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We are always getting asked lots of questions that are both tactical and detailed regarding our client’s and prospect’s internet marketing efforts.
“Should we use HTML or plain text email?”
“Should I advertise on Google or Yahoo with my pay per click dollars?”
“How can I get page XYZ to come up in Google for the search phrase ‘ABC’?”
“I want a Flash animation on my home page, is that bad for usability?”
While these all may be great questions that justify detailed responses and explanations - the way we go about getting to what we believe is the best answer is to back up…way up.
Web marketing is just an extension of your overall marketing/advertising/selling tactics. We think it is critical that when our clients go about making web marketing decisions, those decisions are made with their customer’s demands in mind. It’s about getting back to basics and asking the simple questions:
- Where does my customer shop?
- What about my product/service satisfies their needs better than my competition?
- What about my product/service makes them happy…and willing part with their hard earned dollars?
The inspiration for this musing is an online (FREE) marketing 101 lecture I just reviewed from my teacher and friend Dr. Neil Hair, a Professor of Marketing at my alma matter the Rochester Institute of Technology’s Saunders College of Business. If you are currently confused, lost, stuck, or befuddled by what your next move should be in your marketplace, let Dr. Hair get you back to basics and clear your head.
Excellent job Professor!