Eric Itzkowitz is a successful, well-rounded Internet Marketer with over 10 years of hands-on experience. Although his dominant skill is SEO and SEO strategy, he has also managed (as an in-house guy) retail affiliate programs, PPC campaigns, email programs and all other aspects of Internet Marketing.
Eric was introduced to affiliate marketing when he created and managed an affiliate program on bCentral in 1999. Sadly, however, he did not pick up on the true potential of affiliate marketing--from the affiliate side—until several years later.
Eric works several hours a week, still holding a fantastic “day-job” and doing his best to push forward on a few personal projects. One worth noting is a WordPress plug-in for affiliate marketers named the PPC Keyword Tracker.
Tell us a little background info about yourself. Where are you from? How old are you? How long have you been making money online?
My name is Eric Itzkowitz. Yes, I caught a whole lot of crap as a child for having such a complex last name.
I am from San Diego having lived here for well over 99% of my life. I was born in Riverside, CA which means I’ll be turning 38 this year. Whatever, I still feel like I’m 24.
I have been making money from various online-related positions and projects since 1999 when I became an intern for a San Diego company who sold corporate due diligence website packages.
Do you have any experience with affiliate marketing? If so, to what extent?
The vast majority of my experience in the affiliate marketing world is from the advertiser side of things. I’ve been managing affiliate programs for mostly small companies since 1999, which was running on what was then named Microsoft’s bCentral.
What accomplishments so far are you the most proud of?
The accomplishment I am most proud of, to date, was coming back from a nearly 2-year bout of unemployment after having been laid-off during the Internet Bubble burst in 2000 and re-finding success online. This experience has definitely made me a much stronger Internet Marketer and teacher, as well.
Next in line would have to be having helped a $300k/mo e-commerce company double their revenue to $600k in less than 6 months then jump to $1MM/mo in less than 2.5 years. Most of the growth was due to a greater presence on the search engines--SEO.
How did you become successful? Why did you choose this career? When did you first realize the full potential in the Internet? When did you first “hit the big time?”
I was able to become successful by not being lazy and thinking outside of the box. I was not afraid to do this thing called Internet Marketing while many close to me thought I was crazy for not securing a “real job.” It’s pretty clear, in my case, choosing the path less traveled was a wise decision.
I actually chose Business/Marketing for a career in the 7th grade. A few years ago my mom showed to me some of my school work and projects from elementary school through middle school. One project, in particular, I had to write about what I wanted to do when I grew up. It was clear I was interested in business from a very young age.
With regard to when I first realized the potential of the Internet, I am sad to say it took a few years since first “getting online” about 1995. If only I would have realized people would be able to sell and buy products…ugggh. It actually makes me a bit sick thinking about it. (:
At any rate, I would say I first realized the true potential of the Internet in 1998 when I enrolled in the first ever offered Internet Marketing class at San Diego State University. Funny enough, this realization still wasn’t enough for me to realize I should be buying domain names. Oh well!
I really don’t think I’ve hit the big time yet, but that might mean something different to each person reading this interview, right? I believe I am destined for something great within the online world, but not yet sure what this will entail. I believe my largest success to date was helping the aforementioned company grow from $300k/mo to over $1MM/mo in about 2.5 years.
What do you think it takes to be successful?
To be successful online or otherwise, takes your blood, tears, sweat equity and networking. More and more, however, I am learning that focus and passion will also give you a much better chance to succeed. Get out there and run with people who can help you succeed.
What have been your biggest failures and frustrations?
My biggest failure has been having not recognizing the value of direct type-in (exact) domain names back in 1995. I literally feel my stomach turn every time I admit to this. I have also accidentally pissed away a few thousand dollars in less than a day by forgetting to uncheck certain check boxes in a Google AdWords campaign.
Oh man… I know I am going to catch a ton of flack for this next comment. Nonetheless, my biggest frustrations almost always lie within programming resources. It is sooooooo incredibly hard to find and retain good programmers who actually write good code and within a specified time-frame.
I also have to mention my frustration with poor executive management teams. Ever worked for a company whose business model changed every day? What about a company who had a freaking killer product you watched die due to miscommunication and utter cluelessness. Yeehaw!
What is the single toughest problem you've had to face, and how did you get through it?
The single toughest problem I have had to face was being unemployed for nearly two years during and after the Internet crash. How could an Internet Marketer find a job? It was very scary times for me. Family and pure optimism got me through this shitty time. Plus, I REALLY hate to fail.
