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DРУIGБITРAИLКCАOMMUNICATIONS
Darko Buldioski
@darko156
newmedia.mk
What is the position of the Internet
in your business strategy?
One thing must be clear, Internet marketing is not only a new communication channel
with its characteristics. Yes, that’s what it is, but also a lot more than that.
Is this maybe a sign From the very beginning when I I have never been obsessed with technol-
that only the Internet started to become seriously in- ogy or technical things such as codes, pro-
marketing is the terested in the Internet and the gramming languages, operating systems
foundation for young digital media, I simultaneously etc. However I didn’t find it difficult to
people already? We started to speak about them in speak about these things as well, because
would wait to see how public. To a great extent this was due to they were necessary, all these things were
these young people the blog I created sometime in the begin- new, and people needed help to learn this.
will behave in their ning of 2005, however later on there were However, even then at the same time I
workplaces. For the many more occasions. spoke about the essence brought by this
time being, I’m not evolution of media, I spoke about the pow-
delighted. However I’m Far back, almost 10 years ago, I spoke of er of the blogosphere against blogs, about
an optimist a so called web 2.0, the era when content the power of the I-medium against the
separated from the form, of course I mean mass-medium.
on the Internet. It was the era of blogs,
RSS, Delicious, Flickr, and many other The era of social media followed. The
services and tools. What was important dominance of Facebook started, and I lov-
at the time, was to use every situation to ingly spoke about Twitter. In the beginning
explain to different groups of people, stu- once again we focused on the manner of
dents, high school students, politicians, use, what should and what shouldn’t be
businessman, marketers, the tools, their done, and of course, what can and what
possibilities, and how to apply them tech- cannot be done. I will say once again,
nically (in practice). I also spoke of the these were the techniques, they needed to
essence of change, however prior to this, be conveyed, but for every different target
there was always the obstacle called ad- group I always tried to transform the tools
aptation of technology, so for this reason into a possibility to use them in real situ-
more time had to be dedicated to techni- ations for real purposes, not only to waste
calities. time. And I think it was quite the right
thing to do.
A stage of talking followed, where we fo-
cused on content, so we spoke of “online” However, the Internet became main-
writing, use of audio, photo and video ma- stream, Facebook became the foundation
terials. Of course, more or less, the focus for many. Initially those of us who were
once again was on the tools that enabled more active, found it interesting, then it
quick and simple creation of content on spread among all young people, among
the go, and what is even more important, employed and unemployed people, and
uploading of this content quickly and prac- then among the eldest and the young-
tically on the Internet. That is what was est ones. Now when all these services are
required at the time, to tell people what deeply penetrated in the everyday life of
service is better, what device they should a vast number of people, I absolutely do
use, by the way, does anyone remember not feel the need to speak of the manner
the specialized YouTube cameras – Flip… of their use. Today a high school student
94 November 2015
