Marketing in the Technological Age

February 1st, 2008 Posted in Marketing

Do you remember the days when marketing was about billboards and the Yellow Pages? If you had a really good brochure you were ahead of the competition.

Today, it’s not billboards, but web site banners and not Yellow Pages, but search engines. Marketing online can reach millions of people in an instant.

That’s the good news …

… and the bad news.

If your messages are strong, then marketing on the Internet can greatly enhance your business. However, marketing on the web needs to support and enhance your current marketing program. There has to be a balanced marketing mix.

To Blog or Not To Blog (and Exactly What is a Blog)?

In simple terms a blog is a website where people can freely exchange ideas and conversation on a selected topic. Depending on the topic, a few may join and “blog” or thousands may log in. Think of it as an interactive speech, but in writing.

The right website with the ability to blog can greatly enhance your business. For instance, perhaps your site has a live blog from 7-8pm every Thursday night where you discuss how you can help your customers protect themselves with the right type of insurance.

This could open an entirely new audience for your business.

But, understand that gathering an audience takes time and persistence, and guess what – marketing. If no one knows you’re blogging, no one will join you.

Like any other product or service you need to send out e-mails, letters and brochures telling potential customers about your blog. Continually monitor it and update the site. It needs to include your offerings and multiple ways to contact you?

MySpace, Your Space, It’s all About Space

When MySpace first appeared on the Internet, it was a way for pre-teens and teens to reach out to their friends. It was a space where kids could express themselves with a picture, description and a blog of what they’re up to. Even with the security concerns by parents who felt that too many people had access to their children’s information, it continued to grow.

Today there is Facebook, LinkedIn, private forums and numerous others each with their own audience.

The significant thing is the way these sites have changed over the years.

Artists can show their creations online and find patrons more easily. Musicians can have their tunes reach thousands of people creating a groundswell of interest. Business people with similar interests can swap their ideas and everyone can reach a much larger audience.

Instead of posting a photo of you on your summer vacation, you might have a photo of a customer of the month. Or links to your website, your brochures, places where you’ll be giving presentations and more.

Where Else Should I Go?

The Internet has opened worlds of new marketing opportunities and there are literally millions of sites where you could post your information.

However, you do want to be selective about where you post and what you post.

In the world of cyberspace, not just a handful of people have the potential to see it, like the billboard of old, now ten or twenty thousand or more could find your blog or web space and be interested in your offerings.

Don’t forget, you must have a traditional marketing plan and materials in place to support the marketing and business generated from the internet. You will maximize your success when the two work together.