The dynamics of marketing on the internet is very different from
regular marketing. Offline, we use things like billboards, the sides of
buses, adverts on television and radio, salespeople etc. to market our
products. If you are on the other side of the buying equation, that is, a
consumer, you learn of new products through these marketing tools.
More often that not, we do not have a choice about what and when
marketing information is available to us. In most cases we cannot choose
to ignore the huge billboard on the road or the side of the bus unless you
decide to drive with your eyes closed but that is not something that is
generally encouraged. You could change the channel when adverts show
up on your favorite TV or radio show but it is more than likely you will
hear or see it again.
With marketing on the internet, the dynamics are a somewhat different.
The internet is vast and intricate. It is an intense web of information that
needs some skill to navigate, but if you do so, you can rest assured that
your needs will be met. The internet gives you more choice. You can
choose which website to click on or ignore. This means that the average
internet user or anyone looking to do business on the net tends to be a
little smarter than someone who does not use the internet for business.
To market to a more intelligent set of buyers, the seller also has to
elevate his/her game and be a smart marketer. You need to have an
extra edge to make your business or website stand out amongst the
millions out there.