Tuesday, January 29, 2008
Advertising: Don’t abandon what works!
This is going to seem like a very strange post from me considering my experience and success as a web developer, but it has to be said!
When people look to the internet to market their business, it seems that many times they abandon everything they’ve ever learned about marketing, branding and quantifying results. A business who has invested thousands of dollars in branding and marketing their business in traditional methods of advertising will sometimes forget the hard learned lessons because the internet is something new and special.
A buddy of mine owns a local telephone directory / yellow pages, we engage in some very heated arguments about the usefulness of the internet and local directories. I must admit that his product, as a whole, is better than online directories because people use the print version. (period)
The internet has its place and should not be overlooked when considering the overall strategy, but please do not abandon what has worked for you in the past.
My yellow page buddy sent me a link to a great website about yellow page advertising. It’s www.ypcommando.com. There is a blog there that I MUST quote from today.
Advertiser expectation and patience for results from online advertising are difficult to meet because the Internet does not bypass human nature of procrastinating, building trust, qualifying, deciding and taking action.
It’s important for traditional advertisers to NOT abandon their terrestrial publications, rather embrace change as a restaurant owner embraces trends.
The bottom line in my opinion is that people should consider the internet as a possible way to enhance their “terrestrial publications.” You will never be more disappointed than when you shift all of your marketing dollars from methods that have worked to the internet only to see sales fall.
My Advice? Mix the internet in with other methods that have been working for you. Use the lessons of product, price, placement and promotions that are the foundations of your marketing plan and then find ways to integrate them into online use. Stay consistent with your corporate branding and identity online and find ways that will bring all of the efforts under one plan, hopefully a plan that works.
I realize that some may find this strange advice from someone who has made his living building and hosting websites for more than 10 years. Truth be known, I have never suggested that the internet is the end all – be all of marketing and advertising. I would even argue with my own clients who would make such a suggestion. There are many ways to leverage the power of the internet to increase sales, loyalty and market reach, but those should be used in concert with traditional marketing and advertising efforts.
Labels: Advertising, branding, marketing, small business
