Posts Tagged ‘direct mail’

Ways The Internet Has Changed Marketing Forever

The marketing landscape has shifted radically since the arrival of the internet and at amazing pace. After all, just ten years ago people would have asked what’s Google?

Here are seven crucial ways that the internet has changed marketing forever:

1) Cost

There was a time when even the most basic marketing campaigns cost money – and lots of it. Direct mail, for example, meant paying to have materials written, designed, proofed and printed – then delivered to thousands of addresses.

It was expensive, with a relatively poor return on investment. Now, at the touch of a button, you can send an email to everyone on your mailing list for free. And, it’s measurable…which brings us onto the second point:

2) Measurability

With extra pressure to justify media spend, marketing departments need ways to track defined metrics.

Through analytics programmes and other software you can measure your traffic, conversions and ROI and make immediate strategic decisions about your website. It’s not that traditional marketing can’t be measured, it’s just that you have so many more options and metrics to control and analyse online.

3) Reach

The internet isn’t bound by geography. A small business in Devon could easily market to customers in San Diego. While businesses can still use the internet to target local traffic, marketers can now cast their nets into areas and demographics that they wouldn’t have dreamed of a decade ago.

Plus, people can engage with a company any time they like. It can be midday or midnight a website should always be accessible, unlike high street shops constrained by their opening times.

4) Search and keywords

Search is one of the most powerful forms of online marketing. Getting high rankings in the search engines for terms relevant to your business can have a huge effect on sales. The beauty of search engine optimisation is that it helps you discover what your customers want through keyword research and helps you deliver the appropriate results.

Analysing keywords is also free market research. By mapping what users enter into search engines you’re getting a window into your customers’ minds. Instead of paying for focus groups and surveys, or relying on sheer guesswork, you can find out what they want and give it to them.

5) Direction

With most traditional marketing the message is brought to the consumer – sometimes known as push marketing. Online, things are much more complex. Users decide what they want to reach via search engines. They block ads and shy away from hype. Internet marketing is more about engagement or pull marketing. This is why the following is so important…

6) Content

Content reigns supreme on the web. You could look at Google as the ultimate content provider and Google’s ability to deliver relevant content enables it to generate billions in online advertising.

Consumers now use the internet to research, find entertainment, share opinions, read, watch videos, socialise and educate themselves. Customers demand information. An abundance of info can be skimmed, but a lack of information cannot be remedied.

Be useful, meaningful, genuine and open and you’ll avoid getting lumped in with the avalanche of spam and pointless content. You can use SEO and PPC (Pay Per Click) campaigns to help ensure that you deliver relevant content that users love.

7) Interaction

When marketers throw around the words social and web 2.0 they aren’t just using buzzwords (well, maybe just a little.)

The internet is build on interactivity whether that be through social networking sites or simply clicking on a hyperlink. Internet users now demand the ability to connect with each other online through blogs, comments, personal profiles, reviews, favourite lists anything that allows individual expression.

The significance of this for the canny marketer is that you can’t push products on people online. Customers are now encouraged to engage with a company and its brand, offering feedback, connecting with like-minded people and even joining social networks. Ultimately, your customers are your best marketers online, and treating them well can be extremely productive.

Local Cable Tv And Radio Marketing Together With Local Internet Advertising. Does It Help

You’ll find advantages with cable TV and radio marketing. Which means advertising with cable TV and radio stations that promote to your local business’s surrounding area. Listed here are a few advantages of radio and cable TV, and how you may want to use online marketing and advertising to make your radio and local TV advertising more dominant.

The chief benefit of radio advertising is actually that the listener is able to hear your voice, and you may make use of emotion and excitement to help pick up attention and cause some need for your business proposition. While shoppers are driving to work, or during work, their radio is yet the chief source of background sound. When customers escape to the beach or on a picnic, the customers are not reading their mail, they’re listening to their radio or recorded tunes.

But in reality what is the single most profitable use for broadcast media, notably radio?

Each marketing and advertising approach used in small business marketing and advertising; direct mail, signage, tv, radio, and more really needs a link to your local business website. Then there must be a basis for the consumer to wish to visit your website. It might be a coupon, free report, contest, helpful articles….anything that takes a desire to stop with your website. For merely a few cents each, you could mail the local home owners a postcard that takes them to your internet site. And there you might show a video demonstration, give much more comprehensive information, and grab their e-mail address for regular timed e-mail follow up.

Just saying “Find out more at our website” in your radio advertising definitely is not a good reason to go to your business website. “Visit our website and get a $20 Gift Certificate that can be used for any new purchase” is a rationale to visit your business website.

TV, radio, Yellow Pages, direct mail, and postcards each will produce a profit when these are used shrewdly, and the responses tested. Among the most profitable methods to assure that your business advertising and marketing pays you is to make each print ad a link to your internet site, where you may deliver a more comprehensive sales presentation as to why the buyer ought to stop at your retail store or call your local small business and buy from you.

Why is it you need to have an online existence? This year fully 67% of all Yellow Page searches are made online instead of with the Yellow Page print directory. And where are shoppers performing these searches? On Google & Youtube. Almost never on Facebook. Almost never on Twitter.

While consumers are in search of recommendations online in order to progress to a buying decision, the customers go to Google. Your second place they try is Youtube. Everywhere else totaled together will be a distant third place.

So now, just how do you ensure that you have got the most productive and most profitable listings on Google & Youtube? Almost never by getting one listing, and hoping you will be found on the first page of their Google search. It’s not by purchasing expensive Pay Per Click advertisements. With local online advertising PPC advertisements are not even effective..

Reviews, articles, news items, videos, press releases, and publicity about your local business are what stand out to a consumer. You can either produce this effort yourself at no expense, or just recruit someone to do it for you.

But in reality, I am not talking about one article, one video, or even one website. You would need to dominate their local online search results. To accomplish this, you should have your guides (articles, videos, etc) on numerous websites, each having the ability to get found highly in the Search Engines (Google is the largest search engine). Getting “Featured Listings” with online directories is one such waste of money.

Additionally, you will discover lots of Online Advertising Myths found on the web which have been repeated by individuals that have not actually created a single dollar by promoting their main small business online. The thing that you want to avoid is promoting online with one of those scam artists, and after you get no profits from the advertising, persuading yourself that local online advertising does not produce a profit the least bit.