10.11.09
The Changing ‘Internet Marketing’ Landscape
Recently, there’s been some changes in the Internet Marketing landscape that has worried a lot of people. Over the last few days, many well-known marketers have expressed their views about how these changes will affect the way we do business.
Personally, I found most of these opinions over-the-top. But today, I received an email from Dr Mani Sivasubramaniam where he shares his views on the changes. And, I must say that Dr Mani impressed me (yet again) with his article.
I am an admirer of Dr. Mani’s work and have been on his newsletter for a very long time. A pediatric cardiac surgeon by profession… he’s also one of the most sensible Internet Marketers I have seen out there.
I wanted to share Dr Mani’s email with you. Here’s what he has to say:
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Dr. Mani’s Article on the recent changes
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This is about “Storms In Tea-cups…”
For an unusually long period (or 3 months), the online marketplace had been somewhat stable. Not much changed.
Then, suddenly, there were some disruptions. Pretty big ones.
* Google Sidewiki
* FTC ruling on endorsements & ads
* Google Wave
and many more planned from Twitter and Facebook.
Not surprisingly, many people are doing a ‘Chicken Little’ and scurrying around predicting the death of everything Internet marketing.
I believe it’s a storm in a tea-cup
It matters ONLY IF you’re drinking tea from that cup 
Let’s take up two of the issues that have passions running high on various busy meeting places (forums, blogs, and email groups).
–> GOOGLE SIDEWIKI
It’s Google’s latest offering which gives ANYONE the chance to post a comment about your site - and have it displayed in a viewer’s Web browser RIGHT ON your site, framing your content.
Yes, that seems like something to worry about.
But before you go overboard, pause and think:
* Does your website get millions of visitors?
* Do your practices annoy a large share of them?
* Are you abrasive, nasty or scammy?
* Is what you do likely to turn visitors against you?
If you answered “No” to most of these questions, then next ask yourself what REALLY are the chances of anyone (even a trouble-maker with oodles of time on his/her hands) to come to your site, and post a negative comment on Sidewiki.
Pretty low, right?
Couple that with two things - that you have a process to register a complaint about it, and (if you’re listening to my suggestion) you’re building your own tribe of loyal supporters - and you’ll realize that anything negative on a sidebar will be COUNTERED by all the GOOD things your fans will say about you and your business.
Also, what kind of person believes absolutely slanderous stuff posted anonymously on the Web about you?
Not your really serious prospect!
No, those folks will do their research about you more meticulously - and if there’s a LOT of whining and
complaining about you going on around the Web, then a Sidewiki is the least of your troubles!
–> FTC REGULATIONS ABOUT ADVERTISEMENTS
After almost two years in draft format, these go into force on December 1st, 2009.
And once again, a frisson of excitement (and near panic) has hit a marketplace of worried (if not fully informed) online infopreneurs and business owners.
The reality is FTC guidelines are only enforcing what should have ANYWAY been ‘best practices’ that you follow in your promotions and ads.
* Tell readers you’re profiting from endorsements
* Disclose any affiliations or advantages you’ve got (like free review copies or memberships)
* Mention typical results, not outstanding exceptions
Isn’t that what you’re already doing?
Or is your business rooted in promotions that showcase the FANTASTIC results obtained by the tiniest fraction of your buyers only?!
For years, I have abhorred the practice of manipulating crowds (of the wrong kind of prospects, who never had a chance of judging correctly because they were newbies, and were being hit by the worst form of psychologically convincing tricks) to dip deep into their wallets.
Or even spend money they didn’t have, couldn’t afford.
It’s also called “selling hope and a prayer - for big bucks”
Now, the FTC says that’s wrong, and not acceptable.
Why are YOU worried?
* Are you selling a $1,000+ product?
* Do fewer than 5% of your buyers benefit from it?
* Is your typical return/refund rate high?
* Does your ad copy include specific income claims?
* If you have affiliates, do they use deceptive tactics?
If you said “No” to these, then relax.
If you are practicing good, ethical marketing that is focused on your client/prospect, is always in THEIR best interest, and you deliver value that they appreciate, you have little to fear or worry about in these new regulations.
Of course, you need to study the guidelines and comply with them, if it applies to your business. Just don’t panic or let fear cloud your judgment. Be logical, systematic and adapt to the changes.
And get on with business as usual!
THE BIGGER PICTURE
In a shifting marketplace like the Internet arena, such change is ALWAYS a constant. It will happen all the time - often with startling suddenness.
If you’re not comfortable adapting and coping with it, there are two choices:
* Get comfortable
or
* Get OUT!
Yes. Change gets more frequent. And more sudden. And more radical.
Embrace, adapt and ENJOY it - or your day to day effort in your online business will become a misery.
There are things that are timeless and lasting. Real world business owners have practiced them for centuries.
* Being fair and honest
* Putting your clients’ interest first
* Delivering value at reasonable price
* Striving to improve your buyers’ life in some way
* Looking for win-win deals all the time
Follow these principles, align them with a worthy purpose, and don’t get distracted by the seductive promise of quick, easy riches - and you can ignore (or easily adopt) any new regulations, innovations and curve-balls the evolving marketplace online will throw at you.
Let storms in tea-cups worry others!
All success
Dr.Mani
P.S. - Some nice links with information about FTC regs:
* Marlon Sanders’ hilarious take on the changes
* Joel Comm’s lawyer on FTC rule about endorsements
About Google’s Sidewiki:
About Google Wave:
And for an even ‘bigger picture’ overview of just where Google is headed with Sidewiki, Google Wave and more, read this - and think about it:
* “Is Google A Social Network?”
Two great thinking minds collaborated on this article - Charlene Li and Jeremiah Owyang
P.P.S. - If you’re following me on Twitter, you probably got these links much earlier!
Want more? Follow me now
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End of Dr. Mani’s article
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I hope you enjoyed this article. To learn more about Dr. Mani, you can visit his Twitter page at the link above. Also, please post your comments below and let me know what you think.
