Marketing in the Internet Age

When Marco Polo returned from China with silks, China porcelain, and of course, gun powder; there was a lot of demand for those goods. Over the years, international trade has become more and more important, to the point where some countries cannot survive without it (examples: Singapore, HongKong…).

But everywhere, trade barriers exist. In the past, it made some sense. Today, with the Internet, do trade barriers still work as well? Cross border marketing is so much more effective today than ever before. While we used to have “old” issues of “Cosmo” or “Playboy” to oogle over the “latest” products, you can have access to all the information today on the Internet. Instantly. No more waiting.

But with this convenience comes a price. A price not just for consumers, but a significantly higher price for marketers. Today’s marketers have a new medium to contend with. Marketing in the Internet Age carries with it all the same challenges of traditional marketing. But there is one single difference what could totally destroy successful models from the past.

In my opinion, that big single difference is simply the scope, scale and immediacy of the Internet. Never before have marketers had to deal with a medium that could almost instantly speed a message, positive or otherwise, to millions of people within hours. In some cases, minutes. Television? No contest. A news broadcast still requires that a person be tuned in to watch. The Internet blasts through all points of presence. Instant Messages, RSS Feeds, Email Alerts and if all else fails, SMS alerts that you have mail. Beat that.

Of course, this will not affect everything to do with marketing. In fact, many companies still trundle along and do very well without an Internet/Online strategy. But the landscape has changed. Just because you are pegged and continue wearing out that rut does not change the fact that beyond, everything has moved. So, for those who have still not come to grasp with the Internet, now might be a good time to look up from your dusty storyboards.

[tags]online marketing, internet[/tags]