Sustainable marketing?

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I came across this article through a tweet, it reinforces other readings I have had around the net about the new forms of marketing that are being adopted.  Mainly, these are:

  1. Build a web-site:  this is important to show case your ware, services and other offers you have.
  2. Get your web-site to link to relevant page within itself, ie lots of cross linking to connect the site, this is useful for search engine rank.
  3. Get other site to link to your site: this is very important in Search Engine Optimisation (SEO) and for certain key word searches your site should come up more prominently.
  4. Start a blog to promote your knowledge:  this is not to market your services, it is to market your knowledge.  Blog about any important information that is relevant to what you sell or do, and this blog reflects your expertise in that domain, as well as being a repository to all things connected to what you do, like a single place to look for that information.
  5. Be social: connect on Twitter, Facebook, LinkedIn and various other social sites that may be of use to make contacts, promote your blog and knowledge.

However, there is one added piece of interesting information this article adds which is the reason for this post, and that is that it reports on the a recent survey in the US that 78% of internet users conduct online product research before making a purchase, stressing the the shift towards active participation of the consumer.  That is a very interesting results because it highlights the shift in awareness of consumers and the application of mind to the process of purchase.

Therefore there is one more point I think should be added to the above list:

       6. Be truthful and sincere:  there is no room for marketing gimmicks, the old school of marketing by insinuating half-truths in order to leverage consumer trends and aspirations is loosing grounds and one cannot hide behind false pretence.  We can still see so many product advertisement jumping on the sustainable and green bandwagon when clearly a little research online demonstrates the fallacy of these marketing campaigns.