eMarketer: Why you should know Jonathan Coulton

As eMarketer points out, online marketing success can be the result of 1) intense focus, and 2) smart, integrated use of multiple online channels.

Their case study of Jonathan Coulton's online marketing is worth reading because it makes simple, but often overlooked points:

1. There's no magic to online marketing.
2. Knowing your audience and what they expect is a prerequisite to success.
3. You can't underestimate the importance of focusing on #2, and how you're going to satisfy those requirements.
4. If you are tempted to underestimate #2 or ignore #3, remind yourself that your audience may be more passionate about what you do than you are, and that good enough isn't good enough
5. There are a lot of online channels out there. If you don't know what they are, you can't use them well.

Technorati Tags: marketing, video, podcast