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Traditional Marketers Are 
Coming for Our Jobs 
Ruth Burr Reedy 
State of Search 2014 
East Coast Blizzard 2009 by BKL on ...
This is What I am Talking 
About 
Digital 
SEO 
PPC 
Email 
Social Media 
Content Marketing 
Traditional 
TV/Broadcast 
Ra...
Wolves fighting over food by Tamboko the Jaguar on Flickr 
Traditional marketers are starting to make a 
play for digital ...
This is Sinclair Broadcast Group, a $1.6 billion 
@rruutthhbbuurrrr TV broadcasting company with a terrible 
#ssttaatteeoo...
This is Sinclair Digital Solutions, a full-service 
digital marketing agency run by the owners of 
@rruutthhbbuurrrr #sstt...
January 8, 2014 
Here’s what Sinclair Digital’s website looked like 
@rruutthhbbuurrrr in January of this year. 
#ssttaatt...
@ruthburr #stateofsearch
“U.S. advertisers’ 
spending on digital 
advertising will 
overtake TV in 
2016.” 
- http://adage.com/article/media/digita...
Sinclair Digital’s service offering may not look 
@rruutthhbbuurrrr like much... 
#ssttaatteeooffsseeaarrcchh
@rruutthhbbuurrrr #ssttaatteeooffsseeaarrcchh
Loud laughter :D by trasroid on Flickr 
@ruthburr #stateofsearch
Sad Seal by Nathan Rupert on Flickr 
It’s not always going to be so funny. 
@rruutthhbbuurrrr #ssttaatteeooffsseeaarrcchh
Regardless of the quality of the services 
provided, it’s still a huge influx of new 
@rruutthhbbuurrrr #ssttaatteeooffsse...
A Fool and His Money by David Goehring on Flickr 
Our clients and prospects don’t know as much about 
digital marketing as...
Bella “shake hands” by Ian Main on Flickr 
You mean I can get 
all my marketing 
with one vendor? 
You got a deal! 
The id...
“The Mad Men” by Finnur Malmquist on Flickr 
Traditional marketers are very very good at 
@ruthburr selling themselves. Th...
337/365: The Big Money by David Muir on 
Flickr 
Traditional marketing agencies and big media companies 
also have a lot o...
Genius – Wile E. Coyote – Chuck Jones by Gwendal Uguen on Flickr 
…(if they’re smart) they can invest in hiring and 
train...
The Skills that Pay the Bills 
Traditional Digital 
Keyword Research 
Content Strategy 
Link Building 
Conversion Rate 
Op...
Anastasia, 1997 20th Century Fox 
Most of us learned SEO on the job – it’s naïve to 
think that traditional marketers aren...
The Social Network, 2010 Sony Pictures 
Having so much more money and resources may look like 
an unbeatable advantage, bu...
Big numbers 
Fast results 
Over-commoditization 
Under-hiring 
Top-Down 
Management 
Traditional marketers are used to big...
This approach leads to some terrible SEO. That’s 
bad for them but it’s also bad for us because it 
@ruthburr #stateofsear...
Starting Small 
Realistic 
Projections 
Custom Solutions 
Smart Hiring 
Investing in 
People 
Smart traditional/media comp...
That’s the real competition. 
@ruthburr #stateofsearch
For Example 
OPUBCO DMS (where I work) started out as a 2- 
person division of newspaper ad sales, now it’s a 
@ruthburr #...
Traditional Marketers Are 
Going Digital! 
@ruthburr 
Penguins by son_gismo on Flickr 
#stateofsearch 
So how do we compet...
Educate. 
Gone are the days of doing SEO in a black box. We have to 
teach our clients what we do and how it will make the...
Specialize. 
We can’t compete on breadth of services; we can 
compete on expertise and results. We do digital and 
@ruthbu...
Be marketers. 
Being marketers means talking about #RCS, which 
all boils down to – how am I making you money? 
Digital ha...
Not hackers. 
Hackers, 1995 United Artists 
It can’t be about tricks and exploits anymore. That means 
it can’t be about n...
Don’t Compete on Price. 
It’s a race to the bottom. 
@ruthburr #stateofsearch
Suit up. 
Traditional marketers are great at selling themselves – we 
have to be good at it too. We have to be able to cre...
Playing Wolves by Tambako the Jaguar on Flickr 
Despite my scary slide before, traditional marketers 
@ruthburr don’t have...
Find Partnership 
Opportunities 
Design 
UX 
Develop 
SEO 
SEM 
Social 
Technical 
SEO 
CMS 
Provider 
Offline 
Content 
S...
If you own a digital marketing agency, I know 
where you can find some potential buyers! 
@ruthburr #stateofsearch
If nothing else, traditional agencies are probably 
@ruthburr hiring. 
#stateofsearch
Ruth Burr Reedy 
Head of On-Site SEO 
(Soon to be called something cooler) 
@ruthburr 
+RuthBurr 
http://www.linkedin.com ...
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Traditional Marketers Are Coming for Our Jobs - #StateofSearch 2014

