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Marketing by the numbers

I spoke today at the Search Engine Strategies Conference in New York City (you can download my talk on Converting Visitors Into Buyers), and I was gratified by the response to the session, where I presented with a number of experts. Marketing by the numbers is an idea whose time has come. The session was well-attended—I am starting to feel as though direct marketing is finally getting the attention it deserves as the most important piece of any Internet marketing effort. So, if you’ve been hanging back, if you’ve been hoping that this marketing math stuff is a fad that will blow over, you might not to re-assess your viewpoint. Is your company still telling itself that banner ads deliver real brand awareness even when they aren’t clicked? If so, you probably need to take Direct Marketing 101.

mathematical marketing

Too many marketers are still running by the seat of the pants. A study that I saw earlier this morning shows that many marketers continue to resist personalized marketing, which must be preceded by marketing by the numbers. My suspicion is the math is the problem. Too many marketers are bedeviled by the math and unable to personalize.
For those of you that are struggling. Decide the purpose of your Web site. Calculate Customer Lifetime Value. Commit to testing. And above all, decide to do it wrong quickly.
Make the commitment to begin experimental marketing guided by customer feedback—marketing by the numbers.

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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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