Internet Marketing - Matt Bailey [9]
Bailey teaches for multiple business education outlets. He is an adjunct faculty at Rutgers University, teaching multiple modules of the mini-MBA program in online marketing. He also teaches regularly for the Direct Marketing Association’s Direct Marketing Academy for Online Marketing.
Additionally, Matt is a member of Market Motive (www.MarketMotive.com), an online marketing training resource for professionals and businesses. Market Motive has been called the “Internet marketing dream team.” Matt has created many instructional videos covering multiple subjects of online marketing but focuses on teaching the fundamentals.
Bailey has also provided in-house training to many businesses and organizations. Google, Proctor & Gamble, Hewlett-Packard, ADC, Intuit, the State of South Dakota’s Department of Tourism and Black Hills Tourism agencies and associations, Randall-Reilly Publications, American Greetings, and Eaton Corporation are just a few of the organizations that have benefited from Matt’s expertise.
Matt attended Malone University in Ohio with a concentration in journalism and communications and also served in the Army National Guard for 11 years. After graduation, he worked in selling real estate, where he first started to develop websites and learn online marketing skills that would form the rest of his career.
Matt resides outside of a small town in rural Ohio with his wife, Stacey, and his four daughters, Caitlin, Madeline, Miranda, and Callie Ann. They also have four cats, one dog, a turtle named Vera, and a yet-to-be-named goldfish. The favorite family activities are fishing and swimming in the backyard pond and watching the surrounding wildlife.
Foreword
John Wanamaker famously said, “I know half of my advertising is wasted; I just don’t know which half.” I have always believed that this sentiment finally will be obsolete in the age of digital marketing where we have a near-magnificent capacity to measure the return on investment. Yet that is not so. We remain a people largely driven by faith, surrounded by horrible websites and so-bad-I-would-rather-jump-off-a-building customer experiences.
That reality is also the reason for my childlike delight at Matt Bailey’s beautifully written book on Internet marketing. In specific, strategic, tactical ways it helps us deal with Mr. Wanamaker’s conundrum.
Many books cover Internet marketing in silos (both of mine focus just on the pure joy of Web analytics). Matt has done a wonderful job of covering the space from end to end. Search engine optimization? Check. Usability? Check. Technical solutions? Check. Social-media strategies? Check. Conversion optimization? Check. And so much more. As a small, medium, or large business owner, you’ll—finally (!!)—get the end-to-end view of what it takes to be truly successful on the Web.
Matt is uniquely qualified to write this book, primarily because of his deep, long list of in-the-trenches, pull-up-his-sleeves-and-roll-with-the-pigs successes. He has delivered his life lessons, igniting the passions of hundreds of conference attendees. He has consulted with some of the top companies on the Web and helped them rethink their digital strategies. In this book, he shares his hard-won intelligence with grace and uncommon wit.
There are three things I hope you’ll take away from the book:
God created the Internet so that we could fail faster. Our offline existence makes us risk averse because in that world it is expensive to fail, and it takes a long time to figure out that we did. Not on the Web. Take the advice from this book, no matter how strange you think it is, and implement it. It takes just hours or days to fail or succeed on the Web. Leverage that gift to glory.
If you don’t know where you are going, any road will take you there. Leave that for the lame. Put in the blood, sweat, and tears required to create business objectives, drill down to specific goals, identify marketing strategies that have a direct line of sight to those goals, and measure outcomes. Rinse. Repeat.
Embrace customer centricity like it was