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About Mike Moran

Mike Moran is public speaker, author, and consultant on Internet marketing, serving as Chief Strategist at Converseon, a leading social media marketing agency. Mike is the co-author of Search Engine Marketing, Inc., and author of the acclaimed Internet Marketing book, Do It Wrong Quickly. Mike also writes the popular Biznology newsletter and blog.

Web Marketing and Customer Facing

Last week, I posted about how big-company marketers must influence other employees within their company to make the most of the new Internet marketing opportunities. But someone commented to me, "Well, not everyone must be influenced, right? I mean, not everyone is customer-facing." So it made me wonder just who is "customer-facing" in Web marketing?

Big Company Marketers Need to Influence

I was talking to the Web team for a large multinational company today, emphasizing the importance of setting up governance to make sure that the entire company mobilizes around their marketing efforts.

At one point, they stopped me and said, "No, we don’t have to do that because we have the whole team here."

Unfortunately, unless it’s the CEO talking, that’s never true.

The Elephant in the SEO Living Room

Gord Hotchkiss put into words what I have been feeling: search marketers are paying far too little attention to personalized search. If you’ve looked at the baby steps that search engines have taken towards personalization and told yourself, "Well, no need to worry about that yet," think again. This may be your last chance to take action before the tidal wave.

How Can You Teach Internet Marketing?

As someone who writes frequently about Internet marketing, I think of my audience as one of professionals—folks who already understand marketing (and probably Internet marketing) who want to keep up with the latest ideas. But what about new marketers, such as college students studying marketing? How are they learning Internet marketing? I learned marketing from a textbook, but can Internet marketing be learned that way?

Internet Marketing Mostly Perseverance

A few months ago, I told the story of Imran Khan, who emigrated to the United States from Pakistan at age 30 and has risen to CMO of Internet lending powerhouse E-LOAN. One of my readers asked me to fill in even more of the story. In my original post, I mentioned that Imran had sent out 500 resumes without landing an internship offer, but I never explained how Imran got his first big break.

Marketers Struggle with Control

Message control. Marketers ask me about it every day. People keep telling me they are struggling to control the message. But they don’t like what I say next: "Give up."

Marketers who want control need a new profession. I’m not sure that message control ever really existed to the extent we deluded itself that it did, but it sure ain’t here anymore. People rate your products, they comment on your blogs, they write blogs of their own, and they create hate sites if you really aren’t listening.

Personalization Gets Deeper

Many of you know that I spent the last few years at ibm.com, focusing in large measure on personalization. Eight years ago, when we first started looking at personalization, Amazon was the only Web site doing it successfully, but times have really changed. I realized how much has changed last week while travelling in Canada.

Is Your Copy Award-winning?

Those of you who have followed this blog for any length of time know that I care a lot about copywriting. Good copy is crucial for getting your site found and for getting customers to buy. But most of us, in private moments, might admit that we don’t spend as much time crafting our copy as we should. Are you ready to put yours to the test?

A Debate Over Google’s Power

In my May Biznology newsletter, I took issue with those who believe Google is too powerful. I don’t think Google controls as much as what Microsoft does and nowhere near what IBM did back in the 1970s. Marshall Sponder disagrees.

Marketing Personality
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Chad White has a great blog today on Email Insider called "Personality Goes a Long Way." Lots of people have written about this before, but Chad has great examples all taken from e-mail marketing, which has always seemed to have less personality than blogs, for example.

Here are Chad’s three big ideas, which I heartily endorse:

Professionalism Run Amok

Most of us hold professionalism in high esteem. We consider ourselves professionals of one sort or another. We try to "act professional." But more and more, I am running into professionalism run amok. When professionalism starts to mean that you are the expert and you don’t make any mistakes, I think it’s misguided.

Virtual World Marketing

I’m racing headlong to age fifty, but some days I feel older than others. Lately I have been feeling oh-so-twentieth-century whenever someone talks about marketing campaigns in virtual worlds, such as Second Life. I admit it. I just don’t get it.

