Electronic Media: They Ain’t What They Used To Be!
There was a time when “electronic media” meant AM radio and three TV networks. No more.
Today, there is Sirius, Internet and Web Radio, cable TV, the Internet, cell phones, and PDAs, with more new electronic media being invented and introduced every day. Of these, the future is on the Internet.
Almost everyone under 60, and many people over 60, research products and companies on the Internet. For people under 40, it is the preferred method to research, read, and make purchases. For people under 30, it is the preferred entertainment medium.
Industrial and B2B e-mail lists are now becoming available. The Chicago Tribune is selling consumer advertising on chicagotribune.com by zip code, demographics, behavioral patterns, and lifestyles. Some 780,000 impressions (hits) are made on chicagotribune.com each day. The Tribune will also send your e-mail blasts (like newsletters and invitations) to their customers. Blogs are the new Public Relations. They go directly to your customers and say exactly what you want, instead of depending upon an editor to publish your news to their readers and control its content.
All your ads, business cards, etc. drive prospects and customers to your web site. The keys to a good site are: keeping it easy and fast to navigate, simple to understand, visual, interesting, and search engine optimized (especially for Google). There is way too much technical stuff to explain — if you need help, hire a good company (like mine!) to set all this up for you.
And remember, this is not like a permanent printed piece. Think of your web site as a living, breathing thing, ever changing, every moving, ever growing. Update it regularly, every day if possible, so it can remain interesting, giving prospects and customers new reasons to visit it over and over again.
Now, with all these marketing tools, from print to direct mail to broadcast to electronic to PR to events and more, let’s get to the heart of the matter. My next blog will be about your most important marketing topic: strategies for your company. Remember, research defines your strategies, and your strategies define your tactics. And your tactics drive your sales and bring revenue into your company.
Ed Sucherman
The Marketing Machine
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