The New Basics of Marketing

What you need to know about: websites, email, mobile phones, social networks, viral video, blogging.

Inc. Online, February 2008

By: Leigh Buchanan, Max Chafkin, and Ryan McCarthy

The world of marketing is radically different than it was only a few short years ago. From viral video to text-message campaigns and avatar sales reps, marketing tools that only recently seemed rare and futuristic are quickly becoming commonplace.  They’re the New Basics.

Mainstream marketing was invented by big companies to convey simple messages to the masses. New marketing, in contrast, is about complexity and individuality. There are, for example, 100 million blogs worldwide. No matter how small the market for your products or services, one of those blogs probably serves it.

But though today’s marketers have more choices in terms of the tools they use to reach customers, their jobs aren’t getting any easier. With an explosion of new offerings, it’s hard to know when and how best to spend your marketing dollars. In compiling this report, Inc. looked for developments that are new and creative but also effective and affordable–and, of course, well suited to nimble, entrepreneurial companies. Use them creatively, and you just might transform your business.

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