I am busy working on other projects that take top priority but wanted to continue actively blogging and sharing with my readers, so I found this great article with good content to perhaps motivate you to do something new or different for 2008.
I hope you enjoy the article.
Alliance Advisors, Inc.
Key Marketing Methods for 2008
Copyright © 2007 Sam Law and Julian Stone
Isn't online marketing by definition, expensive? Not necessarily. Online businesses are coming to the realization that in an organic environment like the Internet, organic marketing is required; paying for traditional or static marketing only gets you so far before it becomes ineffective. The consumer now controls your marketing.
What is wrong with the old methods?
Old marketing methods are failing because users are beginning to wise up (Rise Up) against the old brute force advertising that tries to win users over through sheer volume, using abrasive web-page banners, unrelated Adwords displayed on the page, or repeated newsletters (most being restricted by anti-spam laws).
The old methods no longer work effectively for two key reasons. One is the fact that they are a "flash in the pan", directing users to websites only so long as you continue to pay for the campaign, the second reason is consumers are now at the stage where they either ignore them or go out of their way to block them (with plug-in based browser or email filtering).
Let's quickly run through some of the "traditional" ways to market on the web, and their failings.
The "Old World" marketing relied on one or two large marketing sources to drive traffic with big budgets and marketing firms. You have to get people to create the "news" then you pay other people to distribute the "news", so you are pulling people into your "store" to show them what you have (whether they want it or not).
New methods for marketing
These days having other create and distribute your content for you is in vogue, this can mean syndicating your articles for other users to repost, paying users to review or rate your services, guiding users directly on forums or having users sign up to receive exclusive information. In every case, the handiwork of distribution is left to others.
Lets quickly run through some of the new "web 2.0" ways to market on the web, and the reason you should try them:
The theme of the new marketing methods is tailoring your content to the audience. The intent is to create something reader want to read. Marketing is not about trickery or insincerity, it's about communicating your ideas with honesty and authenticity. If it is worthwhile to your users, then they will happily talk about the content and spread it around, you have to communicate authentically with your customers and it simply doesn't happen using "traditional" online marketing.
A word of caution: if you try any of the above methods but approach them traditionally (as a direct marketing channel) then not only will you annoy a great deal of users, you can also damage your company image. Again I stress the above point, make the content something people want to read, not just marketing material.
Old marketing methods that are now approached differently
Benjamin Franklin said insanity is "doing the same thing over and over again and expecting different results." This is increasingly true for some of the more traditional forms of online marketing. It's not so much what people are doing, but more a case of how they are being done.
Let's take a look at how we should be approaching some of the old marketing methods today.
Old-world communication can still be effective but you need to ensure it is not your only approach.
Reevaluation is the key to a healthy online presence. You need to be constantly measuring and reevaluating your marketing methods to ensure you are not wasting money, and can take advantage of effective new methods.
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|Sam Law and Julian Stone - Project, Task & Time Management specialists for: ProActiveSoftware.com, ProWorkflow.com & Julian101.com|
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