Comments on: Online Marketing Builds Mainstream Steam

By: Glenn Seaberg

Glenn Seaberg — Wed, 08 Jul 2009 15:32:12 +0000

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.

By: Jason

Jason — Wed, 08 Jul 2009 13:52:04 +0000

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.

By: Glenn Seaberg

Glenn Seaberg — Tue, 07 Jul 2009 21:15:56 +0000

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.

By: Aaron Weiche

Aaron Weiche — Tue, 07 Jul 2009 20:40:13 +0000

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.