Internet Marketing - Should it be any different?
When the Yellow Pages (Phone Book) charges a business hundreds if not thousands per month to run a 12 month ad that the business is locked in to, do they guarantee in writing a certain ROI? I don’t think so.
What about Direct Mail through something like Money Mailer that usually costs about $500 for 10,000 addresses. Again, I don’t think so.
What about a newspaper ad that may cost $500, $1,000, $2,000 or more for 1 ad depending on the city and the size of the ad. Again, I say… I don’t think so.
So what’s up with people concerning Internet Marketing? Is there a guarantee that the phone will ring from it? No, it’s marketing. It’s advertising. There are lots and lots of variables…consistency…budget…the client…etc.
Marketing and advertising should give a higher ROI than the investment, but that is not always the case. In our Internet Marketing Business, the clients who get the biggest ROI are the ones that let us do what we were hired to do and trust our expertise in the field. These clients are usually very happy. The clients who are not happy are the controlling ones that often expect next day results. O.K., realistically not next day just the day after.
Two simple case studies…Both in the same field but one targets men and the other targets women. That’s why we worked with both at the same time.
Client 1: Knows exactly what the business is about
Client 2: Doesn’t have a clear business focus
Client 1: Approves our work fast
Client 2: Continuously revises copy
Client 1: Has a phone number that rings to a live person during business hours
Client 2: Phone number is a cell phone that doesn’t get reception at their office
I could go on and on. Needless to say,client # 2 decided that since their phone wasn’t ringing from the internet that they’d no longer use our services. We think it’s best if they find another marketing company.
Share your thoughts below…
I think internet marketing is similar to other off-line marekting or direct mail marketing.
The principles should be the same. The important thing is that we need to know the business, know the customers and know our competitors.
Yetti,
Thanks for sharing.
David
Internet marketing is changing fast but is still in its infancy. For people that only know the Yellow Pages and don’t even have a website, is hard to make them understand how Internet marketing works.
With the fast development of the world wide web. Internet Marketing grows everyday. I agree with Yetti, whether your business is online of offline the strategies applied are still the same. Internet Marketing has a broad scope.