November 20, 2001 Volume 1 Issue 26
Internet Marketing ... the Same & Different
"How the Internet changes everything and nothing."
"Marketing is marketing, and marketing over the Internet is no different from non-Internet marketing."
"Key aspects of marketing strategy have not changed - and never will."
Sure, I could go on. And on. Presentation and article titles, quotes from interviews and stories and forums come at you like an attack rifle ... pretty much saying the same thing. And you know - they are right! They are all right-on.
At least I think so.
The "E" marketing world began with the discovery of electricity. As I shared in an earlier E-zine. Ben Franklin was the guy who started it all. The telegraph, telephone, radio, television, facsimile and now the Internet, with the World Wide Web and E-mail spin offs. What's interesting is we're all still using these tools, one way or another.
Yes, the telegraph, facsimile and E-mail have blended together. Each has been not much more than an upgrade from the previous service. Today it's E-mail ... tomorrow it'll be something else.
Television did not kill radio, or the movies. The telephone has been a marketing tool for about a century. So far the Web has not knocked off magazines, newspapers, newsletters, direct mail, catalogs, outdoor posters or anything else you print and read.
And so, is marketing over the Internet no different from non-Internet marketing? Is a rose a rose a rose?
Yep, pretty much so. If we need a reminder, it was the dot.com world who ignored traditional marketing and are now dot.gones. Those still kicking around (and thankfully, there are many), have adapted and adopted ideas and methods of their older sisters and brothers. Why, Amazon has a magazine! I know, it was sent to my home. 18-24 months ago that would not have happened.
Integrated marketing is "in". Again. It's hard for me to keep from smiling when I use that word "integrated". Because in the early '70s the agency of Bob Hemmings, Eric Smith and friends created integrated marketing programs for a number of Silicone Valley corporate residents.
The idea was re-discovered 15 or so years later - and took us into the last decade. Integrated is back ... if it ever went away. Yet, it has now been "discovered" by web marketers. Good thing. And not a marketing campaign too soon.
What's going on here? Part of what's happening is marketing and direct marketing techniques are now acceptable across most industry categories. It's a rare "top" company in any field that is not using some aggressive outward form of direct to get new business, keep the business they have, or both.
i.e., Dell Computer recently announced a Chief Marketing Officer, a newly created post. Sure, Dell is having the same bumps others in their field are "enjoying" - mostly in the wrong direction. So, the timing is right. Yet, in the past it would not be a CMO they brought aboard ... more likely a new CFO. Times have changed. And Dell says marketing is the answer. Good for them!
Okay, how is Internet marketing the "same"? And how is it "different"?
Well, it's certainly the same when it comes to planning, setting your objectives, creating a budget, establishing a timetable and selecting the audience you want to "talk" with.
To a large degree the offer is the same, too. Although, experience has taught it is often necessary to sweeten the pot a bit more on the Web - at least as you begin - to pull your audience in. To give them another reason to do business with you. What has worked for most is more of the same goodies for online orders, vs. those coming the "ole fashioned" traditional way. The baker's dozen concept ... 13 when you order online, 12 via the phone or mail.
What is both the same and different is creative. Not the process - that is the same. You still think, plan, organize ... and then revise, revise, revise. Sometimes those last words are called "testing". Which is a piece of the DM puzzle that has been greatly revived by web marketing - because it's so easy to do. And so quick to learn from.
Still, we must always remember what the Web is today, late October of 2001; it is a read medium. Meaning all the dancing girls and greased pigs, fancy graphics, reverse on a black background, scrolling and constantly bouncing balls is not what most customers have in mind. The medium is NOT the message. The message is the message ... and that is copy, the words, the text.
Sound familiar? The same message applies to just about everything printed. As friend John Nicksic says, "A picture needs a 1000 words". Maybe not always - certainly most of the time. So, creatively is pretty much the same.
Where creative is different is in the flexibility of the medium. Color, size, shape and every element can be altered, changed, updated, deleted, added to, exploded up, sized down, divided, combined a dozen ways from Sunday morning. All in a "blink" - or nearly so.
To some that is good news. To others it's not so good. Where do I stand? Well, if you're truly testing and measuring your test, it's great. If you're playing around - and it appears that happens far too often - it's not so good. If you're putting things online before thinking, it is not good. That happens - without a doubt!
But hey, it's new. And it's fun. Being a little "creative" is not a bad thing. As long as we learn from it and continue to evolve.
Earlier this month I saw this headline; "Long Live King Content!" Their opening sentence, talking about web marketing, says it all; "Content is absolutely king." And they are right. You can play around with what content is. Bottom line it's a reason for a surfer to visit you the first time ... and return again and again.
Content can be editorial, research data, shopping and travel opportunities, product specifics, service news ... anything. All of it is content.
Is content different on the Web vs. a store? No. Is content different than your exhibit at a trade show? No. Is content different than collateral material that tells your product and service story. Is content different than what I hear from your sales rep? No ... it is all the same.
Your web site must have what your prospect needs to know so they can become your customer. And, whatever it takes to keep that customer a customer, too.
Yes, content IS king!
