Having been in marketing for close to two decades, I can say without question, the web has brought revolutionary –or better yet, “evolutionary” new capacities to power and drive businesses of all sizes. I’d like to say “this is not your grandma’s web”… But, it’s not even your mom’s web, or the same web it was 5 or 6 years ago…  This web, which is still growing with new capacities practically every day, has forever changed Marketing and PR.

It seems that companies are now finally starting to absorb the fact that web marketing is not just putting up your website/brochure… or sending out a promotional offer via email (the spam so many of us still think of).   The web is a smart power-tool that begs to be used the right way, for its dynamic and progressive capacities. It takes the mind and hands of someone willing to engage in both the art and science of it, to bring it to the next level.  Marketing at it’s heart, is “relationship building” and “communication-connections” with words, imagery and experiences. This is why the web today is so powerful.

I’ll share with you what I share with clients when explaining how the web has become a growing powerhouse for Marketing & PR! The key components that I believe support the Web’s “evolutionary” status are:

1.  The Web Gives Companies an Integrative Marketing Presence.
Unlike ever before, all facets of a company’s identity can be powerfully integrated and re-purposed on the web.  This includes all multimedia information -print collateral, promotions, tips, press releases, video, radio and more.

2. The Web Creates Opportunities to Build Direct Relationships.
It offers an on-going interactive communication platform with your customers world wide. As a result, companies can become more responsive and intelligent about the wants and needs of the marketplace .  It also helps companies build extremely valuable direct Marketing and PR relationships with, i.e. journalists, market niches, key-influencers, collaborators, associations, and more.

3. The Web Gives Power to Smaller Businesses and Independents with Good Ideas, Products or Services.
It just takes know-how and initiative. The cost of the web is nominal compared to typical start-up costs… not to mention the costs of traditional advertising, public relations and marketing.  When done right, it’s by far, the biggest bang for the buck!

4. The Web is The Most Track-able Medium.
Web activities can be tracked, measured or test-marketed for ongoing analysis and continual improvement for optimal results. Businesses can quickly learn from the web and try something new just as quickly.

5. The Web Gives Companies a “Living Body of Collateral Resources”.
Your company collateral and information can basically live on the Internet and be easily updated.  You don’t loose it after you’ve run out of print copies or waste it after they’ve become painfully outdated.

Okay… I can go on and on… I’ve officially become a “Web Evangelist!”   -The key is in the “strategy” and the “doing”…  and more specifically, supporting the growth and “evolution” of your business, which is becoming increasingly important in today’s competitive and challenging times.

The Web has forever changed the world of Marketing and PR; as a result, we can also reach out and more powerfully change our world.

Web Marketing Therapy Related Links:

• Inauguration Day: Pledge to Embrace Leadership Within!
• Customer Satisfaction vs. Customer Enthusiasm
• Small Business: Got Commtrol (Communications + Control)?
• What is Your Website’s “Authentic Sell-Ability”?

Categories: Blog, Marketing Interventions, Small Business, Social Media, Tools, Web Marketing Mantra, Web Marketing Tips

Tags: Business Survival, Marketing Best Practices, Marketing Evolution, Marketing Interventions, New Marketing & PR, Pamela Sherman, The New Age of the Web

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