Is there anything that you don’t like to do, that you just hate working on?
I HATE link building! Yeah, I said it! I’ve become a big fan of outsourcing this aspect of SEO. I enjoy creating the strategy and measuring the success, however.
What is the future of marketing?
Mobile is the future… and basically any portable mobile/wireless device. And, with the recent announcement of Google TV, I’d have to say TV-based applications and related advertising models. Facebook and Twitter are not going away anytime soon. And, if I may throw out one for the affiliate marketing community, I’d say Information Products are going to be hot for a long time.
What have you been up to recently? What projects are you working on?
My most recent project is a WordPress plug-in named the PPC Keyword Tracker. I promote this on my personal blog and at the plug-in’s official website.
What problems have you had with those new projects?
Finding time to create and market personal projects is always an issue. I always seem to have a lack of time. I bet that is what most people say. LOL!
Do you think anything particular in your past prepared you for this industry? Your education? Jobs you’ve held before?
Honestly, I would say getting a degree in business and marketing, taking Internet marketing classes at SDSU and getting into the industry early-on helped to prepare me for this industry. Experience plays such a huge part in wall we do.
What are your greatest strengths?
Self-motivation is probably my largest strength. Sure, I have other necessary strengths, but they are worthless if I am not able to get motivated… especially when others are not so motivated.
What are your greatest weaknesses?
For as long as I have been around computers you’d think I’d know everything there is to know about how they work. Not the case. Similarly, I know I could definitely work on my technical SEO knowledge. I know what to look for and how to resolve pretty much any SEO-related issue, but I don’t always know the very best way to handle it from a technical nature. To combat this, I align myself with programmers who do know. (:
What motivates you?
I’d be full of crap if I didn’t mention money as a motivator. It’s how I keep score. Creating jobs, however, is also incredibly motivating. I thoroughly enjoy providing those I know with jobs in and around my world.
What is the best advice you’ve been given and try to apply to your life?
Don’t wait! I used to be a very big procrastinator. I realized that the speed of the Internet is such that if you blink you’re competitors will pass right by and never look back.
Who has impacted you most in your career, and how?
Since the vast majority of my career and success has been around SEO, I would say the big dogs in my industry have helped the most. People like Eric Enge, Eric Ward, Danny Sullivan, Jill Whalen, Aaron Wall, Todd Malioat and yes…even Matt Cutts and others like them have helped; they share a lot and you can learn a lot if you pay attention. I didn’t have anybody in my circle of friends to learn SEO and Internet Marketing from, so following these people through the years has definitely helped in all aspects of what I do as an Internet Marketer.
What kinds of people do you have difficulties working with? Any good stories?
I do not enjoy being around pessimists and snobs. It’s annoying and embarrassing so just stop it! I have stories, but I can’t really discuss them at this time. (:
What are some of your long-term goals? How much is enough? If money was no object, what would you be doing?
My long-term goal is to build my own business and create an awesome work environment for awesome people who just want to kick ass and dominate whatever industry we are in.
To me enough money means being able to work when and how I want… wanting to work and not having to work, per say.
If money was no object, I would definitely do something HUGE for our oceans. I LOVE the Surfrider Foundation and would love to see what I could do to help further their cause.
Where do you want to be ten years from now?
In ten years I would like to be an even more successful Internet Marketer. I want to be married to my gorgeous wife and help my two young kids charge through high school with straight A’s. I’d really like to be living closer to the beach so I could surf every day, and perhaps spend more time practicing jiu-jitsu.
How do you like to spend your free time? What does work-life balance mean to you?
Free time? LOL! I have a three year old and a one month old. I work over 50 hours a week. Actually, I practice jiu-jitsu, go to the gym, surf and hang with family. I know it’s important to have a nice balance of both, but my goals are quite lofty at this point. I want to “dig with the biggest shovel” while I can and hopefully I will be in a place where I can really enjoy the finer things life has to offer—down the road.
If you could go back to being 18, what different career choices would you make?
Honestly, I would not make a different career choice. Once, however, I had wanted to become a Veterinarian.
What is your greatest achievement outside of work? What are some of your unfulfilled dreams?
My greatest achievement outside of work has marrying my wife and starting a family.
Mu unfulfilled dreams are pretty much covered in the “if money was no object” and “where do I want to be in ten years” questions. Aside from these, I just want to be a better person and hopefully be able to provide a better life for those closest to me.
Do you have a Twitter account or Facebook “Like” page?
Twitter: http://twitter.com/ericitzkowitz
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