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Congratulations, all you Internet marketing people you. You now command a whopping 3% of total advertising and marketing budget. Hey, it's better than, well...2%. And the number is trending higher. That's good too. But what if I told you that people spend nearly as much time on the web as they do in front of the television? Did you know that TV commands almost 40% of all ad spending, while the web gets only 3%? How about newspapers? Businesses spend almost as much on newspaper ads as television, but guess what? Consumers spend less than 10% of their time reading newspapers. Clearly, if you judge just by the numbers, the web is underfunded. Why? I have a theory: to most business decision-makers, the people who sell the web channel are geeks. They talk in web jargon and acronyms. For example, if I was a business owner (which I am) and had an inkling that email marketing might be successful for my business (which I do) and called an Internet marketing consultant to meet with me, here's what I might hear: "Thank you for calling me in. What we provide is an ASP email solution that has easy-to-use WYSIWYG tools which, in addition to providing you outstanding content management, tracks click-throughs, white list status, and user conversions in real-time." As a business decision-maker, I think: What did that geek just say to me? Or let's take search marketing: "Sir, I'd like to talk to you about how we can dynamically measure your keyword PPC programs within the Google AdWords or Overture network to, again, track real-time user conversions using state-of-the-art web analytics systems, which, by the way, are an ASP model so your IT guys don't have to get involved. Isn't that great!?!?!" Yeah. Not so great, pal, because YOU'RE NOT TALKING TO ME! And we wonder why web marketing might be underfunded? The fledgling field is so proud of itself for its snazzy lingo and sizzling software that it's forgotten that this is just marketing -- only possibly a whole lot better in many ways than traditional marketing. To get decision-makers fired up about investing in the Internet marketing channel, strip out the jargon and the acronyms and get down to business. If you do so, then you've finally got what everyone wants to buy: better marketing. Instead of selling "conversions" and "ASPs" -- which have no language connections to traditional advertising and marketing -- talk in real business language. A conversion is a sale or a lead. A user is a customer. Keywords are just words and language. Every Internet t erm has a seasoned business equivalent. Use them. If we want to justify more than a 3% budget allocation for our web marketing efforts (which we can and should), then we need to talk about business in language that decision-makers use everyday. And whatever you do, if you say "it's just marketing" then don't make it sound like IT. Until next month, Beat BetonMarkets 2005. - Learn to become a winning trader starting with a small account at BetonMarkets.com. By Andrew Kasch. Affiliates make 40% Article Index: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 | 35 | 36 | 37 | 38 | 39 | 40 | 41 | 42 | 43 | 44 | 45 | 46 | 47 | 48 | 49 | 50 | 51 | 52 | 53 | 54 |
More Articles:1. Two Good Marketing Ideas - One of Them Great! By Gladys Williams Last week, I wrote my first marketing/list building article. Could not get the activity out of my mind.So, here are two more....the second one a doozie!First, as I am doing day after day, build an ongoing TIPS series....mine is called Health, WellBeing and Gardening. Container Gardening was mind relieving as I assisted my mother, an Alzheimers' patient, during the last years of her life.The wonder about TIPS is that they keep your mind going, keep you reading, sharpen your ability to make con… 2. Getting Members For Your Community By John Layton If you read my first article titled BUILDING A BUSINESS WITHOUT ADVERTISING YOUR PRODUCT, then you should have at least some idea of the type on online community your visitors would be interested in. If you have not read it, reading it will give you a better understanding of this article.In this article, I will tell you some ways to get the word out about your online community. This is by no means a complete list. There are too many ways to grab peoples attention to list them all here. There h… 3. How to Hit the Target for Your Internet Marketing Through 5 Self Help Questions By Leanne Hoagland-Smith Recently, I stumbled upon a simple way to hit the target on my Internet marketing strategy for driving potential web traffic to my site. For me, this was an incredible “Ah Ha,” because I am not a “techie” and my sales strengths are building relationships and understanding numbers. The Internet by its very nature provides an immediate obstacle to building relationships, but offers opportunities to gather and analyze numbers. And this is where many small businesses and even some larger busines… 4. Internet And Network Marketing By Sanjay Johari How do you start a business on the net? Well, network marketing opportunities available on the internet is a good starting point.Why?There are several reasons. Let us see some of them:1. There are excellent affiliate programs where you can join free of cost or at minimal subscription and take advantage of the network marketing opportunities they offer.2. Good companies provide support to promote your and their business. This is a good training ground to learn and master promotional skills. Man… |
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