Online Marketing

The internet is not just another channel for advertising.

The internet is disruptive technology – it has disrupted the business models, methods, relationships and hierarchies of the travel industry, retail, media and advertising.

We are still in a state of flux. The first articles here will describe the growth of the performance model for advertising based on a talk I gave in 2012 – but that is already history. In 2012 and 2013 many existing players have found that they\’ve been undermined or outflanked by \”big data\”, and the move towards mobile and multiple devices, and the way people use the internet.

For those working in the advertising industries and their customers, there are no textbook answers. What is needed is understanding of the wider historical, social and technical context of the industries and the forces that are at play. This site aims to give some of that.

5 Reasons Support Groups Should Be Wary of Social Media.

Over the years I’ve seen a gradual shift in support groups using Facebook groups to supplement their websites and sometimes to replace them altogether. A quick search of the internet comes up with countless articles about how and why they should do this, with nary a dissenting view. But I can think of at least 5 important reasons to be wary.

Affiliate Marketing as a Business Model: Two Opposing Views

Today I have read two articles about the future of affiliate marketing as a business model for publishers. One is as optimistic as I was a few years ago about the future of affiliate or performance marketing; the other is closer to my current view. It would make more sense if they were written 6 [...]

Background of Performance or Affiliate Marketing – 1

These articles describe the growth of the performance model for advertising based on a talk I gave in 2012 – and that is already history. The internet has provided the advertising industry with an extra place to try to reach their markets. Indeed, advertising has become the default method to fund websites as the “information [...]

Background of Performance or Affiliate Marketing – 2

Developing payment methods for online advertising Traditional methods of charging for advertising assumed a scarcity value – there are only so many television channels and timeslots, only so many editions of newspapers and magazines with a standard size of page and only slightly varying number of pages. There is no scarcity of advertising space on [...]

Background of Performance or Affiliate Marketing – 3

Industry Participants These are some of the types of online businesses that have developed. Mainstream media – moving across to digital, trying to protect their patch against the newcomers Advertising and media agencies – adding digital to their existing services and skills, trying to protect their patch against the newcomers Yellow pages etc, trying to [...]

Why Privacy Matters to Your Business – Whether You Agree or Not

For many years it has seemed that there were two types on people – those who cared about privacy and those who didn’t. Those who cared tended to have a technical background which meant they understood more about what would be going on behind the scenes. The others just didn’t see the implications or the [...]