Traditional Marketers Don’t Get It

October 11, 2007 |

Okay, so IBM Distinguished Engineer Mike Moran had the forethought to more eloquently title his article, “Why Search Marketing Is So Hard” but what it comes down to is that search marketing is a radically different, alien form of advertising to traditional marketers. To us, what is second nature, is to them exceptionally complicated.

When someone is confronted with something they don’t understand, they may respond by dismissing it as unimportant or they may react angrily or defensively. At that moment, you have two choices—to go get them out of your way or to become their therapist.

Lee Odden, with his uncanny ability to play pied piper to the best and brightest in our industry, succeeded in stealing a few minutes of Mike’s invaluable time to share his thoughts on this, the most alien of marketing industries. He succinctly summarizes that the challenge lies not in search marketing being different but in accepting failure in a business which demands success.

This is not your father’s marketing. Instead of doing it right no matter what, search marketing demands that you do it wrong quickly and then fix it.

Perhaps the article can win a few hearts and minds at your company.

Oh! and I suggest printing it out for those traditional marketers, they aren’t too savvy with a computer.

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