Internet Marketing - Survival Of The Fittest

By Author: John Tang
Total Articles: 512
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We are in the midst of a frightening and deepening financial and economic crisis worldwide. The world is making huge adjustments to correct many flawed policies, processes and practices including the use of real estate equity to fuel a worldwide buying binge, highly leveraged global gambling casino-style betting on the success of highly risky credit in the name of Credit Default Swaps. The process is called deleveraging but really what this is the process of liquidating hard and soft assets to pay off what can be paid off in the face of never-before-seen lost bets on incredibly risky investments. As someone first said, This too shall pass. But what will the world look like? In this writing I will focus on marketing and the lessons we can learn.

More and more data is coming in telling us that companies are cutting back their overall marketing budgets in a big way. However, closer inspection shows many are bucking the trend, not in traditional media, but spending more online. Recent studies show as much as 35% plan on spending more on marketing in general and less than one-third are planning on spending less. The ...
... following table from emarketer shows the fallout when it comes to traditional media.

Clearly, we see a continued seismic shift in the outlook for marketing preference and focus. While we see negative numbers for the traditional media, even in better times, online spending is always a matter of growth and growth rates; never a matter of up or down.

This is not, nor has it ever been, a fad. There are basic fundamental advantages and benefits to internet marketing that compel forward thinking companies to seek the internet, in all of its forms, as the fertile environment for growing their sales and profits.

The reasons for this are wide-ranging and many volumes have been written and will be written. However, succinctly, the Internet is more profitable because it is more efficient. Traditional media efficiency rates as expressed by percentage of the audience that actually acts is measured in the very low single digits, often in tenths of 1 percent. Internet Marketing including Search Engine Marketing provides a truly targeted audience because it is user-centric. It also does not seek to control your thinking because it can't. The penalty of not providing relevant, targeted information is the loss of the visitor to another website in the blink of an eye. Just one tiny example how many times have we seen on TV a car ad that has a bunch of tiny print, no doubt required by regulation, that is seen for a split second what's the point of that? Obviously, this is text the advertiser doesn't want you to read. However this kind of thing isn't really possible because the user controls how long they will focus on the content of their choice. Add to this the ability to really check out competition, consumer surveys, independent reviews and you have a medium for deciding and purchasing that is controlled by the buyer and compels the seller to compete based mainly upon the quality of their content and the public verdict on the performance of product, service or company.

The numbers tell it all. Clearly, those companies, causes and individuals that are being found online have a tremendous competitive advantage. With no exceptions that I am aware of, this is due to the institution of sophisticated internet marketing services and practices with a tremendous emphasis on content. Large companies and small are employing Internet Marketing Companies with demonstrated success in Search Engine Marketing, Paid Search, the Social Media, and Affiliate Marketing to generate new sales and profits online. Internet Marketing is proving to be the most efficient form of marketing based on the user-centric model. Just look at the numbers.
Optimum7.com is an Internet Marketing Consulting Company with primary focus on Small and Mid-Sized Enterprises (SME's). Optimum7.com offers a rich consultative approach that our clients find refreshing. We actually listen to our clients to learn exactly what their problems and objectives are. Through a proven process, we collaborate with our clients to truly understand where they are and where they want to be next month, next year, and in 5 years. Internet Marketing - Survival of the Fittest.