digital marketing might not be the first thing that comes to mind. Despite that, however, the Vatican has hired Accenture Interactive to come on as a strategic partner to help create a ‘new online identity.’

The Ministry of Communications of the Vatican has selected this agency because of their solid global experience, which is going to be essential for the Church, which boasts more than a billion members from countries around the world.

Accenture Interactive will be consolidating a variety of digital news properties that currently exist as part of the Vatican communication channels. These properties include the Vatican News, Vatican Media, and Radio Vaticana Italiana. In addition, they have started work on identifying the most commonly searched terms related to the Church, and will be engaging in SEO efforts to help ensure authentic Catholic content is available and easy to find by those who are looking for it.

Monsignor Dario Edoardo Vigano, the Prefect of the Secretariat for Communications, said, “Each reform does not originate from a mistaken past but from a present that calls for a change: in this case, today’s culture and digital convergence require the adoption of production processes that are different from traditional ones.”

This will be a longer-term partnership that the Vatican undoubtedly hopes not only leads to more members, but also saved souls.

If you are someone who operates a business or other organization, and you’re not taking a proactive and professional approach to your marketing strategy today, you may want to ask yourself why one of the oldest institutions, which prides itself on tradition, is ahead of you when it comes to digital marketing.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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