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Why Internet Marketing for Local Business? |
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| Every day more businesses are shifting their marketing strategies to the Internet. The main reason business owners give is it produces a greater return on their investment and is more cost-effective than traditional marketing methods. When compared to traditional marketing, digital offers several advantages -- the first being that "online" is where your consumers are. While network television, terrestrial radio and newspaper circulation continues to decline, digital media is steadily increasing. In a comparison between traditional and digital media, where do you prefer to invest your marketing budget? |
| Advertisement Duration Television and Radio: Run a 30-second commercial on your local television or radio station and it's over in a half minute. Newspaper: Place an ad in your local newspaper and it lasts a day, providing the reader turns to the page where your ad appears and actually reads it. Direct Mail: Referred to by most consumers as “junk mail”, the truth is you're hoping your ad will be seen during the brief walk from the mailbox to the trash bin. Digital Media: Always on. The consumer can access your information whenever and wherever they want it. Targeting Your Audience Television and Radio: The best you can do is estimate the time of day your prospects will be watching TV or listening to the radio and their programming preference. Newspapers: Limited to region of distribution and section of interest (sports, lifetstyle, etc.). Direct Mail: Limited to region of distribution. If you purchase a mailing list, you may be able to include qualifiers such as household income or some professions. Digital Media: Targets people who are searching for your products or services and are ready to buy. Communication Media Television: The ability to effectively communicate your message through audio and visual means. Radio: Audio without the advantage of visual influence. Direct Mail: Custom print ads, coupons and catalogs. Digital Media: Multi-media. You can include video, audio, images, downloadable catalogs and much more. Tracking Ability Television, Radio and Direct Mail: Difficult to measure, unless you provide a coupon code or dedicated telephone number. Digital Media: Trackable. Measure the productivity of each element of your campaign in real time to instantly adjust your strategy for maximum results. |
| Perhaps the biggest difference in traditional and digital marketing is "push" or "pull". Traditional marketing employs the strategy of pushing information out and hoping for the best. With digital marketing, consumers are altready interested and searching for your products or services. You simply have to be there to pull them in. This type of marketing is based on keywords and phrases. |
| "Sales leads made from keywords and phrases are most qualified and have the highest purchase probability." (Forrester Reports) |
| If you are currently using traditional marketing methods that are proving effective, then I certainly don’t recommend you abandon them. But I do encourage you to begin implementing digital media into your marketing campaign. Everyone will eventually end up there to remain competitive. Continue to My Internet Marketing Services |
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