There are so many things that capture the attention of the general public these days that it is getting tougher and tougher to reach people through marketing methods. The span of human attention is limited and the fact that there are so many ways to entertain yourself these days and so much information that an average human considers interesting makes it harder for marketing ideas to reach their intended targets. The marketing platforms are evolving, too, and there is an obvious split in the marketing world between the traditional marketing methods and the internet marketing method (e-Marketing).
The Internet as the primary media
All of this started to happen when the availability of broadband shifted from luxury to necessity. These days almost everyone has a solid broadband connection and this led to the blossoming success of social networks and the other websites, like YouTube and Google. This also caused the traditional media like TV, newspapers and radio to lose some of their former significance and therefore some of their power as marketing platforms. This isn’t the first time a thing like this has happened. The same thing happened to the newspaper when the radio came about and again the radio lost to television, so this shift comes, let’s say, naturally. Interestingly enough, every time this change of technological generation in media happens, people start to say how the old technology will lose its role completely and die out. Well, as you can see, the newspaper and the radio didn’t die out at all. They reevaluated the situation and adapted to the new state of things. Sure their golden age has passed, but they are still a long way from being completely obsolete.
The difference between the traditional and the new
Well, let’s say that you want to advertise your product on TV. The first thing you will need to have is a lot of money, since buying time on TV costs a lot. The second thing you will need to do is to create a TV jingle which is going to be aired. This will also cost you some money. After that, you can start airing your commercial and hope for the best. There is no way to know how many people you reached by using your commercial, except the change to the number of products you sell. With e-Marketing, things work a bit differently. For example, you don’t really need that much money to start advertising. You can start off small and target a more narrow audience until you get your business up and running. When you have a larger budget you can expand and start pitching to a larger audience. There are really a lot of styles of e-Marketing that you can test out and see what type would suit your needs best. Here is a small list of the most popular e-Marketing styles:
SEO (Search Engine Optimization)
Blogging (Both traditional and Video Blogging)
Social Network Marketing
Another great difference between traditional marketing and e-Marketing is the existence of such a thing as permission based email marketing. Traditional marketing is aggressive and forces itself upon the audience. Permission based marketing works on the basis of subscription and thus avoids causing annoyance with the customers, since they agreed to be a part of the virtual newsletter.
The amount of money spent on advertising isn’t always proportional to its success. Sometimes creative marketing ideas go a lot further than you dared hope. This is the great thing about social networks. If you do a good job, chances are people are going to share it because they want to talk about it. There have been situations where a website would unexpectedly become so popular that it crashed because it wasn’t prepared to handle such heavy traffic.
The internet is far more flexible when it comes to advertising and leaves a lot of room for creativity. It also gives you a way to create an internet community of people who will give you new ideas for product improvement, new products and so on. What is crucial in e-Marketing, I think, is the feedback you get. If things don’t go well, people will tell you why and you can also see a concrete number when you want to see how successful your new marketing campaign has been and adapt to the needs of the customers. The online marketing world is based on trial and error philosophy and there really is room for testing and trying out new things, as opposed to traditional marketing where things are more or less all or nothing.