Many people make the mistake of looking at traditional marketing and internet marketing as two separate entities. This could lead to lost leads and sales. There is a direct relationship between the two and understanding how they can be integrated will help you to bring your business to the next level.
Let’s take a look at your traditional marketing methods, whether you use direct mail marketing, traditional media advertising, telemarketing or a combination of multiple venues. Your goal with any type of marketing is to gain the attention of the consumer. You present a unique offer, something that your target audience cannot refuse. Now you need them to react. What better way to stir a reaction than to present them with a method to get something tangible right now? Make them an offer to enhance their senses and their awareness of your company. Whether you have an ad that directs your audience to your landing page, you offer a coupon via email in exchange for their contact information or a 24-hour recorded message with the ability to opt in to your marketing offers; they are all directly related to internet marketing.
Tying Traditional and Internet Marketing Together
Just why is tying internet marketing into your direct mail marketing important? Let’s face it; a majority of consumers spend their time on their computer or mobile device. This gives you many opportunities to gain their attention and excite them about your company. A piece of direct mail could be effective for a short period of time, but that window of opportunity is very small unless you are willing to send multiple mailings over a period of time, which can become quite expensive. Internet marketing, on the other hand, can gain their attention more often and for a longer period of time, especially if it requires an action from the consumer. Automated email campaigns, for example, are one way to keep your presence in front of your prospects. New and engaging content on a company blog is another.
Automated Internet Campaigns
Why is automated marketing crucial to your success? Think about how long it would take you to personally follow up with each lead that your direct mail or traditional advertising efforts collect. There are not enough hours in the day for anyone to be able to manually follow up with each person, and the cost could be exorbitant. This could lead to lost leads and sales, including the chance to obtain repeat customers. Automated internet campaigns can take on any form that is satisfactory to your audience. The most important thing is that you are following up.
Do you need to automate your traditional marketing? Yes! Think about what would happen if you only used traditional advertising or direct mail marketing. What type of follow up would you have? There is basically none unless you pay for more ads or more mailings. If your competitors are keeping in touch with your customers in your absence through Automated Marketing, this gives them the opportunity to establish themselves in their minds as the company to contact when they are in the market for your type of product or service. Remember the old saying, “Out of sight, out of mind?” That’s exactly what would happen if automated internet campaigns don’t become a regular part of your traditional marketing plan.
Finding the perfect balance between traditional marketing and internet marketing can help you have the best of both worlds. They do not operate exclusively, rather they work in tandem, helping each other out to give your company what it wants – more leads and higher sales.