I think we can all agree that there is no shortage of people using the internet. Yet, having a presence on the web in no way guarantees you an audience. The web is truly unlike any other medium in the field of marketing. In some ways it’s not just different, it’s the complete opposite.

Advertising inherently tries to control its environment. It seeks out its audience and goes in for the kill. On the web, in many respects, these tables are turned. Instead of being the hunter, you are now the hunted. Missing this point can make you quite unattractive prey.

The illusion of control on the web can cause many to ignore their users’ needs and focus on what they want for their users—not what their users want for themselves. Not only is this an ineffective way to convey content, it completely interrupts the flow of information.

And that is what the web is about—open, free, and accessible information, ready for the taking.

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