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Traditional marketers are making big plays into the digital marketing space. In this increasingly competitive market, how can digital marketers compete with traditional marketing and big media?

In my talk at DFWSEM State of Search 2014, I discussed the coming tide of traditional marketers trying to do digital marketing, the threats to be aware of, and strategies to compete.

Published in: Marketing

Traditional Marketers Are Coming for Our Jobs - #StateofSearch 2014

  1. 1. Traditional Marketers Are Coming for Our Jobs Ruth Burr Reedy State of Search 2014 East Coast Blizzard 2009 by BKL on Flickr @ruthburr #stateofsearch
  2. 2. This is What I am Talking About Digital SEO PPC Email Social Media Content Marketing Traditional TV/Broadcast Radio Print Direct Mail Telemarketing For the purposes of our conversation today, here’s what I mean when I say “traditional” vs “digital” @ruthburr #stateofsearch marketing.
  3. 3. Wolves fighting over food by Tamboko the Jaguar on Flickr Traditional marketers are starting to make a play for digital marketing business in a big way, @ruthburr #stateofsearch and we have to be ready.
  4. 4. This is Sinclair Broadcast Group, a $1.6 billion @rruutthhbbuurrrr TV broadcasting company with a terrible #ssttaatteeooffsseeaarrcchh website. Thanks Clayton @cedorris for this example!
  5. 5. This is Sinclair Digital Solutions, a full-service digital marketing agency run by the owners of @rruutthhbbuurrrr #ssttaatteeooffsseeaarrcchh that terrible website.
  6. 6. January 8, 2014 Here’s what Sinclair Digital’s website looked like @rruutthhbbuurrrr in January of this year. #ssttaatteeooffsseeaarrcchh
  7. 7. @ruthburr #stateofsearch
  8. 8. “U.S. advertisers’ spending on digital advertising will overtake TV in 2016.” - http://adage.com/article/media/digital-overtake- tv-ad-spending-years-forrester/ 295694/ @rruutthhbbuurrrr #ssttaatteeooffsseeaarrcchh
  9. 9. Sinclair Digital’s service offering may not look @rruutthhbbuurrrr like much... #ssttaatteeooffsseeaarrcchh
  10. 10. @rruutthhbbuurrrr #ssttaatteeooffsseeaarrcchh
  11. 11. Loud laughter :D by trasroid on Flickr @ruthburr #stateofsearch
  12. 12. Sad Seal by Nathan Rupert on Flickr It’s not always going to be so funny. @rruutthhbbuurrrr #ssttaatteeooffsseeaarrcchh
  13. 13. Regardless of the quality of the services provided, it’s still a huge influx of new @rruutthhbbuurrrr #ssttaatteeooffsseeaarrcchh competition into our market.
  14. 14. A Fool and His Money by David Goehring on Flickr Our clients and prospects don’t know as much about digital marketing as we do – they don’t always know @ruthburr #stateofsearch what to look for in a quality service provider.
  15. 15. Bella “shake hands” by Ian Main on Flickr You mean I can get all my marketing with one vendor? You got a deal! The idea of having one vendor for all your marketing @ruthburr sounds sweet – plus traditional agencies can cut clients a #stateofsearch deal on bundled services that digital agencies can’t.
  16. 16. “The Mad Men” by Finnur Malmquist on Flickr Traditional marketers are very very good at @ruthburr selling themselves. They have amazing creative #stateofsearch portfolios and know how to sell marketing.
  17. 17. 337/365: The Big Money by David Muir on Flickr Traditional marketing agencies and big media companies also have a lot of money and a ton of creative resources to @ruthburr #stateofsearch put into building content. That money also means…
  18. 18. Genius – Wile E. Coyote – Chuck Jones by Gwendal Uguen on Flickr …(if they’re smart) they can invest in hiring and training digital talent. We can’t trust they won’t @ruthburr #stateofsearch know what they’re doing forever.
