Forgotten Marketing Who Is The Customer

Forgotten Marketing – Who is​ the​ Customer?
I have witnessed a​ couple of​ discussions recently,​ amongst internet marketers,​ that made me recall the​ real world of​ offline marketing and how it​ relates to​ the​ world of​ the​ internet as​ it​ presently stands .​
Both discussions revolved around Google,​ which is​ not unusual; and both led me to​ believe that many online money seekers,​ who regard themselves as​ internet marketers,​ are a​ long way from understanding what marketing really is.
As is​ often the​ case,​ there were those who saw Google as​ a​ great ogre out to​ stop them making a​ living,​ and these people were the​ ones stimulating a​ discussion on​ Google Adsense.
Google Adsense – Who is​ the​ Customer here?
As far as​ online advertising goes,​ Google is​ a​ market leader,​ and deservedly so .​
Their pioneering approach has always been well ahead of​ the​ opposition,​ although others are trying hard to​ catch up .​
However,​ they have a​ dual role,​ as​ reflected by two products,​ Adsense and Adwords.
For the​ purpose of​ this discussion,​ I​ will concentrate on​ Adsense,​ as​ this was where many online marketers seem to​ get confused .​
For those who do not know about Adsense,​ this is​ a​ partnership product of​ Google,​ through which Google and web site owners come to​ an​ agreement for the​ web publisher to​ show Google ads on​ their web sites,​ and share on​ any income when somebody clicks on​ the​ ads .​
Adsense has given many web site owners the​ chance to​ bring in​ some extra income.
What I​ found so strange about one of​ the​ discussions I​ mentioned in​ the​ first paragraph,​ was that some people who own web sites see themselves as​ the​ customer,​ and Google as​ the​ supplier,​ when it​ comes to​ Adsense .​
Coming from the​ real world of​ magazine advertising,​ I​ have no problem understanding that it​ is​ the​ publisher who is​ the​ supplier,​ and the​ advertiser,​ or​ their agent,​ who is​ the​ customer.
Those who seek to​ attract advertising of​ any form to​ a​ magazine know that,​ as​ a​ publisher,​ they need first to​ look after their reading customers .​
To do that,​ they seek to​ provide good quality material for the​ magazine,​ and present it​ in​ an​ attractive way that will attract and retain readers .​
Only when they have done that can they expect to​ attract good advertising customers.
Ultimately,​ those who survive in​ online publishing in​ the​ long term,​ and who will depend on​ advertising revenue,​ will recognize that an​ advertiser is​ a​ customer,​ and needs to​ be treated like a​ customer,​ not a​ provider of​ a​ service .​
Google may not be a​ traditional media buyer,​ but they are the​ first of​ a​ new wave of​ media buyers who will yield a​ lot of​ power for the​ long term.
For now,​ though,​ it​ appears that many web site owners think Google owes them a​ living,​ and that they,​ the​ publisher,​ are the​ customer .​
Such people may well benefit from a​ journey into reality,​ to​ a​ bookstore or​ magazine stall where they can browse through magazines and see what publishing is​ about.
Why Should Web Site Owners Write Copy?
The second discussion was,​ in​ a​ way,​ related,​ as​ it​ reflected the​ way many internet marketers do not see themselves as​ web publishers,​ but people who have to​ use the​ latest tools to​ trick the​ search engines .​
That discussion related to​ duplicate content,​ and whether using such content will get publishers banned by Google .​
It rapidly moved on​ to​ public label rights articles,​ and the​ degree to​ which,​ if​ any,​ that they should be rewritten.
Some,​ like I,​ argued strongly for rewriting to​ make a​ web page competitive .​
There was no notable disagreement on​ that,​ but when one individual took the​ idea on​ board,​ the​ reaction was: Ok,​ what tools do you​ use?
This reflects a​ tendency,​ amongst those trying to​ make a​ living online,​ that the​ solution to​ any problem is​ a​ tool,​ a​ piece of​ software that does the​ work for you​ .​
That’s all very well for some things,​ but for writing an​ article? Would a​ genuine publisher want software to​ do an​ article rewrite? No,​ of​ course not.
In the​ long run,​ it​ is​ those businesses that understand their market place which will survive and prosper .​
Recognizing a​ customer is​ not a​ bad place to​ start; and understanding that they will expect good quality publishing is​ another.

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