Considering the Internet As a Valid Way of Marketing

It is very common for business owners to dismiss the internet. Many people still hold to the old beliefs in marketing, and are convinced that only ads on TV, the Yellow Pages, radio, or print media are valid ways of promoting their business. This couldn’t be further from the truth. What has really happened in the world of marketing is that online small business marketing has actually become the best return on investment option available to a business looking to promote their services. What remains is for more business to realize the opportunities which will become available to them as soon as they consider the internet a valid way to market their services.There are several ways to convince business owners that the internet is the most advantageous media for them to pursue in terms of their marketing. The first way to do this is by example. It is always important to have access to success stories. When you can point to businesses that have expanded their operations or become more profitable since they started marketing online, it goes a long way to helping convince business owners that they can also profit from online marketing. A business owner should also take the time to talk to peers or colleagues to find out what benefits they have had when they started marketing online. The results will be almost universally the same. Almost every business notices their business pick up once they commit to a proper online marketing effort.The next way to show a business owner how the internet can work for them is to talk about the ROI which is involved with internet marketing. The cost of marketing and advertising through traditional media is incredibly expensive. Often, the return seen through this type of advertising, especially if a campaign is not maintained long enough, is very low. However, the ROI on internet marketing can be extremely profitable. There have even been studies done which have shown that email marketing is one of the best ROI investments that any company can make in their marketing funnel. When small business owners come to understand this, they start to see why marketing on the internet is something that they need to be strongly considering.The next step in showing business owners why the internet is a valid means of marketing is actually being able to explain to them what kinds of services they should be paying for or receiving. The reason that many people fear advertising on the internet is because they don’t know exactly what types of services they should be pursuing, and what types of benefits they can expect to see from them. When a business owner starts to understand the value of social networking, social media, local business marketing and search engine optimization, they will start to see why they need to be marketing on the internet.The final reason that local business owners should consider internet marketing is that the internet is how people find businesses these days. People no longer open up the yellow pages or flip open a newspaper to find a certain type of business. Instead, they pull out their cell phone, punch in a search term into Google, and see what businesses are suggested to them. This trend has been growing more and more over recent years, especially with the huge increases in the use of mobile web technology. The real truth of the matter is that, if a business doesn’t start consider online marketing, they won’t just find it difficult to grow their business, they could actually start to lose business as their competitors find ways to attract customers over the internet.

What Is the Relevance of Technology?

“Technology in the long-run is irrelevant”. That is what a customer of mine told me when I made a presentation to him about a new product. I had been talking about the product’s features and benefits and listed “state-of-the-art technology” or something to that effect, as one of them. That is when he made his statement. I realized later that he was correct, at least within the context of how I used “Technology” in my presentation. But I began thinking about whether he could be right in other contexts as well.What is Technology?Merriam-Webster defines it as:1a: the practical application of knowledge especially in a particular area: engineering 2 b: a capability given by the practical application of knowledge 2: a manner of accomplishing a task especially using technical processes, methods, or knowledge 3: the specialized aspects of a particular field of endeavor Wikipedia defines it as:Technology (from Greek τέχνη, techne, “art, skill, cunning of hand”; and -λογία, -logia[1]) is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, and methods of organization, in order to solve a problem, improve a preexisting solution to a problem, achieve a goal, handle an applied input/output relation or perform a specific function. It can also refer to the collection of such tools, including machinery, modifications, arrangements and procedures. Technologies significantly affect human as well as other animal species’ ability to control and adapt to their natural environments. The term can either be applied generally or to specific areas: examples include construction technology, medical technology, and information technology.Both definitions revolve around the same thing – application and usage.Technology is an enablerMany people mistakenly believe it is technology which drives innovation. Yet from the definitions above, that is clearly not the case. It is opportunity which defines innovation and technology which enables innovation. Think of the classic “Build a better mousetrap” example taught in most business schools. You might have the technology to build a better mousetrap, but if you have no mice or the old mousetrap works well, there is no opportunity and then the technology to build a better one becomes irrelevant. On the other hand, if you are overrun with mice then the opportunity exists to innovate a product using your technology.


