Marketing Basics

With all the internet marketing “gurus” out there now its almost as if you’re sifting through grains of sand at the beach to find the seashells that you’re really looking for.

Marketing certainly has changed in the digital age, no doubt about it. If you’re not changing with it, it’s really your loss. Newspapers are dying left and right and most people I know throw their Yellow Pages in the Recycle Bin these days. Not to mention everyone seems to have an Iphone or Blackberry. But that doesn’t change the marketing basics, they just get adapted to a new medium. So let’s define marketing:

marketing [mahr-ki-ting] –noun

1. the act of buying or selling in a market.

2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

1555–65; market + -ing1

So as you can see there, marketing encompasses quite a bit. It’s not simply “getting the good word out”. I’ll tell you right now, a large number of the internet marketing guys out there I know miss this point completely. Website traffic has been the buzz forever it seems like now. And it is very important – it can make or break you in the online world. But when we look at web traffic in relation to the definition above, it should quickly become apparent that it’s just one of the many legs of your internet marketing relay-race.

So you need some real basics under your belt. Without those basics, PPC, SEO, web 2.0 and all the other internet marketing techniques out there can be fruitless. Case in point: remember a time when you met someone that you were attracted to. The package was good – nice hair, fit, well-dressed, maybe even a nice car and a giant wallet. But then…they opened their mouth. Out spewed their repulsive verbal personality traits. You knew right then and there, without another second’s thought…they could never win you over. Not with all the sales jargon in the world.


Dan York

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