Matchmaking is the traditional approach of introducing people for the purpose of marriage. In the business world, it is connecting and collaborating with other businesses to build a large referral system based on the “know, like, and trust” values for your business. The acceptance of
matchmaking in the dating arena has created a kind of resurgence in the role of the traditional professional matchmaker. Those individuals who find dating systems or services useful but prefer human intelligence and personal touches can choose from a wide range of such services now available.

According to Mark Brooks, who has a unique selling proposition of “an authority on the business of Internet dating” has an online personals and social networking Web site. He states, “You can actually find people who are compatible, and this is a major advance that is going to keep the industry alive for the upcoming fifty years.” He also states that matchmakers offer
“a chance to connect” and “a chance to authenticate” prospects in ways the Web sites can’t. This same philosophy can be used when building a business alliance network.

The Paradigm Shift

Today’s customers are more empowered and connected with the Internet, social media, search engine optimization, forums, and now collaborative communities, and this is causing a shift in the balance of the power for marketing. Companies must rethink how they interact with their customers to stay innovative and continue to grow. When the Worldwide Web first burst onto the scene in 1994, we saw a boost and explosion in business innovation and the beginning of an online technology revolution for businesses.


Start-up companies used the Internet to create new business models and expected to unleash revolutionary changes in every industry by their online exposure. The belief in the beginning was that the Internet would change everything. Now that we have seen online marketing for over fifteen years, technology marketing is ready for a new innovative change. 


Today, the Internet revolution is in trouble with the fast-paced hyper competitive environment with many of those original start-up companies having collapsed. These troubles can be traced to misguided beliefs that the Internet is a business and the radical way of doing business is now
changing. The fundamental principles of marketing and the final goals of business and marketing remain the same as it always was and that is – marketing is about creating value for your customers by creative offerings.


It is up to the company to find effective channels to distribute and promote those offerings and build customer loyalty both online and offline. This evolution demands a significant shift in companies’ online presence. 


While the goals of marketing have not changed, the Internet marketing strategies have.  Customers have more control than ever in the way companies market. The information technology is at the tips of the customers’ fingers and they want to find the information within seconds and be sure they can depend on the company of choice. Building the know, like, and trust factors online in seconds is where companies put their energy today. This shift is
moving from the age of information irregularity to the age of information social equality.


Relationship marketing has caused a shift from transactional exchanges to relationship exchanges online. This new revolution is shifting focus from maximizing the profit from every transaction to maximizing profits over the lifetime of your customer relationships. Customers are seeing their role come from a passive connection role to a more active connection role in
managing online and offline relationships. Now customers are becoming co-creators of value, delivered by actively participating directly in the marketing process. Customers are fundamentally changing the dynamics of business in the marketplace.


The market has become a forum in which customers play an active role in creating and competing for value. The distinguishing feature of this new revolution is that customers become a new source of knowledge and information for the company. The competency that customers bring is a function of the knowledge and skills they possess, along with their 
willingness to learn and experiment, and their ability to engage in an active dialogue through social media feedback.