The challenges of Internet marketing

Recently, I was involved in a discussion in one of the forums and it illustrated the difficulties of internet marketing and brand building via the internet. The internet target audience is so different than more conventional marketing strategies because the audience frequently has a medium to respond or discuss your product and the internet has created a culture of hostility and lack of general civility in communication. The general anonymity of the internet emboldens many people to say things that most would not say over the telephone let alone in person.

The distance on the internet gives people confidence that they would not ordinarily have in person to be rude or combative in a way you would not generally find in personal dealings. The challenge for us is to create an environment that is friendly and open and to find effective ways to deal with the people that will be anti-Parlaymakers for whatever reason. As someone recently said to me there is a tendency when dealing on the internet for the business to get tired of dealing with the negativity and simply give up the dialogue because it becomes more like combat than discussion. I notice that several of our competitors that were historically very vocal on the internet have now because of hostility basically stopped any real dialogue. Sometimes this hostility is legitimate and is because of some action the company has done or failed to do but so often the all the oxygen is sucked out by the internet hostility that there is no space for any discussion and so the communication eventually just ends.

We are currently working on some new marketing initiatives that we hope will continue to expose and build our brand and will help us create a dialogue within the internet world and minimize the conflict.

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Published:
June 18, 2010 / 10:46 am
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