ICM - Leeds Design Agency

How can we use the internet better?

Orange are launching the first ever virtual balloon race on Monday. Not only will this be fun to participate in, I have two balloons, but it is also another example of Orange’s growing mastery of the internet.

At the moment few companies are properly harnessing the power of online marketing, since it is difficult to understand the potential. A few people are starting to tap into how smaller businesses can use marketing channels to sell their services. Frank Rumbauskas is an excellent example, he gives away a lot of free information, via regular email bulletins and websites, which all lead to buying his book. By the time I bought his book I had bought into his way of thinking and was happy to pay for more information.

I think that the key reason for SMEs struggling to utilise the internet is that it is time consuming and fairly difficult to give away information for free. Going are the days of banner ads and pop-ups. Even paid advertising on search engines is beginning to wane. The answer is to be more cunning, and I don’t mean cheating. It is about adding something of value to the online experience of potential customers.

(Look out for our site on the balloon race route if you decide to join in.)