Feb 062013

The world is always changing and we in business must keep up if we want to be successful (no matter how we define success for us).

Technology has REALLY changed. I remember (I’m 62 now in 2013) co-owning one of the first Apple computer dealerships in Toronto in the 1980s and a conference company in the 1990s where we held events for people who used what were then called hand-held computers (PDAs). I’ve always been at the “bleeding edge” of technology (just before the “leading edge” which means always being in the red and not making money but always the first to know about things).

We had/ were:

  • one of the first fax machines (in 1984 as big as a small photocopier but since very few others had one there were few  to send things to)
  • one of the first cell phones (in 1985 the battery for this was the size of a car battery and the handset like that of an “older” phone)
  • one of the first to use the internet to market with our “email blasts” in the conference business in1995 which were “fax blasts” using email addresses (some people had email addresses but most companies didn’t have websites yet)

Times continued to evolve and with this came what was in 1984 a revolution (we even produced a print booklet called A Revolution in the Making which in 1984 took 6 weeks to produce even though we had the latest desktop publishing software at that time) that caused all of us to transform ourselves and our thinking.

  In fact my nephew who is 22 now and studying at Ryerson University and producing art (by paint and on computer, films on his Macintosh and photos with his digital camera) is a great testament to this transformation. He is of the generation who grew up with and used all technology. He even had access to my brother’s Macintosh when he was a baby.  (From left to right: my brother Phil, his son Jake who I wrote about here and my other nephew Josh who’s 30 now and has been using computers since he was 4 and has been in the computer business since he was 17. He’s now 32!)

But I digress :-)

There are at least 6 ways in which online marketing is different from offline marketing.
One just needs a computer, a hookup to the Internet and a browser such as Firefox or Internet Explorer.

  1. Speed  One can do EVERYTHING faster. Once you have set yourself up, just input some data and you can send it at the “touch of a finger”.
  2. Cost  EVERYTHING costs less or is free (do you know of the book   Free: The Future Of A Radical Price )   – audio and video production and even payment processing.
  3. Reach  One can connect (for free) with many contacts both locally and globally.
  4. Measurement & Tracking  One can easily get access to key metrics with ad trackers, newsletter openings, website analytics etc.
  5. Easy to do marketing   One can “do it yourself” (if you’re not a technophobe AND have the time).
  6. “Abundant”  information at your fingertips  With most search engines like google or Ask one can search for and find anything – anywhere in the world. (Remember that this info has the caveat of buyer beware as does any info you find online)

How has this blog post made you think – whether you use technology a lot or you’re a  “technophobe” who didn’t grow up with technology?

Here is access to the other post I wrote  14 Ways Offline and Online Marketing Are The Same

Compare the two and tell me what you think. I’m VERY interested in what everyone has to say!

 Leave a Reply



You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

CommentLuv badge