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The New Rules of Marketing - Internet Marketing Tools For 2008

January 16, 2008

Write(s): Sam Law and Julian Stone

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.

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).

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).

These days having others 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.

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REFERENCES:

1. Marketing to the Social Web: How Digital Customer Communities Build Your Business
2. The Long Tail: Why the Future of Business is Selling Less of More
3. Web Analytics: An Hour a Day
4. Ultimate Guide to Google AdWords (Ultimate Guide to Google Adwords)
5. The New Influencers: A Marketer’s Guide to the New Social Media

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

Written by James Opiko · Filed Under Marketing, Search Engines 

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