Good example that the internet is just another tool; like the yellow pages, billboards, bus ads, etc…. The basic principles of marketing and sales still apply. You need to have a purpose, a strategy, and a plan! Just throwing up a website, no matter how sophisticated, is a waste of time. You must spend the time up front, just like with any other channel. Would you start a TV campaign without a strategy and goal? No. So why would you do so on the internet (this applies to social networking/web 2.0)?
Building Searcher Personas For Greater Customer Engagement and Acquisition
by Vanessa Fox
“When we want to find more information about something, hear about something interesting from our friends, see a compelling television commercial, or need a local mechanic, chances are the first place we turn is the Google search box. Fifty percent of us in the United States use search engines every day and over 90% of us search every month. These days, your search strategy is your business strategy, whether you realize it or not, because that’s how potential customers are trying to find you. Search is the new yellow pages, 800 number, Sunday circular, card catalog, and cash register. No matter what kind of web site you have–whether it’s a media property like a blog, an ecommerce site, or the online arm of multinational corporation–you want to connect with as many of your potential audience as possible, and organic search can help make that happen….”