My Small Business Journey (Part 4)

After a holiday in Brazil for Christmas in 2011 I was ready to take on 2012 all guns blazing. All I need to do is copy what I did back in 2003, this would be easy. I could not be further from the truth. The next 8 months were an absolute nightmare.

Fast forward to August 2012 and I just realized whatever I knew about marketing years ago is almost non-existent compared to what is out there today. Having a degree in Marketing at University and having an online business from 2003 to 2010 has helped me a little but nothing could have prepared me for what I have gone through in my new business venture.

What has happened in the last few years has revolutionized business and marketing. The paradigm has shifted. It is breathtaking at the speed in which this change has happened. It is impossible to fathom how much has changed from technology to communication to innovation. To be on a train and see everyone surfing the internet on their iphone is just one major change that has happened. People ordering items from their iphone. Professor, you never mentioned this. You are not even talking about it today. Why not?

Now you need online marketing as well as offline marketing. Mass media is declining fast while social media is exploding. So many things are happening at the same time. We are all aware of the change but we can’t grasp these changes yet alone implement them. The old marketing formula was easy in early 2000. Build a nice website, throw in a few benefits, a 1800 number, testimonials, do some Google Adwords and you were on your way to internet stardom.

Now, let us go to 2012. The landscape is a whole lot different. Google was very cheap back in early 2000. I used to pay a few cents for the keyword “stickers”. I started a website and ran it from Australia. The whole business was conducted in the US yet I was receiving calls in Australia and had all my staff in Australia. This shows you the power of the internet and more importantly the leverage it offers. Back to Google, try bidding for a keyword today as a start-up business. Unless you have very deep pockets it is not going to work anymore. The competition is so fierce because everyone knows it works. Google is outstanding but it is not going help you if you follow the same formula I used 10 years ago.