Marketing Team Players

EdKrolCoverI guess I really am getting old. I mean, I know I am because I work in an office where most of the people are about 15-20 years younger than me and I still use Alt-E-U to undo something in a document.

Yeah, I’m old, and I’m OK with that because with age comes experience, knowledge and history. But it also comes with a longing for more simple times, like when the Internet was an infant. Times gone by when, while there may have been more players on the Internet playing field, and they may have spoken a different language, you scrambled a bit more to talk to them all. It was good fun (meaning it was interesting and kept you on your toes). There was no one that totally dominated everything because everyone was pretty new.

I miss the old days, when the players in the Internet field were: Google, Overture, Yahoo, Ask, Alta Vista, Excite, Hot Bot, and Lycos were all top engines (MSN didn’t exist yet and Overture and Yahoo were separate). Google was not yet a giant, and no one search engine dominated the field.

Most people didn’t realize, though, that these search engines were using some of the other engines’ results. They were playing on the same team but they had different names on their jerseys.

So what’s my point? Simply this: Looking back, we sometimes forget how things have progressed. It’s nice to know a little bit more about the history of Internet marketing and how one area supports another.

For example, I remember searching the Web in the early ’90s and not being able to find a single thing because the search engines sucked so badly, and there was so much garbage and banner advertising on the Web. I hated it. I never wanted to use the Internet again and thought it was doomed to fail. Yeah right. See how well I predict the future? But I really appreciate how efficient search engines are now, and feel I have a better understanding of it because of having experienced search engines in the early ’90s I know how to structure my search queries together and get better results. I also lived through the dot-bomb era, and can often tell which type of company has a chance of surviving and which doesn’t by watching the management and marketing of the company. Having been around for so long has also given me access to a wide variety of marketing avenues, such as affiliate marketing, SEO, PPC, banner advertising (which at one time actually worked), email marketing and social media.

Metrics and analytics are also effective tools that marketers have today. It’s much easier to review metrics and actually use those metrics to make decisions. With such a wide experience base, the old timers like me have a few areas to pull from when we make recommendations to a client on what they should do and how they should optimize. Although I think SEO is “da bomb” I don’t think it can stand on its own. We need to remember the rest of the players companies need to use.

Some of the current players for Internet marketing are social media groups like Twitter, Facebook, blogging, MySpace, LinkedIn, Digg, Technorati, Reddit, Sphinn, and Tumblr. Each has their own specialties, methods and followers that you can reach out to. So be sure to target your message appropriately for each properly. Of course there’s search engine optimization, pay per click , and email marketing that needs to be included in the team mix.

For any company to stay in business, they need to use all the marketing players on the field. All the players need to work as a team to help the company be successful on the Internet. After all, isn’t that our goal, to be successful?

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