Past Present Future of Internet Marketing by: Ronell Santiago

In recent years, marketing has changed dramatically. Back in the old days, one annual planning meeting to create a go-to-market strategy, marketing plan and budget used to be sufficient.
Today, marketers adjust course frequently and modify plans according to real-time customer insights, new media, emerging channels and technology.
New media adoption rate used to be “relatively” slow. TV was introduced in 1947, and its adoption (measured by percent of penetration in the population) plateaued after 50 years. By comparison, the Internet, introduced in the early 1990s, reached its peak penetration in less than half the years of TV. Although we don’t know where mobile Internet adoption will ultimately end, existing stats indicate a rate exponentially higher than that of its predecessors.
Next, the notion of “viral” marketing has taken content distribution to the next level. This “earned” media — media that does not require marketers to purchase an audience, but rather “earns” its interest — can capture audiences at an unprecedented rate.
But with all the hype around big data and multi-channel management, we still hear from marketing leaders that today’s software and computing platforms lack true integration capabilities and fall short in providing real-time access to data. Cross-channel management between point solutions that optimize email, Web, social and mobile, is more a “hype” than reality.
At Salesforce.com’s annual Dreamforce event, CEO Marc Benioff proclaimed that marketing will be the software giants’ next $1billion dollar business. Gartner reinforces this prediction and projects that by 2017, CMOs will spend more than CIOs on technology. The market is definitely demanding cloud-based, digital marketing solutions, and companies are investing in development to deliver.
 Many systems will be built on older platforms. Challenges for big data processing and system integration are harder to achieve than ever. In the meantime, digital marketers will continue to encounter problems with systems that fall short on their promises of real-time data processing.
The tools and interfaces familiar to marketers will change. Tools will combine data visualization and manipulation with content creation capabilities.
There will be no enterprise software system that can fulfill the promise of being the central system of record. 

By: Ronell Santiago

Past Present and Future of Internet Marketing

Past

Internet marketing is the practice of using the Internet as a medium for a marketing campaign. An Internet marketing campaign can involve several different types of advertisements, including the banner bars that formed of core of online advertising efforts in the late 1990s, a newsletter distributed via e-mail, an interactive pop-up window, links to one World Wide Web site from another, and a Web site itself. Internet marketing efforts can be designed to push direct sales, build or solidify a brand, encourage repeat business, and garner customer information. Quite often, the Internet is just one of several mediums—including television, radio, and print—that companies use in their marketing campaigns.

Present

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

There has, of course, been a rapid rise in the number of e-commerce enterprises selling goods online. Some operate solely in the online sphere. Many others are bricks and mortar businesses that are also offering products and services via their websites.

But many other business models are using the internet to promote their business via websites, blogs, email, social media sites like Twitter and networking sites like LinkedIn. What's more, internet marketing enables you to carry out marketing activities that range from market research to improving customer service.

Future

It’s the marriage of technology and creativity that has always captivated me. Ask my friends, it’s not uncommon to see me nerving out on a tech blog or gobbling up documentaries on the topic.
Recently, I watched a great one featuring the brilliant Dr. Michio Kaku. It was entitled “The World in 2030,” and although it was uploaded in 2009, it was surely years beyond it’s time.
Dr. Kaku’s fascinating lecture touches on what everyday life will look like in the year 2030. He purports that Moore’s Law will produce super-cheap, highly effective, expendable technology that will penetrate every facet of life in the near future.
He further relays that by 2020, computer chips will become so cheap that they will be worth less than a penny. Think about that: Smart scrap paper that transfers your dot jots to the cloud, wallpaper that replaces your TV, nano-machines we swallow to map our bodies, preventing disease. It’s strange to think, but people may someday ask the question, “What’s a computer?” Or kids may remark, “You guys had to carry those things?”

Internet Marketing by Johnny Labiaga

The Past, Present, and Future of Online Marketing

One of the fascinating elements of working in new media is that tools and capabilities are moving as rapidly as the innovation of hardware, bandwidth and platforms. In newspaper industry, it was such a challenge to measure or predict response rates on advertisements. They overcompensated every effort by simply throwing more and more numbers at it. The bigger the top of the funnel, the better the bottom.

Database marketing hit and able to merge external behavioral, customer and demographic data to better target efforts. While the work was much more accurate, the time it took to measure the response was grueling. Testing and optimization had to precede the campaigns and delayed the final efforts even further. As well, depended on coupon codes to accurately track conversion data. Clients would often see a lift in sales, but not always see the codes utilized so credit wasn’t always provided where it was due.

