I claimed that Internet marketing was dead quite a while back.
If you didn’t believe it then, surely you do now.
The idea that we can segment marketing plans based on channels of communication is ludicrous and a rookie mistake. Sure, there are people who excel in using certain media to support marketing efforts. But to think you can just leave the web to a certain group on your team is extremely irresponsible and outdated.
For example, if you’re a product manager, you should …..
- be more savvy with Google’s keyword research tool than anyone else in your office (it should be a big part of your product innovation)
- be a passionate believer in keeping to a publisher’s mindset and driving content about your product out the door on a daily basis.
- be an expert in email marketing and segmentation.
- be manning a Facebook fan page for your product.
Most companies are still playing catch-up in this area. The companies that are excelling in today’s market are those that don’t make Internet marketing a separate department, but rather an underlying, foundational aspect of their business.
You are a marketer. Your audience is somewhere online. Therefore, you must be an Internet marketer (whether you’re in that department or not).
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