A recent article written by Lauren Drell is one of the best examples of why Internet marketing is working. In a clever infographic, these statistics where pointed out when it comes to “new marketing” and “old marketing.” Old marketing is characterized by radio, television, newspaper, direct mail and other methods that were in place before social media took the business world by storm. I have added some questions you can ask yourself about your marketing plan.
- 44% of direct mail is never opened. That’s a waste of time, postage and paper. You can directly reach customers through social media. This established a two-way communication, not a one-way communication.
- 86% of people skip through television commercials. Does your company have a blog? Maintaining a blog is a great way to tell your story, and you don’t have to limit it to 30 seconds.
- 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.” According to the article, 67 percent of business to consumer companies have acquired a customer through Facebook. Why not focus there instead of making more “irrelevant or intrusive ads.”
- The cost per lead in outbound marketing is more than for inbound marketing. That’s the bottom line for any company, isn’t it–how can you get leads, which eventually will turn into customers? Doesn’t it make sense to pay less for those leads?
The article and graphic emphasize an important point—you can’t market your business in 2011 the same way you did in 2001 or even in 2005. Technology is changing the way people communicate quickly. Once the televisions were in almost every household in the 60s, a lot of companies turned to television to get their message across. However, for small businesses, newspapers and local radio remained an important part of the marketing plan.
That’s not as true today, when almost everyone has a computer, a social media account of some type and access to them on a daily basis, most of the time 24 hours a day. Old methods may still work for you, but the new methods could lead you to new customers hungry for your product or service.