Classic Marketing 101: Lessons From The Old School

Internet Marketing

The Internet is completely changing the way companies do business, most notably in the area of how they market. Marketing on the Internet is a whole new ballgame, with new strategies and tactics being developed and deployed daily. With the advent of Web 2.0, marketing across the Internet is becoming a more complex and sophisticated process. Web 2.0 incorporates rich media, social networking, and a number of other new strategies and technologies all designed to help the Internet marketer be more effective.

Despite all this new technology however, unless you are firmly rooted in the principles of solid advertising and marketing, your efforts will largely be unsuccessful. This is because the Internet provides a rich medium for marketing, but the classic principles still apply. Classic marketing theory extends as far back as the early 1900s, but really came into its own in the 60s when David Ogilvy published Ogilvy on Advertising.

Arguably the biggest take away from Ogilvy’s book was the concept of the Big Idea. The Big Idea is exactly what it says—the core message of your advertising effort. Without a big idea, advertising tends to ramble and become both disjointed and unfocused, completely losing its effect. Even for the best copywriters in the world, the process of coming up with a big idea is typically the hardest part of creating a successful advertising campaign.

Before you begin to do any marketing or advertising, spend some time and define what your Big Idea is. What are you trying to accomplish? What do you want the customer to do when they read your advertising? What action you want them to take and what do you want them to think about your offering? The Big Idea is not easy to come up with but it is an essential element of your advertising and marketing efforts. Without defining your Big Idea, you risk wasting tremendous dollars, time and energy on your marketing efforts.

To be an effective Internet marketer, you need to understand the current technologies that define the field today. However you also need to have a solid base in traditional advertising techniques and theory. Spend some time and do some research to find the concepts the old masters developed, and apply them to the new world of the Internet. Doing so will put you head and shoulders above the competition who typically do not take this important step.