Seven Keys and Myths in Online Marketing

There is an abundance of online marketing information available today. I thought I would take some time out and try to sort through some keys and myths in Internet marketing today.

Myth 1
Our brand is robust enough not to want support for the duration of the downturn.
Fact : Few brands are powerful enough to get by without advertising, product promotion, and customer service support. Brands need attention, support, bolstering, and polishing, ( the marketing equivalent of nutriments, light and water ) or they will wither and shrivel to a shadow of their previous self. This is not a position you want your corporate brand to be in when the expansion engine for the economy revs back up.

Myth 2
If we cut down on selling spending, we will use the money for other things internally, and increase the budget when things get better.
Fact : research has demonstrated that once that budget gets cut, it takes a herculean effort and a powerful internal champ to raise it back to its former levels.

Myth 3
Nobody's buying anything, advertising and promotions are a waste of money.
Fact : Many studies conducted by prestigious business publications and school think tanks have come to the same conclusion based on the data they gathered on U.S.and in some cases globalcompanies : Those that cut back their presence in their key service markets are in a far worse position apropos profitability, share of the market, and market competitive presence when the downturn eases and profitability expansion returns.

Myth 4
We can cut back [on marketing] now, and then ramp up quickly when things get better.
Fact : This strategy has proved tragic time and again, especially for corporations that have inefficiencies inherent in their design or product delivery channel. That inefficiency won't allow them to ramp up swiftly.

Myth 5
We should inspect what's working for us, and cut out everything else.
Fact : This isn't truly a parable, but a knee-jerk reaction to a short term slump in sales gross. Good selling departments should be doing exactly that on a perpetual basis, not just when times are tougher. Why would any marketer worth their pay continue programs that did not work.

Myth 6
Marketing spends extra cash than any other office, they have the most room to cut budget.
Fact : While spending could be a measure of power in some corporate structures, at least informally, return is really what counts when it's budget review time. Marketing is one of the few departments that may basically point to contributions they make without delay to the bottom line.

Myth 7
All of our competition are pulling back advertising and media expenditures to save cash, so we should, too.
Fact : this kind of lemming-like sheep thinking can destroy your company! If the other children jump off the bridge, are you going to jump, too? despite being competitors, their financials likely look slightly different from yours, and it's dumb to suspect that you can mirror their moves and become successful.

A report from DemandGen has released the outcome of New Years study on successful promoting secrets for getting over a downturn. The consensus? Insiders suggest the smart money will flow toward more targeted outreach and a replenished stress on re-engaging contacts already in the database. Good news for all of us in digital direct - email marketing and mobile marketing in particular.

The 7 key secrets, according to Demand Gen :

1. Send topical focused messages at the right time and do not overload your best customers.
2. Reduce risk - free trials and guarantees may be more effective than price slashing over the long term.
3. Emphasise content over promotion, promotion, promotion.
4. Align messaging about product value to business agony.
5. Invest in your databases.
6. Engage earlier in the purchaser lifecycle, then nurture those not actually ready to purchase.
7. Concentrate efforts to improve information division.

I could not agree more. And not simply because every single methodology endorsed drives the budget-wary marketer to further leveraging their internet sites and net advertising efforts to supply a triple-threat of content, conversation and community that may, ultimately, deliver increased conversions. Precisely the kind of work we do best!