Do you think that paid advertising, television, print and corporate event marketing is outdated and has taken a back seat to web marketing?
If your current marketing strategy is built upon this ideology, then it might be time for your brand to take a step back and rethink the way it is doing things. The fact is, web marketing works much more effectively when combined with some old fashioned tried and tested marketing tactics.
Web marketing is simply the bridge to old and new marketing concepts and each crosses the other more frequently than most people think.
In fact, the fundamentals behind all web strategies are based on basic principles used in marketing such as measuring goals, setting objectives, keep it short and simple, and using a variety of means in which to promote products and services.
Web Marketing in similar fashion to corporate marketing can only be successful if it answers the question, “What are the creative ways in which you will promote your products and services, what are the factors that influence doing this and how will it be received by consumers?
Any successful web marketing plan needs to include the following elements:
- Measurable goals and objective for your brand and each campaign that it intends to develop.
- The means in which your brand intends to deliver your promotions and brands message to the world.
- Measures that will be taken to direct traffic to your website and persuade visitors to take some action or make a decision about your products and services. In this highly competitive social and mobile world, it is not an easy task to drive targeted traffic to your website simply with a domain URL.
- The medium in which your brand intends to convert this traffic into potential leads and sales. This is the most important part of the plan because the truth is no matter how much traffic you are able to drive to your website, if its architecture, content and promotional value is not effective in convincing your customers to want to engage with your brand you will not be successful.
- The plan needs to define who your target markets are and what are the best approaches to engaging with them.
While a majority of your consumers are likely to be on a computer at any given time, this does not necessarily mean that they all are, and/or that they spend a great deal of time on it. If you do not include these kinds of factors in your planning, how will your brand reach people who are active, prefer to watch television or read a newspaper? Web marketing can be used as a medium to bridge the gap between them simply, by creating social media engagements, content and advertising that are spread on all media platforms including television, print and vice versa. As well, you can use it to during corporate branding events such as trade shows and fundraisers.
The most successful brands are the ones that are able to use cause and event marketing, social media, corporate branding, television and print advertising to their advantage.