What is the best way to advertise in todays market then??
This question often comes from people who are unsure of who to believe in todays fast changing marketing market. Should we do on-line or offline is the usual refrain. I say why not do both, but not using traditional marketing in the way we have always done it.
Marketing is not the same as was just 10 years ago, the average consumer is now much more knowledgeable about products or services they are thinking of buying, they can actively research products and services and as such they can be much more demanding.
Consumers can buy from around the world, using the internet so your competition is not just locally based anymore, personally I think this will eventually lead to a completely different way of retail from that which we have now, but that is not really today’s topic.
It is likely you will be doing some form of traditional marketing even if it is only simple forms of traditional marketing such as your business cards, promotional clothing, signwriting on your car or building. Some forms of traditional marketing are dead and if you are still spending money on them then you are probably wasting it, Yellow Pages telephone directories fall into this category, I have personally dissuaded over 60 clients to pull their advertising from the Yellow pages and not one of them has seen a reduction in sales. The money you used to spend in directory or newspaper adverts should really be directed towards on line sales generation in todays climate.
Consumers are becoming more active in researching you, they are more cynical of your advertising claims and they are demanding that your product or service matches their needs precisely.
You must ensure that your advertising message resonates with your customers, you may have heard the old saying – I know 50% of my advertising works – but I dont know which 50%, well the development of on line advertising such as Pay Per Click and Social media advertising campaigns means this is no longer true, A well researched and set up on line campaign gives you better control of your marketing dollar than ever before.
I wouls say the best way to advertise your business is to use both on-line and offline to market your products or services, make sure you do some research into what will work and make sure you have some way of measuring the results.
If you are not sure get some help – the guys here at Assist Marketing have the expertise to help you. (remember the old saying if you think hiring an expert is expensive wait until you hire an amateur)
Yours
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