Category Archives: New Marketing

ILM East Conference View: Ad Spending Shifting To “Services” Like Content, SEO

John Denny speaking at ILM East Boston on SEO for CEO's

ILM East Boston: "SEO for CEO's"

This week I had a great experience traveling to Boston to speak at the Kelsey Interactive Local Marketing East Conference. My overall talk was on the basics of SEO for CEO’s and building an in-house SEO department, but I also touched on the wider trends happening in search related marketing spend and how they impact local markets. Afterwards we had a panel discussion with two of the people I view as among the top experts in search (and local SEO): Will Scott and Andrew Shotland  (you can find a recap of the session on the Kelsey blog here).

One of the themes I touched on during my talk was the growing importance of “Services” in the world of marketing priorities for businesses. That money is now shifting from what has always been viewed as “Advertising” (whether traditional or digital media) to a whole host of growing priorities including Search Engine Optimization,  Social Media Optimization, blogs and Content Marketing.

Continue reading

The Marketing Revolution: Light Reading To Help You Wake Up and Smell The Java

Assuming you haven’t been living under a rock the last 10 years, you’ve been getting the drift that some things may be changing in your marketing world.  But it’s not always easy to remind yourself that you need to be thinking a whole new way, and be developing entirely new skill sets to make yourself relevant to what’s going on.  So here are a few “wake up and smell the coffee” articles about the shifts going on, and what you need to do about it.

Snooze Alarm Number 1: “The Future of Advertising” from Fast Company

 The first point of view is “The Future of Advertising” from Fast Company.  If you are an ex-Ad Agency person like me– and you know a whole lot of people who used to work in the traditional agency business who hung on to that melting iceberg of traditional mass media ad strategies right down to its ice-cube size nub– this is quite a read.  Here are the some key take-aways:

Continue reading

The Five Disciplines You Need To Know To Practice Marketing Today

People often ask me—whether they’re hiring a marketing agency, looking to find a marketing staffer, or  simply want to get more customers to buy from them —what knowledge is now foundational in a world of marketing and advertising that is changing so rapidly?  What are the core knowledge areas needed to succeed for where the world is now moving? The reality is the skills needed as a marketer running a mass advertising campaign in 1995 across 3 networks and a few cable stations are completely different from the capabilities you need to succeed today.  So below I’ve outlined the new core five—and provided a few basic sources to start you off learning what you need to know.

Continue reading