} -->
Back to Top

The More Things Change, the More They Stay the Same

If you’ve ever wondered if there's really a difference between traditional marketing and online marketing, the answer is both yes and no.

Tangible ≠ Easy
Don’t let anyone convince you that marketing your service or product online is easy; not even for a small organization. Many people approach the online environment as an afterthought, as something that is relatively easy to conquer because it is tangible and readily accessible. Likes, shares, and analytics provide real-time feedback. They make us feel good – a job well done. But, we are reaching our audience? Perhaps.

The internet is malleable to serve our purposes; however, we sometimes forget about the vast number of channels and combinations that can make online marketing decisions immensely more complex than traditional marketing. Overlap of analytical assessments, and the inability to readily discern a customer’s reason(s) for conversion, also complicate the online marketing process.

Good questions to ask on a fairly regular basis: are the channels and integrations that we utilize the right channels for our purposes? Are our “likes” converting into buyers and loyal consumers?

Seller-Buyer Connection
Just because we sell our services and products online and do not necessarily interact with the consumer, at the point of sale, it does not mean that we can forget about the consumer. A seller, is in fact, nothing without them. The need to engage the consumer in new and unique manners becomes amplified on the web.

Startups and small businesses benefit from following others, sharing their info and commenting on relevant material that’s not their own. Reciprocating helps to build rapport and goodwill. 5 Keys to an Effective Social Media Program

When an individual walks into a place of business they are presented with a complete experience: the sights, the sounds, the smells, the touch, and maybe even taste. However, when you are creating an experience online, you are truly limited to sight, sound and two dimensions for interaction. If you are very good, you can convey a sense of touch, such as verbiage, color, and accents to elicit an emotion, or a click or mouse over to present information. These options may help to enhance your appeal to the customer’s sense and sensibility; creating an environment that encourages them to hang around for awhile, instead of “bouncing” to the next site. It can be done, yet it is much more difficult to maintain the customer’s attention online when the next option is just a “click” away, versus driving another five miles away.

Of course, strategy is required for any successful marketing campaign, traditional or otherwise. Your product, your intent, your drivers, and your targets are the same. However, your place, your price, and your promotional vehicles have different considerations. The advantage of online marketing is that it is convenient for both the seller and the buyer and your typical online marketing campaign costs significantly less than a traditional marketing campaign.

The main purpose of marketing is to generate awareness, to educate the consumer, and to drive sales. The internet accomplishes this with less human resources and less monetary resources, while enabling the seller to impart a simultaneous a push and pull effect. Ingenious really – however, it is still just as difficult to obtain and maintain consumers online as it was with traditional marketing vehicles.

There may in fact be something to the saying, “The more things change, the more they stay the same.”