Internet Marketing – Two Parallel Universes

After publishing number of articles on SEO and e-Marketing strategies for serious B2B and B2C campaigns, I’ve been asked, why I am not touching the “gray area” of the e-Commerce. Having few hours to spare I decided to fill the gap and introduce number of articles on the subject. So here we go:

If you are using the Internet professionally or just for fun, then you should have noticed range of different approaches in trying to sell you something. From serious websites with reviews, technical data and comparisons to sales pitch letters with (mostly!) fake testimonials attempting to change your life, make you slim and give you steady income just for nothing. If the first approach is mostly concentrating on building brand, name and trust, the second is for making an instant and emotional decision. It is actually never used to sell something out of the “material” world but only a digital produce. Their income is based not on a quality but on sheer number of potential customers. By analyzing what those sites are selling one could built quite an interesting profile of the market trends. The major players selling goods or services are mostly pretty stable on the market with steady updates on range and prices. But “sales pitch” sites are constantly in turmoil, reacting to the slightest moves in consumer interest or even in political and economical situation. For example, since the recession has changed the economic climate, most of the sellers are now concentrating on “get rich quick without even moving your finger” type of information. Also niche “craze” products like Acai Berries, Slimming, Forex and similar still thrive. New and interesting addition going inline with politics is a renewable energy movement that includes “built your own solar panels or a windfarm”. But even in the latest case no one actually intends to sell you parts to make the solar panels, but sort of an instruction of how to do it.

Why this gray e-Commerce does exist? The answer is pretty simple – because there is a demand for it. Now is this demand natural or simply introduced by the sellers themselves, it’s a second question. First we have to answer to the most important question, does the product worth what a customer pays for it? There is now simple answer to this either. Some of the material I’ve seen is really high quality, thought-of publications, useful in the real life. But this is mostly related to highly technical information. At the same time there is lots of digital produce that gives you information like “roses are red, violets are blue…” – something you either know from the beginning or could write yourself within just twenty minutes.

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