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Platinax Internet >> Platinax Internet News
« What is Spam? Defined! | Main | Chip and pin - really secure? » December 18, 2004Marketing for the new internetMark Athitakis at Business2 identifies what he calls the "Second internet boom" in his article How to Make Money on the Net. However, Businessweek warns in Throw out your old business plan that the only way to succeed in this is to think about how the net works on its own terms - something I've already stated in Business Plan archive. As if to hammer the point, the Wall Street Journal also covers why it's important to marketing on the internet on the internet's own terms in Even Successful Brands Must Start Over Online. Ironically, sometimes it is easier for the small business to take advantage of what the internet offers, so long as they have some understanding of how they can integrate properly with it - as Steve Neiderhauser points out in Options and integrated thinking, it is those businesses that are able to simultaneously tackle the various technical, media, and marketing challenges of the internet at the same time that will profit particularly. This is exactly the sort of issue that Jeremy Zawodny at Yahoo! has been grappling with himself in Tom Foremski on Google and Yahoo Culture where he resolves his struggle as to whether Yahoo! itself is primarily a media company or technology company. Ultimately, though it is primarily a media company, he realises it needs a powerhouse of technical expertise to power. This leads to why so many prior companies have failed in the dotcom boom and bust - they jumped into an internet without the array of expertise required. Seth Godin reports in his books how he wastefully burned corporate marketing budgets, precisely because he had yet to learn how the internet functioned. This is precisely why so many web-savvy geeks have already been able to align themselves within key niche markets on the internet - by understanding how it works, and having the skills to actually apply a range of insights and expertise across multiple areas. These are the real beneficiaries of the internet - and those companies that dare pay for their services are the the ones that will most benefit in the continuing development of the internet economy. Second boom or not, the key to success here are multi-tasking skills. Posted by at December 18, 2004 01:29 PM > Discuss this in the Platinax Internet business forums |
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