I have found that there is so much confusion around when it comes to developing and executing an effective internet marketing strategy. I use the word strategy deliberately as in discussion with various business leaders in London who have interfaced with many of those offering social media [with no experience working in marketing & developing marketing strategies] & internet marketing services; there seems to be a notion floating around that putting up a few facebook pages, twitter account and linkedin pages constitutes an internet strategy.

Having worked with and consulted for organizations such as Swatch Group China, Black & Decker, Iveco Trucks & Genworth Financial our business discussions centre defining markets, segmentation, branding, products, services and utimately revenue generation. Where the internet comes into play is how being used as a channel to market – that is either to :-

  • be used for communicating the message of the company
  • be used for delivering the product / service to the end user client

… of course, depending on the product or service offering the internet may be used for both of the above. If you are selling lathes or ball bearings then the internet will fit into your strategy for the purpose of promotion and communication of your message.

The internet is a very ‘big place’ and potential clients can be found

  • in forums
  • in vertical directories
  • via white papers
  • via podcasting
  • through organic search
  • via paid search
  • through video content
  • social media

… and the list could go on and on !! The question to be answered is – where do we find your potential clients on the internet – and how do we best service them in terms of delivering quality, relevant content [as opposed to spamming people after you’ve gotten them to “like” your Facebook page !!]. I say this tongue in cheek but, the point still remains that many organizations are doing themselves a misservice by relegating the internet marketing activities [in some cases] to those who have the most technical understanding.

To further drive the point home – the industrial purchaser looking for specifications on sopecific building materials, lubricating liquids, ball bearings, metals or such product – where do they have to go to find out about your products ??  If you are expecting them to visit your website then maybe you need to revisit your internet strategy as the internet is a bit bigger than your website !! Revisit the list above and determine whether or not they will find you in these internet locations.

I say – bring internet marketing into the boardroom, executive level managers – this is not just about social media. When you are looking to hire someone to assist with your internet strategies, have a business level strategy discussion that does not include the internet. As about

  • market segmentation
  • business to business marketing
  • branding fundamentals
  • new product introduction
  • price elasticity
  • channel marketing

… and if your [potential] consultant can engage with you at this level, and she has a firm grasp of the internet, she will most likely be able to assist you in using the internet in your business.

If you would like to discuss internet marketing consulting in your organization – feel free to get in touch.

To your internet marketing strategy success.

-Stephen C Campbell

I gave a presentation the other week about the process of marketing and the internet. It was interesting to see the reaction and anticipation of the audience when I got through some 30 minutes of the business marketing strategy information output without really going into any real depth about the internet.

The point that I am always trying to make is how to view the internet as a part of the overal business marketing strategy of any organisation. Of course all large and small companies know that they need to have a website, this is where I see so many problems in relation to the development and execution of a business internet marketing strategy. That is to say, there often is no strategy – the website is ‘thrown onto the internet because the Small Business Owner has been told that they must have a website [which is true – I would say].

As I develop key Business Marketing Strategies from conception to implementation it is the message of the organisation that needs to be clearly understood by the business owner before that message can be communicated by any medium. That is where it comes to the message that I am constantly putting forth …

View the internet as a Marketing Channel

  • If your message is not clear
  • If you have not defined your key Marketing Segments
  • If you have not identified the most appropriate Channels To Market
  • If you have not taken the time to define the Profile of your Ideal Client.

… And of course the list could go on with all of the components that a Strategic Business Internet Marketing Consultant [the function that I provide] bring to any business. As you would hire a chef to prepare the food in your restaurant [and not try to learn how to cook yourself] – hire in a Business Marketing Strategy Consultant to help take your business to the next level.

Any comments, let me know, if  you need any consulting – get in touch.

Best,

-Stephen C  Campbell

Stephen C Campbell MBA, MSc, MCIM, Master NLP Practitioner has recently published at http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA and is a no nonsense look at the marketing process which anyone can grasp and utilize within a short period of time.

(EMAILWIRE.COM, May 08, 2008 ) London, UK — Stephen C Campbell MBA, MSc, MCIM, Master NLP Practitioner has recently published (http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA) a no nonsense look at the marketing process which anyone can grasp and utilize within a short period of time. The book deals with various aspects of the marketing process such as The Mathematics Of Marketing and Channel Marketing and; has been classified as an outstanding resource for the Small and Work From Home Business Owner as well as the Seasoned Entrepreneur.

Campbell (https://www.stephenccampbell.com/) is well placed to give advice on Marketing Strategies having conducted business in over 20 countries throughout Europe and The United States and the Far East and; now works as an international business consultant assisting businesses to define and improve their marketing processes and strategies. He and his team has developed significant expertise in Internet Channel Marketing – i.e. the skill of using the internet as a primary marketing channel to build the brand of a company, business owner and to drive offline revenues.

Recent reports (PR-USA.net – Singapore, May 5th 2008) states how “Recruit.net’s marketing strategy evolves targeting social media micromarkets with job channels” demonstrates how the internet is continuing to play an ever growing role in the marketing strategy employed by any company. The reports goes on to say “The collaboration with Ping.sg will help Recruit.net to add to its impressive list of places of where job seekers can search for their ideal jobs, across countries including Singapore, Malaysia, Australia, China, Hong Kong, India, Japan and New Zealand.” further demonstrates how Campbell and his team are on the bleeding edge of using the new technologies along with more traditional marketing techniques to drive business forward.

The Marketing Mastery publication (http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA) also carries chapters on Building Brands and The Internet (as a marketing channel). The book is timely as many small business still have not set the time aside to develop a coherent marketing strategy and many are still confused when it comes to incorporating the new technologies into their overall business strategies.

To pick up a copy of this timely and well written resource visit http://www.amazon.com/exec/obidos/ASIN/B0018RKXLA today.