The Importance of Relationships In Online Marketing

August 28, 2009 | By Marc Porcelli | No Comments »

Relationships are very important if you work in any field, but when you work in the online marketing, they are even more important.  Why you ask, well this it is a very young industry – both in maturity as a business, and in age. We are all working in what could arguably called, “The Wild West”.  On top of this, as an industry, there is a significant amount of turnover with many employees readily moving from one organization to another.

Relationships thus become very important (not that are not in any field). If you burn one bridge with one individual, the changes are high that you will work with that individual at some point down the road. On the other hand, if you have a strong relationship with someone, you can utilize that business relationship, or what often times builds into a friendship into another position.

Cory Treffiletti recently wrote a great article, “The Secret About Media Buying” in which he described the secret, as being the relationship. I can’t agree with Cory more. Whether you are buying media or selling it, it’s all about who you know. If you know the right people, you will get the right inventory and much more likely, you will get it at the right price.

One of the challenges in this new industry, with its young work force is knowledge. There are so many individuals, that may mean well, but just don’t understand the space. More importantly, many are not able to see long term or who have the ability to cultivate long-term mutually beneficial partnerships. It’s not about the quick buy or sale (although it is always nice) it is about making the right buy or sale.

Like Cory in his article, my parents always told me to treat others, as I would like to be treated. I have always told my employees to treat others like gold. When I was with Singlesnet as their CMO, I always took cold calls. I did this, because I remember what it was like to be the one making the calls. Every now and again, I would get someone who was either very knowledgeable or very hungry.

The hungry and the knowledgeable individuals were likely the ones that I would do business with. Having a strong value proposition that aligns with an organizations individual goals, strong communications, and organizations skills also don’t hurt. Having a strong relationship, well you can’t beat that.

Related:

The Secret About Media Buying

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Category: Marketing Strategy, Media Buying, Personal effectiveness

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