Marketing: We Just Make It Up As We Go Along

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, “let’s cut out the bullshit” keynote speech. Speaking at the OMMA Conference in New York, Rishad admitted what most media and advertising stalwarts are deeply afraid of conceding: we’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 “king” for FIM as his 100 million MySpace friends are only commanding “junk” CPMs….Levinsohn replied that even at low CPMs there is a great value in an aggregated billions of impressions. He also expressed enthusiasm for “immersing” 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.

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