It’s becoming more and more obvious, but launching a company or product in the web world is so much easier than it used to be, as long as it’s good.
Don Dodge outlines how this has occurred, and I’d like to take it a bit further and see how it changes the way companies use PR firms, venture capitalists, and marketing.
PR Firms
I’ve heard some people say that there isn’t much of a use for PR firms anymore. I don’t think that’s the case. Obviously it’s easier to get press coverage due to the world of blogging and your company/product can spread via word of mouth that much easier. So not only is it easier to get press, it’s easier to get a userbase without getting articles in the media. If it’s easier, why is PR still necessary? Because it’s easier to get positive coverage, it’s also that much easier to get negative coverage or just have the stories give out a confusing message. PR can help a company prepare for those situations, they can help deal with them when they happen, and they can help you fine tune your story to make sure it’s right. PR firms do need to change though to be comfortable and well-versed in the new world of blogging and social media, if they haven’t changed already.
Venture Capitalists
I’m not an expert on venture capital having never took any or studied it all that closely. However, it strikes me that it’s easier now to get a company off the ground cheaply, and you don’t need a venture capital firm backing you to get press or partnereships. It seems that it makes more sense for venture capital to make sense when a company is in a growth period that requires a lot of cash, or if the venture capitalist provides a ton of experience and connections that can really help your company.
Marketing
What has this all done to marketing? Marketing is really blurring with numerous areas to really just become how your company faces the world. Combine traditional marketing with organic search marketing, PPC marketing, display advertising, public relations, viral marketing, blogging, and social media. That’s really the new marketing. A new marketing strategy really must encompass all of these if you really want to be effective. How do you hire for these marketing positions? I’m not really sure, but it’s easier than ever to get your name out there, as long as you have a great product. Focus on the great product first, and then find some people who know how to work with these new ways of marketing. the combination should be dynamite.