Big brands are built by media. The single minded proposition is propagated by consistent messages in all available media vehicles – television, radio, and print.
The formula has worked so well in the past, that there is a huge advertising industry that is the main promotion channel of top of mind brands.
Other ingredients that make up traditional marketing, aside from paid media, are direct mails and attendance to exhibitions and trade shows.
How consumers look for products
While traditional marketing works, and this is a time-tested concept, ask yourself: how do people nowadays look for products that they want, need, and intend to buy?
If you ask this question to your target customers, they will probably tell you they’ll look for it online. Hardly anyone will answer they’ll go through the yellow pages, or scan newspaper ads.
Thus, search engines and social networks are key vehicles in today’s information-seeking consumers. They want to have instant information if your product works, and find out what other people are saying about your product through reviews.
How competition is doing
It is now easier to know what the competition is doing, also through Google. Know their pricing schemes, if they raised prices or lowered their prices, maybe think of why they changed their price points. Also check if they have new, upcoming, and better products in the pipeline. This can be a source of competitive advantage if they’re always coming out with new and better products so customers will continue to buy from them.
As they say, keep your friends close, and your enemies closer; but this doesn’t mean you have to check them obsessively – this move is only for stalkers and spies.
Remember not to copy the competition. Imitation is after all the best form of flattery. If you want to make 2013 the best year for your business, focus instead on your potential and existing customers. Create compelling content, engage them through social media. Know them intimately; know them well, so you can give them what they’re looking for.
Bring your ads online
Online ads are in the form of banner ads, pop up ads, pay per click campaigns, and even Facebook ads. When you send out an online advertisement, what you want people to do is to click on your ad so they can view your website.
As much as you want to make sure that you have a compelling advertisement, you also have to make sure that your website delivers the promise. Have a balanced perspective on these things, because ads tend to excite and promise solutions while websites tend to remain static and unchanged.
The point is, before spending your tight marketing funds on online ads; work on having a great, compelling landing page so the clickthroughs will be have high conversions.
Your online ads are effective only if they lead to conversions. Getting customers and prospects to view your site is only the first part of the equation.
Through all these, one thing remains unchanged. More than ever, now is the time to have the best phone service, as you need to always stay connected to your clients and prospective customers.
Also, taking a backseat doesn’t mean you have to sever all traditional marketing efforts. Integrated marketing communications work best after all, especially if you have the advertising budget.