traditional marketers are coming for our jobs - #stateofsearch 2014
DESCRIPTION
Traditional marketers are making big plays into the digital marketing space. In this increasingly competitive market, how can digital marketers compete with traditional marketing and big media? In my talk at DFWSEM State of Search 2014, I discussed the coming tide of traditional marketers trying to do digital marketing, the threats to be aware of, and strategies to compete.TRANSCRIPT
Traditional Marketers Are Coming for Our Jobs
Ruth Burr Reedy
State of Search 2014
@ruthburr #stateofsearch
East Coast Blizzard 2009 by BKL on Flickr
@ruthburr #stateofsearch
This is What I am Talking About
SEO
PPC
Social Media
Content Marketing
Digital
TV/Broadcast
Radio
Direct Mail
Telemarketing
Traditional
For the purposes of our conversation today, here’s what I mean when I say “traditional” vs “digital”
marketing.
@ruthburr #stateofsearch
Wolves fighting over food by Tamboko the Jaguar on Flickr
Traditional marketers are starting to make a play for digital marketing business in a big way,
and we have to be ready.
@ruthburr #stateofsearch@ruthburr #stateofsearchThis is Sinclair Broadcast Group, a $1.6 billion
TV broadcasting company with a terrible website.
Thanks Clayton
@cedorrisfor this
example!
@ruthburr #stateofsearch@ruthburr #stateofsearchThis is Sinclair Digital Solutions, a full-service digital marketing agency run by the owners of
that terrible website.
January 8, 2014
@ruthburr #stateofsearch@ruthburr #stateofsearchHere’s what Sinclair Digital’s website looked like
in January of this year.
@ruthburr #stateofsearch
“U.S. advertisers’ spending on digital advertising will overtake TV in 2016.”- http://adage.com/article/media/digital-overtake-tv-ad-spending-years-forrester/295694/
@ruthburr #stateofsearch@ruthburr #stateofsearch
@ruthburr #stateofsearch@ruthburr #stateofsearchSinclair Digital’s service offering may not look
like much...
@ruthburr #stateofsearch@ruthburr #stateofsearch
@ruthburr #stateofsearch@ruthburr #stateofsearch
Sad Seal by Nathan Rupert on Flickr
It’s not always going to be so funny.
@ruthburr #stateofsearch@ruthburr #stateofsearchRegardless of the quality of the services provided, it’s still a huge influx of new
competition into our market.
@ruthburr #stateofsearch
A Fool and His Money by David Goehring on Flickr
Our clients and prospects don’t know as much about digital marketing as we do – they don’t always know
what to look for in a quality service provider.
@ruthburr #stateofsearch
Bella “shake hands” by Ian Main on Flickr
You mean I can get all my marketing with one vendor? You got a deal!
The idea of having one vendor for all your marketing sounds sweet – plus traditional agencies can cut clients a
deal on bundled services that digital agencies can’t.
@ruthburr #stateofsearch
“The Mad Men” by Finnur Malmquist on Flickr
Traditional marketers are very very good at selling themselves. They have amazing creative
portfolios and know how to sell marketing.
@ruthburr #stateofsearch
337/365: The Big Money by David Muir on Flickr
Traditional marketing agencies and big media companies also have a lot of money and a ton of creative resources to
put into building content. That money also means…
@ruthburr #stateofsearch
Genius – Wile E. Coyote – Chuck Jones by Gwendal Uguen on Flickr
…(if they’re smart) they can invest in hiring and training digital talent. We can’t trust they won’t
know what they’re doing forever.
The Skills that Pay the Bills
@ruthburr #stateofsearch
Keyword Research
Content Strategy
Link Building
Conversion Rate Optimization
Content Marketing
Online Networking
Market Research
Brand Strategy
Public Relations
Focus Groups
Creative Design
Offline Networking
DigitalTraditional
Plus, modern digital marketing has a lot in common with traditional marketing – many of the same skills, metrics and
mindsets lend themselves well to digital tactics.
@ruthburr #stateofsearch
Anastasia, 1997 20th Century Fox
Most of us learned SEO on the job – it’s naïve to think that traditional marketers aren’t capable of
doing the same thing.
@ruthburr #stateofsearch
The Social Network, 2010 Sony PicturesHaving so much more money and resources may look like
an unbeatable advantage, but it makes for business mistakes that digital marketers can capitalize on.
@ruthburr #stateofsearch
Big numbers
Fast results
Over-commoditization
Under-hiring
Top-Down Management
Traditional marketers are used to big money and fast results. This can lead them to underestimate the time and effort it takes to be successful, under-hiring and over-commoditizing digital.
@ruthburr #stateofsearchThis approach leads to some terrible SEO. That’s bad for them but it’s also bad for us because it
makes SEO as an industry look bad.
@ruthburr #stateofsearch
Starting Small
Realistic Projections
Custom Solutions
Smart Hiring
Investing in People
Smart traditional/media companies are starting small and growing a program, taking the time to learn how to be
successful, hiring smart and investing in success.
@ruthburr #stateofsearchThat’s the real competition.
For Example
@ruthburr #stateofsearchOPUBCO DMS (where I work) started out as a 2-person division of newspaper ad sales, now it’s a
34-person agency.
Traditional Marketers Are Going Digital!
@ruthburr
Penguins by son_gismo on Flickr
@ruthburr #stateofsearchSo how do we compete with our new competitors?
@ruthburr #stateofsearch
Educate.
Gone are the days of doing SEO in a black box. We have to teach our clients what we do and how it will make them money; we also have to educate in the industry to ward off crappy SEO.
@ruthburr #stateofsearch
Specialize.
We can’t compete on breadth of services; we can compete on expertise and results. We do digital and
we do it well.
@ruthburr #stateofsearch
Be marketers.
Being marketers means talking about #RCS, which all boils down to – how am I making you money? Digital has a powerful ability to demonstrate ROI.
@ruthburr #stateofsearch
Not hackers.
Hackers, 1995 United Artists
It can’t be about tricks and exploits anymore. That means it can’t be about number of pages, number of links or page
1 rankings. It has to be about the business.
Don’t Compete on Price.
@ruthburr #stateofsearchIt’s a race to the bottom.
@ruthburr #stateofsearch
Suit up.
Traditional marketers are great at selling themselves – we have to be good at it too. We have to be able to create
beautiful, delightful experiences.
@ruthburr #stateofsearch
Playing Wolves by Tambako the Jaguar on Flickr
Despite my scary slide before, traditional marketers don’t have to be the enemy.
@ruthburr #stateofsearch
Find Partnership Opportunities
DesignUX
Develop
SEOSEM
Social
Technical SEO
CMS Provider
Offline Content Strategy
Online Content Strategy
Another way to compete on breadth is to partner strategically to offer a fuller set of solutions. You can even partner with traditional agencies – now your competitor is your partner.
@ruthburr #stateofsearchIf you own a digital marketing agency, I know
where you can find some potential buyers!
@ruthburr #stateofsearchIf nothing else, traditional agencies are probably
hiring.
@ruthburr #stateofsearch
(Soon to be called something cooler)
Ruth Burr ReedyHead of On-Site SEO
+RuthBurr
@ruthburr
http://www.linkedin.com/in/ruthburr
Holla at your girl.