15 Jun 09 What a difference 5 years makes
What a difference 5 years makes-
My friend’s son Doug is turning 5 this week, and really, five years ago really isn’t that long a time ago. Then again, five years ago it took all of Doug’s will and might just to make poo. Now he’s dancing, playing video games, reading and telling (simple) stories and (bad) jokes. What not everyone realizes is that marketing has changed nearly as much in these last 5 years as Doug has.
How, you ask?
I think what we saw was that the internet has finally come into its own and has finally changed the way we live, act and shop… you know- like how the ‘experts’ predicted it might change our lives in the late 90s.
There are three key takeaways that you need to know about web 1.5 (we’ll talk web 2.0 soon, promise) now that nearly everyone is using the internet.
1) Push vs. Pull- Traditionally, one could market to individuals via mass media and expect some success if you’ve done your homework on your target prospects. Today, nearly everyone, even your parents, are online (yes, this goes for you folks who are retiring next year- it’s a safe bet your parents are using the internet). Maybe not how your teenagers are, but they are still turning to Google and the internet for answers first, not when all else fails. Yes, this still applies even if you are a plumber, folks are looking for a plumbing supplier online first, THEN the Yellow Pages.
This is why Yellow pages companies are starting to fail, as the optimal Yellow Pages strategy for 2010 is to invest in a bold listing for about $50 a month. In 2004 a well crafted and distinctive ad would be a good gamble to pay for itself. Now it’s a fool’s bet, and not one I recommend you taking.
2) The web is Manditory. It is now no longer enough to scan in your brochure and call it a web site like you could (mostly) get away with 5 years ago. You need an SEO strategy, you ought to consider an ad-words strategy, and I strongly suggest a blog strategy. Doesn’t matter if you in-source or outsource those activities- it has to be done if you want to be where the shoppers are.
3) Authenticity- With all the marketing messages we are being bombarded with (nearly 5 times as many daily as in 2000) it’s not just the youth that have become cynical of it all. Five years ago, a decent copywriter could ‘fake’ a testimonial just fine and even if it sounded a bit fake- it would still make the point. Today, there is increasing evidence that ‘false testimonials’ are simply devastating to one’s credibility. Yes, you read that right- fake testimonials can be far worse in today’s marketing environment than nothing at all.
