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(photo: “1to1media”)
knows much more about the dif- these are all affected by the ben- tool to accomplish the set goal by
ferent settings on Facebook than I efits of Internet, however they are a deeper search. However, for this
do, simply because this person has not themselves directly related to thing to happen, there must be a
experienced much more different the Internet. And now the question goal, one must know the founda-
situations on Facebook than I have. is whether this belongs to the part tions of communication, to plan
My service account has never been of Internet marketing. And wheth- a strategy for continuous commu-
blocked by anyone, I have never er we can distinguish the Internet nication, to try different tools and
tried to win an award voting with as a channel of marketing commu- approaches until the right one is
100 different accounts etc. I sim- nications and treat it separately? found, and to be a part of the target
ply define my use according to my audience. It is all a mix of business,
needs, and with the growth of serv- Would you relate some of these marketing, strategy… all of this
ices and number of users, everyone advices directly to the Internet? is, and should be, part of Internet
defines their own personal needs. marketing, in order to make it suc-
Therefrom I don’t think that today, - Set your goal! cessful. And when it comes to chan-
when we speak of the Internet, we - Be transparent! nels, tools … details …, it is an easy
should focus on technicalities too - Tell a story! thing to do, they are the easier part
much. - Experiment! of the job, one can learn and master
- Make mistakes and correct them, they advance only and only
The inspiration to write on this them! if you understood the foundation,
topic comes from my several recent - Offer an experience instead that it is different, that it should be
public performances, and specifi- of a promise! different.
cally one within the recently held One thing must be clear, Inter-
“Tehnoma”, where I spoke about net marketing is not only a new At the end of my presentation
the foundations of the Internet communication channel with its in “Tehnoma”, a young gentle-
marketing steps of a young com- characteristics. Yes, that’s what it man asked me why I didn’t dedi-
pany. When I was preparing the is, but also a lot more than that. cate more time to the other types
slides, I adhered to a dozen of key Internet, regardless of the budget it of marketing as well, and not only
recommendations that are particu- consumes, plays a much more im- to Internet marketing, since these
larly important in terms of the fur- portant role because it unequivo- were important as well. I feared
ther approach to marketing activi- cally affects us as consumers, so that I would not have enough pres-
ties related to the Internet. In the the business communication has to ence of the Internet in my pres-
end, when I completed the presen- be adapted appropriately. entation, and the opposite thing
tation, I became pensive. A large Today, Internet is more than happened. Is this maybe a sign that
part of the recommendations were just another tool whose use can be only the Internet marketing is the
not recommendations for Internet learned in order to eliminate an foundation for young people al-
activities at all. They were advices expense or to reduce a budget. To- ready? We would wait to see how
on strategic and active thinking, day Internet has to be observed as a these young people will behave in
recommendations to accept and business, as a part of the business, their workplaces. For the time be-
understand the way we behave as an integral part of all processes. ing, I’m not delighted. However I’m
today as users. Yes, more or less, Today each one of us who has email an optimist.
or Facebook can find the right
November 2015 95
