How Internet Marketing Has Changed - In Just Two Words
How Internet Marketing Has Changed - In Just Two Words
Let's face it: Internet marketing is confusing to most people. And it certainly isn't getting any easier with the growth of new Internet platforms like Twitter, Facebook, LinkedIn, Digg, Bing, YouTube, Foursquare, Blogger, iPhone Apps, and the like. And of course we still have Google advertising, SEO, Yahoo!, e-zine advertising, affiliate programs and contextual advertising. With so many promotional tools and so much conflicting advice from different "experts", it's hard for you to know what to believe, what to pursue, and what to ignore. To understand how Internet marketing has changed, you need to know just two words: Download and upload.
When the Internet first came to public attention in the mid-1990s, it was a download culture. Only a few people could put stuff on the Internet; most people could only take (download) what was there. For example:
* Business owners would hire Web designers to create a Web site promoting their products and services, for customers to download (just reading a Web page is downloading);
* Musicians and record companies would upload songs - or fragments of songs - for fans to download;
* News agencies would upload video footage to their Web site, for their audience to watch;
* NASA would upload thousands of photographs from their space missions, for students and the public to download.
The point is: Most "ordinary people" didn't have the skills or the software to put stuff on the Internet. That's now changed! Now everybody can be a publisher. In the last few years, ordinary Internet users have the ability to upload - or publish - their own material to the Internet. And they've used that ability to turn the Internet into an upload medium. The content on the Internet is no longer in the hands of the few.
Now anybody can be a publisher, a content provider and an uploader. Ordinary people build Wikipedia, YouTube, Blogger, iTunes, Flickr, Bing, eBay and Facebook. Sure, the basic infrastructure was built by experts, but these Web sites are nothing without contributions from millions of ordinary Internet users. According to rating company Nielsen's Report on Social Networking, social networking and blogging sites are now the fourth most popular activity on-line; and time spent on these sites is growing three times faster than overall Internet growth. Don't get left behind! The problem, of course, is that when anybody can be a publisher, quality suffers. YouTube is filled with amateur videos; most blogs get abandoned after a few posts; most Web sites are doomed to fail, but still turn up in Google; and so on. That's why it's even more important to participate in this upload revolution. If you don't, you'll just get lost in the crowd. This is no longer optional. It's essential! So participate. Frequently. Regularly. And with high-quality material. Here's an example... Suppose you create a high-quality video clip and send it to your newsletter readers. That's a good start, but what more could you do with it? Here are ten more ideas:
1. Put it on YouTube to make it more public.
2. Extract the audio from the video and publish that as a podcast episode, for people who like listening on iPods.
3. Combine the audio file and the original PowerPoint slides into a slide show on Slideshare, a presentation sharing site (like YouTube for PowerPoint).
4. Get the audio file transcribed and turn it into a high-value special report that you give away in order to attract more traffic.
5. Submit the special report to Issuu.com, an e-book sharing site (like YouTube for e-books).
6. Split up the report into a series of articles to submit to on-line article directories.
7. Send these articles to newsletter subscribers - which gives you on-going content for months.
8. Put these articles on your Web site and promote them in Twitter, one every few days.
9. Post these articles to your blog, one every few days.
10. Add the video to your profile on LinkedIn, Facebook, and other community Web sites.
This is only scratching the surface - there are many other things you could do as well. B
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