Speaking of the customer ... the marketplace, the audience, the people who buy what you sell - as with all media - is the most important part of the mix. Saved to the last today for a couple of reasons;
My baptism in the DM game was a combination of telephone, lists and direct mail. They were used as a "unit" - integrated. This was long before I learned to spell that word! Before zip codes. Before area codes or the toll-Free 800 number. Upscale was having your list on Addressograph/Multigraph metal disks. With color plastic ticks on them, each meaning something important about your "database".
The platform for all direct marketing has always been "the list". Yes, with print and broadcast we asked the prospect to call or write us. We then had their name, and they expected to get direct mail and telemarketing chases. And they did! This was the foundation for DM from the get-go. The base has always been "the list".
Well, with the web it still is. Except we get it another way. The opt-in and double opt-in to build a list is far more cumbersome than anything we've done before. Or had to do. Sure, there is a reason ... yet, sometimes I wonder if we're not making our life too complicated. And for no real benefit to the customer. Yes, I know that is another subject - so I'll leave it.
What we've learned (if we didn't already know it the dot.gones confirmed it) is that multi-media works. Integrated programs with a mix of media will always get more response than any single effort. Advertising taught marketing this concept pre-WWII. It's not new ... yet, for a period of time during the late '90s it was forgotten. Today it is back.
So, with the Web, we reach our audience a variety of ways, we accept response with as many options as we can develop, all in the hope of getting a prospect to become a customer. And - this mix of mediums must include those outside the electronic marketplace. All E doesn't cut it. No matter if you're traditional with a web site, or totally dot.com - multi-media matters. E does not work alone.
So, there is a lot of sameness in Internet Marketing. And a few areas not the same. Makes for a fun experience. EnJoy!
"Yes", I'm on the RAYdio
"Big" Motorcycles on the Road continues to feed different and interesting programming through the INB Internet Radio Network.
This year I took my Harley Road King nearly 36,000 miles on behalf of radio. And will have WebCast over 40 programs by years end. Here's what the schedule looks like through the rest of the year;
... Jill Zorn is a rider and a special event specialist. She helps sponsors stage their event. And she loves motorcycles. We'll talk with Jill next week.
... Hank Madden is a rider and a photographer. He's combined his love for riding with his skill for video production, and makes his living roaming the country, filming. We talk to Hank next.
... the Guggenheim has brought The Art of the Motorcycle to Las Vegas. I visited and toured with Managing Director Barbara Bloemink to tell the story.
... the International Motorcycle Shows have become a staple on the fall and winter calendar. So, I meet with Jeff D'Entremont to bring you their message
... each year bikers go on Toy Runs and raise money for those in need. This year I cover two such rides - the FamDamily MC club out of Southern California, and the Harley Owners Group from Yuma, Arizona.
Surf to my site ...Vroooooommmmm! (www.rayjutkins.com/vroom.html) for the complete schedule. And visit INB Radio (www.inbradio.com/ontheroad/) to catch all WebCasts. New programming goes on-line every Tuesday.
Oh, and I'll "see" you on the RAYdio!
Every issue of The Works of Marketing with Ray includes a quote from ... Anonymous. Here's one for this time;
"Everyone occupies some kind of pulpit and preaches
"Quotes with Direction" has been a part of my web site collection from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/. There's a new batch up every 4 weeks.
"There is no better opportunity to receive more than to be
It would be easy in this year of disruptive events to not be thankful. Yet, these business thoughts from Jim Rohn are as true in 2001 as any time since the first Thanksgiving of 1621.
There are myths and legends tied to this truly unique day in America. Although several other countries now have such a holiday (near neighbor Canada being one), the day is a USA original.
We don't know exactly the dates of the first Thanksgiving. It happened between September 21 and November 9 - the best guess is early October. The Pilgrims staged a three day harvest celebration - with a large food variety of grains, vegetables, fruits and nuts, fish and meats ... including wild turkey. They ate well.
There are two known accounts of the first Thanksgiving; the first by Edward Winslow, written December 12, 1621. The other by William Bradford - his description penned about 20 years after the fact.
It was Bradford's History Of Plymouth Plantation that prompted President Abraham Lincoln, in 1863, to proclaim Thanksgiving a national holiday. President Franklin Roosevelt, in 1939, set the date we live with today ... the fourth Thursday in November.
What I have shared thus far is facts. Which is not what Thanksgiving is about. No, it is much deeper. It is feeling. And remembering. And appreciating. Thanksgiving is saying "thank-you". And "you're welcome". "Please" comes to mind, too.
By the Gregorian calendar, the one we live with today ... the month of Ramadan started November 16. Thanksgiving is November 22. Hanukkah begins December 10. Christmas is December 25. Let's move into the year 2002 in a "thankful" state.
The Postal Worker World
This is an idea from the States that can work in every country around the world.
A nationwide USA campaign is underway to honor postal workers who are on the front lines daily. In support of carriers, clerks, mailhandlers, drivers and all those in-between, everyone is being asked to tie navy blue ribbons around their mailbox poles.
This is a wonderful opportunity to honor postal employees. Another group we have taken for granted. Yet, many are quiet heroes, and share our commitment to keep your nation "United" ... by keeping the mail moving. Please tie a blue ribbon around your mailbox pole and spread the word!
No matter where you live.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.