By now, you probably realize that you need to use podcasts, blogs, and other new media to send out your message, but you may not realize that your customers will use them to talk back to you. Not only will customers comment on your blogs, but they will talk about you on their own blogs with other customers listening. And you might not like what they say. You might even need to respond. So we really have to listen to customers now. Marketing communication is shifting to marketing conversation. You might say MarCom becomes MarCon.
Classic marketing books expound upon the four P’s of marketing: Product, Price, Place, and Promotion. Well, when the place you are selling is the Web, product and price continue to be critical to your marketing efforts, but so is promotion. What’s different is the way you do promotion. Mass media promotion depends on getting attention—that’s where the overheated hype approach excels. But the Web requires a different approach that can be summarized as the three R’s.
The Google Sitemaps program introduced last year has been well-received by Webmasters as a way of getting more pages on their sites indexed (and get them indexed faster as they change). Google has just announced a new positioning of the program as part of a larger suite of Webmaster tools.
Do you know a power shopper? Someone who lives to go to the mall? For whom shopping is a hobby? Everyone does—you may even be one of them. Chances are, however, that your shopping fun happens with a real brick-and-mortar store, not online.