UKNM: UK NET MARKETING

[Peter Beech]

Tricky this, but I feel it has to be said.


This is a Net Marketing list - whether the 'postees' are 'old media

converts' or 'new media evangelists' doesn't matter - it should be the

marketing insight that they bring to the party that counts, not who they

are or who they were.


Let me try to explain what's going round in my head:


The 'Old' worlders bring experience of previous lives and marketing

practice. They may or may not agree with the 'ideals' of the 'New' - their

approach is more likely to be about making this new media 'opportunity'

work for their clients. 90+% of client companies are illprepared for the

potential of the Net and Net marketing - they have little/no ability to

handle real one-to-one / relationship / dialogue marketing. All praise to

the few who are re-engineeriing their businesses to work in this new

paradigm. Some (slightly more that few) are retooling their current

marketing departments to handle it - in reality this is often a refinement

of database marketing, refining their ability to handle smaller, more

targeted, segments of customers. Most are still blissfully unaware of the

real impact that networked media are going to have on their marketing - let

alone their businesses. 'Old' world philosophy is let's bring clients along

with us, coach them, not bully them - and, let's face it, for most clients

their immediate future is in doing what they do now. It takes vision (and

balls of steel) to change something that doesn't look broken!


'New' worlders bring revolutionary idealism. They want sweeping changes to

the status quo, or they want to leave it alone all together and build

something new from scratch. Fine, great sentiments, and v.good to see it

happening in reality.


So, go do your thing (whatever it is), and come and share your marketing

experiences / insights here, but please don't treat the list as some sort

of rally at which to preach / lecture - everyone here's a believer, we're

just going about it in different ways - diversity rules!


--

Peter Beech

peterwebmedia [dot] com (mailto:peterwebmedia [dot] com)

+44 171 292 5535

0973 540086


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