Last week (29/05/2012), SEOmoz rebranded to Moz.
The change was announced using one of the things that made the brand so successful in the first place: a blog post.
The headline news of the post is that Moz is pinning its hopes on ‘inbound marketing’ as opposed to ‘interruption marketing’.
Accompanying the piece is this ‘infographic':
Here are a few points of interest:
- Moz has a vested interest in the successful uptake of ‘inbound marketing’ because its new analytics package will allow you to measure it.
- ‘Inbound’ is “powered by creativity, talent, & effort” – Are advertising and other ‘interruption’ techniques not?
- TV, radio and print ads are “responsible for <10% of clicks on the web” – hardly a KPI for offline advertising success.
- The whole thing is suspiciously thin on the ground in terms of success metrics – which types of marketing brings results?
- Interruption (the word) is inherently negative.
Considering these points, the graphic above begins to resemble a piece of (not very creative) propaganda.
I am all for the progression of the online marketing industry but not at the expense of other types of marketing.
To automatically dismiss advertising and other forms of ‘interruption’ marketing is to miss a trick.
Then there is the issue of ‘inbound’.
Here is some gumpf from a Moz video about what they do:
“It’s connecting and being responsive on social media and knowing how those interactions pay off…
…and it’s knowing when and where customers are talking about your brand so you can engage them in meaningful conversations.
Moz analytics makes it possible to measure and improve all of your inbound marketing efforts on one platform.”
Phew, I bet all brands have been waiting for a way to engage their customers in meaningful conversations.
Who cares about selling them stuff and providing customer care when you can have a meaningful chat with them?
I’ve lost count of the times I have said “why isn’t there a platform that makes it possible to measure and improve my inbound marketing efforts?”
Despite including ‘transparency’ as one of its ‘core values’, I’d argue that Moz’s use of indulgent language is exactly the opposite of transparent.
Moz certainly offers one of the best resources for online marketers but its leaning towards unproven trends is worrying.
Can you imagine selling ‘inbound marketing’ to your clients? For now, I will continue to work in online marketing.