There is an old adage: There is no right way to do the wrong thing. And of course there are wrong ways of trying to do the right thing.
If you are the owner or manager of a small to medium size company, your margin for error is small. You have a heavy burden to utilize scarce resources in an efficient manner. If you start with the wrong strategy for a business goal, it won’t matter how well you implement because pursuing the wrong strategy leads to failure anyway. And a botched implementation of a useful strategy goes nowhere either.
The fear of doing the wrong thing, or the right thing wrong, sometimes stops managers from doing anything. And fear of change will stifle progress even if a current method is producing diminishing results while a new method looks promising. It is not easy to recognize right from wrong strategies, particluarily in a rapidly changing environment; but doing nothing can often be the wrong thing to do.
You can dominate your marketplace with the right Internet Marketing done right
Marketing & advertising have experienced a digital revolution and things have changed rapidly. Fifteen years ago the commercial Internet was an infant. Ten years ago Internet Marketing was just gaining traction (SEO, PPC, Email). Five years ago Social Media Marketing got rolling. Today, mobile device marketing is gaining momentum.
Many businesses adapted to the revolution and have shifted marketing resources from traditional media to digital media. Some organizations are clinging to old marketing methods. Some businesses are doing the right things in the right ways. Some are trying to do the right thing, but are using the wrong methods. And some are trying very hard to make some old, wrongthings work in a changing world.
Businesses that still rely heavily on things like the Yellow Pages, Newspaper ads, and Magazine ads should be evaluating their results. Even radio & TV marketing cost effectiveness is not what it once was. The digital world has changed the game. All businesses should pay attention to the realities and happenings in digital marketing – digital media already offers lots of biz promotion choices and tomorrow’s new thing might be the right thing for your business.
If you have trouble sorting out right from wrong marketing strategies & methods for your business, get some advice from professionals – I’m available.
Tags: Digital Marketing, Digital Revolution, Internet Marketing
This is a good posting, I was wondering if I could use this post on my website, I will link it back to your website though. If this is a problem please let me know and I will take it down right away.
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Hi Lou,
It takes time for mainstream or late adapters to get over their fears and adopt new ways Vs early adapter types who are easier to convince. Most managers need nurturing for example: education, data, competitive analysis, and case studies from similar businesses. This blog is an example of providing value and education, but this takes time. Use a crawl, walk, run approach. For example, start with a min-site or updated landing pages linked to a PPC campaign or Social Media tactic that produces immediate results for the client and then move on to longer range things like SEO and Social Media Campaigns. Another problem is time commitment from the Internet Marketing reluctant client. Unlike most traditional marketing methods that are mostly passive, push tactics; Internet Marketing needs a lot of continuous interactivity by the client to be effective with the pull tactic methods being utilized. Some folks have trouble committing the needed time and they fail unless they are kept highly motivated.
Gary, I enjoyed your post. In fact, I experience it on a regular basis with small companies. With a little education most businesses conceptually understand the value of Internet Marketing, and instinctively they know they should be leveraging the tools and techniques. But there is something that stops them. Fear of change? Fear that if they make a mistake it will significantly hurt their business? Unwillingness to give up the old school methods that got them to where they are? I think it is all the above plus more. Question–how do you help them overcome their reticence and inertia, and move forward?