The most obvious
thing that you should realize regarding the Internet is that you never know
what is behind the website you are now watching. You can look at a professional
website of a worldwide company with offices around the globe, employing more
then 10,000 employees and you actually are looking at a one-man operation.
As you will find
out in the book, the first advantage is that this effect is very easy to
create. The internet does not reveal who is behind the show. In fact, it is
very easy to put on this “show.” You don’t have to hire a designer or expensive
offices in the middle of the city or buy the most expensive furniture to create
brand-name atmosphere, you just have to follow the simple procedures described
in this book.
On the internet you should use a term most programmers know as
“copy and paste”: You should never invent something new, just go to a website
you like or a website you have heard of and look at the concept. Try to imitate.
Imitating
doesn’t mean copy; stealing graphics and logos is a very serious criminal offense.
Imitating means looking at the general impression of the website, what themes
and colors are used, which fonts or sizes are used, in which order are the
buttons placed, how the are buttons designed, the number of buttons and the
text positioning. The internet is all about “What you see is what you think you
will get.”
Another
advantage of internet marketing is that you can see results right away. In 24
hours you can see traffic and sales. The disadvantage is that if you don’t know
how to do it, internet marketing can be very expensive and give poor results or
none at all.