I had an interesting conversation today with a colleague [Mark Stonham] and we were discussing strategy development and the conversation, for a while became centred around the internet. It was then that I started to talk about my concept of how I feel the internet should be viewed and positioned as a key component of a company’s marketing strategy.

Those of you have read my thoughts before will know that I position the internet as a [nother] marketing channel that organisations can use to get their message out to the world at large, this channel can be used to collect market intelligence, survey customers as well as being used to deliver the products and services of the company to the client.

I also went on to stress the point

that I believe that not enough

attention is paid to segmenting the

internet itself as a channel to market.

What do I mean by this ? well – the internet itself provides multiple sub channels that can be used to communicate with – some of them are :-

  • blogging
  • article marketing
  • video marketing
  • email marketing
  • social media marketing

… it is through these marketing channel that we as marketers and business leaders need to make sure that we communicate effectively with those who are to become our customers. For that to happen those clients must be interfacing with us through specific sub internet channels.

It is here that I can see where many companies are potentially making costly strategy development errors in not taking the time up front to develop their internet channel marketing strategy. It is here that they will be told which internet sub channels their clients are interfacing with most and direct them with respect to how much effort, time and energy should be directed towards any one or multple internet marketing sub channel.

Having said that, I do understand that there are many social media marketing experts that push the idea that using this form of marketing on the internet is all that is necessary – needless to say, I disagree as …

Strategy should precedes execution

… and this stands true for marketing on the internet as it does if you were to be selling products and services into a new country.

As always, I hope you find this useful – and do feel free to hit the contact button above and get in touch if you would like to discuss business consulting, training, coaching, speaking or mentoring services.

To your business success.

-Stephen C Campbell

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