Traditional Versus New Internet Marketing Strategies
The traditional marketing techniques like trade shows, seminars, email marketing, cold calling, outsourced telemarketing and advertising are getting less and less effective. People the world over are using more creative ways like caller id, spam filtering, Tivo, Sirius satellite radio, etc. to block them out. They want to isolate themselves from every kind of advertising bombardment so that they can concentrate more on their daily activities.
To get over this, marketers started using search engine marketing and this has in turn produced very significant changes on how we use the web. Marketers realized that the web is not a read-only platform and can be used for a variety of marketing purposes where anybody could publish, share content and communicate with each other.
If you look into consumers and buyers behavioral pattern during the last couple of years, you will notice that they now seek help from the search engines for most of their requirements. You will also notice that targeted search-engine advertising is far more effective than display advertising on large media sites.
These have become the main stream of cost-effective internet marketing over the last couple of years. Using these marketing techniques the scale of any business can be unlimited. You can compete with the biggest advertising budgets, if your product is good and if you have good marketing skills to communicate with your customers.
The new marketing strategy put emphasize on helping yourself found by customers already searching and shopping in your industry. The best way to do this is to set your website up like a focal point for your industry which attracts visitors naturally through the search engines, blogosphere, and social media sites.
Because of world-wide recession, businesses are again seeking efficiency. They are shifting money out of expensive paid search advertising to optimization, content and social media that help them get found in organic search results.
The three vital components that you require on your new marketing strategy are;
o Content: With out doubt, content is still the KING. This is the very essence of this new cost-effective marketing campaign. It is the content that attracts potential customers to your site or your business.
o SEO: Search Engine Optimization makes it easier for potential customers or buyers to find your content. You must remember that most of your customers begin their buying process using the search engines. SEO is the practice of maximizing your website rankings in search engines using various parameters, the most important of them being inbound links to your site. The higher the rank, the more visible your site is on the net.
o Social Media: Social media maximizes the impact of your content. When your content is distributed across and discussed on networks of personal relationships, it becomes more authentic and reliable and is more likely to draw qualified customers to your site.
The advantages of using these new marketing strategies are;
o Cost-effective: Traditional marketing means spending money either by buying ads, buying email lists or renting huge booths at trade shows. The new cost-effective marketing means creating content and discussing about it. A blog costs nothing to start, twitter account is free, and both can draw thousands of customers to your site. The marketing ROI from inbound campaigns is higher.
o More Efficient Targeting: Techniques like cold-calling, mass mail and email campaigns are notoriously poorly targeted. You are reaching out to individuals because of one or two attributes in a database. When you do this new cost-effective marketing, you only approach people who self-qualify themselves. They demonstrate an interest in your content, so they are likely to be interested in your product.
o Investment: In order to maintain a position at the top of Google paid results, you have to keep paying. However, if you invest that money in quality content that ranks in Google organic results, you will be there until somebody displaces you with more relevant content. You must realize that this is an investment and not an ongoing expense.
Today, because of world-wide recession, online marketers are using the tools of this new read-write web to become more efficient. They are using this new read-write web to; publish quality content, for search engine optimization, and using social media to discuss their quality content. They are using the new cost-effective internet marketing strategies more and more and they are reaping the benefits.