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Internet Marketing for the Digital Entrepreneur
| Guest post by: Michael Farrell |
Article Overview: Just as the web has changed the business landscape, it has also changed what marketing, adverstising, and PR rules work, suggests Mike Farrell with aspenIbiz. Read this insightful article to comprehend that Internet Marketing, with multiple online tools and micro-campaigns providing online content, will drive a customer to take the action you want, so that you can succeed with ecommerce in the new economy.
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Internet Marketing for the Digital Entrepreneur
Due to the job loss situation and the poor economy, there are lots of Digital Entrepreneurs considering an Internet Based business where you leverage a suite of best practices, Internet software tools, education, and support within a community of gifting colleagues thereby placing themselves at the center of the New Economy 2.0 & the Ascendancy of the Entrepreneur.
Innovation on the web is proceeding at a super-fast pace. Phone books are going away ... print advertising is disappearing ... at any time over 1.5B people are looking for something on the internet.
When you buy something on the Internet, you want to purchase from someone that you believe is an authority and someone that you can trust. As a result, there is innovation occurring on the Internet with the Web 2.0 technologies that include social networking, blogs, video-sharing channels, and micro-blogging ... these are being used by agents and representatives with home-based businesses to be a trusted authority.
I am fond of a saying, "a fool with a tool is still a fool." In order to be effective and not be foolish in using these tools, it is important to understand how the rules of marketing and PR (public relations) in the offline world have evolved and merged into a set of new rules for Marketing and PR in the New Economy 2.0 of the online world.
Within the offline world, marketing is a one-way interruption with yesterday's message. Here is a set of several of the old rules of marketing and advertising:
- marketing simply meant advertising (and branding);
- advertising needed to appeal to the masses;
- advertising relied on interrupting people to get them to pay attention to a message;
- advertising was one-way - company to consumer;
- advertising was exclusively about selling products;
- advertising was based on campaigns that had a limited life;
- creativity was deemed a vey important component of advertising;
- it was more important for the ad agency to win advertising awards than for a client to win new customers; and
- advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria.
In the offline world, PR is a money pit of wasted resources dealing with the journalistic black hole. The following old rules of PR are becoming obsolete:
- the only way to get ink and airtime was with the media;
- companies communicated to journalists via press releases;
- nobody saw the actual release except a number of reporters and editors;
- companies had to have significant news before they were allowed to write a press release;
- jargon was okay because the journalists all understood it;
- you were not supposed to send a press release unless it included quotes from third parties, such as customers, analysts, and experts;
- the only way buyers would learn about the press release's content was if the media wrote a story about it;
- the only way to measure the effectiveness of press releases was through "clip books" which noted every time the media decided to pick up a company's release; and
- PR and marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques.
Marketing on the Internet is not about generic banner ads made to trick people with neon colors or wacky movement. It is about understanding the keywords and phrases that buyers in your target market are using, and designing and activating a series of micro-campaigns to drive buyers to pages that are full of the content they seek.
In order to do this effectively, it is advisable to understand the new rules of Marketing and PR in the online world which are listed below:
- Marketing is more than just advertising;
- PR is for more than just a mainstream media audience;
- Your are what you publish;
- People want authenticity not spin;
- People want participation not propaganda;
- Instead of causing one-way interruption, marketing is all about delivering content at just the precise moment your audience needs it;
- Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web;
- PR is not about your boss seeing your business on TV - it is about your buyers seeing your company in cyberspace;
- Marketing is about your organization winning business - not about your ad agency winning awards;
- The Internet has made public relations public again, after years of almost exclusive focus on media;
- Companies must drive people into the purchasing process with great online content;
- Blogs, online video, ebooks, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate; and
- In the online world, the lines between marketing and PR have blurred.
In the offline world, marketing and PR are separate departments with different people and different skill sets. In the online world, marketing, advertising, and PR are converging hence there is just one set of Internet Marketing rules for the Digital Entrepreneur to follow.
People don't like to be sold to, however people like to shop and buy.
Great content helps potential buyers see you, relate to your brand, and understand and value what you have to offer (your products).
Through the use of hypnotic writing, your content will drive a (lead and/or) customer to take the action you want!
Internet Marketing for the Digital Entrepreneur isn't a battle of products ... it is about using multiple online tools all targeted at increasing the visibility of brand You Inc, generating viral and word-of-mouth online awareness, and utilizing key tactics to succeed in the knowledge economy.
The Internet provides opportunities you never had before. Internet Marketing is all about selling anything, to anyone, at any time, anywhere in the world!
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About the Author: Michael Farrell RSS for Michael's articles - Visit Michael's website Click here to visit Michael's website   Learn How to Use the Place Strategy that Supports Premium Prices The Law of Attributes Every Attribute Has an Opposite Effective Attribute Is Inflation Coming Is Inflation Coming Why Gold Really Is Money A Bank that Will Live in Infamy |
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