I recently took a trip to Laos. One of the most striking things to me was how people in certain areas still lived almost exactly like they had hundreds of years ago. In fact, the only noticeable difference between a painting of a Laotian fisherman on the Mekong River in the 15th century and one today, is he now has a smartphone in hand. The boat is more or less the same, as are the tools and clothing (except the occasional Celine Dion or Thrasher T-shirt that somehow found circulation).
The only dramatic difference is that they get to check Facebook and watch YouTube while on the river. It struck me that smartphones and the digital world have found relevance where no other media or product has been able to before. It's just too useful a tool to ignore, and the social aspects speak to a very natural set of human needs. The reason I bring all this up is to demonstrate that a smart online marketing strategy can reach even the most obscure markets. The low cost of entrance and the possibility of huge ROI has made online marketing possibly the most important aspect of most companies these days. The fact you can spend $100 and reach thousands of prospective customers based on their past buying habits, is breathtaking to marketers who retired only a decade ago. The world is changing pretty fast, and the digital world is setting these trends. You must either ride the wave or risk crashing into the beach.
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