  19. 19. The Skills that Pay the Bills Traditional Digital Keyword Research Content Strategy Link Building Conversion Rate Optimization Content Marketing Online Networking Market Research Brand Strategy Public Relations Focus Groups Creative Design Offline Networking Plus, modern digital marketing has a lot in common with traditional marketing – many of the same skills, metrics and @ruthburr #stateofsearch mindsets lend themselves well to digital tactics.
  20. 20. Anastasia, 1997 20th Century Fox Most of us learned SEO on the job – it’s naïve to think that traditional marketers aren’t capable of @ruthburr #stateofsearch doing the same thing.
  21. 21. The Social Network, 2010 Sony Pictures Having so much more money and resources may look like an unbeatable advantage, but it makes for business mistakes that digital marketers can capitalize on. @ruthburr #stateofsearch
  22. 22. Big numbers Fast results Over-commoditization Under-hiring Top-Down Management Traditional marketers are used to big money and fast results. This can lead them to underestimate the time and effort it takes to be successful, under-hiring and over-commoditizing digital. @ruthburr #stateofsearch
  23. 23. This approach leads to some terrible SEO. That’s bad for them but it’s also bad for us because it @ruthburr #stateofsearch makes SEO as an industry look bad.
  24. 24. Starting Small Realistic Projections Custom Solutions Smart Hiring Investing in People Smart traditional/media companies are starting small and growing a program, taking the time to learn how to be @ruthburr #stateofsearch successful, hiring smart and investing in success.
  25. 25. That’s the real competition. @ruthburr #stateofsearch
  26. 26. For Example OPUBCO DMS (where I work) started out as a 2- person division of newspaper ad sales, now it’s a @ruthburr #stateofsearch 34-person agency.
  27. 27. Traditional Marketers Are Going Digital! @ruthburr Penguins by son_gismo on Flickr #stateofsearch So how do we compete with our new competitors?
  28. 28. Educate. Gone are the days of doing SEO in a black box. We have to teach our clients what we do and how it will make them money; we also have to educate in the industry to ward off crappy SEO. @ruthburr #stateofsearch
  29. 29. Specialize. We can’t compete on breadth of services; we can compete on expertise and results. We do digital and @ruthburr #stateofsearch we do it well.
  30. 30. Be marketers. Being marketers means talking about #RCS, which all boils down to – how am I making you money? Digital has a powerful ability to demonstrate ROI. @ruthburr #stateofsearch
  31. 31. Not hackers. Hackers, 1995 United Artists It can’t be about tricks and exploits anymore. That means it can’t be about number of pages, number of links or page @ruthburr #stateofsearch 1 rankings. It has to be about the business.
  32. 32. Don’t Compete on Price. It’s a race to the bottom. @ruthburr #stateofsearch
  33. 33. Suit up. Traditional marketers are great at selling themselves – we have to be good at it too. We have to be able to create @ruthburr #stateofsearch beautiful, delightful experiences.
  34. 34. Playing Wolves by Tambako the Jaguar on Flickr Despite my scary slide before, traditional marketers @ruthburr don’t have to be the enemy. #stateofsearch
  35. 35. Find Partnership Opportunities Design UX Develop SEO SEM Social Technical SEO CMS Provider Offline Content Strategy Online Content Strategy Another way to compete on breadth is to partner strategically to offer a fuller set of solutions. You can even partner with traditional agencies – now your competitor is your partner. @ruthburr #stateofsearch
  36. 36. If you own a digital marketing agency, I know where you can find some potential buyers! @ruthburr #stateofsearch
  37. 37. If nothing else, traditional agencies are probably @ruthburr hiring. #stateofsearch
  38. 38. Ruth Burr Reedy Head of On-Site SEO (Soon to be called something cooler) @ruthburr +RuthBurr http://www.linkedin.com /in/ruthburr Holla at your girl. @ruthburr #stateofsearch

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