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In this article, I’m going to discuss combining traditional and online marketing ideas. There are some things that are done in each world that can be combined into the other. Having a seamless integration of the two can help to lower your marketing budget and get more accomplished with less effort. Generally, most companies spend between 15% and 50% of their marketing budget specifically on online activities. For this article, we’re going to assume that you’re somewhat of an established business that wouldn’t want to destroy all of its traditional marketing methods. Perhaps the online ones would benefit you better in the long run, but for our purposes, we are going to say a little of both is the best.
To decide the amount you spend, you obviously have to assess what sort of company you are. If you’re company that just makes blogs, you’ll probably want to focus more on online techniques. If you’re a manufacturing company, you will probably still have some traditional marketing methods. The size of your company will also determine the amount of budget spent on online versus traditional advertising. Because most companies see more results with less money with online advertising, a smaller company will probably want to have a larger budget focused on online advertising.
Print advertising is pretty typical in traditional marketing. The same sort of thing can be done online, but usually you’re using a lot less print. People who use paid Google ads and things like that are trying to fit their message into a very small space. I know that the spaces you fill in newspapers are also small unless you pay for very large ones, but normally this even less freedom online. This means you need to be even more creative than you would’ve in a traditional marketing method. You also need to be far more efficient because of the less words situation.
If you do e-commerce marketing, whether by through catalog or direct marketing, you still might do the same thing online. You can set up an e-commerce site and run your business that way. In fact, resource wise, having e-commerce site is way less wasteful than mailing out catalogs. This is an important consideration to make between the two types of marketing. It’s the same thing with mail. Some people send mail to all their clients, and sometimes it works and sometimes it doesn’t. E-mail advertising online is definitely one of those things that can cause a lot of bad things to happen. Spam is inevitable in these situations, and some people are prosecuted for sending too much mail. You most likely want to tiptoe through unsolicited mailings. But if you want to keep a customer database that includes their e-mails and send them coupons and other promotions and offers, this might be a smart idea.
The final thing I’ll mention right now is that video advertising can get you far online. Paying for commercial space is not the same thing anymore. If you’ve got a giant budget, sure you’ll go far advertising on the Super Bowl. But most companies don’t have that sort of budget. If you know how to make videos, you can translate those skills into an online advertising extravaganza. You can make videos that represent your company and upload them to YouTube. This is a very smart way to creatively use a new type of media.
I’ll continue with more on the subject in my next article. For now, watch this for some more ideas.