Value Opportunity Missed for Digital Marketing Spend
Receiving value for any aspect of your business is vital. Your Digital Marketing is no different. On its own, Digital, or Online Marketing is an ever expanding field that encompasses things such as Search Engine Optimization, inventory marketplace proliferation, email marketing, SEM, conversion analysis, website design/development, etc., etc. Recently I was doing some work for a company who had the opportunity to move equivalent spend from print to digital and decided not to.
I was shocked with their decision. It is almost 2014 isn’t it???
The funny thing with this scenario was the fact that they figured that they needed to re-evaluate how they were doing their online marketing. They were openly talking about the importance of SEO, which is why I was in discussions with them, so I figured that they were becoming a company that wanted to adapt online behaviours that matched how their customer base wanted to deal with them.
Boy was I wrong.
The opportunity they were offered was simple. For a less than a 1% increase in spend they could retain their marketplace access and print advertising BUT they could add premium listing enhancements to their online inventory. In my experience, those listing enhancements alone would be worth justifying their regular price, but to have them included… that was tremendous value.
They couldn’t get over the fact that their amount of spend would be going up for a portion of their online marketing. They didn’t want to see the value in that extra spend. Essentially they decided to keep everything the same, even though it wasn’t working all that well, instead of seeing the value and the increased business that would come their way for an additional 1% in what they spent each month.
As soon as I found out what they had turned down, I realized that this isn’t a customer that I would want to work with. Advanced Web Solutions specializes in Search Engine Optimization and SEO isn’t an investment where you want to take shortcuts in order to save a tiny amount. Search Engine Optimization is a key component to a business’ overall online marketing in regards to driving quality traffic to a website/webpage. No matter if you are looking for a SEO company in Kitchener, a SEO company in Waterloo, Guelph, Cambridge or other area in Ontario, please take the time to educate yourself in order to know what a proper SEO program requires in order to be 100% effective.
Update Jan 2014: Here is an interesting visual to show some key positive and negative factors in regards to integrated internet/online marketing.
