The Internet jungle that scares large corporations
The Internet is a jungle
- Many communication channels:
Website, blogs, social websites, on-line press releases,
- Many ‘brands’ per channel:
Several websites, several social websites, several blogs, …
- Many distributors:
Not a handful of established media distributors
- Many contributors:
Nearly any one can contribute and distribute: news, information, and criticism.
- Many participants and undefined audience:
Who exactly gets the message, is this the appropriate market segment?
- Many money doesn’t buy interest:
Even if a company spends a lot of money, it is uncertain the message:
* gets noticed
* gets passed on.
No control:
- Single controlling party as used to be in the print and audio visual media.
- Control by money as used to be in the print and audio visual media.
Previously: the more one could spend the more coverage.
Thus for enterprises and corporations the Internet is an environment without paved ways: just like a jungle. Even in B2B business and marketing.
No rules in the jungle
There are no written rules in the Internet jungle.
What works today, might not work tomorrow.
Some companies try to impose rules, like Drudge Retort take down (see Scott Rosenberg for more info).
The company, Associated Press, sure is from another era and they cannot control the jungle.
The risks of the jungle
In this jungle there are a risks involved, as it is unpredictable and unreliable.
The risk of:
- Not getting any traction by bloggers, social websites.
- The message being used against the company or brand.
- Bad timing with a marketing campaign of a competitor.
- Wrong timing: messages about events are seen as more important.
- Lagging behind: it takes too long to get the message propelled.
- Addressing the wrong channels: these are not documented with statistics or well-defined.
- Destroying the brand name asset they have build over many years.
Corporations, enterprises and multi-nationals don’t like risks: they prefer to avoid risks by all means.
They miss control.
Small company? Then take advantage
This risk, the unpredictability and unreliability is giving an advantage to smaller companies.
They don’t have:
- a big board of directors
- a long decision and reaction cycle
They can take the risk as they are agile.
The space left open by the larger companies, is an opportunity to be taken by your small company.
Test and try
If the approach doesn’t work, try another method, another message another channel.
Smaller companies don’t have the asset of a big brand name that can be destroyed.
When small – be agile
As small companies, let’s be agile by using the Internet to propel our messages and our solutions.
Use LEADSExplorer in order to know the companies who are visiting your website, after reading your messages, in order to qualify them as leads by using website data and Internet Data Mining
