How Can a Campaign Survive Online?

Understandably, the internet can be an intimidating place. Countless billions of pieces of information are created, shared, edited, and destroyed every year. And yet, marketing in today’s world is almost impossible without creating some level of presence amongst this whirling storm of data. We have spent some time discussing strategies to increase your footprint online, but there is more to it than that simple answer. The best marketing is targeted marketing. As a result, it is rather pointless to create a campaign seen by millions of people if none of those people have any interest in your product.

Cory Doctorow writes,

My internet problem is the one so many of us struggle with: how do you choose when the constraints of geography, income and circumstance disappear? What goes in a playlist when all the music ever recorded is one click away? Which experts’ thought processes should you tap into when tens of millions of them are on Twitter? How do you choose a book from the millions that you can discover with a Google Books search?

But as hard as it is to navigate the infinite universe of potential input, deciding what to do with all that information is even harder.

The point here is that the internet is a constantly evolving entity, but there are a few things you can do to create a permanent oasis in the maelstrom. This is a topic we will be exploring over the next few posts. As far as the first, and easiest, solution, we’ll give you a hint for now.


Founded in 1989, WebbMason is one of the fastest-growing print and brand management service companies in the United States, helping marketing departments and their internal and external partners save money and streamline processes through a winning combination of industry expertise, exceptional print supply chain partners and technological innovation. Headquartered in Hunt Valley, Maryland, WebbMason has 20 sales offices throughout the United States.


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