By Alice J. Ross

Having worked in the advertising and marketing world for more than 30 years, I’ve found that one thing never changes and that’s something is ALWAYS changing.

Just to stay on top of the curve (we’re not talking “ahead”) and continue to create effective and successful strategies for your clients, you must constantly educate yourself to the newest technologies and outlets for marketing and promoting your clients.

The 1990’s brought everyone in to a new world with the onset of the internet and it’s been a racecar track ever since.  First, it was just “being there”.  As Google, Yahoo and other search engines became major influences with connecting with the world, website designers became more focused on how sites looked.  What started out as small world suddenly exploded and the race was really on.  This competition for developing the most search engine accessible site has only increased and the art of website optimization became a very complex science.

Not only did the web change where we went for information, it changed how we went about getting it.  Remember the fax?  Obsolete, now.  Our correspondence is now via email…not only personally but as a means to connect to prospects.

As the web grew, so did the segmentation and the demand for new ways to reach target markets.  Hello, social media!  Not only are we now influenced by one-way traditional media communication, we’ve moved into interactive dialogues.  Peer groups created through social media sites influence each other in real-time in their buying decisions.  Prospects and suppliers now ask questions and receive immediate responses which have dramatically affected sales cycles.

Social media, SEO, websites, are just ways to expand your presence in the growing web world.  What never changes is the consumer wanting a relationship with the business, brand…and we’ve come full circle …only now, it’s done in the virtual world.

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