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Where Is ALL Marketing Heading? Online, That’s Where

I mean like WTF, my head is spinning from the onslaught of change and innovation. Where is marketing heading? All communication and entertainment is heading online. The print media, books, newspapers and magazines – online. Voice conversations, the humble phone call is now happening online. TV and movies are now all online. Music is now downloadable from where? You guessed it, on f*****g line and so is marketing, that’s where.

Personally I am fascinated by what has happened over the last 25+ years, the digital age. When I read about, online, all the change that has taken place and what is coming down the track, I am so excited, I keep reading and wanting to understand and learn about this new digital world. Why fight it, sure you can opt out and that is every persons right, but is it a companies right to opt out?

Are the C-Suite executives unable to comprehend the obvious business benefits that online marketing brings. Now let’s be honest I think the Muppet’s that post about what they had for breakfast have given the business world a big stick, to justify their claims that online, particularly Social Platforms, are frivolous, but are they?

Online marketing

Dion Hinchcliffe is a blogger I read and admire, yesterday I found a post of his that made a lot of sense to me personally and should have the attention of every C-Suite executive and marketing person in the world that is not convinced by the online marketing argument. I will paraphrase Dion a bit in my attempt to explain what it is he said in the post so that you understand why it caught my attention.

What online marketing brings to business

The old communications model, so called legacy channels. They are the old communication model for advertising and promoting business. Newspapers, Radio, TV, magazines, flyers, and so on… These legacy channels have a very limited reach, fine for a small or family business, but for a large business with international markets, pretty useless penetration.

This is how Dion broke the legacy channels down.

  • One-to-some – low scale, meaning that the numbers of people you could reach using these channels is very low
  • Closed Participation – low network effect, these channels are mostly for broadcasting your message
  • Low Simultaneity – inefficient, not possible to target your known market effectively
  • Low Visibility – hard to re-use, limited value
  • Difficult to analyse – poor insight, my personal favourite, it is very difficult to know who has seen your advertising, is new business coming because of a new advertising campaign they have seen or not?

By contrast let’s now look at the Social Channels.

  • One-to-any – high scale, these channels allow international penetration from the word go
  • Open participation – high network effect, the ability to network your message has never being easier
  • High simultaneity – efficient, all your campaigns can be as targeted in many ways to suit your market
  • High visibility – easier to reuse, shared value, social conversations are visible to all
  • Possible to analyze – great insights, you can have metrics coming out your ying/yang

The last 6/7 years have seen the online communication platforms pass out all the legacy channels and the last 3/4 years have seen that development escalate with the growth of social platforms, but these are still not complete, nor has the digital development peaked. We have seen all the legacy channels migrate to the online space, all that I mentioned in the opening paragraph are now heavily dependent on the online space due to the ease of use of the online technology.

In conclusion

Get with the friggin’ programme, my words not Dion’s. For high scale, networking, efficiency, low cost, innovative and great insights (analytics) there is nothing to beat online marketing for your business or organisation, what’s not to like?

Can your company afford to get left behind?

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Images:  ”Online marketing tools /

Co-Founder at the Ahain Group. The first blogger to name the MDEC Model. A social business enthusiast and looking to learn something new every day. Which is not difficult to find online. Keen golfer and Munster Rugby supporter.

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  • Elish Bul

    ALL marketing ? – With great respect I doubt that – I love the possibilities of online channels – but I personally believe in Blending and Hybrid Action where one feeds into another in a Virtuous circle. My Guerrilla marketing post does point that out. Local business, community projects, Geurrilla and outdoor advertising, events, and lets not forget that part of the world that is not Digitally capable or have any access to a laptop… allthese topics require hybrid action.
    Red Bull’s recent Stunt with Felix was definitely offline in parts.

    Besides, online marketing needs one special ingredient and that is Content.

    Then again I suspect your provocative title was trying to do just that- you got a response from me anyways – nicely done!

  • I think that online is becoming increasingly important but I don’t agree that all marketing will move there. There is one very simple reason why this is so, people! Marketing follows people, and as people now spend more time online, that’s where marketing is increasingly happening. However, people still have to operate in the real world and so long as they do, marketing will also continue there too. For me, its more likely the divisions between marketing online and offline will disappear, and the process of marketing will require greater integration between online and off.

  • Yes, John, for even a slow plodder like I, online marketing has it’s place. For my business it’s a consequence of my targeted marketing strategy – for our job placement it’s regional, so legacy radio works – as well as online ads, blog posts, and web pages – so there is a combo. For our leadership coaching, most is online – because that is my audience. There’s a strong bit of legacy, networking, writing, etc. It’s a blend. I like the breakout and description of the legacy and social channels. Thanks for sharing.

  • John Twohig

    While I do not disagree with you Niall, the post by Dion Hinchcliffe was aimed at big business. I didn’t explain that at the start of my post. Even at that I do believe that there will always be local legacy marketing, for small to medium size business. For bang for their buck the multi-nationals will move more and more online. It gives them a penetration no legacy channel can deliver.

  • john_twohig

    Thanks for your comment Warren, glad it was helpful to you.

  • John Twohig

    Wouldn’t disagree with what you are saying above Elish, but the post by Dion Hinchcliffe was aimed at big business and I didn’t point this out in my post. Yes there will always be local marketing, but as in my reply to Niall above. Multi-Nationals will head more and more online to get the greatest penetration, or bang for their buck.

  • John Twohig

    Thank you for your comment Nishadha, you raised the same issues as the other commentors. See answers above:)

  • Thank you for your feedback Anton. One other interesting stat from the Superbowl, the half time break is the largest surge of human effluent on record every year. Are those adverts being watched:)

  • I agree with most of the points you raised about why online marketing is becoming a preferred channel for businesses to promote their site. However, its advantages can always become its weaknesses when performed by inexperienced marketers – the high visibility and simultaneity can draw the wrong audience, which can ruin your campaign. Point being, online marketing, just like any marketing strategy, is effective when used correctly.

  • John twohig

    Thanks Christoper, I will honest by saying I was taking the experience aspect as a given. You are right, no business should be using an inexperienced marketer to run their strategy or campaigns.

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