Google, the Cold Call and K Commerce

I had lunch this week with the Chief Marketing Officer of a large retailer with a significant web presence. The purpose of our lunch was to review trends in marketing and media particularly as they relate to a small business trying to grow. His key message is that the search engine -- and Google in particular -- has fundamentally changed everything about the marketing business.

This is not "new news". The search process allows customers to bypass the traditional marketing channels and brand messages. If you are looking to buy a new car or appliance, you do not need to visit the showroom. Likewise, you can ignore most mass media commercials and do your own proprietary research on the web. This is taking place every day in every home and office around the world.

What is interesting about search is how it has changed the nature of business start-ups. It used to be that established companies had a significant competitive advantage in terms of experience, know-how, business contacts and relationships. True, large companies still have the advantage of scale and resources -- but these can be obstacles too in terms of inertia and risk avoidance. Search has made the playing field more level for small companies pursuing new business opportunities.

I know this first hand being involved in a start up. What makes this level playing field possible is the willingness of companies to communicate, collaborate and conduct business via the web -- often with companies they have never heard of or business people they have never met. In the last sixty days, I have repeatedly hit the "contact us" button on a home page and have received prompt and helpful replies. Business owners or their staff are more than willing to conduct business with other companies over the web. This is especially true in the case of one small company doing business with another. Not only is the web fast and efficient -- it has become the most valuable source of new customers.

What these companies know is that fast, courteous and "we are interested in doing business with you" replies will ultimately drive their business. And you never know, it may be that the individual contacting you represents the next Crocs. This is the new karma of commerce, or k-commerce for short.