Date post: | 14-Feb-2017 |
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The Internet
Marketing
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Whilst it is fair to say that Internet marketing has certainly had an effect
on offline trading figures, the comparisons are not directly
proportionate for the simple reason that the Internet has opened up
huge new markets which were not feasible before this 'information
superhighway' was born. The interactive nature of Internet marketing,
and the low costs involved in distributing information and media to a
global audience, makes a very attractive platform for any business
model, regardless of size. Latest figures from credit card companies
report a 15 billion dollar turnover from Internet sales in the last year,
and rising rapidly. So it is not surprising that budgets for Internet
marketing are taking a bigger slice of the advertising cake and the
numbers of individuals earning their living directly from Internet
marketing are ballooning off the scale.
Internet marketing draws together all the creative and technical
aspects of the Internet, which include design, development, advertising
and sales, and the techniques used in Internet marketing include search
engine marketing, email marketing, affiliate marketing, online
advertising and more recently, social media marketing methods as
employed in blog marketing, and viral marketing.
Internet marketing is the process of building, growing and promoting a
business individual or organization through any online activity including
websites, blog sites, article marketing, press releases, online market
research, email marketing, and online advertising. In order to fully
comprehend the huge benefits offered by the Internet marketing
process, it is difficult not to draw comparisons with offline marketing
methods, but it has to be remembered that one is not a replacement
for the other. Internet marketing and offline marketing will both have
an important part to play in the future of any business, assuming it is
not purely Internet based. Let us now look at the benefits that Internet
marketing has to offer..
Low Cost
Since the Internet can be regarded as a 'free for all' activity center
where information is shared freely with all interested parties, the cost
involved in the overall Internet marketing strategy is relatively low.
Apart from the obvious expenditure incurred in operating a web site, a
large proportion of the budgets set aside for Internet marketing will
typically be swallowed up by services and resources offering expertise
in the various marketing techniques that fall under the Internet
marketing umbrella. For example, Search Engine Optimization plays an
important role in the positioning of a web site in search engine rankings
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and the larger organizations will often employ the services of a search
engine optimization company to carry out this duty. Equally there are
Internet Advertising Agencies available to handle all aspects of online
advertising. Smaller companies or sole traders may carry out their own
search engine optimization and advertising campaigns and would need
only a few hundred dollars budget for marketing software tools. Either
way, the overall cost of Internet marketing is much lower than the cost
of a similar offline campaign.
Work From Any Location
All activities that fall under the Internet marketing banner can easily be
organized from a laptop computer. Most communications are made
using online contact forms, email or instant messenger, and payments
for items such as web site hosting, internet marketing software tools
and resource fees can all be paid online using a credit card. Web site
design and management is also another area of Internet marketing
easily managed from a laptop computer. The versatility of the 'laptop'
means that these duties can be carried out from any location and
therefore those involved in the Internet marketing fraternity can easily
work from a simple home office, or even when away from home.
Commuting is totally unnecessary.
The Level Playing Field
Unlike offline commerce, the use of Internet marketing techniques now
make it possible for an individual or sole trader to compete with the
larger organizations in his online business. It's true that a larger
company whose name was on everyone's lips would have a head start
in the marketing of their web site, and a larger presence in the search
engine pages, beyond that the doors are opened and it's quite common
to see a smaller commercial outfit riding higher than their much larger
competition in search engine results. Yes the online advertising budgets
would be much bigger for the national companies, but there are many
Internet marketing techniques and resources available to the solo
marketers that would help them to stay in touch. There are literally
hundreds of new Internet millionaires developed on a daily basis.
Here are some of the components that can guide you on being one of
the best internet marketers:
Component #1 - Don't be lazy!
If you want to be lazy, you'll go to the sharks. Most of the hardest
working internet marketers are also the wealthiest. Again, I'm not
suggesting that you are going to become wealthy by only working really
hard. The truth of the matter is that working hard to achieve auto-pilot
in your business does require a bit more strategizing and action.
Component #2 - Assess trends!
