Explaining the shift from Traditional to Internet Marketing

Why are so many marketers moving in the direction of Internet Marketing?

Presented by GNIM Media

In recent years there has been an ever-increasing shift from traditional to Internet marketing. Ten to twelve years ago many thought Internet marketing was a fad, and then came the high tech crash in 2001. Since that time advertising departments and people see the powerful effects of promoting online and nowadays we have reached a point where the Internet has proven itself, and there are a wave of individuals, and businesses, both large and small, who want in!

Why Should YOU Shift your efforts to Internet Marketing?

1. Internet Marketing is the most MEASURABLE form of marketing
With Internet Marketing there is an immediate return on investment and everything is measurable. Using web analytical tools you can see which targeted visitors are clicking on your ads, for how long they visit your Website, and their online behaviour. This valuable information about customer and their habits can be used to tweak you strategy, leading to more satisfied customers and ultimately, increased revenues.

2. Internet Marketing is CONTEXTUAL, allowing you to target the right audience at the right time
More specific targeting allows for personalization not attainable in traditional marketing channels. Let’s look at the baby industry as one example of how the Internet is a powerful tool in allowing you to profile your audience. Here we have Pampers vs. Pull-ups. Offline you would target a broad parenting demographic, such as all parents that have children between the ages of newborns and three years old. If you took out an ad in Parenting Magazine for example, you would have to choose whether to market pampers or pull-up. With Internet Marketing you can find out what age group the child is in and personalize the message specifically for their needs, resulting in no waste of ad dollars.

3. Internet Marketing is Interactive allowing you to ENGAGE with your target audience in a more personal way than traditional marketing
Internet marketing techniques such as video marketing allow you to create a personalized message that is very targeted to your desired audience. With Blogs you can ask the opinion of your target market, and ask them for feedback on a product or service you are promoting. This encourages interaction and is great for relationship building. Through Internet Marketing you can co-create products based on the solicited feedback you receive from your targeted clients. Asking your potential clients to help you build something helps foster a feeling of ownership, and this is an important aspect of building a loyal relationship.

4. Internet Marketing has a LOW BARRIER to entry – Relatively low cost
It’s interesting that many people have the perception that if you are advertising online than it’s free. This is a misconception. Although Internet marketing is not free, there are various cost levels to advertise online, depending on the product – different levels by which you can pay to play.

Shift from traditional to Internet Marketing – Who’s doing it and why?

Many large businesses, government departments, and international corporations are now using their advertising dollars for targeted Internet marketing. They are using social media sites, video marketing, press releases, podcasts, etc. An example of one such company is the real estate giant Century 21, who earlier this year announced it would pull all national TV advertising and redirect its focus to the web. Their main reason was to focus their marketing dollars on a more targeted audience, which they hoped would bring a better ROI. Their online ads performed better at generating leads. Although their offline ads gave positive preference for the potential homebuyer, it did not result in as many leads and contacts for the Century 21 brokers, as the online ads did. They quickly discovered that online marketing was also more cost-effective. Century 21 is now focused on making investments in media that have the greatest relevancy to their target audience and the greatest ROI. Their empirical results showed that their online investments were performing substantively better at generating leads – not just positive preference.

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