Successful marketing is about choosing the right time and place. A funeral director would not advertise in a maternity ward of a hospital as it is not relevant so why do companies continually choose to invest in promoting their websites in printed catalogues that are delivered to hundreds of thousands of letterboxes?
Where is the relevance with this form of online advertising? Do companies seriously think that Jo Bloggs is going to pay attention to their specific advertisement in a catalogue/magazine/newspaper, turn on their computer, type the website URL into the internet browser and then hunt for a particular product on a website?
Given the amount of instances this happens I am starting to believe this might actually be the mindset of some companies. Is that arrogance, ignorance or another unknown factor?
I’ll let you in on a secret – online success = relevance. How does warwolfcreation create relevance? The first step is to ensure that when a potential customer is looking for a product or service you are visible and in today’s society that is within Google. Why? Research has shown that the majority of consumers now start their product search using a search engine.
The added benefit of search engine marketing, both Search Engine Optimisation (free listings) and Pay Per Click Advertising (paid listings), is that there is also complete transparency on the advertising return on investment through Google Analytics.
The next time you are about to spend thousands of dollars on a letterbox drop or print campaign to promote your website – stop and think. Is this going to be the right time and place for my online customers?