Staying outside of the box? Then you'll definitely be very lost when it
comes to assessing whether or not you should take on a business
model like affiliate marketing, or ecommerce... because you
have insufficient information to be able to decide. Assess trends. Watch
the web. Look at all the stuff that is progressing right before your very
eyes. Get on technology forums and learn, learn, learn.
Component #3 - Credibility As Weaponry!
Through all this hype and a very severe lack of information, it's difficult
to decide whether or not to buy one product or the other. The main
deciding factor will come from someone whom you trust completely
and will be willing to buy simply because you deem this person to be
credible. So, build your credibility! It will take more than just one report
to do this! Build your credibility! Set yourself up with the right people,
credentials, etc. Or better still, get on one of my teleseminars.
Component #4 - Forward Strategy!
It's not easy to move forward in internet marketing, but that's often
because one doesn't have a clear direction in the first place. Vision, as
Mike says, is important. I believe it's more than just 'vision'. It's more
like the ability to focus on what needs to be done, and just taking action
and doing it, having already decided that it is something you will
accomplish at all cost.
Too many people balk at doing the things that matter. They end up
procrastinating! Okay, I'm not an angel myself 100% of the time. But
think of where you are. For instance, you know for a fact that you need
to create content for your site. Say you're not a really good content
creator. What next? Wait and hope that money will fall from the sky? I
don't think so! You still need to find a way to get it done. Or, make a
way! You may have to think of ways to get your way even though you
can't do it yourself.
Component #5 - Polarity thinking... and the Stuart Slap!
When everyone is doing something, you have to do the complete
opposite.
Look at the infamous Google Slap. If you're not familiar, Google
"slapped" people a number of times already. When people don't
provide good value, they get slapped. This is to force people to avoid
their own impending doom. It's like a parent slapping their children to
not touch the burning flame. Still, people go ahead, get burnt, them
blame the person they last encountered. Tsk. Tsk.
The internet marketing world is filled with sheep. One person goes
there and everyone follows. This is good news for the person who
knows how to exploit this situation. When everyone moves in one
direction, they miss out opportunities that already exist.
One example is this - now everyone in Asia is heading and attacking the
internet marketing niche. I know it's not the right thing to do to
monetize, and there are many other monetization sources out there. So
what do I do? I spoil the market so that people will not be hoodwinked
into buying non-value-for-money items. Is it a good strategy? Some
people will hate me for it. But it will force the survivors up the chain,
the credible ones will quadruple their income, and those who can't
handle the heat either give up or find another niche.
What next?
It's not hard to understand. But the fact is, newcomers to the internet
marketing world will look at these reports and say 'what the heck do
they mean'? Such things will garner a lot of value for the average
internet marketer, but will hardly make sufficient sense to the average
newbie in internet marketing. To them, it's like "oh yeah - I'll focus on
my business strategy" or "sure, I'll use a one-time-offer". It seems like a
'no-big-deal' thing.
Well, of course. That's because there IS no big deal. We've come full
circle. If you don't do it right the first time, conventional wisdom like
"failing to plan is planning to fail" will suddenly make lots of sense. Are
you willing to wait until that happens??
The Evolution Of Marketing Strategies
The truth is this - marketing strategies have been evolving. Every day,
there is a new strategy or tactic pulled by someone to create the next
wave in internet marketing. But the truth is that most of them start
with a concept from thinkers everywhere.
"This Article Is Not Meant To Overwhelm You!"
Yes, be overwhelmed, if you choose. I am still stumped by the fact that
beginners are still lagging so far behind. I can't blame them, but I can
blame internet marketers for not helping to chip in to clear this.
Excuse #1 - They are lazy
Interpretation - I'm lazy.
If you as an internet marketer are reading this and not going all out
there to clear the air and help out building the market, the industry will
become stagnant and there will be very little left that can be done in
the industry. We probably wouldn't be able to sell anything because
subscribers are going to be lambasted with emails over and over
without the right ability to decide what to choose and why.
