Robert Scoble brings us a podcast from the Internet Strategy Forum, which was held in Portland last week. He interviews Mike Moran, a distinguished engineer at IBM and the author of Search Engine Marketing, Inc..

Mike shares his opinions on the control issues most marketers experience as they move from traditional mediums and into web marketing.

With online marketing it is ironic how much control we gain in areas such as consumer tracking and conversion rates, but for those numbers to matter and in order to be truly successful online, you have to be willing give up a lot of the control (or the illusion of control) that existed with traditional mediums.