Online Marketing Builds Mainstream Steam

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July 6, 2009 | BY Glenn Seaberg
  


Glenn Seaberg
Spyder Trap Online Marketing

An important poll recently conducted by JupiterResearch and Verse Group identified the top two priorities of marketing executives:

1.  Achieving measurable ROI on their marketing spends, and

2.  Integrating online and traditional media.

For those of us in the online marketing trenches everyday, this is not really news.   The fact that marketing executives are keying on ROI and the importance of online media confirms online marketing is quickly achieving equal status as traditional marketing vehicles.

As recently as Q1, our sales team noted that closing sales often required a bit of coaching with regard to how online marketing could achieve objectives for our clients.  As these clients tested the online marketing waters they quickly realized that the major advantages of online marketing goes beyond reach, frequency and GRP.  Online marketing offers trackability and therefore accountability.

Today, more and more of  our clients are integrating online marketing with traditional efforts, be it with email strategies, brand monitoring, sponsored search, or even website development.

Why would any marketing manager or media planner not consider online marketing media as equal to traditional media? Is it because it requires specialized knowledge?  Is it because some are afraid to leave their comfort zone?   What’s your take?  Can any company flourish without incorporating online media into their overall marketing plans?

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  • http://www.fivetechnology.com/blog Aaron Weiche

    One of my favorite words: Trackability.

    Online marketing usually requires a different approach than many have taken before. It’s not a macro tactic like traditional, it’s micro. It’s hard for many to wrap their minds around process, where traditional is all message based. Once they do though, you can’t deny the efficiency and numbers effective online marketing can produce. So I do think your specialized knowledge question is true to a point, not just the tools/services involved, but the approach.

  • Glenn Seaberg

    Thanks Aaron, I think you are right on. I notice that marketing decision makers who get online marketing are willing to think outside of the constructs required by traditional media. By the way, congrats on the success you had with the GW Transportation project.

  • http://www.tamarackhti.com Jason

    I’d argue that “strategy” plays a much bigger role in online marketing than traditional market planning. While anyone can hire a good graphic designer and outline a reasonable print ad & direct mail campaign, online marketing requires more tact. It’s a branding strategy that takes a lot of work. Online marketing is more hands on, because it requires organizations to pay closer attention to what their customers are saying. Online marketing is all about finding that group of passionate customers that will relay your message to their friends.

    On the other hand, traditional marketing is a shotgun approach that often results in wasted spending and tricky ROI measurements. Since it’s “tried and true”, many organizations stick with this approach. Don’t fix what isn’t broken, right? Wrong!

    My last thought relates to the expense of online marketing in relation to traditional marketing strategies. Small companies like ours can truly capitalize on creative, well-organized online marketing campaigns with a minimal investment. The “tipping point” can come much sooner and with money still left in the organizations pocket to celebrate their achievements. Online marketing is the real deal. Accept it or be left behind.

  • Glenn Seaberg

    Thanks Jason. You added a lot to the discussion. Strategy is huge with online marketing – especially for small and midsized businesses. Measureability is intrinsic to online marketing, so there is no spinning the results. The old adage that “half of our marketing budget is working, and half isn’t – we just don’t know which is which,” is no longer an excuse. With online marketing, careful planning should be every organization’s hedge against a negative ROI.