In the first corner, standing 5’6, 360 lbs, blind in one eye and wearing a knee brace is the 78 year old former heavy weight champion of the world conventional OFFLINE marketing!
And in the second corner, standing a proud 6’2, a solid 225 lbs, is the fresh, fit, 22 year old undefeated light heavy weight champion of the world ONLINE Internet marketing!!
Hmmm… doesn’t sound like much of a fight, but I’d stick around for the finish. It’s gonna be quick.
More and more people are reallocating their marketing spend to incorporate a larger percentage of internet marketing. Internet marketing includes the effective and successful likes of Pay Per Click marketing, Search Engine Marketing and Optimization, viral and social network marketing, email marketing, enewsletter marketing and more!
No more are the days of being forced to use only expensive, ineffective, limiting methods of conventional print and less-than-multi-media advertising.
I am not telling you to stop using conventional advertising all together, as it depends on your company, your market sector, your budget and, more importantly, your audience. But if you own a website (you do own a website, right?) then internet advertising needs to be a must-have in your repertoire of marketing tools. Not only will you reach a wider yet niche audience, you will save serious cash flow, as well.
I will give you the lowdown on some ineffective offline vs effective online marketing. Bit by bit, blow by blow.
Email vs. Direct Mail- Seriously? If you are engaging in direct mail still perhaps you haven’t thrown out your mail in a while. I know everyday when I first get to the office, I filter my physical mail by relieving myself of a majority of it by dumping it straight in the bin. The rest is presumably bills or something I ASKED to receive. What a novel concept. Asking to receive advertising, or at least giving my permission to receive it.
Email marketing is truly direct, as it finds it way ‘directly’ in the in box of the individual you sent it to. Furthermore, it is ‘direct’ by potentially offering links to your website, services, etc and ‘directly’ asking for business and offering a way for them to ‘directly’ purchase it. All online. I’m laughing at how awesome this really is!!
The best part? Email marketing is as close to FREE as marketing will ever get, while the so-called direct physical mail marketing is brutally expensive.
This is the first fatal blow to OFFline marketing.
Pay Per Click Marketing (PPC) vs. Print/Radio/TV Advertising- Like I said before, I will never tell anyone to eliminate offline marketing from your selection, but when there are budgetary concerns and the need for immediate results, you will find no better option than pay per click marketing, or as it’s referred to in the biz, PPC.
Very simply, pay per click (PPC) is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser’s website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser’s keyword list, or views a page with relevant content, the advertiser’s ad may be shown. These ads are called a “Sponsored link” or “sponsored ads” and appear next to or above the “natural” or organic results on search engine results pages. (Wikipedia.com)
With that said, PPC is pay for production advertising. Do you get that with conventional advertising? Not to mention the following reasons:
– Conventional advertising has a very limited market radius restricted by locale, budget, and available outlets. PPC advertising reaches only your target market or the world! You pay only when someone clicks and is sent to your website with the presumed intent to do business.
– If someone runs a search for a particular keywords(s) that means they are looking for a company that does what you do! Hmmm, is that the case with conventional advertising? Anybody could be reading the paper, listening to the radio or lazily watching tv. Online participants are exactly that- PARTICIPATING! They are an engaged audience.
– Time is a factor. be there when they need you. Online you are available 24 hours a day everyday, and again, when they run a search for your keywords through PPC marketing you will be there when they need you. Again, conventional advertising will you try to keep up, please?
Fatal blow number two for ol’ OFFline advertising. This is starting to get messy real quick.
Search Engine Optimization (SEO) vs. ? – Is nobody from conventional advertising going to show up to fight SEO? Seriously? You mean to tell me that conventional advertising DOESN’T offer you a way to optimize your Ad (like SEO does for a website) to rank higher than other ads without having to just pay MORE money for a better location, more color, additional screen time, prime time radio spot? You mean it just comes down to who pays more with conventional advertising? What happen to the days of strategy? Well, thankfully they are back.
Conventional advertising is all about Ad Spend and less about strategy. Internet marketing is won by the savvy, the technical and the strategic… and has very, very, little to do with money spent. How does that sound?
Go ahead and take a seat for now SEO, nobody showed up to fight you.
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