yourfanat wrote: I am using another tool for Oracle developers - dbForge Studio for Oracle. This IDE has lots of usefull features, among them: oracle designer, code competion and formatter, query builder, debugger, profiler, erxport/import, reports and many others. The latest version supports Oracle 12C. More information here.
Cloud Expo on Google News
Cloud Expo & Virtualization 2009 East
Smarter Business Solutions Through Dynamic Infrastructure
Smarter Insights: How the CIO Becomes a Hero Again
Windows Azure
Why VDI?
Maximizing the Business Value of Virtualization in Enterprise and Cloud Computing Environments
Messaging in the Cloud - Email, SMS and Voice
Freedom OSS
Stairway to the Cloud
Sun's Incubation Platform: Helping Startups Serve the Enterprise
Cloud Computing & Enterprise IT: Cost & Operational Benefits
How and Why is a Flexible IT Infrastructure the Key To the Future?
Click For 2008 West
Event Webcasts
The Danger of Having a Hammer
As the saying goes, “If all you have is a hammer, everything looks like a nail”

In what has to be a nearly unbelievable set of coincidences, 3 times in the last week I’ve met with a prospective client shortly after they’ve met with a shop that specializes in Search Engine Optimization (SEO).  First, let me say that I like SEO, I’m not picking on SEO, and I think that search is a key piece to look at as part of your marketing plan.  Research shows that approximately 80% of Web sessions start with a search - so yes search is important.  And yes, we talk about SEO on this blog a lot too.

What really got me, though, was that in each of these cases the SEO shop had the client convinced that SEO was all they needed - that it was a magic pill for all that pains you and when done right would be the only marketing that you would need.  In two of the cases, the SEO shops had tried to spin the client to believe not only would they do SEO but they were going to handle marketing and product planning and strategy as part of the engagement.  Well, of course, if you engage an SEO shop to do your marketing planning, guess where they are going to recommend you focus your efforts?

As frequent readers of Marketing Trenches know, we preach strategy over tactics.  And while specialists and specialties are always important — whether they be SEO, SEM or the latest hot specialty Social Media “Expert” - the real key is to look at your overall strategy and match these different channels/tactics to what helps you achieve your company’s goals.  And that’s almost always by diversifying and using more than just one tactic.

It’s nearly impossible for a specialist in one area to help you build that diversified plan - they are too close to one specialty to really see the big picture, and too incentivized to push you to maximize their specialty.  In the cases I ran into this week that was abundantly true — The SEO shop that wanted to build the marketing plan was going to push for SEO as the lion’s share of that plan, regardless of if it was the best fit.

After all, as the saying goes, “If all you have is a hammer, everything looks like a nail.”

Read the original blog entry...

About Mike Sweeney
Mike Sweeney and Right Source Marketing help organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Cloud Developer Stories
"Storpool does only block-level storage so we do one thing extremely well. The growth in data is what drives the move to software-defined technologies in general and software-defined storage," explained Boyan Ivanov, CEO and co-founder at StorPool, in this interview at...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected ...
Is advanced scheduling in Kubernetes achievable?Yes, however, how do you properly accommodate every real-life scenario that a Kubernetes user might encounter? How do you leverage advanced scheduling techniques to shape and describe each scenario in easy-to-use rules and configura...
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - ...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices ...
Subscribe to the World's Most Powerful Newsletters
Subscribe to Our Rss Feeds & Get Your SYS-CON News Live!
Click to Add our RSS Feeds to the Service of Your Choice:
Google Reader or Homepage Add to My Yahoo! Subscribe with Bloglines Subscribe in NewsGator Online
myFeedster Add to My AOL Subscribe in Rojo Add 'Hugg' to Newsburst from CNET Kinja Digest View Additional SYS-CON Feeds
Publish Your Article! Please send it to editorial(at)!

Advertise on this site! Contact advertising(at)! 201 802-3021

SYS-CON Featured Whitepapers