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Web 2.0 and the CEO

George Colony of Forrester has a quick and interesting read for what he tells CEOs on Web 2.0 (free registration required). I agree with his points, but I think there are a few more to be made.


George does a good job confronting CEOs with the change in control—customers control you, not vice-versa. He also rightly points out that most Web sites are lousy.
In my new book, Do It Wrong Quickly, I also point out a few other things. First, it’s not just about listening to what customers say (although that is important), it is also about watching what they do. One of the reasons that Web sites are lousy is that no one pays attention to where customers click, where they abandon, and whether they buy. By applying direct marketing principles for measuring and improving response, marketers find they immediately improve their Web site. By employing techniques such as multivariate testing, they often improve their response rates by 30% within a few months.
But it’s not even about just listening and watching, it’s about responding. How quickly can you change what you are doing when it’s not working? Are you prepared to change your message, your offer, your products? The companies with this fast-response culture are the ones that are satisfying customers.
When I say “do it wrong quickly,” I am not proposing that you try to do things the wrong way—I am getting you to admit that whatever we do is usually wrong. Our first try, no matter how well considered, is probably off the mark. We need to come to terms with this reality, listen to what customers say and do in reaction to what we do, and then do something else.
Marketing 2.0 is as much about paying attention as getting attention. That’s the biggest change.

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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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