Comments on: “Doing Search” Only Counts if You’re Seen http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/ B2B Marketing Blog Focusing on the Online Space Thu, 09 Sep 2010 03:36:39 -0700 http://wordpress.org/?v=2.8 hourly 1 By: George Torok http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/comment-page-1/#comment-336 George Torok Thu, 19 Jul 2007 19:59:03 +0000 http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/#comment-336 Gord, Bureaucrats are not measured on results. They are measured on output. They are not promoted because they question themselves and the status quo. They are rewarded by their ability to defend and deflect. Tell an entrepreneur, “Here’s what happened when I searched for your service.” They respond with, “Wow, how do I fix that?” Tell a bureaucrat the same thing and it’s, “You are mistaken because look at what I did.” I know because I now consult to entrepreneurs and I once worked inside the bureaucracy (sigh). They are two worlds apart. George Torok Gord,

Bureaucrats are not measured on results. They are measured on output. They are not promoted because they question themselves and the status quo. They are rewarded by their ability to defend and deflect.

Tell an entrepreneur, “Here’s what happened when I searched for your service.” They respond with, “Wow, how do I fix that?”

Tell a bureaucrat the same thing and it’s, “You are mistaken because look at what I did.”

I know because I now consult to entrepreneurs and I once worked inside the bureaucracy (sigh). They are two worlds apart.

George Torok

]]> By: “Doing Search” Only Counts if You’re Seen » Search Engine Marketing Blog http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/comment-page-1/#comment-282 “Doing Search” Only Counts if You’re Seen » Search Engine Marketing Blog Tue, 10 Jul 2007 14:37:45 +0000 http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/#comment-282 [...] Check out the post at Ask Enquiro. [...] [...] Check out the post at Ask Enquiro. [...]

]]> By: Gord Hotchkiss http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/comment-page-1/#comment-268 Gord Hotchkiss Mon, 09 Jul 2007 15:43:38 +0000 http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/#comment-268 Thanks for the comments. I'll continue to keep pushing the message. But it's really more than just search. It's the failure of too many marketers in Canada to realize the new realities of how we research online, the most obvious example being search. If Ontario Tourism wanted to really get into the groove, they'd do search first, then explore the possibilities of contextual and behavioral targeting. I'm just really really tired of stupid, short sighted marketing. Thanks for the comments. I’ll continue to keep pushing the message. But it’s really more than just search. It’s the failure of too many marketers in Canada to realize the new realities of how we research online, the most obvious example being search. If Ontario Tourism wanted to really get into the groove, they’d do search first, then explore the possibilities of contextual and behavioral targeting. I’m just really really tired of stupid, short sighted marketing.

]]> By: Brian O'Grady http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/comment-page-1/#comment-266 Brian O'Grady Mon, 09 Jul 2007 14:26:53 +0000 http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/#comment-266 Gord, You're making one friend in Ontario! Your column summarizes my experience in the B2B space quite nicely. For some reason search marketing doesn't give marketers the same visceral hit of glee that a splashy print ad does. Or a nearly useless banner ad for that matter. Is this because today's senior decision-makers came up through the ranks before search was this important? Is this because search is a little bit confusing? Or, as Peter suggests, is it because the neighbours (and your boss) comment on the print and TV ads but may never see search ads? I say all of the above. If marketers were using their own money for their programs, instead of someone else's, I bet the facts and ROI would matter more often. Go Gord go. Gord,
You’re making one friend in Ontario! Your column summarizes my experience in the B2B space quite nicely. For some reason search marketing doesn’t give marketers the same visceral hit of glee that a splashy print ad does. Or a nearly useless banner ad for that matter. Is this because today’s senior decision-makers came up through the ranks before search was this important? Is this because search is a little bit confusing? Or, as Peter suggests, is it because the neighbours (and your boss) comment on the print and TV ads but may never see search ads? I say all of the above. If marketers were using their own money for their programs, instead of someone else’s, I bet the facts and ROI would matter more often. Go Gord go.

]]> By: Peter Brockmann http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/comment-page-1/#comment-217 Peter Brockmann Thu, 05 Jul 2007 21:12:00 +0000 http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/#comment-217 Excellent analysis Gord. At first I thought the issue was that big budget mechanical marketers suffer from the scale vs effectiveness challenge. They love the scale of print and TV (people next door comment on the TV ads), but can't appreciate the cool headed FACTS about search. But then I remembered that Government is the biggest ad spender in Canada. So this is really a form of protectionism for the Canadian advertising industry. Ah, the joy of being bribed with my own money.... Excellent analysis Gord. At first I thought the issue was that big budget mechanical marketers suffer from the scale vs effectiveness challenge. They love the scale of print and TV (people next door comment on the TV ads), but can’t appreciate the cool headed FACTS about search. But then I remembered that Government is the biggest ad spender in Canada. So this is really a form of protectionism for the Canadian advertising industry. Ah, the joy of being bribed with my own money….

]]> By: Rick Spence http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/comment-page-1/#comment-214 Rick Spence Wed, 04 Jul 2007 19:16:30 +0000 http://ask.enquiro.com/2007/doing-search-only-counts-if-youre-seen/#comment-214 Great post, Gord! I couldn't agree with you more. If it's okay, I have posted an edited version of your post on my blog, Canadian Entrepreneur (with a link here for the full version, naturally). I wish you all the best in your fight for open minds and saner marketing! Rick http://canentrepreneur.blogspot.com Great post, Gord! I couldn’t agree with you more.

If it’s okay, I have posted an edited version of your post on my blog, Canadian Entrepreneur (with a link here for the full version, naturally).

I wish you all the best in your fight for open minds and saner marketing!

Rick
http://canentrepreneur.blogspot.com

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