The Internet has been marketed over and over again as the ultimate marketing tool. The list below shows common myths and the realities of marketing on the Internet.

Myth #1:
If you build a web site, people will come visit your site.

Reality
It is not hard to create a web site; in fact there are several software available that make this web site easy just like using a word processor.

However, people will not visit a site just because it is there. There are over 33 million sites in the world; what will differentiate a web site from another? A web site needs to find a differentiating factor or else it will be one of many in the same category.

A web site has to be marketed as well. Without promotion, a web site will only get limited visibility. It needs to use traditional media (radio, print and television) to gain enough momentum to survive on its own.

And in the Philippines, given the low PC penetration levels and the relatively cluttered traditional media scenario, web sites remain a very niche channel for users.


Myth #2:
The Internet is the great equalizer of big and small companies.

Reality :
Although the Internet provides all companies equal footing, big companies have the resources to spend on marketing and promotions, thus generating more visits to their site. Small companies have fewer resources and have limited marketing support.


Myth #3:
You can reach your target market.

Reality :
The anonymity of the Internet is one of its greatest attraction. People can hide who they really are when on the Internet. Marketers, however, sell in the basis of sheer number alone.

Targeted marketing means that you only market to a select group of people, based on your requirements. The demographics can be limited by age, sex, location, interest, income and education, among others. The trick is to get a clean base of verifiable information and not rely on statistics as provided by the users themselves.

Lastly, people think that it is so easy to go into Net Marketing but it is not. A lot of effort needs to be put in to achieve your target market. Your strategies might work today but the next day it doesn't because the market is so competitive to cater the demands of the consumers..

All things considered, whether in the world or in the Philippines, the viability of Net Marketing remains doubtful or at the very least, very different from what was originally conceived. Already the shakedown from the Dot.com bubble burst has resolution in a Darwinian struggle of internet business models. The result, a more sensible and focused marketplace with a handful of stronger surviving companies able to bring to fruition some of the myths imagined during the early part of the information revolution brought about by the Internet.

This level of enforced market efficiency has a positive result. As more companies drive efficiency through competition, the search for new business models which have long term viability will also increase in particular segments of the market --- one of these is EDUCATION.