By Guest Blogger: David Chapman

Before the Internet came along, one of the most time consuming and expensive tasks of any marketer was trying to get in front of the right target market.  Who exactly is interested in buying our products? Who could use our services? Companies the world over did everything they could, but it was still a very inefficient process. Print ad campaigns were run, but would only mean something to 10% of those that saw it. And you didn’t know who they were or how to follow up with them. Direct mail campaigns were sent, but only 2% or less of the people that got these ever contacted the company. Companies had very little opportunity to have prospects come to them, or employ “pull” marketing. The predominant method was “push” advertising and because the company, not the prospect, was in control, it was an ineffective method.

Then came the Internet. And along with it, pay per click advertising. All of a sudden, everything was turned on its head. True “Pull” marketing could be used – in mass. You could get in front of those who wanted you to get in front of them, essentially. Continue reading →

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