Regular readers who also visit AccountingWEB should know that Darren Falkingham, head of marketing at Sift Media has made the classic mistake of saying that online marketing is about advertising. In the process, he muddles up advertising, blogs and forums. It represents a confusing set of arguments.
He does however make an excellent point:
Participate in discussions, offer your expertise and you’ll quickly become recognised for what you do and how you do it. Recommendations can come very quickly if you get this right.
Darren doesn’t talk about discovery, one of the key marketing issues for professionals. How about this from Seth Godin (sorry, no direct link. It’s part of the SAP Marketing Community blog fodder):
Not only are there literally a million ways to discover you and your offerings, but people hear your story the way you want it to be heard. The idea of a home page and a site map and a considered, well-lit entryway to your brand is quaint but unrealistic.
Then on the question of marketing itself:
We’re spending a ton of time arguing about tactics, social networks and adwords. Behind the scenes, an even bigger revolution is brewing. It’s the one where entire organizations change in response to the lever of the change in marketing. Henry Ford could have said, "we’re all manufacturers" and been right. Today, we can say, "we’re all marketers," and we will be just as right.
And we’re all online and the early shakers are doing very well. Check out Meatball Sundae.
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