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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Product Placements & Directory Placements

As time goes by, the web is slowly self-organizing in better and more specific communities. Within many of these communities, numerous topic-specific directories, buyer’s guides, and product reviews are developing. The allencompassing Yellow Pages have been put to rest and replaced by far more powerful information resources. The net effect of this is that the historical search costs related to researching and identifying purchases have been dramatically reduced. Buyer’s today are empowered. When they want to research a purchase decision, they are turning to the web and seeking out the information they need to make their decision. Additionally, even existing customers are less locked-in to the products and services they are currently using because the once-substantial search cost to find an alternative has all but disappeared.

Producers of goods and services who historically have relied heavily on marketing with a “where can I find my prospective customers” approach, now need to adapt to relying more heavily on a “where can my customers find my products and services” approach. Similar to how consumer goods companies can sink or swim based on the effectiveness of their distribution strategy, today all companies must develop and deploy an information distribution strategy. Quite simply, companies need to make it as easy as possible for information on their products and their company to be found. Find out where your customers are going, and optimize your presence there. The good news is that getting product placements and listings in directories is extremely cost effective, and often times even free. While this marketing front is still in its infancy, early adapting companies can seize huge advantage by outmaneuvering their competitors, and in places, locking up prime, exclusive product placements.

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Authored in 2001 by Stephan Aarstol
while Director of Business Development