Good Morning!
I Have Been Thinking
Forgotten Marketing – Who Is The Customer?
I have witnessed a couple of discussions recently, amongst
“internet marketers”, that made me recall the real world of
offline marketing and how it relates to the world of the
internet as it presently stands. Both discussions revolved
around Google, which is not unusual; and both led me to believe
that many online money seekers, who regard themselves as
internet marketers, are a long way from understanding what
marketing really is.
As is often the case, there were those who saw Google as a
great ogre out to stop them making a living, and these people
were the ones stimulating a discussion on Google Adsense.
Google Adsense – Who Is The Customer here?
As far as online advertising goes, Google is a market leader,
and deservedly so. Their pioneering approach has always been
well ahead of the opposition, although others are trying hard
to catch up. However, they have a dual role, as reflected by
two products, Adsense and Adwords.
For the purpose of this discussion, I will concentrate on
Adsense, as this was where many online “marketers” seem to get
confused. For those who do not know about Adsense, this is a
partnership product of Google, through which Google and web
site owners come to an agreement for the web publisher to show
Google ads on their web sites, and share on any income when
somebody clicks on the ads. Adsense has given many web site
owners the chance to bring in some extra income.
What I found so strange about one of the discussions I
mentioned in the first paragraph, was that some people who own
web sites see themselves as the customer, and Google as the
supplier, when it comes to Adsense. Coming from the real world
of magazine advertising, I have no problem understanding that
it is the publisher who is the supplier, and the advertiser, or
their agent, who is the customer.
Those who seek to attract advertising of any form to a magazine
know that, as a publisher, they need first to look after their
reading customers. To do that, they seek to provide good
quality material for the magazine, and present it in an
attractive way that will attract and retain readers. Only when
they have done that can they expect to attract good advertising
customers.
Ultimately, those who survive in online publishing in the long
term, and who will depend on advertising revenue, will
recognize that an advertiser is a customer, and needs to be
treated like a customer, not a provider of a service. Google
may not be a traditional media buyer, but they are the first of
a new wave of media buyers who will yield a lot of power for the
long term.
For now, though, it appears that many web site owners think
Google owes them a living, and that they, the publisher, are
the customer. Such people may well benefit from a journey into
reality, to a bookstore or magazine stall where they can browse
through magazines and see what publishing is about.
Why Should Web Site Owners Write Copy?
The second discussion was, in a way, related, as it reflected
the way many internet marketers do not see themselves as web
publishers, but people who have to use the latest tools to
trick the search engines. That discussion related to duplicate
content, and whether using such content will get publishers
banned by Google. It rapidly moved on to public label rights
articles, and the degree to which, if any, that they should be
rewritten.
Some, like I, argued strongly for rewriting to make a web page
competitive. There was no notable disagreement on that, but
when one individual took the idea on board, the reaction was:
“Ok, what tools do you use?”
This reflects a tendency, amongst those trying to make a living
online, that the solution to any problem is a tool, a piece of
software that does the work for you. That’s all very well for
some things, but for writing an article? Would a genuine
publisher want software to do an article rewrite? No, of course
not.
In the long run, it is those businesses that understand their
market place which will survive and prosper. Recognizing a
customer is not a bad place to start; and understanding that
they will expect good quality publishing is another.
About The Author: This internet marketing
http://www.change-direction.com/What_Is_Marketing.htm article
was written by Roy Thomsitt, owner author of the Change
Direction web site http://www.change-direction.com.
Opportunity is never lost
It goes To Those Ready to Accept It!
Carolyn
Ice Breakers
Burglary
The detective was interviewing the man whose clothing shop had just been burglarized.
“It’s bad,” said the proprietor, “but it’s not as bad as it could have been if he’d robbed me yesterday.”
“Why is that?” the detective asked.
“Because today everything was on sale.”
Thought for Today:
“You’ve got to continue to grow, or you’re just like last night’s cornbread-stale and dry.”
– Loretta Lynn
Tips and Techniques
What can you do today to keep your customer in mind? What can you do to insure that he or she gets what she needs? Are you first or is your customer?
Happy designing!