One of the most frustrating things in the world is seeing clients who have a marketing “expert” on board. I don’t mean marketing expert, I mean a marketing “expert”. Let me explain:
[n., v. ek-spurt; adj. ek-spurt, ik-spurt]
Someone who has no idea what they’re talking about.
[n., v. ek-spurt; adj. ek-spurk, ik-spurt]
Someone who has special skills or knowledge in a particular field.
It’s easy to see why there are so many “experts”. For years it’s been a smart move to employ someone who has been in the industry for long time, but because of the rate that technology advances, these experts don’t keep up and suddenly become “experts”.
In this series of blogs we’ll be looking at:
You can’t use traditional marketing tactics online
Traditional marketing tactics gave you time to advertise your product or services, online marketing has to be engaging straight away. For example, traditionally you could advertise in the newspaper, and people would see it, engage in it and then come back to it at a later date. Online, you advertise with Facebook, and if you don’t engage the user straight away, they’ve probably lost your advert forever. It makes it even harder because the users can click on “I don’t want to see this”, then you’ve wasted all your advertising efforts on that potential customer.
Let’s say you engage with your potential customer on a personal level. Traditionally, you’d meet them at a networking group and you would be able to tell them all about your company and the services you can offer. Online, you’d send them an email, if it’s not instantly engaging they will delete it.
Traditional marketing means that you have the stage and the user will listen and then make a decision afterwards. Online marketing means the user won’t give you the time to marketing to them if they don’t want you to.
Using traditional marketing tactics online is the source of the “90’s marketing epidemic” that, unfortunately, is an ever growing crisis.
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Here’s 90’s Marketing – Part 2 hope you enjoy reading it as much as I enjoyed writing it!