Internet Marketing

Internet marketing as a tool for implementing market focused strategies.

Internet marketing has fundamentally changed within the last couple of years, as the result of the startling maturation of search engine technology.  Only a short time ago the only effective way to guarantee visibility on the web was to throw money at the problem – to outbid one’s competitors for the public’s attention.  This state of affairs has been dramatically reversed quite recently.  Today, quite suddenly, content itself drives search results.  Small companies (and even individuals) with modest budgets can achieve the best possible search results simply by publishing the most compelling content. 

Properly understood, this development represents an enormous opportunity for those companies who actually have an interesting story to tell.  Not everyone does, of course, but most of us think we do.  In a nutshell, something very extraordinary has happened, and the implications haven’t sunk in yet: in the past, many of us have often felt that, if only we could somehow force the marketplace to listen to what we have to say, people would be so convinced by our message that our marketing problems would be over. Technology has now come along and called our bluff.  When it comes to delivering messages that business people are truly eager to hear, content – meaning density of information – now trumps every other form of advertising where the internet is concerned (and the internet is now where most people turn first for research).

Of course, this content must be properly wrapped if search engines are to find it.  The techniques for wrapping it are called “organic search engine optimization”, or SEO.  SEO differs from “pay-per-click” and keyword-heavy approaches to internet marketing in several ways.  The most significant of these is its extraordinarily low cost (it scarcely costs any more than simply dumping content into a website as non-optimized HTML text).

To learn more about this, visit our library of articles on these subjects or contact us directly.