In a tough economy, emphasis is placed on media that are more efficient, targeted, measurable and proven to demonstrate positive ROI. This change will make traditional media vulnerable. Enter online advertising: a logical, cost effective alternative for a lagging economy. Is it right for your business? Is it right for your brand?
3 Compelling Reasons To Bring Your Brand Online
Reason 1. Online Marketing Is Highly Measurable
The number 1 challenge facing marketing chiefs is quantifying and measuring the value of marketing programs. Fortunately, the internet is more measurable, accountable and often less expensive than traditional media formats. Here is one way marketers can measure more effectively:
Breakdown the silos between online and offline media campaigns. This is challenging, but marketers are gradually learning to assess integrated, cross-platform media efforts.
By measuring effectively, you can make the most of your marketing dollars.
Reason 2. The Internet Is The Most Efficient Direct Response Machine Ever Invented
One reason for this is search advertising. Search technology has become incredibly popular with advertisers. More importantly, however, it has created a new advertising model – one that offers relevant ads that are welcomed by customers.
Additionally, search provides a variety of benefits to advertisers, all of which are attractive during a recession:
- Search provides a strong, very measurable ROI for dollars spent.
- Search garners click-through rates that exceed all other forms of online advertising.
Simply put, if marketers are not utilizing search tools, they are giving business away to competitors.
Reason 3. You Can Stay Close To Your Customers
Clearly, when times are uncertain, marketers should do their best to stay close to their core consumers. As a marketing tool, e-mail is definitely not sexy. It’s simple, cheap and it really works. In fact, many consider e-mail to be the most efficient and inexpensive media for reaching existing customers.
With 96% of internet users using it weekly, email campaigns just make sense.
Ultimately, when money is tight an online presence is an inexpensive way to keep your brand top of mind with consumers. Give it a chance it just might help your business.
Click here to read more about building sales – the online way!
Source:
eMarketer Digital Marketing Now: Seven Strategies for Surviving the Downturn
November 2008.
By CEO Geoffrey Ramsay