In the case of search marketing, that’s probably a good thing. It changes so fast, and the changes are often highly debatable.
Excellent post at Publishing 2.0:
“Rishad Tobaccowala, CEO of Denuo, gets my vote for most honest, â€œletâ€™s cut out the bullshitâ€ keynote speech. Speaking at the OMMA Conference in New York, Rishad admitted what most media and advertising stalwarts are deeply afraid of conceding: weâ€™re just making this shit up (see his keynote here).“
Heh heh. I particularly like the part about content being king (it isn’t):
“(I asked) how user-generated content could be â€œkingâ€ for FIM as his 100 million MySpace friends are only commanding â€œjunkâ€ CPMs….Levinsohn replied that even at low CPMs there is a great value in an aggregated billions of impressions. He also expressed enthusiasm for â€œimmersingâ€ professionally produced content within the viral MySpace experience.“
The key word is, of course, “aggregated”, which is how Adsense makes so much money for Google.
On a related note, the DMA are now offering search marketing qualifications. The industry needs credible training and qualification programs, however claims of SEO guru-ness based on qualifications should be taken with a bucket-full of salt.
Much of it is, quite literally, made up as SEOs go along, and often becomes redundant just as quickly.