As more and more money moves from old media to new media, this list gets longer, and advertising costs decrease. According to this article in PRnewswire.com, Online Marketing Should Form 60% + of Marketing Budgets in 2013!
I think that it is very safe to say that most companies and professionals are falling way behind this in this curve.
I offer a planning list like this every year: here are eight arrows which may be missing from your quiver:
1. A blog – every website needs to be, and-or have a ‘blog” (short for weblog), which simply means that a modern website needs to be the source of constantly refreshed content: articles, videos, pictures, opinions, info-graphics – any media that can posted, shared, commented on, rated, tweeted, re-shared and always linked back to the source, building traffic and your audience.
2. Video – whether it is simply webcams recorded right to YouTube, cell phone videos, or professional produced digital commercials, this is no longer optional. YouTube.com is the largest media, larger than all three major networks combined. Amazingly, this has all happened so recently, and people are so slow to adapt, that properly optimize YouTube videos pushed in the correct way by groups from a well optimized blog can easily still command results like this one, where I have three of the top ten video results, intentionally: social media advertising agency YouTube search
3. Affinity Groups – whether they are on Google+ new communities, Facebook, Linkedin or all three – it is not a marketing plan unless it includes audience building in an affinity group, whether a niche or local. All your leads can actually come from these affinity groups, not to mention link authority, hits, actual conversions, and engagement tracking results.
4. Strategic local and niche marketing – it is possible to target absolutely any audience online, with blogs, groups, custom mobile apps, posts, videos and organic search, simply by manufacturing a resource that is findable.
5. Internet real estate increasingly has established value – with so many large online behemoths buying up market share, what I call internet real estate (websites, users, content, affinity groups, links, hits, revenue) are gaining a much more liquid resale market, with some new traders actually actively seeking me out this year and offering to buy my properties, any website properties, for a multiple of earnings. Inexpensive to build, internet properties now have an established market and a value.
6. Bricks and mortar, a custom domain – not so much: at one time absolutely essential for credibility, these things become less and less important to tech savvy shoppers.
7. Sponsored links, Banners, Affiliate programs – not so much – again, these practices and methods are intentionally avoided by tech savvy shoppers, making them less and less effective.
8. Cross marketing is the key – with a resource that has been built to serve people in an area or niche market, one property can service many local businesses, as a lead generator without any middleman – the lead generators of old are making way for local resources with no middlemen at all between the business owners and the users; the gatekeeper styles of Chamber of Commerce and the Visitors Bureaus and the influence peddling they once enjoyed are being replaced by completely free networking groups, Google+ communities, Facebook groups like this one: https://www.facebook.com/groups/uplog.org/ and other resources where the only cost of entry is relevance and/or popularity.
Summary – nobody really ever liked the BBB, Yellow Pages or any Yahoo style directory populated A-Z by salespeople. From boutique auto-dealerships that look like malls, with Sushi bars, espresso, and hair salons – to elaborate local blogs, advertising is changing.
Original article it here: