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As all guerrillas know, name of game in marketing is creating relationships. Itís tough to accomplish this with an ad. Itís pretty easy with a website, which initiates dialogue by inviting it, by making it as easy as clicking a mouse.
Advertising has always been a method designed to change human behavior by getting people to purchase your product or service. The internet has changed that. Now, advertising merely has to deflect human behavior, to divert curiosity from an ad or commercial to a website.
There is little question that online fire burns brightly. There is no question that advertising fuels online flame.
During telecast of Super Bowl played in l999, I was fairly amazed to see four commercials for dotcom companies. Today, I am even more amazed when I watch a sporting event telecast that does not have a whole gaggle of dotcom commercials.
The big and small players online are learning from hard experience that they are invisible when they are online. Sure, their site might come up from a search engine or a link from a cooperating company, but majority of people get their information offline -- and thatís where guerrillas marketing their sites. Offline and regularly.
Itís true that standard media advertising is interruption marketing, interrupting people in their perusing of newspaper or magazine, in their viewing of a TV show or listening to radio. Interruption marketing is crucial, however, as first step in gaining permission from people to receive your marketing materials. And it is equally crucial in luring them to your website.
The top five products that internet users actually prefer to buy online differ from men to women. The top five to men are computer software, computer hardware, pornography, books and music. The top five to women are computer software, greeting cards, music, books and computer hardware. As Adweek magazine says, women are from Hallmark; men are from Bobís Digital House of Porn.
Many so-called experts believe that growth of internet signals demise of advertising. This particular expert believes just opposite. Advertising now can loom as important as ever, as necessary as ever, and more mandatory for a proper marketing mix than at any time in history.
The larger internet grows, more important role of advertising and greater its power. Advertisers must no longer have to move a person from total apathy to purchase readiness with their advertising. Now, all they have to do is move a person from total apathy to mild curiosity. From that point, moving that person to purchase readiness is job of website. ==========================
Jay Conrad Levinson is probably most respected marketer in world. He is inventor of "Guerrilla Marketing" and is responsible for some of most outrageous marketing campaigns in history -- including "Marlboro Man" -- most successful ad campaign in history. In his latest book, "Put Your Internet Marketing on Steroids" Jay reveals how you can use marketing steroids legally to make your business insanely profitable.
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