Where Did Businesses Previously Spend Their Online Marketing Budgets?
In 2005, I took out a $15k ad with the Yellow Pages. My ad ran for three years, after which it wasn’t paying for itself anymore, so I was offered a bottom dollar ad ($4k). Finally, after this ad failed to recoup its costs, I decided to stop completely.
With the same $15k annual budget, I have diversified our marketing strategy, with 2-3 networking events, a paid directory ad in the Desktop Design Directory Annual, two printed documents (including postage), and a focus on online with eDMs and social media. The difference in value is astounding.
There are so many advantages to online marketing:
- it is liquid and flexible, instant and personal,
- it’s easy for others to spread through social media,
- results are measurable, and
- it is sustainable.
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