Forget Conventional Marketing Embrace the Web!By: Lee Traupel
Tactical marketing processes are once again undergoing fundamental shifts from traditional to web-based processes. Many traditional marketing firms/agencies are still touting the tried and true to their clients; i.e. Tradeshow attendance, Print, Traditional PR, TV and Radio. However, these conventional marketing processes work best for broad market awareness and/or branding, especially for a Fortune 1K company with significant resources to spend on demographic analysis, test marketing and more test marketing. It's much more difficult for a smaller company (startup to $50M per annum) to leverage the economies of scale that are typically available for a larger company for the media buy and operational efficiencies.
It's obvious that lifestyle and business processes are shifting towards a much greater dependence on digital media - people are traveling less due to cost issues and the ever-increasing speed of business is underscoring the usage of the Internet for information and research. If you're a small to medium sized business the chances are that you've probably cut your marketing budget significantly - by eliminating or scaling back tradeshow attendance, trade magazine advertising and/or direct mail in favor of response driven marketing on the web that can be deployed faster and more cost-effectively than traditional marketing methods.
Capturing leads from a web site generated by opt-in e-mail, newsletter inserts, text link advertising and/or other forms of pay per click marketing is still the absolute best way to generate leads that are quantifiable as soon as they are generated. You have the ability to easily track where the lead came from and via what interactive advertising process; assuming this has been setup for you by your interactive ad agency or with the online publisher. And, there are typically no lead times like more traditional marketing processes - we've created and deployed campaigns (creative, media buy, testing, ROI analysis, etc.) for our clients in 3-5 working days in some cases.
There are some pitfalls to web-based lead generation and follow through that you need to be aware of as you deploy an interactive campaign. Here are five of the most important "gotchas" that you need to think about as you build an interactive lead generation program around your web site:
© 2002, Lee Traupel, Intelective Communications, Inc.
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