Marketing before the Internet
Until the mid to late nineties marketing was all about interruption. The more you could interrupt someone then the more you could force your message about your product upon them. Basically, the more ads you could buy the more sales you would make. With that, T.V. advertising reached a new high. People would be interrupted multiple times during a broadcast. “As seen on T.V.” was even pushed as a benefit! It seems crazy now.
Over time, people built up a resistance to this form of interruption based advertising. Over exposure has caused the human brain to ignore most of the ads it sees. As a result, newspaper, T.V., and radio advertisement doesn’t perform as well as it used to. Basically, by blindly throwing money at interruption based display advertising you are not only wasting money but you are not fulfilling the potential of your business.
Today the focus of good marketing has changed. It’s not about interrupting people anymore. It’s about building relationships and growing through recommendation. In the past, many business owners would dismiss this as being too slow. However, they now have the biggest megaphone ever constructed – the Internet.
A new breed of marketing has been helping small businesses increase their profits. With the help of the Internet, inbound marketing has become the most effective technique for small businesses to attract new customers.
This type of marketing is not interruption based. It’s based on people who are interested in your product or service finding you. In a way, it’s similar to the “if you build it they will come” mantra.
In order to make this work you need a clear communicable message that people can easily tell their friends about. There are techniques that you can use to amplify your message. That’s where Internet marketing comes in. However, the starting point is a good quality product that is comment worthy. The great thing about the Internet is that the cream rises to the top faster than before.
However, if you are not offering quality, no amount of Internet marketing can help you in the long term. You see, Internet marketing is about facilitating people who want to advocate your product. You will not get many people doing this for a bad product/service. However, on the flip side, if you have a great product the sky is the limit.