Mike Moran

Author of the acclaimed book on internet marketing, Do It Wrong Quickly, on the heels of the best-selling Search Engine Marketing, Inc., Mike Moran led many initiatives on IBM's website for eight years, including IBM's original search marketing strategy. Mike also serves as a senior strategist with Converseon, a leading social media consultancy based in New York City. Mike holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is certified as a Distinguished IT Specialist by The Open Group.  He is a Visiting Lecturer at the University of Virginia's Darden School of Business. He also writes for Search Engine Guide, Biznology.com, and various other blogs.  Mike is a Certified Speaking Professional and frequently keynotes conferences worldwide on Internet marketing for marketers, public relations specialists, market researchers, and technologists.  

Prior to joining Converseon, Mike worked for IBM for 30 years, rising to the level of Distinguished Engineer. Mike has more than 20 years’ experience in search technology, led the IBM product team that developed the first commercial linguistic search engine in 1989, and has been granted 11 patents in search and retrieval technology. He led the integration of ibm.com's site search technologies and served as product manager for IBM's search and text analytics products. You can find out more about Mike here

Expertise: 

New product development, internet marketing, search technology, social media, text analytics, and web metrics.

My Blogs

Rutgers Business School News

Breakthrough Business Thinking: How will narrow Artificial Intelligence (narrow AI) change the future of business?

Thursday, October 5, 2017

In this video, we discuss how Artificial Intelligence (AI) is becoming more specialized and how this new level sophistication will change the future of business and our workforce. More ›

TAGS: Breakthrough with Brilliance Executive Education Mike Moran Mini-MBA

Rutgers Business School News

Breakthrough Business Thinking: What is “Outside-In” Marketing?

Thursday, June 15, 2017

In this video, we discussed why traditional marketing has become less effective and why modern marketers must learn the language of their customers using social media listening tools, search and data analytics to build messages that will resonate with their target audience.  More ›

TAGS: Executive Education Mike Moran Outside-In Marketing Rutgers Business School Executive Education

Rutgers Business School News

Why your company can’t adopt marketing automation

Tuesday, May 23, 2017

Adopting a new marketing automation tool can be a complex and challenging task. More ›

TAGS: Executive Education Marketing Mike Moran Rutgers Business School Executive Education

Rutgers Business School News

How Your Legal Team Might be Making Social Media MORE Risky for Your Company

Friday, March 31, 2017

Corporate legal counsel is always a well-meaning bunch. They are always out to protect the company from any kind of risk. They will often end up in a paranoid approach; the second they smell a risk coming, they react. Social media? All it takes is some employee doing or saying the wrong thing for a disaster! More ›

TAGS: Christina Murphy Executive Education Mike Moran Mini-MBA Rutgers Business School Executive Education Social Media Marketing

Rutgers Business School News

Breakthrough Business Thinking: What is the Importance of Differentiation in Marketing your Product or Service?

Friday, March 3, 2017

Recently, our Rutgers Business School Executive Education team spoke with Mike Moran, Senior Strategist at Converseon and Founder of Biznology.  More ›

TAGS: Christina Murphy Digital Marketing Engineers and Technology Managers Executive Education Mike Moran Mini-MBA Rutgers Business School Executive Education

Rutgers Business School News

Breakthrough Business Thinking: What is the Difference Between Strategy and Tactics in Digital Marketing?

Wednesday, February 22, 2017

Recently, our Rutgers Business School Executive Education team spoke with Mike Moran, Senior Strategist at Converseon and Founder of Biznology.  More ›

TAGS: Christina Murphy Digital Marketing Executive Education Mini-MBA Rutgers Business School Executive Education

Rutgers Business School News

Are your Website Searchers Looking Only for your Brand Names?

Tuesday, February 21, 2017

I work with a lot of different website search clients, but lately I’ve noticed a disturbing trend. As I first start looking through their popular search keywords, I notice lots of brand names and product names. That’s okay. What disturbs me is what I am not seeing. More ›

TAGS: Digital Marketing Executive Education Mike Moran Mini-MBA Rutgers Business School Executive Education

Rutgers Business School News

Do You Still Need to Measure Brand Awareness?

