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Are you turning your marketing into PR?

Some of you might be scandalized to here me urge you to turn marketing into PR. I mean, I have a reputation as someone who is constantly advising people to measure everything they do in terms of sales–the direct marketing playbook–and it’s very hard to do that in public relations. But measurement is only one part of what digital marketing requires. Digital marketing also forces you to confront a reality that PR people live with every day, but traditional marketers rarely do. Which is why you need to embrace a PR point of view in your messaging.

Traditional marketers have never had to create messages that people will voluntarily spend their time with. All they needed to do was open their wallet and buy advertising. They picked the message and they shoved it in front of as many people as possible.

Oficina de Digital PR en Second Life
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But digital marketing has reduced dramatically the ability for marketers to buy their way in. Except for paid search, just about every other form of digital advertising seems to be less effective than free means of getting your message out there. And that’s why marketers must embrace public relations as a new way to think about their messaging.

You see, PR people have always had to deal with a different reality–they couldn’t pay anyone to get their message out. They had to have a message that people wanted to voluntarily spend their time with. This simple idea makes PR people perfect as the message crafters for the new digital marketing.

And some smart companies are showing you they believe this. Did you know that IBM’s marketing chief is a longtime leader in their Communications department? Expect other companies to start making the same kind of moves. PR people can be the new marketers because their approach to messaging works better in the digital age.

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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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