alan charlesworth . eu
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ALAN CHARLESWORTH : PROFILE

I have been described by others as both an expert and guru in my subject. However, I still think of myself as a student of Digital Marketing. Why? Because I learn new things about it every day, and if you are still learning you are a student. If I am an expert, I am only an expert in what I already know. And we are all experts in what we know, aren't we?

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So why am I sometimes considered an expert in Digital Marketing? Well, I've been involved in Internet-related marketing in either practical, training, research or academic roles since 1996, and I have written ten books on the subject. So ... expert or just more experienced than most?

I work in higher education, but I'm not really an academic - I do not, for example, have a string of academic papers to my name [OK, there is one on domain names, but it was in a now-defunct journal].

a picture of alan charlesworth
It was in the period '96 to '99 that I got involved with this Internet malarkey, working with what was then a very small company - but one that grew to be much bigger. This was practical e-commerce at the sharp end, learning about the new communications medium and its impact on business - and society - as we went along. For example, I know a lot about domain names simply because I advised so many organizations on what name to register and I know the basics of search engine optimization because I spent hours trying to get a domain name registration website to the top of the likes of Hotbot, Excite, Alta Vista and the other pre-Google search engines.

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Also during that period I spent a lot of time [oh yes, a lot of time] in front of Business Clubs, Chambers of Commerce and the like 'preaching' about the Internet and how businesses must be ready for its coming - and then later, how to best match the potential of the Internet with the needs of the organization and customers.

Since 1996 I have done more 'consultancy' than I care to remember. For some publicity material I did come up with a number of more than 5,000 but less than 10,000 - that is anything from advice to a start-up one-person business to 'weak-link' strategy analysis for global brands and coprorations. I am now in the fortunate position of being able to pick and choose what I do ... but if you're interested, give me a shout.

a picture of alan charlesworth
By way of self-promotion [isn't that what this page is all about?] I am one of only a very few people to have published more than one book in this field of study - and the only one to have written those books as sole-author. Perhaps that makes me an expert? Some people seem to think so, including Aaron Goldman, author of the best-selling 'Everything I Know about Marketing I Learned From Google' - I was one of the 'experts' he reached out to when writing the book. He went so far as to refer to me as a 'guru'. I think he is over-stating things.

A final point is that my profession is teaching, digital marketing is my hobby. My students will tell you I'm a passionate teacher ... but people tend to be even more passionate about things they do in their spare time.

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