Internet Marketing is not Real marketing
Right?
You’d think?
Unless, unless they dont understand it.
Remember first there was print, then they all had to learn how to work with radio – a medium that put them right into their customers homes. They couldn’t just yell from their box ads in large type, they had to re-think. It took a while. And new players took over from old players. New players who saw the advantages and quirks of the medium. Listen to Terry O’Reilly expound. (A great radio advertising professional).
Then there was T.V. A whole new ball game. All images forget the radio text.
And now Internet. And if you haven’t grown up working ‘the net’ like the Frank Kerns, John Reese et al. Its a difficult place. If your Proctor and Gamble, if your Coca Cola, even if your Microsoft or Tony Robbins – its not east to ‘get’.
And yet as the great Internet Marketers say – done right – marketing on the internet is a as close as your going to get to a one on one ‘pitch’. To being able to sit down with your customer and work through a deal that suits both of you.
Unlike the rest of the other media advertisers use – the internet is a shared event. The marketing pitch has to be almost teamwork between you and the customer. You offer an offer, the market responds – with forums and emails and silence.
You re jig the offer. The markets re jigs its proposal, and eventually if you have patience and a willingness (note willingness) to allow your market to tell you what is need,( what they want) – you make the deal. You conclude the operation.
Your offer is accepted, and your offer is welcomed, because its exactly what they wanted, exactly what they told you.
You cant do that on tv, on radio, in print – there you just hammer away and hope you’re clever enough to nab a few.
Yes this is Direct Advertising – but done in a way thats never been done before
The interent market done right is a collaboration betwen the seller and buyer – its a negotiation.And the big companies dont understand that,are not geared to that. They know old media, the ‘push’ media.
The Internet marketplace is a bazaar, a noisy jabbering, exciting maelstrom. But its a maelstrom where everybody is. You want to reach 4 million people- Directly – who are interested in gardening or hamsters or (God help us ) Parrot talking. Heres the list. Directly targeted. You want to reach ten million people who have expressed na interest in that thing you have. Heres the list, and bam- they have the offer – now the haggling begins.
So while The Frank Kerns,the John Reese, the Eben Pagan, the Mike Filsaime, and the others clean up. The big companies dont even try. They are not able to. Watch one marketing video by any of the above, internet guys – the free give away ones – and there is more knowledge and details than in anything the Proctor and Gamble play book.
If you study and watch these lead internet marketers you are watching the best marketers of this generation. Be amazed.
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