First Law Of Internet Marketing: Ignorance Is No Excuse

Picture by The(G)

And this is the essence of my rant. Why are business people and marketers still ignorant of the Internet?

This week, I watched an expensive 30 second television commercial to promote a new online business, I read a small print ad in a newspaper promoting a web design company and my absolute favourite of the week, I heard a senior advertising executive reply to a question about marketing online with the words “Yep, it’s here.” The panels three other marketing experts declined to expand on those enlightened words.

So, here is my first law of the Internet. Unless you are Microsoft with hundreds of millions of dollars to waste, don’t try to build a brand on the Internet or try to attract people to your website with television commercials, radio adverts or adverts in newspapers. It is expensive and frankly it simply doesn’t work.

Also, if your well paid marketing manager or advertising agency recommends any of the above mediums to promote your new website. Then they just don’t get it! So run away.

Most of Australia’s web designers and advertising agencies are committed to the concept of building a brands online presence with a WEB SITE or a flash MICRO-SITE (Micro-site is advertising speak for a small flash website with higher profit margins). But, just switching on a new website will not make you the next Google. A website is just a tool; it’s not a marketing strategy.

In my book, the Internet revolution will transform or influence all aspects of business. Companies that have relied on bricks and mortar distribution channels and broadcast mediums or fingers that used to go walking through Yellow Pages have to be concerned.

The true revolution online is that people are already talking or searching for your product or service. Your problem is no longer advertising or where to place your shop or office. Your problem is to try to figure out which niche communities of the hundreds of different online communities you need to target and engage. If there isn’t one, either you’re stuffed or you need to build one.

In business there is never only one way to do anything, so I’m not saying the Internet will replace every facet of your business, but ignorance or refusing to accept change will open the door to others.

There endeth my rant.

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