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Internet Marketing - Why is it still secondary?

by jayden.fellze
16 replies
Hello guys,

Here's what I don't understand.
1. Internet marketing reaches to a far bigger customer base than any other type of marketing would have done in the same amount of money.

2. Internet marketing gives a seller a much bigger space to demonstrate his product than any other mode of marketing TV, Radio or print media.

3. Internet marketing allows on the spot customer review which allows new buyers to trust a product much faster.

Then why is Internet Marketing still considered to be the poorer cousin of other forms of marketing? Why companies treat it as a supplement to their marketing campaign and not the primary venue?
#internet #marketing #secondary
  • Profile picture of the author ryanman
    Because offline marketing is still bigger and generates more for a lot of companies.
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  • Profile picture of the author tomw
    Put as simply and as basically as I can;

    targeting.

    The companies using the greatest proportion of their adspend on TV, Radio, Press and Outdoor advertising, as well as DM, do so because they have regional or territorial sales targets. As such, they advertise locally (either regionally or nationally) to targeted prospects.

    Marketing is simply the means to achieve production, operations and distribution objectives.

    However, there are countless additional and much more complex reasons for the regional as opposed to global approach based on everything from politics to the availability of raw materials.

    Thomas
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  • Profile picture of the author Mr Bloggy
    not sure, but this is a good point you back
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    • Profile picture of the author simmer
      I think for many companies it will become the primary way their company will market... With digital Radio and TV etc.. Companies will and are jumping on this bandwagon and essentially it is going to get far more competitive in the Internet Marketing Arena.

      So as for their Marketing Dollars... their allocation will transfer to IM but as competition grows it is going to get a lot more expensive.

      The Internet does allow for New Platforms and Technologies to be created and their will always be new ways to market... It is keeping up with these trends and jumping on while they are Hot and less competitive. You do that by hanging out in place like the WF

      Simmer
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      • Profile picture of the author Recruitment Nick
        Don't forget the branding that comes with a national TV slot. The prestige and ability to get your message in front of that many people at a time when you know they will be watching is important.

        Yes its not as targeted and may well not produce anything like as much return, but it does provide a bigger 'bang' that s worth it for a lot of bigger companies
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      • Profile picture of the author tomw
        Originally Posted by simmer View Post

        I think for many companies it will become the primary way their company will market... With digital Radio and TV etc.. Companies will and are jumping on this bandwagon and essentially it is going to get far more competitive in the Internet Marketing Arena.
        As long as the purpose of the vast majority of marketing activity is to drive footfall as opposed to traffic this will not be the case. The purpose of most major corporations web presences is to open dialogue with regionally targeted prospects and customers. Hence the fact they have numerous regional websites such as a dot com, a dot co.uk, a dot se etc...

        Haven't you noticed how web commerce is more and more reflecting real world trade territories by becoming increasingly localised?

        Thomas
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        • Profile picture of the author yourreviewer
          The bigger companies have just started realising the value of the Web. The problem with many corporate companies is that they are very slow to change and adapt. Plus they have so many legal hassles, inter departmental conflicts, red tape etc. They are like the 800 lb gorrilla that takes a long time to turn and see the other side of the world. They are big not fast and this is where the small businesses can easily outperform these giant corporates.

          For example, it is just easy for an average Joe to say, "Hey, this niche/method sounds interesting, let me try it" For big companies, it doesn't work that way. They have to consider the pros and cons of every aspect of their business, "How will it affect their branding?" "How to deal with customer service etc?"

          Most of the big companies are crapping in their pants on the way the social marketing has evolved. They are really concerned about customers who complain about their products and services. Comcast got caned due to a single shoddy customer service incident where the Comcast repairman went to sleep in a customer's home. Dell too felt the power of social networking where a very reputable blogger lashed out against Dell. However Dell was clever enough to realise and use social marketing to their advantage. Now they are gathering feedback directly from their customers on how to improve their product and services. Starbucks is doing the same as well.

          Online marketing is a great leveller where you as an individual can take on a giant corporate. No other form of marketing will allow you such a luxury.
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          • Profile picture of the author tomw
            Originally Posted by yourreviewer View Post

            They are big not fast and this is where the small businesses can easily outperform these giant corporates.

            Online marketing is a great leveller where you as an individual can take on a giant corporate. No other form of marketing will allow you such a luxury.
            Really?
            In terms of what metrics?
            What would you base the comparison upon?
            Do you have any examples?

            :rolleyes:

            Thomas
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            • Profile picture of the author yourreviewer
              Seth Godin has an entire book written on it in his book, "Small is the New Big".
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              • Profile picture of the author jayden.fellze
                Originally Posted by yourreviewer View Post

                Seth Godin has an entire book written on it in his book, "Small is the New Big".
                It sure is! And being an optimistic, I think things are surely going to improve for internet marketing.

                But I think, in order to get internet marketing true marketing, we must clean up our act. For years, this medium has been in use for selling shoddy products or as a tool for sending spam to people's mailbox. I am sure we all are aware of emails that claim to give us a "full head of hair" or improve our "love life" ....

                There should be some actions on such misuse of this tool, so that genuine players can get their due.
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  • Profile picture of the author ileneg
    In part I think it's ignorance, as in lack of knowledge. Many business owners who don't hang out on-line don't have a clue how beneficial it can be, nor do they have the time or energy to find out. That's where "we" come in.

    ilene
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  • Profile picture of the author Quentin
    I think you will find it is in the stats.

    TV in every home and can get reception.

    PC not in every home and limited connection.

    Q
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    • Profile picture of the author roderick
      The internet is still a growing market, no one knows where it will be in the future
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      • Profile picture of the author radhika
        TV, Newspaper, brochures are MOST commonly accessible media by the people rather than computer and internet. So still half of the businesses don't own a web site.

        Plus TYPE of product. If a person is selling furniture, he like to taget more people in his area rather than tageting the whole world where he can not ship.

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  • Profile picture of the author JEagen
    In part, I think it's because the internet is a marketing tool of such depth that many (including myself) don't know how to fully implement it. I mean, I've been aggressively researching IM myself, and I'm finding things that I've never even heard of before. Granted, I'm a complete newbie when it comes to internet marketing. But unless you know how to make the internet community work for you, it my seem like the time and money could be better spent on marketing you already know - direct sales, and targeting and such.

    Just spitballing though, good question!

    -Josh
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  • Profile picture of the author greatmark
    offline companies still love OFFline marketing that's why... that's better for us because it allows a little guy to come in online and make a name for themselves with out the major corparatios owning everyhting
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