The document discusses how internet marketing has changed from the early commercial internet years to today's "Web 2.0" environment. It notes that people now expect to find value online before visiting websites. To be successful, marketers must push valuable content out to attract an audience, rather than just advertising online. This includes using tools like e-zines, blogs, podcasts, e-books and videos to build relationships, demonstrate expertise and create experiences for potential customers.

1. Internet Marketing in a Web 2.0 World by Gihan Perera www.GihanPerera.com

2. The Internet Has Changed (or so we keep being told) “ Not only did we fail to imagine what the Web would become, we still don’t see it today!” – Chris Anderson, Wired magazine The first ten years of commercial Internet were a warm-up act for what is about to happen.” – Morgan Stanley/Mary Meeker “ Only 40% of the Web is commercial. The rest runs on duty or passion.” – Kevin Kelly

3. and even … “ If your target audience isn’t listening, it’s not their fault, it’s yours.” – Seth Godin, author “ Web 2.0 is made entirely of pretentious self-serving morons.” – Max Irwin “ We must act quickly and decisively… The next sea change is upon us.” – Bill Gates

4. But what does it all mean for your Web site?

5. Answer: The way you get people to your Web site has changed.

6. The Way It Used To Work (a four-step process) Build a shop to take online orders

7. The Way It Used To Work (a four-step process) Write sales letters to persuade them to buy Build a shop to take online orders

8. The Way It Used To Work (a four-step process) Create free content to add value Write sales letters to persuade them to buy Build a shop to take online orders surveys photos audio clips articles video clips

9. The Way It Used To Work (a four-step process) Get as many links as possible from other Web sites Create free content to add value Write sales letters to persuade them to buy Build a shop to take online orders Google ad directory SEO affiliate link exchange banner ad surveys photos audio clips articles video clips

10. In other words … Advertise!

11. But that doesn’t work any more.

12. Some of it remains the same, but there’s an important difference …

13. What You MUST DO NOW (still a four-step process) You still build the shop …

14. What You MUST DO NOW (still a four-step process) You still write the sales letters … You still build the shop …

15. What You MUST DO NOW (still a four-step process) You still create the free content … You still write the sales letters … You still build the shop … surveys photos audio clips articles video clips

16. What You MUST DO NOW (still a four-step process) But now you PUSH content out to the world You still create the free content … You still write the sales letters … You still build the shop … Google Reader iPod inbox surveys photos audio clips articles video clips

17. In other words … Give value!

18. Why? Because they will measure your value in order to measure you .

19. How do they know you’re an expert? They used to go to your Web site to find out But now you have to convince them before they ever get to your Web site

20. This is important!

21. If you don’t demonstrate value, they will choose somebody who does.

22. So how do you get noticed in the crowd?

23. Simple (but not easy): Deliver value. How much? Lots! When? Often! Where? Everywhere!

24. First prove you’re an expert – and then they’ll visit your Web site.

25. These are the five essential tools e-zine blog podcast e-books video

26. An e-zine builds relationship

27. A blog demonstrates authority

28. A podcast makes a personal connection

29. E-books give you distribution

30. Videos create an experience

31. Together, they lead people to you.

32. So start using these tools NOW ! e-zine blog podcast e-books video

33. Will you catch the wave of the future?

34. … or will you get left behind?

35. Subscribe FREE at www.GihanPerera.com “ Start before you’re ready. The future is theirs who take the first step when the path is new, the journey long and the horizon far from home .” – Gihan Perera