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The Tangled Web of Online Marketing
Written by: Ken WisnefskiArticle Overview: Who controls marketing? Is it the advertiser? The consumer? The Web?! Find the answers to these questions and a final resolution in the article.
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Free Download - Long and Short-term Marketing By Ken Wisnefski |
The Tangled Web of Online Marketing
Introduction:
Who is in control of marketing? There was once a time when bright-eyed salespeople would knock upon your door and show you the latest in cleaning supplies, cosmetics, cutlery, etc. The advertiser was physically present. Next, came the days of phone calls, television prompts, yellow pages, and radio alerts; advertisers took a step back, but were still present and in control.
Tangled Up:
The days of Web marketing came, and the tides turned. Consumers began calling the shots. The presence of search engines enabled buyers to virtually ask for what they wanted with taps of the keyboard. All of a sudden, the juggernauts of the industries and Timmy the teenager down the block were on the same results page offering their goods and services. It became anybody’s ballgame. Businesses had to compete fiercely for consumer attention on the Web.
The business world cringed, anxieties ran high, and Web resolutions were instituted. The world of Web marketing began. Search Engine Optimization services helped garner high rankings, banner ads were ubiquitous, and pay per click became a keyword’s best friend. Buyers searched for goods and services, but the results depended on engine rank and the advertiser’s ad budget. The Web was in control.
It might be safe to say the days of traditional marketing techniques such as door-to-door, television ads, radio ads, yellow pages, etc., are out of turn. Consumers visit the Web to make their purchases. Americans spent $11.8 billion on the Internet to make purchases from Nov. 1 to Dec. 1, 2006 alone (comScore Networks). Businesses are aware of the online spending trend. They are projected to spend $35.4 billion on advertising by the year 2011 (Reuters).
Both buyers and sellers are stuck in the Web. The consumer is tangled in the confusion of search, and sellers are left to be eaten by competitors who can afford the increasing price of online marketing techniques. The Web is in control.
What if there was a way for buyers and sellers to transcend the control concept? What if there was no need for control? What if there was simply a way for buyers to get their needs met and sellers to provide their goods and services to those consumers?
The Web Un-spun:
Matchmaking sites offer a solution. What is a matchmaking site? Those that match the buyer and seller together from a third-party perspective much like the Web, but with a more individualized and personal touch. These sites offer quality sellers to meet the specific desires of buyers.
Relationships are made based on analyzing the needs of the buyer and matching them with multiple providers that can supply their needs. Business does not need control; it needs facilitation.
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Related Forum Posts
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f
- [quote="BuzzAroundBooks":p78047w2]Just as an update, Evan has extended the poll's expiration date and says he'd like to see at least 25 "yes" votes before implementing the new category. Moreover, it would probably be called "Online Marketing" instead of Social Media Marketing".[/quote:p78047w2]
Okay - I have a request -- can the title be changed to "Online Marketing"?
The reason I'm asking is because people may not know what social media marketing is , while that would make me vote for it to learn more, but not every thinks like that. Also, online marketing could capture more attention when people spot in on the list.
Shri
Re: Kevin's Case Study #11 - A New Forum Category?
- [quote:31qpen1j]This is just my opinion, but I consider the prospective categories, Online Marketing, Internet Marketing and Online Promotion, as being pretty much one and the same - just different words that different people use.[/quote:31qpen1j]
I completely agree! Those are all just "internet marketing" as far as I am concerned.
And I normally would have voted for internet marketing, however I chose social media marketing simply because there are more than enough IM forums out there already.
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