Why you are the luckiest marketer in history

There has never been a more exciting time to work in marketing. For one thing, global internet penetration has broken 20% with around 1.4 ...

21 May 2008 2166 Views

 AS INTERNET PENETRATION GROWS SO DO NEW OPPORTUNITIES FOR MARKETERS

 

There has never been a more exciting time to work in marketing. For one thing, global internet penetration has broken 20% with around 1.4 billion people online and continued acceleration in growth forecast. After 3000 years of civilization and 46 years of yapping about the global village, this development puts us on the brink of a truly global market place.

Berlin WallAnd in this global market, the barrier of entry is no longer a $100 million media budget but rather an internet connection, a good idea and the ability to engage. It is the last part, “ability to engage”, that will be the new barrier of entry for many companies. Ironically, this barrier tends to favor the little guy since many big firms have grown so accustom to purchasing people’s attention through monolithic media buys that they have long forgotten how to engage or even to recognize its importance.

These developments provide a lot of new opportunity and a more level playing field for companies big and small. So redo your SWOTs, re-align your strategies and start looking into how your brand can engage customers with concepts like the wisdom of crowds, mass-collaboration, on-line communities, facilitation, social media and user-generated content. And if you need help engaging your audience, you can always start by engaging the services of Duffy Consult.

(Many thanks to Miniwatts Marketing Group for the stats)

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Like this post? You'll find more marketing insights in my new book: International Brand Strategy: A guide to achieving global brand growth, now available from booksellers globally. Order your copy here.

Sean Duffy | @brandranter
Speaker, consultant & founder of Duffy Agency, the flipped digital agency that provides accelerated growth to aspiring international brands.