Only Some Marketers Are Liars


by Kenny Hyder

Only some marketers are liarsI’d like to cla­rify a few myth’s that I think have been widely spread. In the land of online mar­ke­ting there are many tech­ni­ques and tac­tics used to improve the per­for­mance of a web­site, drive traf­fic, and grow an online busi­ness. In the scheme of mar­ke­ting as a whole, online mar­ke­ting is rela­ti­vely new and it’s prac­ti­ces still evolving.

Howe­ver, this does not in any­way give vali­dity to the notion that any tac­tic used by a mar­ke­ter online isn’t “real” or directly mea­su­ra­ble in any way. I’ve heard a num­ber of times now, from peo­ple who have some idea that online mar­ke­ting is a sort of “soft mar­ke­ting” tech­ni­que, used to indi­rectly mar­ket brands and busi­nes­ses. All Search Engine Mar­ke­ters, Social Media Mar­ke­ters, and Online Brand Mana­ge­ment pro­fes­sio­nals pro­vide valua­ble ser­vi­ces with mea­su­ra­ble results. These are real mar­ke­ting tac­tics, that drive real and defi­na­ble results, not part of some soft mar­ke­ting campaign.

SEO is Not Soft Marketing

Sur­pri­singly, there seem to be a large num­ber of peo­ple out there who seem to think that SEO is some sort of soft mar­ke­ting tech­ni­que. I think this is due to the fact that there are now so many fly-by-night “SEO’s” making cold call phone calls to busi­ness owners trying to pitch SEO ser­vi­ces, and not explai­ning exactly what type of results they will deli­ver, or how they will get the work done.


SEO is cold, hard, and directly mea­su­ra­ble. Any SEO who is worth a grain of salt will mea­sure the results of the cam­paign he/she is wor­king on. Ran­kings equal traf­fic equal con­ver­sions equal cash. SEO equals ROI.

Social Media is Not Soft Marketing

It is a little more unders­tan­da­ble that peo­ple would think that social media mar­ke­ting falls into the realm of soft mar­ke­ting, but it doesn’t. Sure mar­ke­ting for social media may inc­rease your “brand awa­re­ness”, but SMM isn’t a big gues­sing game when it comes to results for busi­nes­ses and websites.


The guys who do it best will tell you, social media mar­ke­ting is a great way to drive traf­fic and links to your site. AND it isn’t just about set­ting up a twit­ter page that looks like your web­site. There are tons of other ways to mar­ket for social media that can drive large quan­ti­ties of rele­vant users to your website.

Brand Mana­ge­ment is Not Soft Marketing

Out of the three, by FAR brand mana­ge­ment is the one that gets ham­me­red the most as a soft mar­ke­ting scheme. I think this can mostly be bla­med on the fact that the majo­rity of peo­ple just don’t unders­tand what brand mana­ge­ment is. And when you have something that isn’t widely unders­tood, con­fu­sion spreads.


Plainly, brand mana­ge­ment is when you use various mar­ke­ting devi­ces to inc­rease the image of a brand. Michael Jor­dan, as we all know, was lar­gely spon­so­red by Nike which in turn hel­ped them create one of the stron­gest, most recog­ni­za­ble brands in the world. Little do most know, he actually pre­fe­rred Adi­das. This was STRONG brand mana­ge­ment move on Nike’s part. Not a “soft” attempt to “inc­rease brand awareness.”

I have been apart of seve­ral search cam­paigns where the goal was to push nega­tive results for a brand query off of the first page. If a query for your company’s pro­duct returns a lis­ting with an affi­liate site with a title tag of “DON’T BUY [PRODUCT NAME]”, as a way to entice clicks — you pro­bably want to get that off the first page.

Brand mana­ge­ment is an impor­tant part of many busi­nes­ses mar­ke­ting stra­tegy that invol­ves clear and defi­ned goals with mea­su­ra­ble results. Just like the saying “It pays to advertise.”

Don’t Be Fooled

All mar­ke­ting cam­paigns, online or offline, are crea­ted equal. Busi­nes­ses need to make money to make it, and it’s the job of the mar­ke­ter to help them get more busi­ness and make more money. Not all mar­ke­ting cam­paigns are suc­cess­ful, but they are all measurable.

Photo Cre­dit: Express Mono­Rail


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