An Imaginary Land of Ease and Luxury

The word of the day over at Dictionary.com is Cockaigne (\kah-KAYN\).  It’s a noun and it means an imaginary land of ease and luxury.

A lot of my web development clients come to me with the idea that the internet is a Cockaigne for marketing and advertising.  Business owners imagine that their magical, mystical website is going to naturally attract visitors.   People will be compelled to buy just because there’s a buy button in front of them.   These business owners ignore or forget the fact that their website is competing with BILLIONS of pages for MILLIONS of eyeballs.

Not long ago, I worked with a client who agreed to use traditional media to promote his business.  I’ve got to tell you that after more than a decade slugging it out on the internet, promoting his business via television, radio and newspaper was like shooting fish in a barrel.  The money he spent to air his television spots was 1/3 of what he was spending on Adwords.

Blogs are truly great marketing tools, but they shouldn’t be your ONLY marketing tool.  One of the reasons that I advise my clients to blog is because a website you don’t update isn’t worth the money you pay to host it.

Posted by Kathy | Filed Under Blogs As Marketing Tools 

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