PML Media

Traditional marketing values don’t change just because you are online

Business is guided by the four mores, we want to sell more products to more people more often for more money.  Traditional rules for marketing really do not change much online – you still are creating the story and momentum behind your product or service insomuch that people will purchase.  Marketing and Sales 101 – create compelling value – place it in front of people who want it at a reasonable fair market value.

http://www.toprankblog.com/2008/04/direct-marketing-social-marketing/

What would a direct marketing offer in this situation look like?

• •Develop top level messaging
• Research and build an email list
• Acquire snail mail lists and segment
• Create and implement a series of email offers to the list with landing pages
• Create and implement a series of direct mail pieces
• Setup and run PPC campaign(s) with landing pages
• Craft story and press releases
• Research publications for planned stories and journalists covering the topic
• Distribute optimized press releases via wire services
• Pitch story to industry and regional publications, editors/journalists
• Leverage coverage from pitching as part of final email promotions
• Solicit feedback from those signing up and use as testimonials for subsequent promotions

The list could go on and on really, depending on the budget, timeline and objectives. From the perspective of a traditional marketer, it seems pretty logical, right?

http://www.businessmanagementdaily.com/articles/15221/1/Traditional-vs-guerilla-online-marketing/Page1.html#

Now with technologies the best benefit is that you can make changes on the fly.  Imagine in the past an ad wasn’t working right – you still had it out in ‘paper’ or in the market you could not adjust or try to see the value – now on online, you can test, test and retest to make sure you get it right.  This tied with metrics to track your success, (analytics and others) you can immediately see the results your aiming for.  With Social Media you no longer need focus groups – it is almost like being psychic- you can in real time find the thoughts and emotions of your target market. 

http://marketinghackz.com/traditional-vs-online-marketing-what-others-have-to-say/

Forget about demographics, focus on the individual – this is one of the greatest gifts of technology – you get to focus on individuals rather than the big boxes of groups and marketing segments this one to one allows you greater depth and stronger relationships with each.  Online you can use audio (podcasts) Video (YouTube and more) newsletters, webinars the list is almost endless.  This wide variety of available medium means you can get instant conversions from a visitor into a sale.  Powerful.
http://www.businessknowledgesource.com/marketing/online_versus_traditional_marketing_025324.html

And to prove that gaining business from social media marketing works through building relationships and engaging with your audience, here’s a story from FeaturesExec – Media Bulleting:

Fosbury PR wins account via Twitter

That’s it for now, have a great weekend

Mike

Mike

Based in Kent, I work with companies and individuals to boost their online presence. As an Internet marketing consultant my work covers many areas of inbound marketing from strategy and planning, content creation, email automation social media and much more. Outside of this you'll find me with my 2 German Pointers on Ashdown Forest.

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