Lee Odden

Internet Marketing Podcast with Mike Moran & Lee Odden

Lee Odden     Online Marketing

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Fellow DMA and Search Engine Marketing Council member and friend Mike Moran recently asked if I’d be interested in doing a podcast series on Internet marketing and of course I jumped at the chance. Mike has previously shared an article here on “Why Search Marketing is So Hard“.

There are 8 podcasts in the series and they cover a range of internet marketing and new media marketing topics applicable to any business that’s trying to understand online marketing. For most of the podcasts, we use Mike’s books, “Search Engine Marketing Inc” written with Bill Hunt and Mike’s new book, “Do It Wrong Quickly” as starting points for discussing a range of topics related to how internet marketing is changing and what organizations can do to take advantage.

The first two podcasts are published now:

Subsequent shows will be posted at InformIT. The podcasts were produced in conjunction with IBMPressBooks.com.

I thought they turned out pretty well. We were able to discuss many of the issues organizations, large and small, are facing when it comes to incorporating new marketing strategies. It’s better to try something new, test it and measure to see what works and what doesn’t instead of over analyzing things in a attempt to make them perfect the first time.

Marketing initiatives are rarely “perfect” the first time no matter how many focus groups, interdepartmental collaborations and corporate marketing mucky muck is endured. The philosophy of knowing you’re likely to be “wrong” (as in not perfect) the first time and a process that pays attention to analysis, adjustment and re-implementation allows innovative ideas to hit the ground more quickly and effectively than the negotiated, politicized scenarios with stakeholders and paralysis by analysis that is often what many companies call “marketing”.

This approach bodes well for staying on top of current search marketing tactics since the SEM environment is in a constant state of change. The constant updates made by search engines, the evolution of web 2.0 web sites and consumer behavior combined with the overall dynamic nature of the internet is what makes internet marketing such a tough nut to crack for many companies.

Adjusting marketing philosophy to allow a persistent state of testing and adjustment, knowing your efforts have every chance of failing the first time is what successful internet marketing pros have been practicing for the past 10-15 years. In contrast, marketers who achieve a certain level of SEO or PPC knowledge expecting those tactics to hold true indefinitely find out how quickly “best practices” can become outdated.

With this in mind, Mike’s books (SEM Inc and Do it Wrong Quickly) compliment each other nicely and I’d highly recommend checking them out at Mike’s web site or the direct links above.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.

Comments

  1. Congrats on putting the podcast together. Are you going to cover organic search as well?

    One thing that Moran mentions I have to disagree with in regards to AdWords is the ability to start a campaign in the morning and effectively gauge its effectiveness by noon. In my opinion, you really need at least a few weeks of statistical data before trying to assemble any form of pattern or analysis.

    All in all a great listen, I’m looking forward to more shows!

  2. Derrick,

    You certainly have a point that, except with an ad getting lots of impressions, you can’t know with certainty that it is failing within a couple of hours. But I don’t think we should be aiming at certainty. I think you can often see within a few hours whether it is looking good or not–even though you don’t know for sure. And I argue that you are better off making 10 or 20 decisions based on data that are not statistically significant than you are waiting for significance to make one decision. Yes, a few of those decisions will be wrong, but you’ll quickly see that and move on. I understand that not everyone might agree with me on this one, but that’s OK. I’d love to hear a counterargument, because I am learning, too.

  3. Hey Mike, FYI: At the PRSA International conference this week the panel on social media was asked to suggest books for PR practitioners that would be of use in getting their organizations and clients to adopt more new media tactics. “Do It Wrong Quickly” was recommended by 3 of the 4 panelists!

  4. Phil Gomes says:

    Nathan Orms has come up with a Strategic Plan for our company
    that allows for budget cuts without compromising our visibility in the Market.

  5. Do you really think that organic searches are harder to get than PPC rankings? I had the best luck by not presenting any of my efforts to a group or vote with a committee. By trial and error I was able to find out relationships online that worked and made for high organic search engine rankings.

  6. I think that for competitive keywords, it can take a lot of skill, work, and time to get high organic rankings, but for “long tail” words, it can come surprisingly fast. With PPC, if you raise your bid high enough and you write a reasonably appealing ad (to garner enough clickthrough), you can be at the top quickly and easily. Of course, being able to aford that bid isn’t always easy. So I don’t know if either one is easier or harder–I think it depends on your situation.