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

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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.


About the Author:

Bob McClain or WordsmithBob, is a retired website copywriter in Minneapolis and St. Paul, Minnesota. He has focused on developing new, more effective approaches to web writing, web content, web copywriting and Search Engine Optimization. Starting with a BA in Technical Communication and a minor in Creative Writing from Metro State University in St. Paul, McClain has worked diligently to end the use of "corp-speak" and "technospeak" online. His approach is to “humanize” the Web, using real information to guide people to buy rather than turning websites into advertisements that people can easily ignore.
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  1. Megan Garza  March 13, 2008

    Thanks for your positive feedback on Bill’s presentation. I work at Apogee as a search specialist, and I always appreciate how Bill can take a broad, complex topic and explain it so succinctly when he speaks. Since I also agree with Bill’s take on the importance of focusing on ROI for the client, I guess that makes me smart, too. 🙂

  2. Bill Leake  March 13, 2008

    Bob, thanks for the kind words. It was a pleasure to come up to Minneapolis, and I’m thrilled that you found the session helpful.

    For my part, I’m excited to see how every year Search and other online marketing technologies take an ever more prominent role in the overall marketing mix.

    The numbers online provides are driving ever-increasing accountability in marketing, which is a good thing for everyone. Good for users, good for companies, and also, good for creatives.

    Please reach out if I can ever be of assistance — Bill

  3. WordsmithBob  March 31, 2008

    Thanks, Bill and Meagan. Too often I go to marketing presentations that are all about the “wow” factor to dazzle the client with things like all Flash websites and no thought whatsoever towards search engine optimization, search engine marketing or tracking return on investment.

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