What’s in Your Marketing Strategy?

Straight Talk about Internet Marketing

  • M.L. Zupan
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Today, I would like to share a little insight into the digital world of marketing.

The year is 2017, do you have a “digital marketing plan?” If not, why not?

The Internet has been booming in leaps and bounds, and yet I find that many businesses do not have a “digital marketing strategy” for their companies. If they do, it is only in the smallest proportions compared to their traditional marketing strategy of fifty years ago. Why is that?


Some days there just doesn't seem to be enough coffee in the world.

The Internet is not going to go away. If anything, it will only get bigger. And those who succeed first, succeed best. If you are not on top of this tidal wave, you will be washed away by it. There is no longer any room to wait around and see what your competitors are doing. At this point, it doesn't matter what your competitors are doing - what are you doing? The ones who are succeeding, are all online. There is no longer a place for the unquantitative results of traditional marketing, when digital marketing can give you quantitative and qualitative results almost instantly. Whereas, traditional marketing can give you only best guess, and hopefuls.


So why do companies cling to the past like it is going to save them from the digital onslaught of the future?

When there was no Internet, businesses could only rely upon the sales people of traditional advertising, telling them how big their customer base is; how wonderful your results could possibly be; and how many potential customers you would possibly (meaning: hopefully) be in front of. What does that even mean?

It means nothing. It is marketing speech for: “I can’t tell you anything, because I don’t know.” When it comes to “hard-copy advertising”, the sales representatives can tell you nothing. They cannot promise you results, they cannot guarantee visibility; because if they do, they are opening their company up to a lawsuit. To put it another way, if you spent $1000.00 per/week on newspaper advertising, and the sales person guaranteed that you would get 10 new customers each/week from your ad – and you don’t – you could sue them for breach of contract. No traditional marketing company will ever put themselves in that position.

All they know is that 90,000 people bought their newspaper. They can’t tell you how many people saw your advertisement, they can’t tell you how many people responded to it, and they can’t tell you if anyone was really looking for your product or service at the time you placed your ad.

The greatest problem of traditional marketing is that there are no guarantees of any kind other than you, spending your advertising dollars in their newspaper.

Don’t get me wrong, there are never any absolute guarantees in any form of marketing. If someone guarantees a result (even in the digital world – he is leading you down the primrose path).  Telling you what you want to hear.

However; with that said, you should not pay for a (**possible) percentage of people (**possibly) looking at your advertisement, vs. paying for how many people actually look at your advertisement and react to it.

This is so important, let me say it again: You should only pay for those people who see your advertisement and react to it.

So what can you do to increase your marketing exposure?

The key to effective marketing is not “how much money you are spending on marketing”, but “where you are spending your marketing dollars.” If you are looking to increase your marketing effectiveness, then you need to change the location of your marketing dollars.

Let me put it another way. If the reason you were using traditional advertising (let’s say in a newspaper), is because it exposed your business to 90,000 people every week, and you found a different newspaper that had an exposure base of 150,000 every week (for the same price), where would you spend your advertising dollars? Obviously, with the newspaper that can give you greater exposure for the same price. Now, picture a company that can expose your business to 500,000 people every day (for the same price). Not only that, but you only had to pay for the people who saw your advertisement and responded to it, would that be of interest to you?

What if you could put your information (your advertisement) directly in front of the people who are actually looking for your product or service at that moment. Wouldn’t that be more valuable to your business. What if you could also put your advertisement in front of the people who are actually looking for your product or service, and only pay for the customers who visit your website, wouldn’t you save a lot of marketing dollars vs. trying to chase down people who are not even looking for what you have to offer.

That is what one of the things that Internet Marketing can do for your business.

It doesn’t matter how much exposure you pay for from someone else’s service if nobody is looking for your product or services. What are you paying for? You are paying for the newspaper to stay in service.

But, if every marketing dollar you spend leads to the result of someone visiting your website – you have the potential to make a sale, contact or a conversion, why would you hesitate?

This is just one of the things that Internet Marketing can do for your business. It can help you direct your marketing budget to people who are looking for your product or services when they are needing them. It’s not mystical. It’s not obscure, and it doesn’t have to be difficult. It’s just good business sense.

If you would like to find out more about how you can increase your online marketing presence, give me a call: 405-818-0182CreationIS. We have been helping businesses since 1998.