Most internet marketers are themselves lazy. That's the plain truth, and
many admit to that. But they are propagating the problem, not solving
it. Instead, they will need to cultivate a voracious appetite for
information in people who are completely new. Disagree with me all
you want. You're the one reading this article.
Excuse #2 - They are not technical
Interpretation - I can't be bothered to look at ways in which newbies
can learn easily.
As a trainer, my angle as always been to simplify, simplify, simplify. If I
can make a complex process simple enough to follow, there will be
understanding and comprehension. This is good enough to start. When
someone says that there is a complete lack of understanding, then that
same person is going to be the reason why I start to alter my
instructions or the way I teach.
Excuse #3 - I don't have enough resources
Interpretation - I'm not creative enough to find a better way.
All the experts out there had better find a way to utilize resources to
make beginners learn in a more efficient way. Admittedly, I want to do
this myself, but have failed in attracting the right learners much of the
time, as well as to attract the right coaches. Too many times, people
are in it just for the money. Selfish, selfish, selfish. It's not wrong, it's
just selfish. Can you find better ways to do it? Challenge yourself!
The Newbie Phenomenon
For every one or two internet marketing gurus, there are several
hundred newbies who develop. At the rate of growth of internet
marketing, there will be far more newbies than there are experts. The
lop-sidedness of this is true - only 5% of the population will earn a
decent income from internet marketing related products. The next 10%
will probably be working very hard and earning decent 6-figure
incomes. The next 25% are probably working hard and earning a high 5-
figure income, but the mean range of the next 35-40% of internet
marketers are struggling with 4-figure incomes. What this also means is
that 25-30% of every internet marketer's list has a bunch of newbies
who are afraid to start internet marketing and don't have a clue what
to do.
Here are typical mistakes newbies make:
1. Diving into the "internet marketing" niche.
I see so many newbies with 'cut-and-paste' approaches, attempting to
encroach on the very large and highly profitable internet pie. I
apologize in advance if you are one of these people. You will earn some
income, but you won't really make much. A couple of hundreds,
maybe?
It's so plain and simple, and all the information is literally right in front
of your eyes. But you've been given so many opportunities that you
don't know which one to sell or to understand which niche to
penetrate.
Key lesson: to be an excellent internet marketer and entrepreneur, you
MUST know how to assess the market. You MUST know what weapons
are at your disposal, and you MUST know how to make a decision
about what to sell, who to sell it to, and how to go about doing it.
2. Affiliate marketing without 'affiliating'
Don't you think that the issue in people selling other people's products
is clear? People want anonymity. They want to sell something without
having to put their picture on the web. This is silly. If you want to be an
affiliate marketer, you have to learn how to do it without fear of being
revealed. Unless, of course, you are an employee who doesn't want to
be caught.
Wait a minute - if you simply reversed the role, would YOU buy from
someone who had something to hide? The whole idea about affiliate
marketing is that people have forgotten that they need to be doing
more "affiliating" than they do "marketing".
Key lesson: Loyalty will be the determining factor in your business
strategy.
3. UnCreativity - The Same-ol' same-'ol
Someone says "do a report" and you do it. Someone else says "use a
drop cap" and you use it. I don't mean to put down such information. I
do believe that it has been useful to some extent. But my question is...
how do YOU know?
The big irony is that the report entitled "The Death Of Internet
Marketing" was being spread using the exact same mistakes that it talks
about in the report itself! You see, the truth is you might be able to pull
off the same stunt a couple of times, but on the third attempt... nah.
You cannot (and should not) re-use methods developed by other
people. The ideas are already passé the moment they go out on the net
- after people use it over and over, it's like a degrading gene pool. If you
want to do something outstanding, then innovate a little. It's the small
innovative tweak that gets people to smirk, nod their heads and say
'wow, that was brilliant'.
If you don't know, then you won't know the foundational principles of
how people react to your writings, reports, etc. It's essential for you to
be able assess their reactions and how they take action based on what
you say, and to be able to do this well.
If you are just doing cut and paste strategies, sure you can work with
your list for a while, but you are still not cultivating a relationship with
them. You are merely overloading them with information.