Tuesday, February 7, 2017

I’m a late bloomer, as far as marketers go. Most of my experience for a long time was in technology -- I didn’t even touch marketing until 20 years into my career, in 1998. My main focus has always been in digital marketing from the start, meaning I never really got on board with traditional marketing tactics. Those who did often seem to ask me the same question, though: “what about brand awareness?”  More ›

TAGS: Digital Marketing Executive Education Measuring Awareness Mike Moran Rutgers Business School Executive Education

Rutgers Business School News

Why CIOs and CMOs Need to be Joined at the Hip

Wednesday, December 7, 2016

I won’t show you all the studies, but there’s a couple major things CIOs and CMOs have in common. One is that they are the two C-level executives with the shortest tenures. So, well, they have that in common. But what’s the most important factor here? More ›

TAGS: CIO CMO Executive Education Marketing Mike Moran

Rutgers Business School News

Are You Waiting for Your Content Teams to Catch On?

Thursday, November 17, 2016

I’ve been seeing a lot of frustrated CMOs. There was a period of time, not so long ago, when digital marketing seemed simple. Or simpler, at least. We assemble content that looks somewhat like what we made last year, then optimize it for search. We can email it around and tweet it, and we’re good to go. More ›

TAGS: Content Marketing Executive Education Mike Moran Online

Rutgers Business School News

How Much Does Customizing Your Marketing Technology Cost?

Tuesday, October 25, 2016

Have you ever seen a company customize itself right out of business? I have. I’ve seen clients come to me after they’ve spent time, money and energy customizing their marketing technology that they’ve gotten themselves stuck in a real bad place. Now I’m not against customizing technology, but it’s important to think through exactly what kinds of customization you need--and the price.  More ›

TAGS: Digital Marketing Executive Education Integrated Marketing Communications Mike Moran Mini-MBA Social Media Marketing

Rutgers Business School News

Do You Know How Fast to Move with Your Agile Marketing?

Tuesday, October 18, 2016

Most of my clients who adopt agile marketing understand that they need to make changes rapidly, and are trying to change their marketing systems as quickly as they possibly can. Many of these companies I encounter are large companies, with big changes to make. But how do they know the right pace for this--if they’re moving too slow, or maybe if they’re moving too fast? More ›

TAGS: Agile Marketing Digital Marketing Executive Education Mini-MBA Social Media Marketing

Rutgers Business School News

Are you optimizing your website search?

Friday, August 26, 2016

“Our website search facility is managed by the IT team.” Nearly every day I hear the same thing. They say it easily, as if it makes perfect sense--why wouldn’t IT manage it? I ask them if their IT team manages their website. “The technology part, sure, but we do all the content.” Okay. So I ask them if the IT team is in control of the messaging for their email marketing. “What? No! That would be absurd. They manage the servers, that’s it.” But they don’t seem at all fazed by their IT managing their website search. That’s where the problem lies. More ›

TAGS: Keywords Marketing Mike Moran SEO Website Optimization Website Search

Rutgers Business School News

“Up” Your Game in Crisis Management

Wednesday, July 20, 2016

I’ve seen maybe one (okay, many more than one) crisis management situations in my time. (Have I mentioned that I’m old before?) What did the crises that resolved themselves best have in common? Surprisingly, the success was often not related to the actual crisis. What these situations had in common was how well the company had planned for crisis management. Every crisis is different, but your company needs to have someone in charge whenever a crisis emerges, armed with a plan. That plan can take many forms, but there are three basic pieces to every crisis management plan that apply almost universally. Does your crisis plan address them? More ›

TAGS: Business Crisis Management Executive Education Marketing Mike Moran

Rutgers Business School News

Agile Marketing Blocked: “Taking a Guess Can Get Me Fired!”

Tuesday, April 26, 2016

I’m regularly teaching online classes for different universities, explaining the Do It Wrong Quickly (now being called agile marketing) method to the digital marketing world. In one class on search marketing, a student lamented that all the things I taught her--experimentation, trying things, taking a guess and seeing what happens--wouldn’t work in her organization.  More ›

TAGS: Digital Marketing Executive Education Mike Moran Mini-MBA SEO Social Media Marketing

Rutgers Business School News

Is your Website Search Engine a Random Web Page Generator?

