Your web site is no longer enough. I don't care how much $$$ you spent on it or how pretty it is. Online marketing has moved well past the Web 1.0 "Cowboy Marketing" of simply herding everyone toward your web site.
To succeed online today, you need to think bigger. Today you need to create and manage a complete "Product Presence".
Marketing, especially Internet marketing, has changed a lot recently. But many marketers (both small business owners and those at big corporations) are still stuck in a "destination web site" approach that was popular in the late 1990's.
So I'm going to share with you 3 "next generation" marketing concepts in coming weeks. These new approaches to online marketing are at the heart of my new book, so I'd love your feedback on them. (Please comment below!)
Here's the 1st concept: "Your Product Presence"
I propose that the modern online marketer's job is to manage a company's overall "Product Presence." A Product Presence is the sum of all the online promotional activities and materials that you control.
Yes, it starts with your web site. But insisting that potential customers can only visit you there can be suicidal in today's distributed age. As shown in the figure to the right, your Product Presence includes your web site but also extends outward across the Web.
Your in-house promotional efforts like your web site and email noozles are obviously part of your Product Presence. But it also includes:
- advertising placements you pay for,
- the promotions run by your Distributor and Retailer partners, and
- advertising done by any Affiliate Program affiliates.
As you can see from the diagram, you must think beyond your web site to include the wider reach of your marketing efforts.
Traditional marketing was ephemeral and temporary. Online marketing is archived forever throughout the network and especially by the search engines. The resulting cross-platform legacy of your marketing, past, present and future, is your Product Presence.
Conclusion: Creating and managing your "beyond the web site" Product Presence is the challenge and opportunity for today's successful online marketers. If all that you are doing is optimizing your web site to attract visitor traffic, you are missing a major portion of your company's Product Presence.
What do you think? Does this new "Product Presence" paradigm make sense to you? What did I miss?
How about the graphic? Does it clearly make the points?
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[This Product Presence post is Part One of a 3 Part Series on "Next Generation" Internet Marketing Strategies - stay tuned for Part 2, my introduction to "Distributed Engagement" marketing, and see Part 3 "Reputation Cloud" here! Please subscribe to this blog by RSS or subscribe by email if you'd like read these upcoming posts. And check out my new book, e-Riches 2.0: Next Generation Online Marketing Strategies here.]