The vast majority of organisations do not have instant access to mainstream media to use to cover their products. That means people like you and me who have growing businesses need to work really hard to get noticed. The only people at present who can get away with using the media in a targeted way are governments, very famous people and large corporates and even this is in doubt at present. So if Apple or J.K Rowling or Angelina Jolie say something it will be picked up.OK

If you are small and not famous but have an interesting story you need to tell this story yourself. Yes many marketing professional might smugly look away at this point. The reality is more and more smart CEOs, entrepreneurs and executives are ignoring the old rules and cutting through the jargon by talking directly to new or potential customers. A good examples include Cindy Gordon of Universal Orlando Resort who used 2 pieces of internally created web content to launch the Wizarding World of Harry Potter on a micro site that reached 350,000,000 people. You can do this too.

So what are the new rules of marketing? Well firstly today the first point is that you are what you publish so if you selling anything ensure that what you say and do is totally authentic and has no spin attached to it. Most people want to feel part of something you promote rather than being sold propaganda. Its also important to deliver your message timeously and to personalise it. In other words one should be asking what,s in it for the person you are sending the information to as well as ensuring that the message is specific to the individual you are talking.

Most importantly web marketing is not about an agency winning awards its about your organisation winning business. To do this companies need to draw people into the purchasing process by delivering great online content ensuring this is part of an engaging online customer experience. Bearing in mind that the longer a customer stays on your web site the greater the chance they will make not one but repeat purchases of products and services, the delivery of fresh, relevant and innovative content is one of the critical elements in your web marketing strategy.

Web marketing provides you now with a host of new ways to talk to your audience whether they are a club, customers, enthusiasts, businesses or public organisations. The days when we split marketing and PR and treated them separately have gone. Why because it now does not matter whether you get great results from a press release in a newspaper or an online one on PRWeb. The difference now is that what we are striving to do is to ensure that your buyers / audience ''get it'' by delivering content that drives action on your buyers behalf.

(c) John Norton is a specialist in helping organisations find proven new ways to win new business online and offline. Email This e-mail address is being protected from spambots. You need JavaScript enabled to view it