The current phase of marketing efforts for most corporations nowadays are multi-channel efforts. It proves difficult for marketers to balance the tools and compaigns, learn how to master them, and then measure the cross-channel responses. While marketers recognize that some channels do benefit others, we often disregard the optimal balance and interactivity of the channels. Thank goodness that platforms like Google analytics offer some multi-channel converson visualization, painting a clear picture of the circular benefits, cross benefits, and saturation benefits of a multi-channel campaign.

It’s exciting to see the largest companies in the space like Microsoft, Salesforce, Oracle, SAP, and Adobe making aggressive purchases of marketing tools within the space. Salesforce and Pardot, for example, are a fantastic combination. It only makes sense that a marketing automation system would utilize CRM data and drive the behavioral data back to it for improved retention and acquisition of customers. As these marketing frameworks begin to seamlessly meld with one another, it’s going to provide a stream of activity that marketers can adjust on the fly to turn up and down the spigot in the channels they wish. That’s very exciting to think about.

We have quite a ways to go, though. Some amazing companies are already aggressively evolving predictive analytics models that will provide accurate data on how a change in one channel will impact overall conversions. Multi-channel, predictive analytics are going to be key to every marketer’s toolkit so they understand what and how to leverage each of the tools within it.

Right now, we still work with many companies that are struggling. While we often share and discuss highly sophisticated campaigns, many companies are still enlisting batch and blast weekly campaigns without personalization, without segmentation, without triggers, and without multi-step, multi-channel drip marketing campaigns. In fact, the majority of companies don’t even have an email that’s easy to read on a mobile device.

We speak about email since it’s the linchpin of every online marketing strategy. If you’re doing search, you need folks to subscribe if they’re not going to convert. If you’re doing content strategies, you need folks to subscribe so that you can get them to return. If you’re doing retention, you need to continue providing value by educating and communicating with your clients. If you’re on social media, you need to receive notifications of engagement. If you’re using video, you need to notify your audience when you publish. I’m still amazed at the number of companies that don’t have an active email strategy.

So where are we? The technology has accelerated and is moving faster than the adoption. Companies continue to focus on filling the funnel instead of recognizing the distinct paths to engagement that customers actually take. Vendors continue to fight for percentages of the marketer’s budget that they may not deserve given the cross-channel impact of their platform. Marketers continue to struggle with the human, technical, and monetary resources they need to succeed.

We’re getting there, though. And the frameworks that the larger corporations are establishing and the likes are going to help us move the needle effectively, efficiently, and faster.

Name: Johnny G. Labiaga

Traditional Marketing by Johnny Labiaga

What is Traditional Marketing?

Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It's the most recognizable typse of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone. 

Traditional Marketing Categories

• Print: Includes advertisements in newspapers, newsletters, magazines, brochures, and other printed material for distribution
• Broadcast: Includes radio and television commercials, as well as specialized forms like on-screen movie theater advertising
• Direct mail: Includes fliers, postcards, brochures, letters, catalogs, and other material that is printed and mailed directly to consumers
• Telemarketing: Includes requested calling and cold calling of consumers over the phone

Four Keys to Traditional Marketing in a Digital World

Traditional marketing textbooks from the 1960s through the present have always taught the four P's marketing: product, place, price, and promotion. We were taught to really dig into each P to really understand our product offering and plan an effective marketing strategy. That model remains timeless yet is more focused on a mass marketing perspective.

In the 1990s, we were given the four C's: consumer, cost, communication, and convenience. The four C's are a consumer-focused concept that moves us from a mass marketing perspective to a niche marketing one, which is more relevant in today's increasingly digital and personalized marketing landscape. 

Now, newer models are incorporating social media and its impact on traditional customer interaction, and there's a debate whether the old models are still relevant. The marketing mix is different for every industry, but traditional marketing still works in our continuously digital world. 

Smart marketers will adapt to the new landscape and use the correct marketing mix of new and old technologies to tell their story to their audiences. 

1. Experiences

Desk jockeys at their corporate jobs are flocking to extreme obstacle course races at stunning rates year after year. They're looking for that all inclusive experience that takes them away from their daily routine. Similarly, when you walk into a Starbucks, its marketing advantage is the experience of that slice of time when you're in the shop. The sights, smells, baristas, and coffee are all part of a well-constructed marketing plan designed to give you an experience that you'll crave repeatedly.

Digital and traditional marketing can both give customers unique experiences in their own way. Marketing should not operate in a fractured vacuum; in-person experiences should be part of story that involves multiple touch points with digital and traditional media. Use the physical advantages of traditional marketing methods to draw in consumers and give them a special experience when they come in contact with your brand.

