Sticky Marketing

Business as Usual? No Such Thing!

Since the introduction of the Internet, the ways that a company interacts with customers, conducts business, and markets products and services have completely changed. Not since the invention of the printing press has an industrial advance so revolutionized communication. The printing press allowed one person to communicate with many. Subsequent technological advances, such as radio and television, elevated this capacity. The Web provides “many-to-many” communication. Companies that first recognized this new outreach quickly surpassed those that didn't, no matter how big or established their brands. For example, Yellow Pages was the search destination of choice for nearly a century; Google now dominates online searches.

In “one-to-many” communications, those who controlled or had access to a media distribution channel, such as television, radio or newspapers, were in charge of the content circulated to the masses. Those who sold products and services bought access by purchasing advertising time or space. Receivers of the information had few ways to respond. Now, the Internet provides everyone with a channel of communication. Individuals...