Email Marketing - Valuable, But There Are Other Options

Email Marketing - Valuable, But There Are Other Options

Recently I reviewed the features involved in developing a traditional business and compared it to an online business but left the matter of email marketing aside. Email marketing can be used on a traditional business as easily as an internet based business but there are other options available.

Firstly, we need to get a firm grip on the fact that the internet presents us with a whole new stomping ground when it comes to the development of any business activity we might be involved in. And it changes. It changes quickly.

Think about the progression in the use of email over say the last eight years. Once, when it came to promoting a product we wanted to sell, our approach to email was a very straight line affair. We simply said the product was great and emailed as many people as possible as often as possible to tell them so. Now, don't you just hate that! Man I sure do. To me there's nothing worse than opening up your email in the morning and having to wade through heaps of junk you never asked for and you just don't want to deal with.

It didn't take long for the really switched on marketers to realise that this approach had a very limited life and then YouTube happened. YouTube changed everything. It started out as a way for people to easily share videos with each other over a commonly connected communication system (ie the internet) but what marketers realised was that it had just opened up a whole new world.

YouTube contained a simple but immensely powerful function, a forward button. The technology itself was far from new at the time but it was the combination of valuable information plus the ability to easily and quickly share it with many others that brought about a revolution. Viral marketing had been born in a big and entertaining way.

It still took a while, even for the thinkers on Madison Avenue, but what happened next was the realisation that while email was very useful, it still relied on the method most radio stations use to promote your goods and services - just blast it. The theory being that if you tell everyone long enough and hard enough they will just believe you and go out and buy whatever you're selling.

I didn't sit down here to write a complete history of the internet but if you catch my drift you'll see that I'm on a bender to raise awareness about certain trends and how we can understand them to help benefit a traditional business or an online business if we have one.

To scrunch matters up even more, I'm sure you will have heard of some other big internet developments...things like blogging and the development of social media with the arrival of places like Facebook, Twitter, voice over internet protocol, webinars and more.

The problem with straight line email marketing is that it is all about me telling you how great my brand is. Now that social media has truly arrived, business is not about what you are saying about yourself, it's all about what others are saying about you.

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