Internet Marketing and Information Overload

The rate at which information is being created is astounding.  Speaking in 2010, Eric Schmidt, the Google CEO, said that every two days now we create as much information as we did from the dawn of civilization up until 2003. That’s something like five exabytes of data.

We are well and truly in the information age, and as internet marketers we need to be conscious of the need to deliver this information to an audience that is becoming increasingly saturated.  Writing in 1971 the social scientist Herbert Simon foresaw the problems ahead:

”In an information-rich world, the wealth of information means a dearth of something else; a scarcity of whatever it is that information consumes.  What information consumes is rather obvious; it consumes the attention of its recipients.  Hence a wealth of information creates a poverty of attention.”  

What this means for those of us in the internet marketing business is that our customers are going to be found in ever-smaller niches.  The long-tail is going to grow inexorably longer.

The new key word is ‘curation’.  The definition of this is the “process of establishing and developing long term repositories of digital assets for current and future reference”.  The website! encourages us to become curators of information and to build up pages of highly focused and researched information for others to read.

The days of producing general sites on ‘running’ or ‘golf, or ‘dogs’ are well and truly over.  We must tunnel down to the niche, and beyond that to the micro-niche.  Product selection will become an increasingly critical choice, and associated keywords need to be researched like never before.

Getting help with product and keyword identification is a bit of a minefield – there are just so many ‘experts’ out there keen to grab your hard-earned money.  My recommendation would be to have a look at the Beginner to Profit system developed by my good friend Neil Stafford.

I have followed Neil’s guidance to develop my site and in the very near future I’ll be showing how you too can get your own site – it doesn’t matter how much, or how little, experience you’ve got!

Keep watching this space!


p.s. The Beginner to Profit system was one of three new products that I reviewed in the latest issue of my Easier Internet Marketing newsletter.  Just click on the link to newsletter #9 in the right hand column.

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