The movie “The Matrix” examined a concept that the world isn’t what we believe it is. But what if I told you that the internet isn’t what you believe it is? What if I told you that you only see the surface of the web…and that 96% of it is actually “dark”? Would it surprise you? Would it scare you? Would you even care?
You SHOULD care. Because your marketing is no different. Allow me to explain.
I’m referring to the “dark web”. The “dark web” makes up 96% of all content on the internet, but it cannot be indexed. Which means you’ll never find it on Bing, Yahoo or of course Google. So what is it?
Depends on who you ask. The media would have you believe that it’s where the vile of the earth resides, selling everything from cocaine to babies. Many who use it suggest it’s the last hope for privacy and free speech. It’s a place famous for black markets, where users can purchase with Bitcoin and other cryptocurrency.
If you’re like most, you shudder at the thought of the moral, legal and ethical issues of going down this rabbit hole. Now I want to shift gears for a second and talk about your marketing.
This digital revolution has created remarkable opportunities. There’s no such thing as “long distance”. All of a sudden we have the ability to market to not just our neighbors, but people across the globe.
And it’s created a catastrophe for those who don’t understand how to wield the power.
The ability to market to EVERYONE has left many business owners marketing to NOBODY. The message gets lost. The narrative gets confused.
Think about it like this. Let’s use old school television advertising as an example. Your media buyer purchases air time on four stations – Fox, ESPN, BET and Lifetime. And for some reason, you decide to only create ONE commercial. Four entirely different audiences. One message. Who does it resonate with? Everyone? No one?
The biggest players in the game – Google, Facebook, Amazon…they are crushing it with 4% of the web. 4%. They don’t need 100% to achieve billion dollar growth.
So if they can niche market, why can’t you? Perhaps it’s time you start looking at your message (marketing) and your delivery method (advertising). Stop trying to talk to EVERYONE and start talking to SOMEONE.
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