New Online Marketing Book Calls for Partnership Between Man and Machine

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Wpromote CEO Michael Mothner Introduces Concept of “Intuitive Search Intelligence” that Encourages Balance Between Data-Driven Decisions and Human Expertise

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“Relying on data to guide campaigns only gets marketers halfway there because machines can’t take campaigns to the next level.”

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Online marketing firm Wpromote released a book today introducing a new philosophy for digital campaigns that calls for the combination of analytical decisions and real-world expertise.

Dubbed “intuitive search intelligence,” or ISI, the future-oriented method guides marketers beyond a “set and forget” mentality that relies heavily on algorithms and focuses instead on the intersection of expert intuition and technology. ISI also emphasizes a holistic approach to managing search engine optimization, paid search, display advertising, email marketing and social media campaigns.

The book, titled “Experts & Engines: ROI Focused Online Marketing Through Intuitive Search Intelligence,” describes the problem with ISI marketers’ over-reliance on data-driven optimization such as keyword bid management. Defined as the qualitative application of quantitative results, ISI encourages marketers to ask “why” and avoid relying solely on machines to run their campaigns more efficiently.

“Data is absolutely the best driver of decision-making in any digital campaign,” said author Michael Mothner, CEO of Wpromote. “But intuitive search intelligence reminds marketers that automation is a means rather than an end. Human marketing expertise still plays a critical role in taking that raw data and using it to improve campaigns instead of simply optimizing them.”

Mothner explains in the new e-book that many marketers focus on what consumers are doing instead of why they are are doing it. Even successful marketers run sub-optimal campaigns because they focus on how well a campaign is performing instead of how well it could be performing They then wrongfully assume that they have everything they need because of the availability of so much data, he said.

In five chapters, “Experts & Engines” describes the balance between automation and intuition and the implementation process for ISI. Mothner covers the basics of ISI, traits to look for in the next generation of ISI marketers, top tools and tactics, implementation tips and performance metrics. The book also features a case study featuring an online retailer that used ISI to drive conversions instead of just web traffic, increasing return on investment by 155 percent.

“Relying on data to guide campaigns only gets marketers halfway there because machines can’t take campaigns to the next level,” Mothner said. “ISI marketers dare to be bold, look far into the future and ask smart questions. Technology remains central to the process, but brands can only get superior results when humans ask the all-important ‘why’ question.”

To download Experts & Engines: ROI Focused Online Marketing Through Intuitive Search Intelligence,” visit the Wpromote website.

About Wpromote
Wpromote is an award-winning online marketing firm headquartered in El Segundo, Calif.. Founded in 2001 by Michael Mothner, Wpromote has helped hundreds of clients from Fortune 500 companies to small startups grow their businesses online through search marketing, mobile and social. Integrated search engine marketing clients include Bayer HealthCare, Toyota, Verizon, Scion, TOMS, Dickies, Cleveland Golf, TUMI, Zenni Optical, and QlikView. With unmatched experience in search marketing and an unrivaled dedication to our clients’ results, Wpromote helps companies small and large act and move like large enterprises. For more information on Wpromote and its services, visit http://www.Wpromote.com.

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Kikora Mason
Walker Sands Communications
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