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First-mover advantage:
a new perspective on Internet marketing
by Claudie Clot, CEO of advancis.com
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Pitfall 1. Too late to the game
The Internet has done more
than simply deliver new tools to market products and services.
Most professionals are led to believe that Internet marketing
simply entails using Internet-based tools to market their products
and services. Well that's true but.... that's not the complete
picture. A new dimension to marketing has been added: that of
first-mover's advantage. Often reserved to describe corporate
strategies, this term has become perfectly suited for Internet
marketing because a big part of achieving remarkable results
on the Web is being among the first to use the marketing technique/tool
in question. Case in point: web site promotions on search engines.
A few years ago, simple page optimization (adding meta tags to
your web page source, cleverly composing page titles, etc...)
and submission to search engines was enough to assure a very
good ranking in the indexes.
Today, these techniques are
routinely used by every webmaster. That's hundreds of thousands
of companies doing the same thing. As a result, the chances that
your site will generate significant traffic from search engines
have decreased dramatically. Why bother? Well, search engines
still represent vital elements of the Web where millions of surfers
congregate every day. Plus, perseverance eventually leads to
positive results. Nonetheless, search engine promotion has evolved.
What was appropriate just a few years ago is not enough today.
The sheer number of sites composing the World Wide Web forces
marketing professionals to constantly rethink their approaches
to marketing on the Web. The best approach is to closely keep
an eye on how the market and Internet marketing tools evolve
in an effort to be among the first to exploit new or improved
techniques. (Click here for
an example of new search engine promotion strategiess).
Pitfall
1. Too late to the
game
Pitfall
2. Too easy to forget
the rules
Pitfall
3. Failing to use the
right tool for the right job
Pitfall
4. Falling victim to
spammarketing
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