ComputerLink articles by Brian Pitre

The 7 Great Myths of Internet Marketing

There are many myths floating around about the Internet and lately there have been even more about Internet Marketing. These are the myths relating to Internet Marketing that I hear most frequently:

Myth #1: A Website is not going to change our business

If you believe this myth you are in serious trouble. The Internet is changing the way all businesses work. Understanding the new value that you can provide to your customers through the Internet should be your primary business objective. More and more frequently companies are treating their Web initiative as a startup business and are finding themselves to be in direct competition with their existing analog business. These companies are beginning to appreciate that it’s better to cannibalize themself than to have a competitor take away business.

Myth #2: My customers or competitors are not on the Internet

My guess is that if you are saying this, then you have not been paying attention. The growth and adoption of the Internet has surpassed any other event ever witnessed on the face of the earth. Many people now believe that the Internet is not just for supplementing other methods of doing business, but rather that the Internet is becoming the primary communication method for conducting all business. Beyond that, it’s not your current competitors that may be your biggest concern, but potential new competitors that can change the value chain in your business or market. Barnes and Noble did not see Amazon.com as a potential competitor until Amazon launched their new business model in book selling and became well established. My advice is "Don’t get Amazoned."

Myth #3: If we build it they will come

Many people believe that building a Website on the Internet will immediately bring overwhelming business to their site. Nothing could be further from the truth. Today, with the awesome number of sites on the Internet, it requires a concentrated marketing plan to rise to the surface above the others to capture the attention of the market. When considering an Internet initiative, the budget to promote the site should be at least equal to the cost of Website development. Many times, the marketing and promotion of a Web initiative can be 2 times, 5 times, or in some cases, as much as 10 times greater than the development cost.

Myth #4: All we need to do is be first in the search engines

Many of the uninitiated believe that search engines are the way most visitors get to your Website. This is not so. Statistically, the number one way people find a Website is by seeing the URL in print such as Computer Link Magazine. Additionally, it is a literal impossibility to have everyone be first in a search engine. The problem is further complicated by the fact that all search engines work differently and frequently change their search algorithms.

Myth #5: Just a few banner advertisements will bring people to my Website

Banner advertisements work best for large companies that have great brand recognition, such as Microsoft or Charles Schwab. They do not work quite as well for smaller companies. Banner advertisements are statistically producing a lower percentage of click-through visitors each year. Many believe that this is because well-created content is keeping visitors on sites rather than previously when many sites were poorly done. Also, the promise of a brand recognized company offered the promise of something better, which is often no longer the case.

Myth #6: All you need to do is market on the Internet

As it turns out, forms of media other than the Internet are typically the best place to market your Website. When launching a Web initiative, print media and direct mail (snail mail) are some of the best places to invest your energy and money. The first place to market your Website is on everything your company or organization prints, including but not limited to: business cards, stationery, invoices, advertisements, brochures, catalogs, packaging, vehicles, and signs. Advertising changes in method and effectiveness when coupled with a great Website. If you have a strong Website, then advertise your domain name, (www.yourname.com) with a simple call to action statement that will drive visitors to your site. This will allow your prospects to be provided with access to extensive information that is too voluminous to be included in advertisements.

Myth #7: All email marketing is Spam

Unsolicited email annoys all of us on a daily basis. However, opt-in, subscription newsletters, and special offer notifications are extremely effective forms of Internet marketing and ones that people look forward to receiving. Almost all e-commerce initiatives should include email marketing as one of their key components. Most well designed Websites include a place for visitors to sign up to receive some form of email newsletter or special offer that will often prompt them to return to your site. Direct email marketing is quickly growing in importance, and when used properly, is the backbone to any Internet marketing plan.

One thing that is not a myth about Internet marketing is that the objective is either to create, leverage or extend current brands into the Internet. This brand building should be designed to create a high volume of traffic to your Website. Once you have a high volume of traffic, you need to aggressively market your brand to convert your visitors into customers. Finally, once you have customers, you should strive to retain them through personalization and focusing strongly on their perspective in order to continually market successfully.