Do It Wrong Quickly

How the Internet Changes Basic Marketing Concepts

The Internet is having an enormous impact on marketing. In fact, marketers who cling to traditional strategies instead of embracing change and taking advantage of the online realm are sabotaging themselves. More and more people are turning to the Web as their primary source of information. Newspaper circulation has been in decline for years. Regulations and technology impede phone solicitation. Cable and satellite TV have taken advertising dollars away from commercial television. Remote controls and TiVo devices allow viewers to fast forward commercials or skip them altogether.

People have shorter attention spans for ads because they are exposed to more sources of advertising. Thus marketers must work harder to get their messages across. Consumers surfing the Web can skip your ad easily. So rather than bombarding people with information, the challenge is to entice them to pay attention to your message. You want to be informative, reputable and approachable. Make no mistake – the consumer is in control now. Your customers want to know that you are responsive, and open to their suggestions and feedback. Consumer bloggers...