Online Merchandising Can Be Ripe For Initiative

Although marketing is a very old enterprise area, online marketing is relatively new. Even the word, 'online' is a new to the English language and the concept of doing anything 'online' is recent. It has only been technologically possible for a few years. The way in which technology has opened up new territory for development may be compared with the way that people in the nineteenth century advanced into areas that had had not yet been industrialized and lay open for development.

In the Internet Age there are great new opportunities for start-ups. Some have already produced huge fortunes for the lucky few. Other people are still seeking their fortunes in virgin territory. It is possible to stake out areas for activity, as it was possible two hundred years ago to stake out land for development.

But just as nineteenth century ranchers faced obstacles, so do online entrepreneurs. Their territory also has many unknowns. Those who succeed need to make their own good luck. Hard work, persistence and effective strategies may well spell success, but not inevitably so.

The old profession of librarianship has been dramatically transformed by search engines which find information for searchers and rank it in order of relevance to search terms. Search engine optimization has become a new business opportunity which aims to enable search engines to find particular websites that are relevant to search terms. As such it is a form of marketing that is still being developed ethically, financially and practically.

Just as some areas were good for certain types of economic activity such as ranching, or mining, so there are areas of economic activity more conducive to online activity that others. The hospitality and airline industries were quickly able to adapt to opportunities and develop marketing techniques that worked.

Entrepreneurs soon discovered that human beings like to congregate in herds or flocks quite as much as other species such as birds or cattle. This quickly led to the development of social networking sites. Marketing opportunities are apparent within such sites yet the precise ways of developing them to best advantage takes skill and experience.

When a rancher had staked out his land there were many opportunities within the initial enterprise that could be developed. He could do horses, cattle, sheep or crops. Similarly within one area of internet activity there are discrete areas to explore. One can try email, affiliate marketing or social network strategies. As in farming there is the constant urge to find the holy grail, the as yet undiscovered strategy, that works well enough to make a fortune.

Online marketing, like mining or cattle ranching requires hard work and creativity. When these two forces are brought together viable economic activity takes place. Wealth is created as the world's resources are used to best advantage.

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• 23 February 2012
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