subject: Online Marketing [print this page] Online Marketing Online Marketing
The temptation to jump on board the online marketing train without giving a second thought to where you want to end could be disastrous. It is important for any firm embarking on an online marketing drive to take time out to think over exactly what will set it apart from its competitors. It is also worth bearing in mind that, while the power of the internet can put firms on a more solid footing with larger companies, those with less cash to spend can often be left floundering in the wake of larger competitors with more money to pay for advertising.
Keep your internet marketing strategy to the fore in your online brand building and never forget that, with the worldwide web, your store is never closed. With that priceless exposure comes the realization that customers from all countries will expect to access your business at any time, so the usual 9-5 business hours do not apply.
Online marketing brings down the cost of spreading your message to next to nothing, while emailing your subscription base is more often cheaper than sending a traditional snail mail' letter. If you are having a sale, customers can also start shopping at the discounted prices literally as soon as they open their email.
Keeping subscribers informed of changes to the business is also much easier online as it can be done almost instantly through email. Visitors to your website should also have instant access to current information on each visit, which is why keeping the site updated is paramount. A poorly maintained or outdated website will create, whether true or not, an unprofessional image of you and your business that could well impact negatively on sales.
For firms that deal with sensitive information, such as a law firm, newspaper or online magazine, the opportunity is there to deliver products directly to your customers without having to use a courier.
However, while there are a myriad of good points to internet marketing, bear in mind the pitfalls. It is by no means free. The cost of software, hardware, site design and maintenance, online distribution costs and of course, time, must all be factored into the cost. Also bear in mind that while internet shopping is growing in popularity, there will be those who prefer to stick with the traditional methods.
Many people still regard the internet as a source of information gathering and the vast majority of site visitors who are motivated to buy will do so in person. Many people also still prefer the live interaction when they buy, so if you have a small business with one location, this may deter customers from buying.
Customer service is something that sometimes falls by the wayside online so it is imperative that you make an effort to add the personal touch to your website. If your website is outdated or difficult to navigate people will simply switch off. Therefore it is important to keep marketing in sight when designing a website, but one must also take care to think how it will be viewed by customers. Identity theft or the virtual theft of card details is also a spectre that haunts online shoppers, which is why it is important to let those using your site know it is secure so they feel safe using their credit/bank cards to make a purchase.
Perhaps a worthwhile investment would be the involvement of a PR and marketing agency who would be able to guide newcomers through the process. Offering their experience and expertise in the field of online marketing.
