Intelligent Internet Marketing

Intelligent Internet Marketing

I’ll admit it – there are times when “intelligent” and “internet marketing” sometimes appear to be polar opposite terms.  Just as some would say “army intelligence” is an oxymoron – the same could be said of the term “intelligent internet marketing”.

Internet marketing isn’t for every product or every service.  However, for some products and services, internet marketing makes PERFECT sense.

People have problems.   It’s your marketing’s job to let people know that the solutions to their problems lies within the offerings of your business.

Intelligent internet marketing says that if people head to the internet for searching for solutions to those problems  AND if your product or service offers a solution to those problems – then internet marketing is an “intelligent” marketing solution.

Intelligent Internet Marketing in Action

For example, of intelligent internet marketing in action, take the service offerings of chiropractors.   One of the many services offered by chiropractors are treatments to relieve back pain.

People who have back pain frequently seek the services of a chiropractor.

So, let’s see if the internet is part of an intelligent marketing plan to get the chiropractor’s marketing messagein front of prospective patients.

According to the Google Keyword Tool, every month over 3 MILLION searches are done on the term “back pain”.   It appears that when someone is experiencing back pain, they do indeed head to the internet seeking solutions.

This means, if you’re a chiropractor – then getting your chiropractic web site in front of a small FRACTION of those 3 million searches makes PERFECT sense.  People are searching for solutions to back pain and as a chiropractor – you have offer of the most effective non-surgical solutions around.

So, for the chiropractor – internet marketing is definitely the smart way to market their practice.

Not so Intelligent Use of the Internet for Marketing

The other day I was reading an article about a new touch typing tutor product being actively marketed via the internet.  The article’s author was detailing the product’s multiple marketing flaws.

The biggest marketing flaw pointed out by the author – the product is trying to promote their typing tutor product by running a “who’s the fastest typist” contest.  The fastest typist in this contest will win Million dollars.

While the contest has generated a lot of buzz – it’s attracting people <b>who already know how to touch type</b>

However, an even BIGGER flaw in the product’s marketing- in addition to running a contest in which you give away million dollars to the person least likely to need your product or service – is that relatively FEW people are searching online for a touch typing tutor.

Remember the 3 million month searches for the keyword term back pain?  Well, there are only 880 people every month searching the internet for the term “typing tutor”.

Not only are the typing tutor products marketing their product to the wrong audience, they’re using the <b>wrong media</b> to boot.

There are multiple ways to get a problem solving product’s marketing message in front of the people who need the product… the internet is not the ONLY way nor is it always the BEST way.

In the case of a the typing tutor product – television jumps to mind as a GREAT media to use to deliver the product’s marketing message.

Sometimes – in marketing – the media you choose to deliver your marketing message plays the biggest role in campaign success.

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Tags: Intelligent - Internet - Marketing