Join those who are looking for help in 2008. Just keep coming back to marketing... it's what's in it for you and your customers.
By now, even the most traditional businesses are wondering at the amazing pace at which words like Web 2.0, social marketing, digital media and emarketing are invading their space. How do you evaluate all these opportunities to find the right ones to bring energy to your marketing mix?
Well, start with the idea that all of these new age communications vehicles are just that... ways to get your message out to your audience. If these communications vehicles are to be of value to you, they require the same thought and planning as your advertising and public relations campaigns. Develop the understanding that for your specific market some might be perfect, most will be a waste of your resources.
You have entered a new world where marketing beyond traditional advertising and public relations requires the assistance of technology. Don't expect to have to research and evaluate an SEM and SEO vendor, an email vendor, a blog vendor or a Web vendor to provide services. Do expect your ad or pr agency to know how these marketing tools work and approach you with an action plan to add the right mix to your customer acquisition campaigns.
Unfortunately, the pace of new developments in technology assisted marketing is leaving many marketing professionals in small and mid sized agencies feeling behind the curve. Just trying to get acquainted with and learning how to use these new tools requires a commitment of resources and dedication. Not a problem for those ad and pr agencies that have kept up and are committed to bringing more power to their clients campaigns.
A key to your evaluation? Make sure it's the marketing part that is driving the train. The tech stuff is the sexy part but it is the right message reaching new audiences that will grow your sales. Just keep bringing the discussion back to marketing... what's in it for you and your customer.
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
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