What Is The Difference Between An Online Conversation And A Magazine Article?
I don’t think Internet Marketing, Social Media, Or Google have changed any basic tenants of business. It’s all about relationships.
Communication and relationships.
What has changed are the tools that we use to communicate “commercially” with people-and thus the SPEED… at which it happens.
What once took days to get delivered to someone now get’s delivered instantaneously.
News that took a day or two to become known, and was controlled by the people who delivered the information, is now instantaneous and can be written and delivered by anyone via the internet.
Videos can stream live to anyone in the world with an internet connection.
This is, to say the least, very disruptive technology. But great creations usually are.
How The Internet Disrupted The Magazine Publishing Industry!
Well, what a magazine publisher really owns is the attention of a group of people with a very specific interest. Those people spend their time and money in the area of that specific interest.
So, the magazine publisher, editor and writers have this shared interest with their readers. They develop relationships with each other through the conversations within the magazines pages.
Therefore, companies who sell to this group of readers pay the publisher to be a part of the conversation.
They advertise in the magazine.
The same thing is going on now. But it’s not just the magazines where these “readers” look for and find information about their interest, they find it on websites and blogs and in “groups” online, within a variety of social media sites.
It’s really awesome because instead of having to wait 30 days to get feedback on an article or an advertisement, it can happen instantaneously online, on websites, blogs and through social media.
With the software available today, response and reactions can be monitored as it’s happening. Then based on the reactions new information and offers can be sent to the respondent which can be specifically tailored to them-automatically and nearly instantaneously.
That kind of speed has never existed before the internet.
So, the speed at which this communication happens has changed dramatically through the technology that now exists. That’s why the web is so popular-people love speed.
Business is still the same, its still the relationship and communication.
The real challenge is KEEPING the attention (the relationship) of those who are interested in what your selling.
If you can, then you can provide access to more information, in vibrant formats, instantaneously through the new media.
Now, the ways you can give access today are even more abundant and a conversation of it’s own.
But the bottom line is, you can tap into the conversations that are happening with your customers in more ways than ever today. Whether its in print or online.
Magazines won’t die, but the conversations online are real…and real fast.
Its a fact of life today.
What is the biggest impact you have experienced in your conversations with your market? Do you do business online?
Leave a comment, we’d love to hear about your experiences.