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The Do It Wrong Quickly Challenge

It’s a lot of work to write a book. So, when you’re through with it, you really (really!) hope people will read it. And so you try to think of ways to get attention for it. To promote it. To market it. So you ask other authors what they would do in your situation. When I sat down with Bryan and Jeffrey Eisenberg a few months ago, they said, “Make a game out of it.” So I did.


They suggested that I create a game that posed Internet marketing dilemmas and offered a few possible answers. So, with the help of my publisher, we built that game and launched it a few weeks ago, and Bryan and Jeffery wrote about it on their blog.
But I wasn’t entirely happy with the game. I wanted to explain the answers, because I didn’t think people would always immediately understand (or agree) with what I claimed was the right answer. But I couldn’t get all the Web pages created in time for the launch of the game, so we went without them. (Yes, we did it wrong quickly—we launched the game before it was perfect because we needed to launch at the same time the book was coming out.)
By now, I’ve gotten many great responses to the game. People have told me that it is fun and challenging and that they’ve learned a lot just from playing, which I love to hear. I also have received feedback that some of my answers don’t make sense or are just plain wrong and exactly what were you thinking?
So now you can find out what I was thinking. We’ve relaunched the game, this time with explanataions of each answer. You play the game the same way as before, answering questions rapid-fire while the clock runs, but now at the end you can click on any of the questions you are curious about and see my explanation for why that’s the right answer.
And that’s the way you should always do marketing. If we’d launched the game to a rousing yawn and everyone told me it was pointless and stupid, I probably wouldn’t have bothered enhancing the game with explanations. But because people like it, it makes sense to improve it.
So, give it a spin. See if you’re up to the Do It Wrong Quickly Challenge.

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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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