To paraphrase The Hitchhiker’s Guide to the Galaxy, the Internet is big. Really big. You just won’t believe how vastly hugely mind-boggingly big it is. I mean you may think it’s a long way down the road to the chemist, but that’s just peanuts to the Internet.
The Internet is the largest, most diverse and most global collection of affinity groups ever to exist. Affinity groups are, by their definition, groups of like minded-people sharing a degree of trust who coordinate their activities within a larger, uninformed community.
The Internet is neither a place nor a destination. One cannot broadcast to the Internet and there is very little correlation between throwing money at advertising and building brand equity. To quote the Cluetrain Manifesto, "markets are conversations," and marketing to the Internet not only requires engagement in the conversations that are already happening online, but it also requires engaging with the real people having these online conversations.
Consumers are ever better informed and discerning. Your potential customers have choices and they know it. People now have too much information and are looking for informed help in making their choices.
More than ever, people are turning to other people they trust to help them make their decisions, and more and more, these trusted people are Influencers that your potential customers know from their online lives.