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First-mover advantage: a new perspective on Internet marketing

by Claudie Clot, CEO of advancis.com

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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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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