A three-hour tour of Internet marketing

Hands up – who’s excited by the expansion of commercial television into new digital TV stations? Hmmm, as I suspected, not many hands….

I’m still struggling to understand the business model behind digital TV: It seems to be cannibalising your own audience and that of your direct competitors by broadcasting long-forgotten or obscure TV shows.

However, there is one good thing about digital TV; It’s introduced a whole new generation to the shows their parents wasted their time on when they were young.

One of my favourite shows growing up was Gilligan’s Island, the tale of a fateful group of castaways whose three-hour boat tour around Honolulu turned into a shipwrecked adventure that lasted for what seemed decades but was, in fact, three seasons.

Although the plotlines were as shallow as the island’s lagoon, when I watch the old episodes again after all these years, I can see some parallels, strangely enough, to modern-day business. For example, here are five lessons from Gilligan’s Island that can be applied to Internet marketing.

1. Be distinct, and be consistent.

Gilligan’s Island is full of archetypes – the gruff but lovable captain, his bumbling but well-meaning first mate, the unreconstructed capitalist couple, the geek, the glamourous woman and the girl next door.

You might love them or you might hate them, but you know what to expect from each of the archetypal characters in every episode. Gilligan is not going to behave like an intellectual, and Thurston Howell III is not going to become a tree-hugger; they all act in a way every week that matches their distinct character.

Online, as well as in traditional marketing, you need to differentiate yourself from your competitors, by presenting your own distinct proposition to customers. And you need to consistently deliver that proposition, whether it’s your focus on customer service, your playful humour, or even the style and colour of your logo.

2. Embrace technological change

Just as the Professor improved the lives of people on the island by developing coconut telephones, a bicycle-powered radio and a hot water system, you need to be prepared to continually seek out new ways of doing things. Today, that means making sure everything you do is mobile-optimised; think of how your customers want to interact with your business out of home and develop your online offering accordingly.

Read the full story on Smarter Business Ideas

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