Legal Research

"Journey to the Center of the Marketing Universe"

This post was written by John Jantsch: "There was a time, just a few short years ago really, when small businesses finally concluded they must use the web to supplement their marketing efforts and create another potential channel for marketing messages.

Today's business must evolve that thinking radically again or face extinction. The onslaught of social media use didn't simply create another set of marketing tactics, it signaled, to those viewing it strategically, a shift in the marketing landscape that has become preposterously evident as we race towards the end of 2010.

The Web and digital interactivity now represents the center of the marketing universe. Most marketing decisions must start and end there. Today's marketer must view their marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that drive sales and service.

All businesses, regardless of industry, have become what I call O²O businesses - their primary marketing objectives are focused on driving people online to drive them offline and in that effort the online core web presence has significantly heightened responsibilities.

Here's some of what I mean..."

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Source: Duct Tape Marketing, 18 October 2010. © 2003-2010 Small Business Marketing Blog from Duct Tape Marketing, reproduced with permission of the author.

Full post as published by Stark County Law Library Blawg on October 18, 2010 (boomark / email).