IT’S NOT AN INTEGRATED CAMPAIGN WITHOUT AN INTERNET COMPONENT
First, I need to apologize to those who consider themselves the “masters” of internet marketing. You’re not going to find new PPC formulas or savvy Permission Based Marketing strategies in this article. No, right now we are going back to basics, and providing a reality check for those who have remained hesitant, and have yet to harness the power of the internet to capture additional market share.
Let’s begin with some elementary information…
Now, if you are a business owner that believes having a web presence is the same as internet advertising, you may want to pay attention to the next round of figures…
Does this mean you abandon your other marketing efforts and campaigns? Absolutely not. It just means that that internet has to be a core element of your integrated strategy. However,
don’t confuse an online presence with online advertising. Having a web‐site doesn’t constitute having an internet strategy.
Also, when conducting an internet campaign, remember the same rules apply. Just as you would fail if you conducted a direct mail campaign without first identifying your market, and looking at their tendencies, the same would apply for internet marketing.
According to the Neilson Company, credit cards are the most common method of payment for online purchases. 60 percent of global online consumers used their credit card for online purchases, while only one in four online consumers chose PayPal. Of those paying with a credit card, more than half used Visa.
Different cultures and countries have a higher predisposition to purchase on‐line. South Korea is the leader with approximately 99% of their internet users making on‐line purchases. Would you guess that the U.S. comes in at number 8 on that list?
One of the core philosophies of Forward Progress is to identify your target market. Without this foundation, it is virtually impossible to build anything of value. This same building block absolutely must be applied to your internet strategy. Without it, you will flounder, be frustrated, and waste precious time and money.
There’s a reason that billions of dollars are being poured into online advertising…it works! If the internet isn’t part of your integrated strategy…well, then it’s not really integrated.
Rick Sherman is a senior level business adviser and consultant for Forward Progress, Inc. and the President of New Essence Media, a marketing agency focused on developing strategies through “Intelligent Integration”. For Additional Information: [email protected]