I recently had someone ask if internet marketing was the most effective medium? They suggested that because it is faster, cheaper, more measureable and longer lasting than other traditional means is must surely be the best.
While this is certainly an entertaining question, I don't think agree with the suggestion. The suggested "yes" has quite a few assumptions that are present in it that might not be true.
First, the assumption is that when someone comes in contact with your internet marketing, they have a positive reaction. That positive reaction comes from branding and design first and foremost. Without brand solutions and good design, it is very unlikely you can realize the positive effects of any onlne marketing.
Second, the assumption is that marketing on the web was most effective. It depends upon your audience. If you are in higher education and your target market are the 13-17 year olds who utilize Facebook for at least 20 minutes per day, marketing directly to your demographic is a slam-dunk. However, much nonprofit marketing takes more than just the internet, it takes an integrated maketing solution. That solution often includes online marketing, but has to be in conjuction with offline materials such as direct mail, collateral, and other print-based marketing.
While online marketing is certainly does have its advantages, it should only be looked at as part of a larger integrated marketing plan, not the silver bullet.
Download Brainstorm's MediaSphere (pdf) for a comprehensive look at the possiblities in both the online and offline marketing worlds. Then call us so we can discuss your marketing needs and what might be most effective for your organization.
While this is certainly an entertaining question, I don't think agree with the suggestion. The suggested "yes" has quite a few assumptions that are present in it that might not be true.
First, the assumption is that when someone comes in contact with your internet marketing, they have a positive reaction. That positive reaction comes from branding and design first and foremost. Without brand solutions and good design, it is very unlikely you can realize the positive effects of any onlne marketing.
Second, the assumption is that marketing on the web was most effective. It depends upon your audience. If you are in higher education and your target market are the 13-17 year olds who utilize Facebook for at least 20 minutes per day, marketing directly to your demographic is a slam-dunk. However, much nonprofit marketing takes more than just the internet, it takes an integrated maketing solution. That solution often includes online marketing, but has to be in conjuction with offline materials such as direct mail, collateral, and other print-based marketing.
While online marketing is certainly does have its advantages, it should only be looked at as part of a larger integrated marketing plan, not the silver bullet.
Download Brainstorm's MediaSphere (pdf) for a comprehensive look at the possiblities in both the online and offline marketing worlds. Then call us so we can discuss your marketing needs and what might be most effective for your organization.
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