Teaching an old dog new tricks

I recently attended an Online Marketing seminar hosted by the Chesapeake Regional Tech Council. I was extremely impressed with the panelists, the discussions, and the tips they provided to help attendees (whether B2C or B2B) improve their Online Marketing efforts. However, when asked how many marketers were in the room, I noted only a few people (out of 70) raised their hands. Why? Were many of the companies without a marketer? Or did they think because it was being hosted by a technology group, that marketing didn't need to be there?

When Q&A's started, it was obvious that most of the questions weren't from marketers, but rather from non-marketing upper-level management. Questions such as how do I get started, what is SEO or SEM, how do I track stats, how can I make my site better without spending money? Such basic questions that I wondered how these people could "hold it" for so long during the discussion. Most of the other marketers in the room sat back, looking somewhat bored, hoping to either ask or hear a questions that really related to the session. Why were we focusing on the basics, when I wanted to hear more about what people have done that worked or didn't work? Where were all the marketers? Still in the office?

So I ask, can you really teach a "more experienced" manager (CEO, VP) with little to no marketing experience about Online Marketing including SEO, SEM, analytics, optimal site layout, or marketing copy? In many cases, no. Don't waste your or others time by trying to understand every facet of this field just because you own or run the company. Focus your efforts and time on that which grew your company: new business, improving customer relationships, employee retention. Let your marketer handle this end. That's why you hired them, right?

SEM methods change daily. It must be monitored by an experienced professional that understands what to take away from a new technological release; who understands whether or not Web 2.0 is right for YOUR company; who can tell you the difference between visits and unique visitors. Realize that Online Marketing is a field that deserves attention, time, and money. Spend some money on your marketing efforts. You'll be glad you did.

Again, the session wasn't Online Marketing 101 or SEM 101. But it did provide a lot of useful suggestions and resources for an experienced marketer to utilize once they returned to the office. At least, that's what I got out of it.