The NET Difference

Online marketing was described to me at my CMA, emarketing course as “Marketing management with specific emphasis on the use of the INTERNET AS A COMMUNICATION CHANNEL and often as the DELIVERY Channel”.

Given that we are specifically targeting the INTERNET, we must assume, that our programs are not ONLY Internet-based, however, are integrated or implemented with the other various disciplines. These disciplines such as your business strategy, your brand identity, as well as your website strategy, other emarketing initiatives, as well as your offline programs need to be taken into account. Your online marketing is not a stand-alone item; it’s integrated.

What’s the NET difference?

• First off, your customers come to you, they find you, and as such you need to be findable and discoverable.
• Second, the customer controls the dialogue, the experience and is in control, and as such you need to be user-friendly.
• Third, timing, the customer is looking for immediate interaction and information, as such, you need to ensure the information is available.
• Fourth, the customer could be anywhere, at home, at the office, on the street, or at the park, people have access everywhere, as such, you need to be flexible.
• Fifth, the customer expects a different experience, they are looking for service and looking for it now, as such, you need to be aware of the limitations.

These are just a few things that make the net different, very different. As your digital agency, we recommend that you spend the time necessary to ensure a great Internet experience. If you bring them, expect that they will engage or leave, quickly and without much thought.

The NET difference needs to be taken seriously or your customer will be gone as quickly as you could lose your picnic basket.

Michael Bickerton, Raven5 Ltd, July 2010

---

View All