Fionn Downhill, Elixir Interactive, interviews David Dalka, Dalka Consulting Strategies, on the subject of selling search to chief marketing and chief executive officers of large companies. Content and communication is constantly changing, according to David, hence it's a mistake for companies not to adopt new strategies, in particular, search marketing, to help boost revenue and ROI. David offers three tips to CMOs and CEOs on how to integrate search into their business strategic model. Fionn then asks the question about why most colleges don't yet offer digital media as part of their MBA and/or marketing programs? David says colleges and educational institutions don't have good role models and case studies to draw from in order to incorporate digital media as part of their curriculum. David says organizations today need to be radically redesigned to fully integrate search marketing as a central component of business strategy. The job spec of the CMO needs to be totally redesigned so it includes search, according to David, and budgets need to be reallocated, org charts and get the convergence to work together. Until these changes occur, educational institutions won't be able to respond effectively. It the responsibility of search marketers today to drive that change within organizations and educate those institutions so they are not turning out more outbound marketers who don't understand the importance of search marketing.
To learn more about David Dalka, please visit: http://www.daviddalka.com/
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