Internet
“The internet is the most powerful Demand-Marketing tool ever. It’s about responding to a specific need. But as any fisherman knows 90% of the lake is empty: cast all day without a single bite (some things people just don’t shop for on the internet; there’s no consumer interest that maps to search behavior).
You have to find the spots where the fish are swimming (what terms are used for keyword searches). You have to decide what kind of fish you want to catch (target audience assessment, psychographics, and product clustering for cross-selling). And then reach into the tackle box to try out different lures (behavioural, linguistic and cognitive analytics combined with multiple web sites geared to narrow niche markets).
Yes, it can be extremely competitive, but that’s actually the way we like it; there’s a great deal of satisfaction when you’re naturally ranked #1 out of 436,000 search results and your sales increase tenfold. We know.”
