Online marketing vs. traditional marketing

Hi Justin, I agree with a lot of what you've said. Email has strong advantages over print - it costs much less, it can be very effective and its fast. Of course it has to be done with care and responsibility to avoid spamming (which customers will hate). People who are mainly Internet-based in their business will expect this kind of advertising because it's what they get every day. However, if you're targetting the kind of people who mainly use the Internet for their work (like web developers ) then receiving a brochure in regular mail usually comes with fan-fare! Web-based business doesn't expect the traditional mail approach so we're more likely to read it and, as you say, keep it for reading again. That said, the Internet still has its advantages. There's no doubting whatsoever that if it's done properly, a web site will bring you extra sales and better contact with clients or prospective clients. www.aarpol.co.uk/articles/anyonealive for more of my thoughts on this if you're interested. Aaron Pollock Project Manager - www.aarpol.co.uk All the web services your startup business needs - at realistic prices Domains, hosting, web design, e-commerce, online communications
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Aaron Pollock
BoSPEAK">href="http://www.bospeak.com">BoSPEAK Ltd

What a cracking post! I thought I would chuck in my thoughts. Many online companies do sometimes forget the importance of traditional marketing, a matter which has been discussed on this forum aplenty. I have always been of the belief that ‘online’ and ‘traditional’ marketing should complement one another. Whilst it is true that online marketing has taken the boundaries of overall marketing to another level, I (personally) do not think it should mean that we dispense with the more traditional forms of marketing. If you look at many of the UK’s most successful companies, they choose a high profile traditional marketing campaign, complimented by an internet campaign that serves the purpose of keeping their message fresh and in their target audience’s mind. Having worked with a number of ‘online business only’ clients, I would say that these sorts of businesses are sometimes guilty of ignoring the potential of traditional marketing in favour of using the cheaper route of emailing prospective markets. With the clamp-down on spamming, and the slow realisation that a good site is of no use if those in the ‘real-world’ don’t know it is there, there is a kind of realisation that traditional marketing is one of the major ways of getting your name/brand/product or service out there. Once this realisation comes (that traditional marketing should have been used as well), sadly for many companies it is too late; they have either not budgeted for traditional marketing, or are not sure about using a marketing or PR company as they think that they are too expensive; and they slowly fade away (romantic way of saying ‘go kaput’) The other problem the some companies (especially start - ups) find, is that they don’t know to much about good traditional marketing methods and frantically search the web for ideas that may not really benefit their company. Many dabble in certain areas of marketing without following the process through, and then wonder why it has not worked for them (e.g sending letters introducing yourself to a company, but then not following them up with a phone call). I would say that you need to sit down when planning and budgeting your new business and put together a really comprehensive marketing and communications plan. The plan should show what methods you will use, the costs of each method, the timeline of when each method is to be used and how you will evaluate what has worked for plans in the future. In simple terms, cast your net as wide as you can, using every method you can afford, and you will catch more customers! Oh yeah, and remember it is not just about drawing in customers who are looking for your service/product, it is about encouraging people who are not especially looking for your product/service that you can benefit them. Anyway, I have rambled enough….! [plug] If you are a start-up or an SME, and you are looking to put together a marketing or communications plan, visit [url]http://www.bigbluedoor.com[/url] We have a number of ‘summer specials’in the marketing and communications area at the moment, and our services are affordable to all. We specialise in combining traditional marketing with online marketing. [/plug] There had to be a plug somewhere didn’t there![]
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Kind regards

Andy Barr
Marketing and Business Development Manager
www.bigbluedoor.com
01452 383559
07743057458

I believe the term is "marketing mix", you need to blend together all the different elements to get the best effect. Search Engines and Mail Marketing are important, but so is networking and leafletting. Not to mention packaging, referrals, Customer Service. Consider the entire experience your customer will have from the moment they are introduced to your business to the after sales service. It is all vitally important. As for my plug... "We specialise in fixed price, all inclusive web-solutions for small businesses" This includes e-commerce and brochure sites thourhg to e-mail marketing management and Search Engine Services. Our clients range from startups to the government. If you have any queries about online marketing, dont hesitate to drop us a line. We don't bite and we may have the experience to offer some advice, even if our solutions don't suit you. Regards James Hirst A4 Internet ltd 0845 108 0411 www.a4internet.com

Successful marketing is about understanding customer needs and then gearing up the organisation to meet them. This applies to communications mediums too. Effective communications focus on the mediums that your target customers actually use and take notice of. Before embarking on any campaign make sure its elements are coherent with your target consumers actual behaviour - otherwise you are likely to waste money and be disappointed. So, as an extreme, some forms of on-line marketing may be appropriate for Amazon - but may be a complete waste of money for Saga Holidays (targeting the over 50s). In reality, a marketing communications programme usually encompasses a range mediums and methods. For example, a small new cosmetics brand, which may also have an on-line store, may have to advertise in a trade magazine to raise its profile amongst store owners, it may achieve some PR amongst magazines read by its target customers (if it has a newsworthy story), and it may decide to carry some advertising in what it determines is a particularly influential magazine for its market - perhaps Vogue. The same project may then undertake consumer promotional activities in conjunction with a particular store - perhaps with Boots, through their cardholder magazine. They may sponsor a healthy event, or join a magazine with a promotional give-away of samples, etc. Whether a new consumer brand, or a new website design company, the marketing strategy needs to be targeted to intended customers and find a market strategy that solves consumer problems and so attracts customers. On-line strategies may or may not be appropriate - and PR is not only the remit of printed publications - it applies also to On-line, Print, Radio, and TV media. It may also be targeted not only at customers but also other important 'stake holders' or influential groups - from investors, to suppliers, to intermediaries, to customers. Innovateur Venture Resources for High Growth potential Projects http://www.innovateurs.com
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Innovateur
Venture Resources for High Growth Potential Projects
http://www.innovateurs.com