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Seven misconceptions and keys in Internet marketing

By: Bjorn K Djurner

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I was surfing the Internet reading about online marketing last night and decided to round up some findings i thought was interesting.

Myth 1

Our brand is strong enough not to require support for the length of the downturn.

Fact : Few brands are powerful enough to get by without advertising, product promotion, and customer service support. Brands need attention, support, bracing, and polishing, ( the selling equivalent of nutrients, light and water ) or they can wither and shrivel to a shadow of their former self. This is not a position you would like your company brand to be in when the expansion engine for the economy revs back up.


Myth 2

If we cut back on marketing spending, we will be able to use the money for other things internally, and increase the budget when things get better.

Fact : research has shown that once that budget gets cut, it takes a herculean effort and a strong internal champ to lift it back to its former levels.


Myth 3

Nobody's buying anything, advertising and promotions are a waste of money.

Fact : Many studies conducted by illustrious business publications and school think tanks have come to the same conclusion based on the info they gathered on U.S.and in a number of cases globalcompanies : Those that rein in their presence in their key service markets are in a far worse position in terms of profitability, market share, and market competitive presence when the downturn eases and profitability growth returns.


Myth 4

We can cut back [on marketing] now, and then ramp up quickly when things get better.

Fact : This strategy has proved disastrous time and again, especially for firms that have inefficiencies inherent in their design or product delivery channel. That inefficiency will not allow them to ramp up fast.


Myth 5

We should examine what's working for us, and cut out everything else.

Fact : This isn't truly a parable, but a knee-jerk reaction to a short term slump in sales gross. Good marketing departments should be doing precisely that on a perpetual basis, not just when times are tougher. Why would any marketer worth their pay continue programs that did not work.


Myth 6

Marketing spends extra cash than any other office, they have the most room to cut budget.

Fact : While spending might be a measure of power in some corporate structures, at least informally, return is truly what counts when it's budget review time. Marketing is one of the few departments that can essentially point to contributions they make at once to the bottom line.


Myth 7

All of our competitors are pulling back advertising and media expenditures to save money, so we should, too.

Fact : this sort of lemming-like sheep thinking can destroy your company! If the other kids jump off the bridge, are you going to leap, too? regardless of being rivals, their financials likely look a bit different from yours, and it's stupid to believe that you can mirror their moves and be successful.


A report from DemandGen has released the outcome of New Years study on successful marketing strategies for surviving a downturn. The consensus? Insiders suggest the smart money will flow toward more centered outreach and a renewed emphasis on re-engaging contacts already in the database. Good news for each one of us in digital direct - email marketing and mobile marketing particularly.


The 7 key secrets, according to Demand Gen :


1. Send relevant focused messages at the right time and don't overload your best customers.

2. Reduce risk - free trials and guarantees might be better than price slashing over the long term.

3. Stress content over promotion, promotion, promotion.

4. Align messaging about product price to business agony.

5. Invest in your databases.

6. Engage earlier in the purchaser lifecycle, then nurture those not quite ready to purchase.

7. Concentrate attempts to improve data division.


I could not agree more. And not simply because each single strategy endorsed drives the budget-wary marketer to further leveraging their internet sites and web advertising efforts to supply a triple-threat of content, conversation and community that may, at last, deliver increased conversions. Precisely the sort of work we do best!

Article Source: http://depositarticles.com/

Bjorn K Djurner
Marketing specialist

My blog

StepOneWeb

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