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Search marketing in Denmark

I spent a great day in Copenhagen today at the Search Marketing Strategies conference from the Danish e-Business Association (FDIH). A slate of excellent speakers, headed by Andreas Weigend (former Chief Scientist at Amazon), and Phillip Schindler (Director at Google).
I gave two different presentations to the 200 attendees, Search Marketing Growth and Search Marketing Master Class, There were a few knowing smiles in the audience when I told them that the direct marketers have the edge over brand marketers on the Web.
But I had the most fun sharing the panel session with Andreas and Phillip. Several questions centered around how large companies can make the changes required for Internet marketing, and each of us gave similar advice. I told them, of course, to Do It Wrong Quickly, but Andreas and Phillip provided similar advice on taking a guess and fixing it later (Andreas called it “launch and learn), which was great. Andreas commented to me privately that it’s great to see what people agree on—we all were preaching the same approach and explaining how Amazon, Google, and IBM have succeeded with it.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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