In addition to this newfangled interactive realm, successful companies still need to be
sound in traditional aspects. Good business plans, clear marketing goals, and solid products
and services still pave the road for success. Customer service still counts. Public relations
means more than it ever did, and advertising??”no matter what medium it??™s created
for??”is still very, very important to driving revenue.
On the Web, companies have plenty of options to get their name out there. Pure word of
mouth mingles with search engine results, which blend with search engine marketing,
which then reinforces traditional advertising, which complements online banner advertising.
Viewed as a holistic effort, the sheer number of opportunities is tantalizing. Smart
marketers will pick and chose their media buys and PR initiatives, tailoring their annual
marketing programs to target precise demographic niches.
For instance, corporations looking to advertise on the Web can purchase media space,
invest in paid search results, become active in e-mail marketing, and much more. A traditional
marketing agenda for a medium-sized business might include a 6- or 12-month
insertion order into a few magazines, a direct mail campaign or two, and possibly some
trade show support.
Pages:
626
627
628
629
630
631
632
633
634
635
636
637
638
639
640
641
642
643
644
645
646
647
648
649
650