The world of marketing has changed dramatically over the past 10 years. Part of that change was adding Internet Marketing to the mix.
When the web really got going as a Marketing venue it was treated almost identical to any other marketing venue.
- Determine who you market is – in a very broad sense
- Sell your products and services
Now with the onset on Social Media, this formula doesn’t work the same way. In some ways it’s much better, in others it’s much worse.
How it’s better:
- Small and medium-sized companies can enter into the marketing pool
- Local businesses can easily reach global audiences
- Customers can communicate directly with companies
- Changes can be made instantaneous
- Target audiences can be very specific
How it’s worse:
- Large companies that had market dominance now need to share
- It’s easy to shop price from your home
- You need someone to be watching conversation about your company constantly
- People expect an immediate response
So what is Internet Marketing? In a nutshell it’s coming up with a comprehensive plan that takes into account:
- Pay Per Click
- Natural Listings
- Social Media
Each one of these areas needs to be handled specifically for that particular media. For example it’s ok to “sell” your product on your website, but it is not ok to “sell” your product on social media.
Also each item above may have multiple venues, for example your Social Media Campaign may include LinkedIn, a Blog, You-Tube, and Google Places. Similarly the Natural Listing may include your website, a blog, directories, and Google Places. As you can see items may overlap into other areas. Blogs will appear both in natural listing and are considered a Social Media venue.
A good internet marketing plan takes into account all internet venues and ensures they work together. A blog that does not link back to your website, or to your You-Tube account is not going to be as productive as one that does.
More on this topic to come!