Bill Leake of Apogee spoke at MIMA’s breakfast event this morning…

This was an event worth attending. Even though Bill’s presentation was a very high level overview of SEO, PPC and overall search integration, I learned quite a bit. Bill comes from the data end of online marketing, and in his closing remarks, he made several comments that jibe completely with my own views on marketing.

He stated that most marketing firms are run by “creatives” who manage to sell clients on “really cool” or really slick marketing campaigns. These might win marketing “art” awards, but they rarely achieve the client’s goals.

The only thing that matters with online or off-line marketing is return on investment. What is the client getting for their marketing buck? How is it tracked? ROI tracking of marketing campaigns is going to get bigger and in the next few years, it will dominate and drive marketing campaigns. No one is going to settle for “reall cooly” if there’s no data driving the campaign and no results justifying the campaign.

 Even though I’m a “creative” and came to copywriting from a creative writing background, I still agree wholheartedly with Bill Leake of Apogee Search. And if you’re smart, so will you. Follow the link if you want to know what I think of the “coolness factor” in websites.

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