Have You Embraced the Informational "Shift"?
Published: Thu, 03/15/12
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After reading an article this morning about a major change in the way a 244-year-old company delivers products, I posted the following tip to my Facebook page:
If you want to sell what your target audience buys, learn to see your marketing from your target audience's eyes.
In an acknowledgment of the shifting media landscape and the growing reliance on digital mediums, Encyclopaedia Britannica Inc. announced this week it will no longer offer print editions of its reference product.
Encyclopaedia Britannica President Jorge Cauz recently told the AP, "This has nothing to do with Wikipedia or Google. This has to do with the fact that now Britannica sells it digital products to a large number of people."
Something tells me Jorge stretched the truth a bit in that first sentence. What do you think?
Without a doubt, society's appetite for information is tremendous. You can argue the craving is greater now than at any time in history.
The problem with printing, however, is information becomes obsolete the second you publish it. Thanks to the Internet, information now moves at a dizzying pace.
So what's this mean for your marketing?
Well, regardless of your industry, your prospects actively hunt online for information. The Internet offers easy access to instant knowledge. You should be the person putting information in front of your prospects.
In fact, even Cauz recognizes the shift to online communication.
"It (the company's move to a digital-only encyclopedia) is a rite of passage in this new era," he stated. "Some people will feel sad about it and nostalgic about it. But we have a better tool now. The Web site is continuously updated -- it's much more expansive and it has multimedia."
So are you dedicating resources toward posting helpful content online, or are you clinging to communication methods from the past?
Please feel free to share this e-mail with the people in your network.
Happy marketing!
Tom
*** How much longer can you use copy that doesn't generate responses to your marketing materials? Just reply back to this e-mail and I'll give you a quick quote. I write website content, advertisements, e-mail campaigns, sales letters, press releases and much more. ***
If you want to sell what your target audience buys, learn to see your marketing from your target audience's eyes.
In an acknowledgment of the shifting media landscape and the growing reliance on digital mediums, Encyclopaedia Britannica Inc. announced this week it will no longer offer print editions of its reference product.
Encyclopaedia Britannica President Jorge Cauz recently told the AP, "This has nothing to do with Wikipedia or Google. This has to do with the fact that now Britannica sells it digital products to a large number of people."
Something tells me Jorge stretched the truth a bit in that first sentence. What do you think?
Without a doubt, society's appetite for information is tremendous. You can argue the craving is greater now than at any time in history.
The problem with printing, however, is information becomes obsolete the second you publish it. Thanks to the Internet, information now moves at a dizzying pace.
So what's this mean for your marketing?
Well, regardless of your industry, your prospects actively hunt online for information. The Internet offers easy access to instant knowledge. You should be the person putting information in front of your prospects.
In fact, even Cauz recognizes the shift to online communication.
"It (the company's move to a digital-only encyclopedia) is a rite of passage in this new era," he stated. "Some people will feel sad about it and nostalgic about it. But we have a better tool now. The Web site is continuously updated -- it's much more expansive and it has multimedia."
So are you dedicating resources toward posting helpful content online, or are you clinging to communication methods from the past?
Please feel free to share this e-mail with the people in your network.
Happy marketing!
Tom
*** How much longer can you use copy that doesn't generate responses to your marketing materials? Just reply back to this e-mail and I'll give you a quick quote. I write website content, advertisements, e-mail campaigns, sales letters, press releases and much more. ***