Tuesday, April 19, 2016

The search engines appear like the pages they’re producing are completely random. I see this so often because clients are always asking me for help. They start off by telling me that their search engine stinks. Sometimes their search engine does stink. But more often, they haven’t done anything with their search engine besides install it.  More ›

TAGS: CRM Digital Marketing Executive Education Mike Moran SEO Social Media Marketing

Rutgers Business School News

I Don’t Spend on Social Because I Don’t Understand It

Monday, March 7, 2016

Someone once told me that this is the response she gets from her boss whenever she tries to get him to even think about social media. “I don’t spend on social because I don’t understand it.” Each time she attempts to explain it, hoping he’d take something away from the TV budget to at least try social.  More ›

TAGS: Christina Murphy Executive Education Mike Moran Mini-MBA Social Media Marketing

Rutgers Business School News

Search Marketing is a Roller Coaster

Tuesday, January 19, 2016

I've seen plenty of people study search marketing. Get all the right training. Put together the right keyword lists. Test the right copy. In fact, they've got everything under control. But that's the problem. It's all under control. If you're really doing search marketing (or just about any Internet marketing) the right way, it's not under your control. It's under your customer's control. More ›

TAGS: Executive Education Keyword Search Marketing Mike Moran SEO

Rutgers Business School News

Does Search Marketing Belong in Marketing or Sales?

Tuesday, December 15, 2015

Is this the way you think about search marketing? “Either marketing, or sales”? The most important concept behind successful search marketing is direct marketing--and to anyone who knows a lot about direct marketing, this question doesn’t make a lot of sense.  More ›

TAGS: Digital Marketing Executive Education Mike Moran Mini-MBA Sales Social Media Marketing

Rutgers Business School News

Why Shouldn't I Do My Search Work in-House?

Monday, November 23, 2015

In reality, it's hard to be a purist about doing things in-house or outsourcing. Most companies (yes, even small ones) eventually realize that they need to do a mix of outsourcing and in-house.  More ›

TAGS: Digital Marketing Executive Education Mike Moran SEO Social Media Marketing

Rutgers Business School News

Search Keywords are Market Segments

Thursday, October 29, 2015

Explaining search marketing to people without a digital marketing background is no easy task, and I find it helps to have some shortcuts. More ›

TAGS: Adwords Digital Marketing Executive Education Mike Moran Search Marketing SEO Social Media Marketing

Rutgers Business School News

The Missing Step in Keyword Research

Monday, September 14, 2015

I regularly speak to small businesses that are trying to improve their organic search marketing. Even those who understand the concept of keyword research often miss a basic step. One particular step that makes the difference between a successful search program and a program that fails to produce much of an impact.  More ›

TAGS: Executive Education Keyword Search Marketing Mike Moran

Rutgers Business School News

Which Search Metrics do you Show your Boss?

Tuesday, September 1, 2015

Do you focus on the metrics when trying to convince the boss of the importance of CEO? Businesspeople are numbers-oriented and want to hear about profit margins, sales, and other necessary measurements.  More ›

TAGS: Executive Education Marketing Mike Moran ROI

Rutgers Business School News

Are You Overlooking Paid Search Optimization?

Monday, August 10, 2015

Remember the exciting days at the turn of the century when paid search was the hottest game in town? Yet it seems to now be yesterday’s news. It’s not sexy anymore. Paid search is now a normal, boring part of everyone’s digital marketing program. More ›

TAGS: Digital Marketing Executive Education Marketing Mike Moran SEO Social Media

Rutgers Business School News

Do Large Companies Need to Specialize in their Markets?

Friday, June 19, 2015

Small businesses know the importance of specialization. But why would specialization matter for large businesses, if they have all the money to produce whatever amount they can sell? After considering it for a moment, you might say to yourself that maybe large businesses would need to specialize only when they were up against other large companies. But you’d be wrong. More ›

TAGS: Corporate Custom Programs Executive Education Marketing Mike Moran