THE marketing and public relations industry is changing and taking advantage of online growth and popularity.
As an essential tool for businesses, marketing has traditionally used print media as a form of promotion. But with digital technology moving at such a rapid rate, online promotion is critical.
Sunshine Coast company Commission Factory joined the Innovation Centre in July 2011 with their business concept of internet marketing and has since become a profitable business turning away potential investors.
"The business has grown really fast and we've had investors knocking on our door but we're turning them away at this point because we started this business to change the industry, and diluting our shares and control over the business is not a good thing at this point," co-director Zane McIntyre said.
He described his business as a facilitator of internet marketing or a middle man between online retailers and bloggers who want to monetise their blogs.
"By adding links for products or referrals to online retailers, what happens is every time they send a new customer to that online retailer and that customer buys something, we're tracking that transaction," Mr McIntyre said.
"If a purchase happens, that blogger will get a commission dictated by that retailer so it might be 10% of every sale they generate.
"It's a paid-on- performance marketing model, so you're not paying for the ad; you're only paying when you get the result."
He said convincing retailers of this new marketing style can prove difficult despite online marketing being around for many years.
"It has been done before. Amazon was doing it for many years, but we're the first in Australia to build our own system from scratch and integrate social media such as Facebook and Twitter," he said.
Since joining the Innovation Centre, he said the Commission Factory had grown its business beyond expectations.
Mr McIntyre said the company started with minimal capital and needed a space to operate with affordable office costs which is what the Innovation Centre offered.
"That was wonderful for us because we needed to start taking wages... and we were essentially within profit in six to seven months," he said.
For many businesses, the Innovation Centre has been like a guardian angel for businesses - offering advice, space and a place to grow with other like-minded entrepreneurs.
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