I always find it interesting that just because we know what’s good for us doesn’t mean we do it.  I know I should go to the gym 3 times a week, but do I? No.  I sit here whinging about how I want to look better, but don’t actually do the one action that will make this happen.

This seems to be Marketers’ approach to Search (and yes I am generalising).  Everyone seems to be in agreement that search is a great advertising tool, but only a small number of companies are using it to any great effect. The question is what is stopping  those companies that aren’t involve in search from engaging? Fear?Risk? Complacency?For me with the gym it’s because I know I have to go through pain to get any gain and sometimes it is just easier to take the “do nothing” path. I’m lazy effectively :)From a marketing perspective I think we fall into the same “lazy” trap and take the path of least resistance. I mean who wants to spend all that time and energy convincing your CEO or your Board to give you money to advertsing in Google when it’s so much easier and less confronting to pitch the same (previously approved) marketing plan.I think it’s time we had a Search Aadvertising “Boot Camp”  to force marketers off the traditional media couch and into search activity!  Yes there will be pain, BUT there will also be massive gains if we just commit. No biggest losers in the Search Boot Camp – Just the biggest winners! Both for companies and customers.To get you motivated to join the “Search Boot Camp” here is an article that all retailers should read where surprise surprise they are predicting Online shopping to grow at almost double the rate of in-store shopping despite the economic downturn!So who’s with me and ready to join the Search Boot Camp and get those extra customers we all so badly want?

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Tags: Search Boot Camp

This entry was posted on Tuesday, February 3rd, 2009 at 4:36 pm and is filed under SEM Stuff. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.