Guerrilla Marketing Online
Dated 1/16/2001
THE GUERRILLA MARKETING COACH
Weekly Tips to Increase Your Small Business Profits
Volume I No. 17 - January 15, 2001
by Mitch Meyerson
Director of The Guerrilla Marketing Coaching Program
Coach * Author * Teleclass leader
http://www.gmarketingcoach.com
"The best selling marketing series of all time"
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Quote for today:
Putting up a website is like winking in the dark.
Anonymous
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GUERRILLA MARKETING ONLINE
The newest, biggest, most mysterious, most misunderstood and
most promising marketing opportunity in history is the one offered
by the advent of the internet. Every day, online marketing gets bigger, better, and more helpful both for marketers and for
consumers. Still, three facts must be understood by all who would
hope to become online guerrillas:
a. Online marketing will only work if you understand marketing.
b. Online marketing means a lot more than having a website
c. Online marketing is only one percent of all marketing.
Remember that there are at least 100 marketing weapons and that
online marketing is only one of them. In most cases, you can't
market online only with any expectation of success. Yet, the entire media world is becoming fragmented. There are regional editions of magazines, zone editions of newspapers, cable TV stations that reach local communities, local radio stations, targeted mailing lists. Where does everything come together?
It all happens online. Slowly but certainly, people are learning
that the whole story exists online -- that all the details they must learn before making a purchase are ready to be studied online. The entire Internet phenomenon is part of human evolution, and humans learning how to interact in cyberspace is also part of evolution.
You don't have to be reminded that evolution takes place over a long period of time. The Internet is here and everybody knows it, but not everybody is online yet, and not everybody online is ready to make purchases yet. They will. But not quite yet.
The insight is that you've got to continue marketing with
traditional media. Even when the Internet has achieved a market penetration comparable to that of the telephone, you must continue marketing using time-honored methods. TV revolutionized the
marketing scene, but most of the big TV advertisers also market
their offerings in places other than the tube. TV is part of
their marketing mix, but not the entire potion.
When marketing with the traditional media, you're going to have to
devote time and space to heralding your website because many people
will want to know where they can get more information. Your website
is where. No media offers you the comprehensiveness of the web.
That's why you need it to flesh out your marketing. The world is learning to buy things in a new way and that way is online. But
the learning process is still in process.
From Mastering Guerrilla Marketing by Jay Conrad Levinson
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(c)Copyright 2001 Mitch Meyerson
HAVE A GREAT WEEK!
-Mitch
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