Because the conclusion is simple: lead generation techniques are evolving very rapidly. In terms of marketing, these developments require a sharp watch.
A constant questioning of existing and recurring obligation to curb certain investments for the benefit of others whose prospects appear more promising.
Can we speak of cyclicity of internet marketing?
Internet, media elusive
The media are produced by humans, and technology is the medium that allows us to transmit information.
In television, we are viewers, radio listeners we are, in press, we are readers. We are only receivers of information.
But the Internet is made up of many more variables than traditional media. Internet is the only medium where the user is both receiver and disseminator of information and even actor. It is also the only or the interactivity is almost complete, thanks to the computer.
Internet is a medium full.
About us, this means that we are working on a medium whose boundaries are rough. Web changes constantly, and with two engines: the "life" of the Internet on the net, their involvement, the transcript of their culture, their tastes and social activity groups. As technology, pushing the limits available to Internet users.
Interactivity, technology, distribution and exponential make some marketing applications obsolete while others explode.
For example, spamming and privacy were violated emailing, while semantic relevance and are now marketing the new stars.
A "creative destruction" accelerated version for lead generation?
Within a few years, lead generation has seen many changes. Banner ads, emailing, PPC, Rich Media ... every technique has a boom period, to reach its peak. Then lose interest when the user rejects, brings more attention, or when profitability is eroded.
Each technique has a success story and spreading fast. His success caused his own loss of interest.
One could therefore speak of "small revolutions" that must exploit the marketing manager. The use of a technology takes off exponentially, reached its peak, then decreases to return to more efficient uses.
The value for the marketing manager, is to use each technique during its development, then switch his investments over another promising technique when profitability is eroded.
These "small revolutions" have all the characteristics of the phenomenon of creative destruction across the Internet sector, articulated by Joseph Schumpeter.
According to this theory, innovation is the engine of demand. Each innovation leads by snowball effect, the emergence of a new industry. The first innovation is copied, improved, resulting in an emulation of supply, while demand rises.
This emulation lasts until, to seek other sources of profit, just as important an innovation soars. The first innovation loses its interest in favor of the second, and so on.
What are the cycles and their periodicity?
You can venture to draw a parallel with the evolution of internet marketing.
- The first cycle, approximately 1997 to 1999, concerned the banner ads and membership.
- At the end of this cycle, emailing was the subject of a considerable revolution, both in terms of supply, that innovation and demand until about 2001.
- In 2002 and 2003, sponsored links experience the same exponential growth, while interest in rich media (banners with visual effects or sound, are highly developed) really took off.
Reasoning always in terms of cyclicity, cycles would last two to three years without the technology disappears: its use is only rational.
There is also an interesting stage of gestation.
- The sponsored links were a failure during initial testing by Overture (Goto.com): the market was not ripe.
- The Rich Media banners have suffered the same fate: neither technology nor the Internet were ready.
- It is also the case with the paid services (Premium): the successes of today, Yahoo for example, are the result of failures.
A share of investment promotion is floating in the marketing mix
The "marketing mix" is the art of selecting, combining among a set of resources available, those that achieve the lowest cost target. It is based on the four Ps: product (Product), Price (Price), a distribution (Place), a commercial action (Promotion).
On the Internet, marketers do not determine the fixed shares for investment in commercial activity (promotion).
Marketers allocate a part of reactivity in the budgets, to invest in commercial actions deemed promising.
The floating portion can be very extensible. It may even reach 90% market share in the budget when a new marketing technique is in the process of growth.
A lack of constant maturity
The character "alive" the Net and the many innovations tend to prove the cyclical nature of internet marketing.
This feature is most likely caused by a lack of maturity. However, we can also mention the only limit to internet marketing. Internet is the only truly interactive media. The only limit is creativity, imagination, innovation.
Before maturity is reached, then we will most likely many other cycles. That may be what makes our adventure as exciting.
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