Marketing Warfare: Why IT Doesn’t Get It
2009
The name of today’s marketing warfare game is Search and Be Found. It’s counter-intuitive to those of us brought up on the old game Battleship, where the goal was not to be found while you uncovered and destroyed your opponent’s ship. The game was based on the Cold War mentality that subterfuge keeps you alive; being open about where you are will get you sunk.
Fast forward to today’s world. Marketing Warfare is very different from Battlefield War Tactics. Your primary guru should no longer be Sun Tzu, author of The Art of War, but perhaps Chris Anderson, Seth Godin, or even wine merchant Gary Vaynerchuk. Google them. Then, Google something about your company. Can you be easily found?
In the military, camouflage is still an important and vital tactic. In marketing, tactics have changed. It’s not about boldly going where no one has before — although that’s not bad. It’s about bolding letting everyone know where you are from being found to being found frequently and being found whenever the consumer chooses to seek you out — not just during the hours you happen to be open. The web world no longer supplements, but leads all other marketing efforts. Find the new warfare gurus and learn from them … fast.
So why are so many companies so far behind in the web arena? Ironically, the more entrenched a company is either with a strong IT department, politically timid (meaning has a board of directors), or is from an industry that is trained to be close-lipped (read legal and health), the more likely it is behind the times in web marketing.
Here’s a case in point: This week an associate wrote me to to ask why a local newspaper never showed up on Google alerts about a famous and well-known local politician. Certainly the newspaper had more news items online about the politician than any other site except perhaps the politician’s own web site. The answer likely lies in many places – keywords, page branding, site mapping – but one place, for sure, is the IT (Information Technology) department.
Assumption: Many companies, newspapers included, still believe that everthing computer-related belongs with the IT department — web sites among them. Wrong.
Truth: Web sites belong with the marketing department. Why? For one reason — only marketing people care about Search and SEO. And here’s the real conundrum – SEO is largely a programming function, but a function that even though technical should report to marketing. It is not an operational concern, but a marketing issue. The website can run without it, and run well from an operational standpoint. It’s just that no one will ever find it — failure from a marketing perspective.
IT people are trained to keep people out — from hackers to hucksters. Marketing people and the web are geared to let people in. If you want a web site that gets you listed, lets you get found, and is invites participation, think long and hard about who controls your website. If it’s your IT department, you have a problem.
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