The Kaiser Chiefs’ guide to web marketing newbies

As I work my way in the web of online marketing and web analytics, I often bump into new theoretical and technical lingo that I never heard of.  It is particularly challenging to keep up with both the English and Spanish literature on these fields.  (Oh, if you are self-claimed web marketer and are not checking what’s going in Spain, then you are missing out!)

By far, one my best partners during my web metrics literature reviews are the Kaiser Chiefs.  Named after the South African football team, they are best known for their 2004 hit “I Predict a Riot” and the jumping shenanigans of their lead vocalist, Ricky Wilson.

Ricky Wilson from Kaiser Chiefs @ Brixton Academy. Photo credit: Guy Eppel

Here is what you can learn from them about getting started in web marketing and web analytics.

1. And oh my God, I can’t believe it, I’ve never been this far away from home.

(Oh My God from Employment, 2005)

SEO, SEM, conversion, blog marketing, the list goes.  Not your everyday marketing class, not even in MBA school.  Trust me, I’ve been there and there is very few going on the academic preparation of both undergraduate and graduate students in these fields.  Forget the 4Ps, everything is about conversion.  The first piece of advice that the Kaiser Chiefs drop to you is that you need to realize that you have a lot to learn and, that more importantly, you are to open to learn.  Read, read, read.  A good starting point, you ask?  Here is one:  Avinash Kaushik‘s blog and book, Web Analytics: An Hour a Day.

2.  I predict a riot.

(I Predict A Riot from I Predict A Riot, 2004)

And if one is about to happen, you surely want to be the one to predict it!  Building on my previous post about starting epidemics, while it is very important that you absorb a lot of what is going on the field, it is more critical that you start reading the trends, catch on what-works and what-nots, and start applying it to your own web analytics projects.  And one of the best ways to do this is…

3.  So here we go with the letter.

(The Angry Mob from Yours Truly, Angry Mob, 2007)

…is to start a blog!  Most marketers agree that this is an essential exercise, but there is little agreement about its actual payoff.  It really depends on your objective.  Is it to spark brainstorming sessions?  Is it to network with experts in the field?  Is it to keep track of your evolution as a marketer?  Is it to organize your ideas? No matter what your goal is, having a blog about your projects brings a lot of credibility when presenting yourself to a) colleagues, b) clients, and c) head-honcho investors.

4. It does not move me, it’s not the kind of thing that I like.

(Na Na Na Na Na Naa from Employment, 2005)

This is the last thing that you want coming out from your users/clients/customers.  Yet, most of the time, we fail to listen to them.  Web analytics is ALL ABOUT LISTENING TO YOUR USER.  From MBA school we come quite brainwashed about the product development process and we fail to recognize that it fails miserably when applied to web marketing.  A/B testing, search engine marketing (SEM) and search engine optimization (SEO) are key activities and they are all about listening to your user.  Review blogs, tune into podcasts, identify the current trends!  For some MBA marketing class unlearning, check out The Four Steps to the Epiphany by Steven Gary Blank.

Bonus track

5. Ruby, Ruby, Ruby, Ruby

(Ruby from Yours Truly, Angry Mob, 2007)

For those with advanced coding skills, it would be a good idea to brush up your skills on Ruby on Rails (ROR).  Why should you care?  If you are able to code with ROR, creation of websites and social networking applications (e.g. Facebook) should be a snap!  ROR developers around the USA are on very high demand nowadays with hourly rates going around $80-$150 because everybody wants their online platforms be running smoothly on ROR.

That is all for today and remember the most important lesson from the Chiefs…

Knock me down, I’ll be right back up again

I’ll come back stronger than a powered up Pac-Man!

Damian Davila

Ideas and concepts from Damian Davila, Ecuatoriano thriving in Hawaii. Pro marketer and blogger. Find him at @idaconcpts on Twitter.

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