By Neil D Hamilton
The kegal consultant for direct farm advertising
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Unfortunately, the places where I got authentic content and where I became educated and where I interacted with humans just aren’t part of the big three automakers’ sites. qxd 4/11/07 11:47 AM Page 5 The Old Rules of Marketing and PR Are Ineffective in an Online World groups based on make and model of car, and favorite links, was excellent in helping me narrow down choices. For example, in the forums, I could read over 2,000 messages just on the Toyota FJ Cruiser. I could see pages where owners showed off their vehicles.
As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. 3 Some of today’s most successful Internet businesses leverage the long tail to reach underserved customers and satisfy demand for products not found in traditional physical stores. Examples include Amazon, which makes available at the click of a mouse hundreds of thousands of books not stocked in local chain stores; iTunes, a service that legally brings niche music not found in record stores to people who crave artists outside the mainstream; and Netflix, which exploited the long tail of demand for movie rentals beyond the blockbuster hits found at the local DVD rental shop.
Qxd 1 4/11/07 11:47 AM Page 3 The Old Rules of Marketing and PR Are Ineffective in an Online World I n the summer of 2006, I was thinking of buying a new car. As with tens of millions of other consumers, the Web is my primary source of information when considering a purchase, so I sat down at the computer and began poking around. Figuring they were the natural place to begin my research, I started with the big three automaker sites. That was a big mistake. At all three, I was assaulted on the home page with a barrage of TV-style broadcast advertising.