Should You Go For Digital Marketing or be More Traditional

Should You Go For Digital Marketing or be More Traditional 


Every day I get bombarded with news of the latest marketing ideas.  The "Shiny New Toys" are, apparently, absolutely necessary to the survival of my business. 


Over the years I've seen hundreds of shiny new toys pedaled by "experts" who know everything about them (how do you become an expert in something that was only invented yesterday?).  

Some of them, like Twitter, LinkedIn, and Facebook could be ideal tools for you to use to promote your business. But I could list hundreds of others that have come .. and gone again in weeks, months or few years. 


Are these new marketing tools any better than other marketing methods and channels?   This is a question Ola has asked me. 


Well the truth is that no one marketing channel is ever going to be enough.  If you focus on one and for some reason it becomes unavailable then your marketing stops. 


A Multi-channel Marketing Approach

So you need to focus on several marketing channels.   In most cases that means focusing on a mix of traditional and digital marketing channels.  So for example, most of us need a website, but we might supplement this with PPC advertising and direct snail mail plus a few other things.  What you use will depend on your business, your customer and prospect profile and several other factors.


So my message is to be careful of "Shiny New Toys", they might be great in the long term but you can't test all of them and it is often best to wait until they are out of the beta test stage and the pro's and con's are known.  


Start with Marketing Basics

Start with the basics and get those right first. All businesses need to produce customer profiles simply because if you can't define your customer and their habits you don't know where to promote to them.   Let's face it people that want to buy knotting needles probably don't enjoy fishing so promoting a business selling knitting needles in the Angling Times is likely to fail.


The go on to a website but ensure you don't get sold a Shiny New Toy.  Decide what you want the website to achieve and get the basics written down before speaking to web designers.  Then ensure you get what you need rather than what they want to sell to you.  


You also probably need basic things like business cards.  But I wouldn't buy letterheads and compliment slips in most cases.   If, like me, you only send two or three letters a year you can print these from your PC as you need them.  Tying up £00s in printed stationery is probably a waste of time and money.


Then the other big essential is a marketing plan.  Without it you will have no idea what needs doing next and could be tempted by Shiny New Toys! 

Stefan Drew