The internet service providers in my area are now delivering flexible internet packages that give me access to stratospheric download speeds. So what? I hear you cry. Tell us, what does that have to do with your marketing business? Sit down, get comfortable, and I’ll explain.So my marketing business, like most these days, is all about the internet. My clients want to define online markets, take their share of the action and make money from it – which of course means I make money too.
Previously, defining a market was as much a matter of hard slog and lucky guesses as it was any real guaranteed algorithm. These days, though, I don’t have to define markets for my clients. I can create them using something we call “social media marketing” – which is exactly what its name sounds like, only (sorry, I am nothing if not a typical marketing dude!) not quite...
See, the new form of marketing is not marketing at all. Social media “marketing”, which wouldn’t work if the internet service providers in my area didn’t supply the kinds of download speeds that make modern social media interaction possible, is all about putting client’s brands out there as though they were people, and encouraging real people to interact with them over the social media sites.
I use my client’s brand personas to recommend things, share links and join conversations. The people in their social media groups start to relate to them as friends, other people join in as friends and all of a sudden we’re having conversations that establish us as a permanent part of a massive collection of people with similar interests.
That’s where the real marketing gold lies – in not marketing, and letting everyone else do it for you. The internet service providers in my area are supplying connection speeds that let me create brand evangelists for all my clients products: and I just sit back and watch the traffic roll in!
The increased power of modern net connections has broken down barriers between sites, brands and users to the point where a mounting influence on a social media site has a direct effect on the frequency with which a web page gets indexed by web bots. Noticed the numbers next to some site results on Google yet? They’re “plus ones”, which is Google’s version of a Facebook “like” (n.b. for all budding online marketers the only thing you need to know is this: whatever Facebook does, get involved. Your entire market share is in there somewhere) – and they have a direct effect on page rankings in Google’s SERPs.
Online marketing is no longer only about old school optimisation. That still happens though – and the tools with which you make it happen are also being made more sophisticated by the new power of the net. Competitor analysis, for example, would be impossible if the internet service providers in my area were not pumping a massively quick connection into my home office environment – allowing me to access programs running on other people’s servers in real time to do complex calculations about how many local and global searches are affecting both my client’s keywords, and their competitor’s
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