One of the big reasons “I joined Tucows”:http://www.onedegree.ca/2006/03/24/ken-schafer-joins-tucows earlier this year was the company’s strong desire to build a “new marketing” team within Tucows.
The company gave very few resources to the small overworked marketing team they had in place for the last few years and, frankly, it’s amazing they got as much done as they did. Kudos to Jacqui, Adam, Scott and those that were gone before I got here.
But now the cracks are showing and the company knows it’s time to rethink the “if you make it, they will come” approach to marketing (unfortunately common to many tech-heavy companies). And so I was brought in to rethink what marketing means for “Tucows”:http://resellers.tucows.com/.
That was music to my ears and I’ve taken the tune to heart. I’m rethinking not only marketing at Tucows, but how marketing in the 21st century would be done if we were given the chance to hit “reset” and start all over again.
Category: Strategy
Here’s our Question of the Day:
Can you think of ANY companies that would NOT benefit from an Internet presence? Or does EVERY business need to be online?
Click through and add your thoughts…
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If you look at the flurry of recent product, partnership and acquisition announcements from the major portal players, there is clearly a battle raging over the “entry points” to the web. And like those “Magic Eye”:http://en.wikipedia.org/wiki/Magic_Eye “autostereograms”:http://en.wikipedia.org/wiki/Single_Image_Random_Dot_Stereogram that were all the rage in the 90’s, if you stare at the picture long enough, an image begins to emerge of where that battle is being fought and who is winning.
To illustrate the image I see in the “Magic Eye” of these announcements, I’ve come up with this humble little chart.
The idea is to show an opportunity progression where the bigger boxes represent a bigger entry point opportunity. By moving further up the chart (i.e. from the inside boxes to the outside boxes) you have an earlier entry point opportunity with users and thus have the opportunity to market your monetization strategy (search, localization, advertising) before the competition.