10. Marketing Your Business Worldwide

The twenty-first century will belong to the Internet consumer. So it follows that if content is the soul of an online enterprise, marketing is the heart. Put the two together and you can assemble the next wave of Internet consumers who have unlimited options and freedom of choice. Our digital experience is now about engaging consumers with information, new products, new brands, new movements, and new individuals that they care about. To that extent, you don’t want to just market a product or service to Internet consumers; you want to own or dominate the space you operate in. You want to become, for lack of a better descriptor, an export rebel with a cause. What is critical is to watch and learn as you go, seize the opportunity when you can, exploit it, and inspire others to get involved.