October 10th, 2005 by Bob Bly
It always surprises me how many marketing people jump on trends and become ?instant evangelists? for the new thing ? whether it?s blogging, podcasting, or SEO copywriting ? mainly, it seems, because it IS new.
They so badly want to believe that their beloved gimmick is the ?holy grail? or marketing ? the silver bullet ? despite the fact that such has never been found ? and, I am convinced, never will be.
I?m of a different school ? the ?show me? school. And in marketing, that means showing me that a new tool or trendy technique has a proven track record of generating a positive ROI.
Until that happens for a new marketing technique ? whether it?s blogging or whatever ? I can?t see getting excited about it. Why would you?
It does seem to me that the people who are quick to embrace the ?next big thing? ? even though it?s far from certain to be so ? are mainly the consultants who want to peddle advice on that marketing method to unwary clients.
So the consultants make money whether it works or not. But the clients lose big time when it produces zilch in results.
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