The Internet Has Changed Marketing

The web, just like most things is a continuously evolving entity, and as such is very hard to pin down. The relationship between the business world and the internet is also continuously evolving, with its ups and downs, and of course it also has some really big downs, like the dot com crash of the 90’s. Since then the cyber business world has been a little better to understand, predict and utilise.

This is not to imply that is any less tricky. Marketing for example is an aspect of business that most companies understand quite well. You have a budget, and you spend it on advertising in magazines, billboards, sponsoring marathons, or even baker’s days at a school. What ever it is that will get your companies brand and name out there on people’s lips involves marketing.

Marketing in recent years has had to change somewhat. With the development of the internet came yet another avenue for getting brands to prospective customers. This can be done in many different ways, some good and a lot bad. Anyone that has an email address can bare testament to the annoying method of spam advertising. This is a classic example of a bad method of internet advertising. The list of bad methods is endless and thus redundant to mention, what is worth mentioning however is the some of the basic good methods of optimising the webs potential of connecting with new customers.

Search Engine Optimisation

Search Engine Optimisation, known also as SEO is now very well known by most marketing executives, simply because it is one of the main tools in the internet marketing arsenal. This too can be dissected into good (white hat) and bad (black hat) methods of gathering new customers. White hat SEO is the only way methods any company should use, not just, because it is the right thing to do but also because at the end of the day.

Back hat methods often backfire, either by being caught out by search engine engineers or by annoying and therefore alienating prospective customers. SO rather do think right the first time then wasting time money and your company’s reputation on cutting corners.

Off site work

Search engine optimisation is just that, they are the methods used to maximise or optimise the rankings of a website on search engine results. The term has also incorporated a lot more then merely rankings, it includes the structure and effectiveness of your website, it includes off-site SEO which is the mentioning of your site of applicable blogs or other sites. This is very similar to real world marketing, where one needs to advertise where prospective customers will see it.

It also include PPC advertising and in some cases incorporates social networks, and your presence there either by “word of mouth” self advertising. So marketing on the next involves a lot more then merely paying for advertising space, and actually requires companies to get to know their customers a lot better.

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This entry was posted on Sunday, August 30th, 2009 at 10:54 am and is filed under Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.