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First-mover advantage:
a new perspective on Internet marketing
by Claudie Clot, CEO of advancis.com
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Pitfall 3. Failing to use the right tool for the
right job
Your Internet marketing mix
will depend on the target markets and objectives you need to
reach. In other words, what is right for one company may not
be (and is usually not) right for another. Marketing professionals
must start with clear objectives and a thorough understanding
of their prospects. Only then, will you be able to select the
Internet marketing tools that are the most appropriate to deliver
your messages.
For instance, consider search
engine promotion. Used by millions of companies, search engine
listings represent a very cost-effective way to attract large
numbers of prospects to a site. True... at least in most cases.
Assume, for example, that your need to reach Presidents and Senior
Staff members to sell management consulting services. Search
engine promotions would fall short of producing any significant
results because executives rarely have the time or know how to
conduct extensive searches on the Web. In this case, you would
need to deliver your message using a more precise tool; a tool
that allows you to accurately target professionals who fit your
prospects' profiles, namely email marketing.
Most companies will find that
a combination of several Internet marketing tools works best
to reach the right people at the right time with the right messages.
For maximum impact, always view your Internet marketing projects
as part of a greater whole or campaign. Use each tool to target
specific prospects or achieve specific objectives.
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Useful links
Pitfall
1. Too late to the
game
Pitfall
2. Too easy to forget
the rules
Pitfall
3. Failing to use the
right tool for the right job
Pitfall
4. Falling victim to
spammarketing
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