The internet is awash with get-rich-quick schemes, scams, and outrageous claims about making money. Almost all of it untrue in one way or another. We sometimes think this is a phenomena limited to the internet. But it’s much the same as advertising was at the turn of the last century, when outrageous claims filled the pages of newspapers. The internet is just the latest incarnation.
We are now in the second generation of internet advertising and if one thing has become clear, it is that internet marketing works. This was not clear in the first generation, where billions of dollars were squandered in attempts at selling dollar bills for 95¢ and other poorly thought out schemes. The lack of testing and fundamental misunderstanding of trying to do image advertising in the first-generation led to the great bubble and burst of 2000. Today we are seeing much smarter, much better strategies put to use by large and small companies alike. Continue reading