Since the beginning of marketing, every time a new piece of technology or innovation comes along, we go through several stages that have been historically true no matter when it was. There are basically four stages that you can count on happening:
The Beginning – There is an endless assortment of advertising technologies or methods that begin to out produce the existing one. When it is applied it produces tremendous results.
It Spreads – Then as it becomes successful more and more businesses adapt and market with it and the profits begin to slow down.
As it becomes ubiquitous, consumers begin to lose interest in it and no longer really pay attention to the message. Profits decline even more.
Eventually the new thing pretty much becomes equal with all other strategies and becomes simply another tool of the many a marketer has.
This isn’t a necessarily a negative thing, it is just the cycle that continually will go on and on in all marketing life spans. The important thing to remember is that you need to understand where in the cycle you are so that you can respond accordingly.
a
For example there is no doubt in the internet marketing scheme of things that we are in stage 3 above.
a
Now what is interesting is that a unique thing is happening in this particular time in marketing history. Because of the rapid growth of technology and tools, we exist in a time that is similar to when the horse and buggy existed alongside the automobile and the beginning years of flight.
a
As I reported recently, Google is now beginning to go beyond the Internet to what we would probably call “old media” to offer services to its clients.
a
Who knows what combinations you will need to grow on a continuous basis? From the rich media that represents the new technology to direct mailings, print newsletter, special reports, email campaigns, radio, television, or a combination of several.
a
As I mentioned before, people are now getting their information in a number of different formats that we have to give respect unto in our marketing efforts. Until there is a large scale turning to the new technological trends, this is going to be the marketing strategy that will yield the highest results.
Comment Preview