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Author: Chris Kemp
There's a little childish game I play with each visit to Starbucks: each time I order a 'medium size latte'. Now for the benefit of the few readers who have not yet visited Starbucks, the key is that there is no such thing as 'medium-sized' at Starbucks. Their marketing folks have come up with a scheme
But it is exactly the wrong strategy for marketing on the web.
In the web environment, it is always the customer who initiates the dialog. It is the customer who is active, rather than the salesman/marketer. There are no street signs, no billboards, and no thumping rock music to attract their attention. There is no local mall, where you can set up one of a hundred or so stores. The web turns some traditional marketing strategies inside out. Because it is the customer that is the active participant in the dialog, the search terms they use becomes the focal point of all of the marketing effort, and the crucial element of any marketing strategy. Any web campaign that does not use this tenet as the centerpiece of the strategy will not be successful.
For example, suppose you own a microbrewery, and in a previous marketing campaign you described your product as 'amber nectar brewed from barley still moist with dew'. That phrase ( Next Page )
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