Marketing Monday Newsletter #13, The Purpose Behind the Technology

The Purpose Behind the Technology

Is there a purpose behind all the technology? We believe there is!

Why bother with all the marketing management, setting up websites, updating code, adding plug-ins, and running campaigns in general? If we focus on the technical alone, we can get sucked into the vortex of details and the never-ending stream of “vital” information on the internet that the marketing industry throws at us on a daily basis.

Let’s cut back the steps today, and strip things down to basics. Let’s figure out the purpose of all this marketing technology and it’s actual value to our bottom line.

The underlying purpose of all marketing and technology involves communication; getting your communication across a distance to someone who will pay attention. From there we work on getting them interested in what you have to say.

This may seem obvious, but sometimes this simple point is missed – the reason we are marketing and using all this internet technology:

To COMMUNICATE Your Message!

If you love animals and want to care for them, you may have a Veterinary practice or a pet-food shop. Perhaps you are into sports and choose to work with athletes in achieving their goals (literally and figuratively), so you open a sports shop or an exercise gym.

As a manufacturer, you may enjoy taking raw materials and creating something new and innovative. As a Contractor or tradesman, you may enjoy working with your hands, building new things and working with your fellow trades to create safe and attractive homes, sheds, kitchens, etc.

As an entertainer or restaurateur, you may enjoy being around people – possibly you’re a people person. Whatever your passion or interest, it needs to be communicated. Sometimes you have to get back to the fundamentals of what you are doing and why. Get to the bottom of it, tell your story, and GIVE PEOPLE A REASON TO SUPPORT YOU – to buy from you.

People are buying from you because they have some agreement with your purpose and passion. They become emotionally invested, making their decisions based on emotion. That is the initial reaction and reason to buy from you. All the features, pricing, and product or service information are secondary.  

At DIT Web Solutions, we are interested in getting through to people’s minds, and how to position a product or service and break through the noise.  

One of our founders, Rob Ragusa, started out early in the internet industry with the belief that you needed to think differently to get different results.  His goal was to create a company that delivered web solutions that excited people – that captured their imagination and allowed them to think bigger than they ever thought possible about their products, their business, and even themselves.

To do that he successfully partnered with Louie Pateropoulos, a 30-year veteran marketing professional and a true people person. To the new-found partnership, Louie brought his traditional marketing expertise, as well as a knowledge of public relations, and an understanding of people in general. Together they created a team of incredible thinkers and doers – people who live beyond what’s possible, right now.

For your own business, figure out what your REASON is for doing what you are doing, then tell your story.

Next you will want to get that message out, so you need to put the message out on the internet through social media, through your website, ads, and through traditional marketing as well. That’s the technology part. It’s secondary, but also very important in ensuring your campaigns are executed efficiently and effectively.