A New Approach

Marketing Success - A New Approach

The approach to marketing on the web has become divided into two groups; those that have a website and banner ads, and those that understand and use the web to its full potential.

These days, unless you’re posting to You Tube, My Space, Bebo or have land in Second Life, you’re being left behind. It’s no good just having copy and images on a website anymore; your web presence needs to be much more engaging and it needs to be diverse.

As a freelance copywriter and marketing consultant, I’m fascinated by these new outlets for expression and communication. I want the copy I write to be on them. I want my clients to be on them and using them to their full potential. I want to be involved and I think everyone in the communication business should be thinking the same.

Big Brand Success

There’s a plethora of excellent examples of big brands using these new media to maximum effect. In Second Life, Cisco are holding international meetings where no one has to leave their desk, on You Tube, Diet Coke and Mentos are blowing fountains to the benefit of both brands (check out ‘Experiment 214’ on You Tube) and Sony Bravia has used blogging to substantially increase brand recognition across the globe.

Back on You Tube, an ordinary guy called Matt has become an international celebrity with sponsorship deals, advertising contracts and appearances in rock stars’ videos, simply by dancing in different spots around the world, writing blogs and posting to You Tube. Search for ‘Where the Hell is Matt?’ Make sure you note how many people have viewed!

Future Vision

But what does all this mean to you? Essentially it’s a glimpse at the future. It’s an opportunity to be at the forefront of a new media revolution (that’s right, another one). Seriously, it’s a warning not to get left behind.

The future of marketing is engagement. Traditional methods will still play a part, I’ll still need to be a good copywriter, but if you’re in business, you need to work out how you can begin to engage with your market. Perhaps you can start by blogging, you can show you have a sense of humour using You Tube or build a 3-D world that represents your business in Second Life. The opportunities in Second Life are almost as unlimited as in the real world. They even need copywriters in there.

Richard Jebb is a Freelance Writer who specialises in writing for business. Marketing literature, Public Relations, Award Entry Submissions and Website Content are just some of the business tools he can make work for you. To contact Richard Jebb email him at richard@wordsthat-work.co.uk. http://www.wordsthat-work.co.uk

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