Chapter 5Planning

The aim of marketing is to know and understand the customer so well the product or services fits him and sells itself.

—Peter Drucker, author, professor, and management consultant

Many marketing people looking to take their strategies online for the first time have what I call Inflated Expectation Syndrome when it comes to online marketing. This means many marketing people think online is free and you’ll sell millions of dollars of your products or services just by putting up a company Facebook page. Beginning online marketers think their campaign is going to take off like wildfire with no effort or advertising. They think their content is the next “dancing baby,” “lonely girl 15,” or “evolution of dance” video that will rip ...

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