Home | Contact | Advertising
Small Business, Information, Resources, Articles - SmartBiz.com
Members Login:
Sign Up Forgot?
SALES & MARKETING
Marketing Online
Email Marketing
Search Marketing
Selling
PR
ONLINE BUSINESS
E-Commerce
Website Creation
Productivity
Accounting
CRM
Web-based Software/SaaS
BUSINESS STRATEGIES
Case Studies
Smart Answers
Videos
Podcasts
Smart Blog
Human Resources
Management
BITS & BYTES
PCs & Online Equipment
Mobile Computing
Security/Business Continuity
Telecom/Office Networks
Small Business Products
FORUMS & RESOURCES
Free White Papers
Tools and Calculators
SmartBiz Forum
Legal & Business Forms
News Feeds
Featured Webcasts & Videos
Franchise Offers


 
SMALL BUSINESS AND STARTUPS INTERNET TECHNOLOGY RESOURCES
Search SmartBiz:
Forms and
Downloads
Free
White Papers
Special
Offers
SmartBiz
Blog
Free Email
Newsletters
Marketing Online
Low Cost Color Printing Makes Integrated Marketing Affordable
Email ArticleEmail Article
Print ArticlePrint Article
Increase Text SizeIncrease Text Size
Decrease Text SizeDecrease Text Size
Del.icio.us
Digg This
Bookmark and Share

By Frances K. Blanco

Congratulations! Your company is starting to take off, and to build your business further, you decide to target your current database. Birds in hand, they are. Or maybe you have decided you’ve hit a level of saturation with your current contacts and really need fresh leads. Easy enough. You identify your target audience and begin mapping out your plan. In either case, since you’re a cutting-edge small business that understands the importance of the Internet as a money-saving marketing tool, you develop a solid Internet marketing plan.

But is that enough? All too often, companies think they can rely solely on the Internet and completely ignore printed materials for the offline world. But “integrated marketing,” that is, marketing using multiple channels, is a more effective approach that yields a better return on your marketing dollars. By targeting both online and offline audiences, you broaden your reach, allowing each channel to support the other. According to an article in Internet Marketing and e-Business Review, a newsletter from Advanced Media Productions:

“Online businesses can benefit from traditional ‘offline’ marketing such as direct mail, Yellow Pages ads, display ads, etc. just as brick-and-mortar businesses can use the Internet to promote themselves and get more business. Using both online and offline marketing together can help you maximize a small marketing budget and result in an even better return on investment.”

An article on AllBusiness.com offers practical advice on how to use the offline channel to support an online campaign:

“The goal is to have all your marketing efforts supporting each other, working together to promote your business. There are obvious ways to do this, such as including your URL or domain name on every piece of promotional material that you send out, as well as on your letterhead and business cards. Include it in your Yellow Pages ads and on printed promotional materials. Not only will this increase name recognition for your site, it will also give customers an additional way to contact you or make a purchase.”

One additional point, with so many online shopping sites, and so many stories of Internet fraud, many consumers don’t trust a company that seems to exist only online. An offline marketing campaign lets consumers know that while you’re tech savvy, you’re also stable and reliable, and you’ll be there to support them.

| 1 | 2 | Next page »
Frances K. Blanco is the Vice President Marketing and Business Development of Media Sciences International.
Add a Comment View Comments
Small Business Home

SmartBiz Shop
Promotional Items with Your logo
 
     
 
Smart Services
Spacer
Spacer
Spacer
Spacer
Add Your Logo Now
Spacer
Get Your Business Online
Build a Website Host Your Website Market Your Business Online
Business Form Downloads
Legal Forms Business Forms
Smart Forums
Recent Postings
Stimulus or "Pork"ulus?
Blog: How Do You Know What Insurance Is Right for Your Business?
If Layoffs Are Necessary, Protect Your Business
Blog - Do You Have Email and Internet Usage Policies in Place?
MORE
Home | Contact | Advertising
© 2017-2019 SmartBiz. All rights reserved. Privacy Statement and Terms of Service
Small Business Home | Business Tools | Online Business | Bits & Bytes | Sales & Marketing | Business Strategies | Forums & Resources
Email Marketing & HTML Email Driven By: Hosted By:   Design By:
Email Marketing
 
XML LogoRSS Logo
Receive our stories via SmartBiz XML/RSS feeds.
Include our stories on your website through SmartBiz javascript content feeds.