Another example, one with which I am intimately familiar, are consumer electronics startup companies. I’ve been associated with both those that succeeded and those that failed. Each possessed unique leading edge technologies. The difference was opportunity. Those that failed could not find the opportunity to develop a meaningful innovation using their technology. In fact to survive, these companies had to morph oftentimes into something totally different and if they were lucky they could take advantage of derivatives of their original technology. More often than not, the original technology wound up in the scrap heap. Technology, thus, is an enabler whose ultimate value proposition is to make improvements to our lives. In order to be relevant, it needs to be used to create innovations that are driven by opportunity.Technology as a competitive advantage?Many companies list a technology as one of their competitive advantages. Is this valid? In some cases yes, but In most cases no.Technology develops along two paths – an evolutionary path and a revolutionary path.A revolutionary technology is one which enables new industries or enables solutions to problems that were previously not possible. Semiconductor technology is a good example. Not only did it spawn new industries and products, but it spawned other revolutionary technologies – transistor technology, integrated circuit technology, microprocessor technology. All which provide many of the products and services we consume today. But is semiconductor technology a competitive advantage? Looking at the number of semiconductor companies that exist today (with new ones forming every day), I’d say not. How about microprocessor technology? Again, no. Lots of microprocessor companies out there. How about quad core microprocessor technology? Not as many companies, but you have Intel, AMD, ARM, and a host of companies building custom quad core processors (Apple, Samsung, Qualcomm, etc). So again, not much of a competitive advantage. Competition from competing technologies and easy access to IP mitigates the perceived competitive advantage of any particular technology. Android vs iOS is a good example of how this works. Both operating systems are derivatives of UNIX. Apple used their technology to introduce iOS and gained an early market advantage. However, Google, utilizing their variant of Unix (a competing technology), caught up relatively quickly. The reasons for this lie not in the underlying technology, but in how the products made possible by those technologies were brought to market (free vs. walled garden, etc.) and the differences in the strategic visions of each company.Evolutionary technology is one which incrementally builds upon the base revolutionary technology. But by it’s very nature, the incremental change is easier for a competitor to match or leapfrog. Take for example wireless cellphone technology. Company V introduced 4G products prior to Company A and while it may have had a short term advantage, as soon as Company A introduced their 4G products, the advantage due to technology disappeared. The consumer went back to choosing Company A or Company V based on price, service, coverage, whatever, but not based on technology. Thus technology might have been relevant in the short term, but in the long term, became irrelevant.In today’s world, technologies tend to quickly become commoditized, and within any particular technology lies the seeds of its own death.Technology’s RelevanceThis article was written from the prospective of an end customer. From a developer/designer standpoint things get murkier. The further one is removed from the technology, the less relevant it becomes. To a developer, the technology can look like a product. An enabling product, but a product nonetheless, and thus it is highly relevant. Bose uses a proprietary signal processing technology to enable products that meet a set of market requirements and thus the technology and what it enables is relevant to them. Their customers are more concerned with how it sounds, what’s the price, what’s the quality, etc., and not so much with how it is achieved, thus the technology used is much less relevant to them.


Recently, I was involved in a discussion on Google+ about the new Motorola X phone. A lot of the people on those posts slammed the phone for various reasons – price, locked boot loader, etc. There were also plenty of knocks on the fact that it didn’t have a quad-core processor like the S4 or HTC One which were priced similarly. What they failed to grasp is that whether the manufacturer used 1, 2, 4, or 8 cores in the end makes no difference as long as the phone can deliver a competitive (or even best of class) feature set, functionality, price, and user experience. The iPhone is one of the most successful phones ever produced, and yet it runs on a dual-core processor. It still delivers one of the best user experiences on the market. The features that are enabled by the technology are what are relevant to the consumer, not the technology itself.The relevance of technology therefore, is as an enabler, not as a product feature or a competitive advantage, or any myriad of other things – an enabler. Looking at the Android operating system, it is an impressive piece of software technology, and yet Google gives it away. Why? Because standalone, it does nothing for Google. Giving it away allows other companies to use their expertise to build products and services which then act as enablers for Google’s products and services. To Google, that’s where the real value is.The possession of or access to a technology is only important for what it enables you to do – create innovations which solve problems. That is the real relevance of technology.

National Center for the Performance Arts

The newly opened National Center for the Performance Arts, formerly named the Chinese National Grand Theatre, is the largest performing art center in the world. It is shaped like a massive, silvery dome in the heart of China’s capital that offers Chinese and international art performances of the highest standards. It hosts opera, ballet, musicals, dance, dramas and traditional Chinese performances.Situated west of Tiananmen Square in Beijing, the National Center for Performance Art occupies an area of over 149,500 square meters. There are three gigantic halls located inside: a 2,416-seat opera house, a 2,017-seat concert hall and a 1,040-seat theater. Its goal is to become the center of Chinese performance art culture. The National Center for the Performing Arts took nearly five years to build at a cost of over 2.69million RMB.Designed by the famous French architect Paul Andreu, this imposing building is a fine example of modern architecture. It has been thought of as resembling an eggshell, a baozi (Chinese steamed bread), or even a giant bubble. The National Center for Performance Arts has been listed among the top ten architectural miracles by the USA, for its energy-saving and environmentally-sound design. The center has three firsts: it is the largest sky dome in the world, the deepest building in Beijing, and is home to the largest pine organ in Asia. As its prompters have said, the National Center for Performance Arts has a lush dazzling interior, sophisticated acoustics and a design that that is superior to most of Europe’s or America’s performing arts centers. This building is so unique that it stands out amongst the nearby government buildings in central Beijing and the imperial grandeur of the centuries-old Forbidden City.


