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Marketing to the smart

Suppose I told you that virtually every company I speak to makes the same mistake on their Web site. That you are probably targeting only a fraction of the real customer prospects with your Web content? And that a simple change in your attitude could dramatically change the way you think about your Web site? If this sounds like something you care about, read my latest post for Search Engine Guide, “Marketing to the Smart.”

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Mike Moran

Mike Moran is an expert in internet 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, a leading digital media marketing consultancy based in New York City. 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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  1. Avatar nicky

    To get good business from internet marketing we need to user friendly proposal with detail information about the product.

  2. Avatar Free tutor

    Yes, even the best marketing efforts are generally found following common tricks. “Marketing to the Smart” is going to be popular as a great help for many new entrepreneurs.

  3. Avatar Denver Colorado

    Mike,
    I went and read your post on “Marketing to the Smart”. You make some very insightful points regarding keeping the style of communication simple and concise. I went back through my web site and made a lot of changes in my web copy based up recommendations. I have learned not to make assumptions about my readership concerning what they know and do not know. I have also simplified my web copy to make sure my readers do not have to think too hard to understand all of the information on my pages.

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