2. Engagement of the senses

Traditional marketing can offer something that digital marketing cannot: engagement of more than two senses. Except for the vibration of your phone or Xbox controller, on digital screens only our visual and auditory senses are being engaged. Stare at the screen for too long during the day, and when you enter back into the physical world, you are amazed at the depth and beauty of it all. Marketers can use that to their advantage.

The Chinese restaurant in the food court at the mall that hands you a sample of their chicken platter is engaging your five senses, and you bet that sampling is an effective marketing tactic. While common in the food and scented consumer products industries, you can adapt this idea to your business. When meeting with clients be aware of the sights, sounds, smells, tone, and body language present in the interaction. 

3. Customer service

Amazon recently introduced the Kindle Fire HDX with an innovative customer service tool called the "Mayday" button. Any time you need help, you press the button to connect with an Amazon Tech Advisor, who can help you via live video with your problems and even draw on your screen. That bold move could be an expensive gamble or an innovative advantage over other tablet companies. In the cutthroat tablet wars, Amazon is betting on full-service customer support as its differentiator. 

Your customer service is your marketing. Strong customer support with human interaction done right can build strong loyalty, retain customers longer, and make them happier. Some areas of the customer interaction with your brand can be solved with your FAQ page. Some can be solved with email tickets. Sometimes, however, the quickest and best way is to speak with a human. Whether you should do that in person or through live video depends on your industry, but take a look at your competitive landscape to gauge how you can differentiate your brand with good customer service. 

4. A physical presence

On the screen, everyone is fighting for your customers' attention. Banner ads compete with text blocks on a two-dimensional screen. The competitors and social media distractions are a click away. In offline advertising, you have the opportunity to have a strong physical presence that can take up a majority of your customers' field of vision. You can use the physical nature of the medium to do some creative marketing.

When planning banner advertising, billboards, or trade show marketing, seek to use three-dimensional space to dominate the space and make a strong impact. Instead of opting for traditional billboard space, can you purchase larger space on the side of a well-positioned building? At a trade show, design your booth to draw customers in from afar and then construct the exhibit in a way that keeps customers interacting with your products and representatives. Give the customers an experience. Engage all senses. Listen to their problems.

With the marketing landscape evolving faster every year, this is an exciting yet confusing time for marketers and small-business owners in a rush to keep up with the latest marketing opportunities. We need to remember to consider both old and new marketing tools and to create the perfect marketing mix for our companies. The four strategies outlined above are just a few of the many, but in marketing, if you remember the past as well as embrace the future you're setting yourself up for success.

Name: Johnny G. Labiaga

Past, Present and Future of Internet Marketing

Internet marketing started with email. Sellers sell their products online by exchanging messages with their buyers through the use of it. A decade later, the web was born including interactive marketing and advertising as we've come to know them. Just like html, amazon.com, google, mobile applications, open graph or facebook. As the years go by, internet marketing improves and continuously changes style in a way that will catch the attention of their potential buyers. Online marketers create their own website for them to show their products including the price and information about them. They create their own image and names online for them to be known not only within their country but also worldwide. Another strategy is that they are using most visited sites like facebook or google to advertise their product. They are also using mobile applications wherein developers create their own phone apps, giving consumer content and service on the go. In just few years, the smart phone market matured into a lucrative marketing channel to customers, with the ability to customize the content, offers and experiences based on the individual's preferences and location. And because of that I know that there will be more improvement and exciting changes that the Internet Marketing will provide in the future. Who knows that some of our wants, suggestions or predictions become true just like university education will start to look more like Internet Marketing training and in the same manner, IMT will also look more like university education. They will converge and find a middle ground in the coming decades.

Past, Present and Future of Internet Marketing

Internet marketing was started with email. Sellers, sell their products on line by exchanging message with their buyers through the use of it. A decade later, the web was born including the intetactive marketing and advertising as we've come to know it. Just like html, amazon.com, google, mobile applications and open graph or the facebook. As the years goes by, the internet marketing improves and continuosly changing their style in a way that they will catch the attention of their potential buyers. They're creating their own website for them to show their products including the price and information of it. It's just that, they are creating their own image and names on line for them to be known not only in their country but also worldwide. Another strategy is that they are using most visited sites like facebook or google to advertise their product. They are also using mobile application wherein the developers create their own phone apps, giving consume content and service on the go. In just few  years, the smart phone market matured into a lucrative marketing channel to customers, with the ability to customize the content, offers and experiences based on the individual's preferences and location. And because of that i know that there is more improvement and exciting changes that the Internet Marketing will do in the future. Who knows that some of our wants, suggestions or predictions become true just like university education will start to look more like Internet Marketing training and in the same manner, IMT will also look more like university education. They will converge and find a middle ground in the coming decades.