by | Jun 11, 2014

Even though online marketing provides a new set of tools and mechanisms to drive revenue growth, it does not mean that Marketing 101 principles should be abandoned.  In fact, these principles are every bit as important today for long-term success.

Here are some important things to remember about marketing when trying to drive online success:

  • Online marketing strategies must be rooted in an organization’s growth targets and must clearly contribute to predictable and sustainable revenue growth.
  • Online marketing metrics must be directly linked to growth objectives.
  • You must clearly understand your organization’s target segment(s),   and the decision making process for each of the target segments.
  • Organizations must be very aware of what competitors are doing and saying online. Competitive analysis is an imperative for online success.
  • An organization must know exactly what distinguishes it from competitive offerings, and must have a clearly differentiated positioning strategy that sets the tone for its online communications.
  • A comprehensive communications strategy that seamlessly integrates online and off-line activities is a must. Online communications cannot be executed in an ad-hoc, sporadic manner. Consistency and frequency still matter.
  • A well thought-out, strategic marketing plan is still critical for ensuring online marketing activities are aligned with business objectives.

A Few More Thoughts about Online Marketing

In order for online marketing to produce desired results and a positive return on investment, businesses must make a commitment and stick with it.

Online marketing represents a new paradigm; it is a “new normal,” and it is a journey. Sustainable results will not come in a week or month, but will only be achieved through a day-in, day-out commitment over time. It’s about the long game.

With online marketing, the whole is greater than the sum of its parts. It is not enough to do just one thing well.

Businesses must engage in multiple online activities that work seamlessly together as part of an overall strategic plan. Once these integrated activities take hold, and the volume of activities surpasses certain thresholds, consistent results begin to happen – if done properly, it’s inevitable.

Business owners and executives should not feel online marketing is out of reach because they don’t understand the technologies. It really is about the basics; applying readily available online tools to good old Marketing 101 principles.

>> Need help using online marketing to drive leads? Attend our free online marketing seminar to get more detailed information, or contact us today!

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