Key lesson: If you are attempting to breach the internet marketing
stronghold, you need to have far more than just used tactics and
strategies. You have to think. You have to innovate. More on this later.
Other issues In Internet Marketing
1. Quality of products: no standards of assessment
You need to be able to assess the quality of something. How well you
can assess the quality depends on the level of the user. I mean a
complete newbie will hardly be able to provide an effective evaluation
from an internet marketing perspective. In addition, there is also a
growing trend for internet marketers to provide rewards for
testimonials. This is hardly a fair judge of a product.
As a trainer, I often request for feedback with a standard evaluation
form at the end of my trainings. This form is created in order to assess
specific elements in the training. The concept of training evaluation
itself is a broad area, and if you'd like to receive my insights into this,
you may do so at my Business Strategy section on my blog.
2. Marketer recognition
As you know, marketer recognition is an issue. Most people do not
have the means to be able to establish a high enough level of credibility
until they align with other top marketers. However, there is another
way.
Be aligned with happy and satisfied customers!
Some of you might think that this is about building a really large
testimonial list. Well, this testimonial list leverages on the psychology of
social proof. However, if you are not schooled in logical analysis, you
will not be able to pick out flaws in arguments. One such typical flaw is
called the 'slippery slope' technique. "He was really good. He gave me a
good product. Yeah." What in the world kind of testimonial is that?
How about this instead:
Satisfied? Happy? Well... you have to build this as part of your
neurological hardwiring if you want to survive online.
3. Entrepreneurial effectiveness
I'm guilty of one thing - complaining that there isn't enough effective
business training for new internet marketers. And as a result of that, I
got my just desserts - people asking me to be their business mentor and
strategist.
In my opinion, business training is not just about taking a degree in
business management and graduating top of the class. It's about
making a business come to fruition. These skills include a whole bunch
of stuff such as knowing how to conceive a business idea and put it into
a plan in the first place. Another is to know what your strengths are and
put them to use, while knowing how to delegate to people who can use
their strengths together with yours. This basically implies the need
for leadership.
Most newbies are attracted to the opportunity, but not willing to make
the time or effort. However, those who are leaders already take the
next step and make this happen. Leadership in an organization is
important - tons of authors have already made this clear, especially one
John C. Maxwell, a very highly respected leadership thought leader. On
the other hand, it may be that some people think of leadership as
something so 'normal' they forget to revere the importance of its value
in running a business.
The biggest mistake one will make is to say that it takes hard work. No
it doesn't. It simply requires an effective and systematic mobilization of
resources to get your system to work.
4. Process thinking
Being able to create a system presumes you need to know systems
thinking as well as process thinking. Both are part of the same thing,
and one needs to recognize this. If you are unaware of the power of
systems thinking and process thinking, it means you have not been
honing your thinking capabilities.
One too many internet marketer has mentioned the need to learn to be
physically 'lazy', but never mentally. I totally agree with this statement,
but there needs to be more education to help you develop this
competence of learning about process thinking. If, as an entrepreneur,
you do not develop this capability, you will be incapacitated, unable to
see the interrelations of a large variety of different things in the
complex world of business. You will be unable to craft your own
strategies.
Marketing Style And Competence
So, what does this mean to the average person?
I'd like to summarize and highlight a few competencies that you must
know.
1. Systems Thinking. Creativity and innovation.
2. Rapid Learning Skills. NLP and Modeling.
3. Writing and content building skills
4. Online Leadership skills
5. Personal Mastery
6. Credibility Building Skills.
a. Rapport building
b. Selling and marketing
c. Managing your outsourced talent
d. Partnering and loyalty building skills
There are also many niche areas with good benefits derived from
Internet marketing, but generally the process is attractive all round as a
method of promoting any business, recreational or personal projects
across the Internet. Internet Marketing is where the future lies for
businesses large and small. The Internet has arrived and no-one can
deny it!
Article Source: http://EzineArticles.com/expert/Stuart_Tan/212587
Article Source: http://EzineArticles.com/1190589
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