The Tipping Point

July 2, 2008

Perhaps one of the hardest questions to answer in online marketing (and in life for that matter) is what’s the point? In dating you would ask a guy what his intention was, if you don’t want to play the does he/she like me game. In business, it seems simple enough, but you have to know what your client is looking for exactly. Is the client just looking for more traffic — undifferentiated? Is the client looking to attract the attention of a certain demographic? Email list sign up? Newsletter sign up? Of course, the obvious answer would be ROI, conversion, yadda yadda. But not everyone online is selling something, and not everyone who wants online marketing is selling something. The question to ask is “What do you want?” — to be able to deliver the service to the client exactly as they want it.

My professor in extreme marketing has reiterated through the course that “branding” is useless. At the end of the day when you don’t get an 11 to 1 ROI, you’re not generating an “a” business. That is true, yet I beg to differ slightly. Which leads me to another discussion — working in online marketing for about two years now is that persona matters. It’s like choosing the clothes you were when you go out. The way you dress is the way you will be initially perceived. Another point to ask, aside from what the point of the whole campaign is, is who do you want to be? Who do you want to be to your fans/customers? Do you want to be the messianic rapper? Do you want to be the “go to” authority in the happenings and latest news in your area?


Buzz is always great — as the cliche goes “there’s no such thing as bad publicity.” But you have to know the goals of your buzz. Or else, the buzz will have as much effect as cackling chickens. Know your end result and make it your vanishing point. Stare straight forward, and drive on.

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