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Why Internet marketing is just getting started

Someone said to me today, “It must have been great to be part of Internet marketing from the beginning.” Well, it has been. But in truth, we’re still at the beginning. Internet marketing is just getting started. The reason for that is that marketing itself is just getting started. Marketing is just a baby. I say this because we act as though marketing is a widely adopted practice. But it’s not. If marketing was some technical innovation, we’d say that it is still an emerging technology.

infant boy, circa 1900 (detail)

Image by Patrick Q via Flickr


The simple fact is that the average company does almost no marketing. Big companies do marketing. Companies that take advantage of traditional media advertising do marketing.
But most small companies do nothing more than an ad in the Yellow Pages. Most B2B companies do no more than a brochure at the annual trade show. These companies focus on sales, rather than marketing.
They don’t take this approach because they are short-sighted or backward. They do so because traditional offline marketing doesn’t work for most businesses–it never has. It costs too much and it can’t reach the right target audience to be effective.
That’s where Internet marketing comes in. It’s cheap and it’s possible to target any group, no matter how small. For the first time, small companies and B2B companies can afford to do marketing that reaches their prospective customers.
That’s why I think marketing is still a baby. Although marketing has been around a long time, it still has a long way to go before most companies focus on marketing the same way they focus on product development or finance or sales. If your company has been ignoring marketing, the Internet is going to force you to face it, sooner or later.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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Discussion

  1. Internet marketing has come a long way. People in third world countries still do not have access to computers, leave alone internet. Internet marketing has a bright future as this technology is fast growing and being accepted world wide.

  2. Avatar John Smith

    I think Internet marketing is just getting started in the poor countries. It will fast grow up.

  3. Avatar PowerPoint Templates

    I think that is true about a number of emerging Internet technologies the market is still very young and is infancy. Look at how pay per click advertising has evolved.

  4. More and more developing countries are starting to use internet marketing and its a great development and this is just the beginning.

  5. Avatar Lose 100 Pounds

    Internet marketing is just being introduced in the developing world and its a niche for them where a few thousand in millions know what is happening.

  6. Avatar Harley Gibson

    I, too, had someone say something similar. He went on about how he was turned down numerous times by average companies due to his lack of requirements, such as a degree. He’s repaired countless computers on a freelance basis for over 15 years and he learned everything via books online.

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    It’s also an excellent industry to learn as to get started it’s very inexpensive compared to radio or tv markrting

  8. Avatar jodimarcel29

    I agree that internet marketing is just really getting started specially to those who are new to this business.One advantage that i can see is,they can easily promote their products in the internet w/o too much expense on it rather than a paid advertisement & they can assure that it can easily spread through world wide web because of the internet technology today.

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