Do you having a VP or director of marketing? Do you have a marketing budget for trinket giveaway, yellow pages ads and media placement either on radio, local TV or the newspaper? Are you still doing direct mail pieces in a broadcast marketing campaign?
Astoundingly, some companies are still pouring money into these failing marketing strategies. Sure there was a time when this was considered effective marketing, but the benefits here are in steep decline. When I bring this up with executives I usually get someone push back saying, "We had a customer just the other day tell me they saw the ad on the paper." No one said this marketing was dead, but it is dying quickly.
For people under the age of 40 a phonebook is a relic, like the VCR and gas station attendants. TV ads are avoided and even the "best" ones have minimal impact these days. So how do you get your message out? Do you get rid of your marketing director since I'm telling you marketing is not working? Not at all. In fact you need to add to the marketing department a critical player -- The Online expert.
Simply having a website is not having a presence on the web no more than owning one share of stock makes you a meaningful owner of the company. The internet has become a complicated marketing place where the majority of companies don't understand how to navigate it to the greatest benefit of the organization.
It's past time to have a dedicated staff to working on search engine optimization, building a presence on social networks, creating blogs and alternative specialized websites. This is a new age of marketing that is overwhelming the status quo. Video presentations, video interviews and video job postings as well as creative "commercials" are required for the company who wants to stand above the advertising noise.
If you don't own the entire front page of a Google search for your industry or products, you have work left to do. Get the expert to show you the way, and be sure to get out of the expert's way, because this is a whole new ball game.
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About Me
- Russell J. White
- Russell J. White has distinguished himself as one of America's leading business growth strategists. He helps corporate clients surpass their goals for excellence in growth, profitability, customer service and leadership. Non-profit organizations, athletic conferences and governmental agencies have also called on Russell for strategic planning consulting, executive coaching, leadership academies and keynote presentations. Russell is also a music enthusiast, golf addict, adventurer and renegade thinker.