How many times have you heard the comparison that internet marketing is like a jigsaw?
You’re given some of the pieces, most of the time, and left to make the connections yourself – so the argument goes.
Or, there’s a big picture somewhere. And if you could just see it (a mindmap?) you could fit the pieces together, and realise what you’re missing, not understanding.
Or, you’re given all the pieces of a process, like a mindmap, but the biggest area of all – the how – isn’t supplied.
I don’t think it’s like a jigsaw! Why not?
First, a jigsaw is flat – it’s one-dimensional. This is as if there’s one and only one method or system. Like all the pieces fit the one jigsaw. When we all know that there are different methods, systems, processes. Yes, there are some basics but after that there’s massive variety.
Second, similar to above, if you get the big picture of internet marketing, you can fit everything together. As if there’s only one internet marketing. And it has all these different parts to it. And if everybody did the same pattern, picture, of marketing, we’d all be on a home run. Strange that never happens!
So, third, this image lacks flexibility. You can’t twist it into a spiral, make a square – or whatever image fits the way you work.
Well, a better image?
I think it’s more like a Rubik Cube(TM).
One, it’s not just that you start with a pile of pieces, they’re all out of place! There’s no pattern to be seen! And there’s the wonderment of how you get them into a pattern when pieces are in such awkward places?
Two, it’s not that you’re short of pieces (at least, not after a while). They’re all there but there’s no way of seeing a connection between them – until you start twisting and turning them around. Lots of mistakes to be made here!
Three, it isn’t one-dimensional but three – even four, if you count changes through time.
And, four, this is the other (apparent?) problem: that things keep changing, including you as you grow in awareness, knowledge, etc.
I say apparent because aren’t there some parts that remain necessary, for example, communication with customers, list building, making an offer, providing value?
It’s the old problem that it’s what’s right in front of people’s faces that gets the attention: the kaleidoscope of changing methods, such as the developments of Web 2.0.
Maybe that’s what internet marketing is in the end: those basic strategies, tactics, systems and processes, like the Rubik Cube, put into lots of different possible patterns, apparently ad infinitum.
Of course, in the Rubik Cube there’s one “answer” you’re aiming for. In internet marketing you make up the “answer”.
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