I’m not saying that virtual worlds aren’t important. I’m not even saying that marketing in virtual worlds won’t go on just as it does in the real world.

What I don’t get is the kind of marketing that we’re doing in virtual worlds.

Internet Marketing – Why is it so Difficult?

Old-style marketing wasn’t easy, but at least we knew how to do it. If we wanted to buy TV ads or print ads, we hired some creative people—or even a whole ad agency’s worth. If we wanted to do publicity, we hired a PR person. Whatever kind of marketing you wanted to do, you could just hire an expert.

Times have changed.

Do Search Marketers Need One More Ad Vendor?

I’m constantly asked which search engines a rookie paid search advertiser should work with. Obviously, everyone should take part in Google AdWords, because Google covers half or more of all searches. Most marketers should also look at Yahoo!, which handles about one-quarter of all searches—their Panama platform has made them an even more interesting choice for ad spending.

Organic Search Marketing – Too Much Work?

I read Tom Foremski’s post, "Is search broken?" over a month ago, and I responded at the time by comparing the work you do for search with other ways of getting attention. But I keep thinking about the question Tom asked, and I think I have a better answer today than I did back then.

Marketing: Perfection is Dead

I’ve spoken ad nauseum about how we have to stop obsessing about carefully, slowly, deciding the exact right way to do our marketing. It’s comforting to believe that you have it right, but it’s an unattainable dream—you never have it right.

Measuring Time Spent

Andy Beal and Bryan Eisenberg are both asking good questions about the new "time spent" metrics that Neilsen/Netratings is introducing. Andy wants to know how time spent is calculated (good question) while Bryan assumes that it is time spent in the browser and asks more good questions. Are we missing the boat on metrics here?

Search Marketing and Direct Marketers

Monday, I presented to the Direct Marketing Association at their B2B Marketing Conference on the subject of Return on Search Marketing Investment. I love talking to direct marketers, because they understand how to market on the Web, but they don’t know they do. When I show them how to take what they know and apply it to this new online world, watching the light bulbs go on is very gratifying.

Marketers Should Care About Google’s DoubleClick Deal

For those of you who turn off your computers on the weekend, you should know that Google announced Friday that it spent over $3 billion to acquire DoubleClick, of banner ad network fame. You can read from other people what this means from Google’s point of view—I don’t think that is very important to marketers. So what is important about this to marketers?

SES – Moran Presents on Organic Search Benchmarking

I was really taken aback today when I presented at Search Engine Strategies today in New York. I remember the first one I attended back in 2001 in Boston—there were about 300 people there, I recall.

SES – In-House Search Marketing

For several years, I did the in-house search marketing tracks at the Search Engine Strategies conference in New York, but I asked Danny Sullivan to give me different session this year, on organic search benchmarking, which I posted on yesterday.

Online Customer Panels

Everyone knows about SurveyMonkey and Web analytics programs, but I heard about something new (at least to me) last week—online market research. I attended an AMA Webcast on Community Marketing on March 29 where one of the topics was how to attract online customer panels that provide high quality market research.

Google’s Free Multivariate Testing

I’ve written before about multivariate testing, an emerging technique for rigorous analysis of just what persuades customers to convert. But some companies have been stopped in the past by the cost of licensing a multivariate testing tool. Yesterday, Google Website Optimizer, a multivariate testing tool, emerged from a restricted beta test and can be used by any Google AdWords advertiser for free.

Marketers – Must They Specialize?

I read an interesting post from Bill McCloskey on the need for specialization. Bill has a point, but I think there’s a counterpoint, too, when specialization gets out of control.

Bill makes the case for specialization in a straightforward way: "I submit that the über marketer who is expert in all the various forms of interactive marketing is someone who just doesn’t exist, or is very bad at a lot of things. An interactive jack of all trades, master of none, is not the person you want heading up your email marketing efforts."