The interior design of National Center for Performance Arts, it is quite spectacular. The dome’s interior is paneled with long Brazilian mahogany spans, giving the expanse an amazingly warm feeling. While the walls of the theater, the smallest of the performance spaces, are covered in thick padded silk which is divided into red, purple and tangerine strips. The ceiling of the grey-white color-schemed concert hall consists of undulating waves of acoustical panels that resemble abstract art. On the exterior shell of the center, there are over 500 lights that shine like the stars in the sky, making the National Center for Performance Arts looks like a visitor from the outer space.Even though the exterior appearance of National Centre for Performance Arts is futuristic in design, it does not clash with nearby buildings. Surrounded on one side by a large pool of water, the reflections in the water form an impressive sight day or night. For this reason, National Centre for Performance Arts is said to appear like a “bright pearl resting in a lake.Most visitors to the National Center for Performance Arts, come for the performances, but there is much more to this beautiful building than just the three gigantic halls. There are also many smaller places located inside the National Center for Performance Arts such as: an underwater hallway, an exhibition hall, olive hall, library center, Press-release hall, souvenir shop, and a coffee house. In these locations, visitors or audience members can enjoy other aspects of this amazing building other than just performances.The Center’s management has hired the best performers from throughout China to perform. Musicians such as pianist Yundi Li, and Lang Lang are regulars to the National Center for Performance Arts’stage. Many foreign troupes are vying for a chance to perform during the center’s opening season. The first foreign troupe to perform on the stage of the National Center for Performance Art was the Mariinsky Ballet Troup of St. Petersburg(still marketed in the U.S. under its Soviet-era name, the Kirov Opera and Ballet). Although the center’s musical groups,ballets, symphony orchestras, and Chinese opera have received far less attention, they are also performed by some of the best artists in China.


To allow each audience to fully and comfortably appreciate each performance, the National Center for Performance Arts has makes great effort in its design of the opera house, concert hall and theater. The materials used in the construction of the opera house were chosen for their ability to control sound. The ceiling of the concert hall is designed so that each audience member will enjoy an unforgettable experience. The theatre, the place with the most distinctive Chinese characteristic, has the most advanced stage facilities and the largest auditorium. Each seat in the National Center for Performance Arts is placed over an air vent which will allow each audience member to enjoy perfectly controlled temperatures, and each seat is designed with a muffling devise so that no sound will be made when audience members stand up,or sit down. These many different features of the center has been put in place to insure each audience member will receive the most from each performance they see.Even if visitors to Beijing have no interest in watching a performance at the National Centre for Performance Arts, a visit to the center will leave a deep impression on them. It is one of the most brilliant architectural designs in the world, and worth a visit.

Budget Travel and Hotel Considerations – Travel Industry Making Changes To Compete For Consumers

If you are like most Americans, you having difficulty saving money while prices are rapidly increasing; things like college tuition, food and fuel. So, when it comes to traveling you are looking to shave off costs and find ways to travel on a budget, and well, no one can blame you for that. What you may not be aware of or have not considered is that in the travel business; everything from airlines and rent-a-cars to tourist destinations and hotels are trying to find better ways to accommodate the budget traveler.


For instance, many airlines have had their fuel prices boosted to record costs and many family budget and business travel hotels are making changes in management and in their operations. Recently, Choice Hotels named a new COO and President; Stephen P. Joyce, 48. Additionally they named a new Executive VP of Global Branding. Why, because they know that they must hold their American clientele and find ways to cut costs, while still attracting their overseas travelers who are paying in high valued currencies.There are many ways to cut costs in traveling and staying on a budget and hotels, rental car agencies and airlines are working very hard to compete for fewer travelers with fewer dollars, while still retaining a profit. Easier said than done, especially when jet fuel has almost tripled in cost since 2000 and recently the number of families traveling on vacation is being cut by a good 35% this summer, all due to cash strapped consumers, credit crisis and outrageous fuel costs. Airline Industry analysts are predicting one or maybe two major airlines filing bankruptcy in 2009 and some hotel chains have pulled back construction of new hotels in many locations.